{"teamId":"1230004719","campaignId":"5514","seriesId":"148831","from_email":"keith@wasserstromconsulting.com","email_subject":" {first_name}, Here's the \"magic formula\" for marketing.","attachment":"","email_message":"<meta content=\"text\/html; charset=UTF-8\" http-equiv=\"Content-Type\" \/>\r\n<meta content=\"width=device-width, initial-scale=1, shrink-to-fit=no\" name=\"viewport\" \/>\r\n<meta content=\"\" name=\"description\" \/>\r\n<meta content=\"Mark Otto, Jacob Thornton, and Bootstrap contributors\" name=\"author\" \/>\r\n<meta content=\"AcelleSystemLayouts\" name=\"generator\" \/>\r\n<title><\/title>\r\n<!-- Bootstrap core CSS -->\r\n<link href=\"css\/bootstrap.min.css\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons\" rel=\"stylesheet\" \/>\r\n<link href=\"https:\/\/fonts.googleapis.com\/icon?family=Material+Icons+Outlined\" rel=\"stylesheet\" \/>\r\n<style type=\"text\/css\">\r\nh1,h5 {text-align:center;} .table { width: 100%; margin-bottom: 1rem; color: #212529; } .table thead th { vertical-align: bottom; border-bottom: 2px solid #dee2e6; } .table td, .table th { padding: 0.75rem; vertical-align: top; border-top: 1px solid #dee2e6; } th { text-align: inherit; } tr { display: table-row; vertical-align: inherit; border-color: inherit; } tbody { display: table-row-group; vertical-align: middle; border-color: inherit; } .text-center { text-align: center!important; } .display-4 { font-size: 3.5rem; font-weight: 300; line-height: 1.2; } p { margin-top: 0; margin-bottom: 1rem; } .container { margin: auto; } .pb-3, .py-3 { padding-bottom: 1rem!important; } .pt-3, .py-3 { padding-top: 1rem!important; } .image-container .image-wrap.image-placeholder, .footer-container .footer-wrap.footer-placeholder { background: #f3f3f3; outline: 1px dashed; outline-offset: -2px; display: inline-block; color: #979894; padding: 10px; width: 100%; text-align: center; position: relative; }<\/style>\r\n<div builder-container=\"\" builder-element=\"BlockElement\" builder-wrapper=\"\">\r\n\t<div builder-draggable=\"\" builder-element=\"BlockElement\" style=\"opacity: 1;\">\r\n\t\t<div class=\"container py-3\" style=\"margin: auto; width: 100%; padding-right: 15px; padding-left: 15px;padding-bottom: 1rem; padding-top: 1rem;\">\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tHi {first_name},<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tLast week, we began discussing the fundamentals of marketing.<\/p>\r\n\t\t\t<ul style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\t<li>\r\n\t\t\t\t\thave something good to say<\/li>\r\n\t\t\t\t<li>\r\n\t\t\t\t\tsay it well<\/li>\r\n\t\t\t\t<li>\r\n\t\t\t\t\tsay it often<\/li>\r\n\t\t\t<\/ul>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThese three critical fundamentals were highlighted in the video I asked you to watch.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tClick\u00a0<a href=\"https:\/\/CorporateCounsel.com\/wrong\">here<\/a>\u00a0if you haven't watched it yet.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tWe previously discussed the first fundamental and the best way for you to implement it into your business.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tToday, let's look at fundamental #2.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tOnce you have something good to say about your business that separates you from your competitors, now you have to say it well.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tUnfortunately, most businesses don't.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tFor example, how many online ads, TV or radio commercials, or even websites say things like this: largest selection, most professional, lowest prices, highest quality, best service, fastest, most convenient, largest in the state, honest and trustworthy, unmatched expertise, friendly staff, works harder, gets the job done right the first time, and have been in business for many years?<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tLook at virtually any and every piece of marketing today and these are all you see.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThese are called platitudes, and they're absolutely meaningless to most prospective buyers.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tIn fact, these platitudes are actually expectations prospects already have about a business.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tFor example, don't you EXPECT any store to offer a large selection, high quality, and good service?<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tPeople expect that to happen and will only notice when those things are missing.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tAnd yet most businesses highlight these expectations in their marketing and practically brag they offer them, while the prospect thinks to themselves, \"well I would hope you do all of those things!\"<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tEver see an ad that says, \"we have a limited selection, average quality, and mediocre service?\"<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tSTOP USING PLATITUDES IN YOUR MARKETING!<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tThere, was that forceful enough (did I say that well)? \ud83d\ude0a<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tOh, and stop putting your company name at the top of your ads and website, as well as your picture.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tNo one cares what you have named your business and they don't care what you look like.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tStop using your phone number as the only option you give your prospects as a call to action.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tDid you know the ONLY prospects who will call you are what we refer to as \"NOW-BUYERS\"?<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tNow-buyers make up less than 1% of all potential prospects, which means you're excluding 99% of potential buyers from interacting with your business.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tAs a business owner, you must know and understand these fundamentals about your prospects if you ever hope to create marketing that \"says it well.\"<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tBut relax, there is a \"magic formula\" that will give you the ultimate power to \"say it well\" in every piece of marketing you develop moving forward.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tAnd next week, I will reveal that formula to you, and show you exactly how to use it for your business.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tIn the meantime, if you haven't already, read my chapter on Leads in my book to learn how to effectively market your business to non-now-buyers. You can download your copy\u00a0<a href=\"https:\/\/CorporateCounsel.com\/book-download\">here<\/a>\u00a0if you haven't had a chance to yet.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\tSee you next week.<\/p>\r\n\t\t\t<p style=\"color: rgb(0, 0, 0); font-size: 16px; font-family: arial, sans-serif; line-height: 17pt; margin-bottom: 20px;\">\r\n\t\t\t\t{{user_first_name}} {{user_last_name}}<\/p>\r\n\t\t\t<p builder-element=\"\" builder-inline-edit=\"\" style=\"margin-left: 10px; margin-right: 10px;\">\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t<br style=\"color: rgb(0, 0, 0); font-family: &quot;Times New Roman&quot;; font-size: medium;\" \/>\r\n\t\t\t\t\u00a0<\/p>\r\n\t\t<\/div>\r\n\t<\/div>\r\n<\/div>\r\n<br \/>\r\n<br \/>\r\n<br \/>\r\n","templateId":"default__6037a0a8583a7__1230002359__99145_index166257470384403581230004719"}