{"teamId":"1230004719","campaignId":"5514","seriesId":"148832","from_email":"keith@wasserstromconsulting.com","email_subject":"{first_name} Using These Will Cripple Your 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\tOver the past couple weeks, we've been 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 when we first met.<\/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\tLast week we began discussing the second fundamental. 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\tI told you most businesses load up their marketing with \"platitudes\" such as largest selection, lowest prices, highest quality, faster 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\tThese simply take up your valuable (and expensive) ad space and do NOTHING to help sell your product or 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\tBut I did say there is a \"magic formula\" that will enable you to write powerhouse marketing, and I promised I would reveal it to you this 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\tThe magic formula is called the Conversion Equation and here it is.<\/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\tInterrupt, Engage, Educate and Offer<\/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\tThe Interrupt refers to an attention-grabbing headline - EVERY ad and website must have one.<\/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\tIt must be problem-based and focused on a major hot button for the prospects you're targeting.<\/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\tThe Engage is a sub-headline promising a solution to the problem referenced in the headline.<\/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\tNote that it only PROMISES a solution. It does not GIVE the solution.<\/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\tThat's the job of the Educate - it provides the solution and backs it up with evidence and proof.<\/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\tThink of Educate as an attorney standing in front of a jury.<\/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 finally, the Offer - this must be compelling and provide value to the prospects you target.<\/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 THIS IS IMPORTANT!<\/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\tA compelling offer is not your phone number.<\/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\tRemember, it must offer your prospects value.<\/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, let's assume you're thinking about remodeling your bathroom or kitchen.<\/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\tDo you even know what's available these days in the way of new, innovative designs for baths and kitchens?<\/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\tDo you think most prospects thinking about remodeling might like to see what types of designs are in style these days to see new ideas, suggestions, and various models they can use to begin to select what they themselves would most like to have?<\/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\tSo, what do most bathroom and kitchen remodelers put in their ads as their offer?<\/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\tTheir phone number - but prospects aren't ready to call anyone 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\tThey typically only call when they're ready to buy.<\/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\tHere's why - prior to 1980, the sellers had all the power in the buying relationship.<\/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, in the 70's, if you wanted to buy a new car, you had to go see the dealer and speak with a salesperson.<\/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\tYou HAD to. You had no other way to get information on the car you were interested in buying.<\/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\tSo back then, the only offer sellers had to put in their ad was their phone number since calling them was the prospect's only option.<\/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 short, the seller had all the power back then! We refer to this time period as the days of simple selling.<\/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\tNowadays, we have the internet. In fact, over 90% of automobile buyers today have already performed extensive research and due diligence on the car or truck of their choice, and even know the exact amount of money they will pay for it.<\/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\tThey don't need the salesperson whatsoever, and actually prefer not to deal with them.<\/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, the buyer has the power and the seller is at their mercy.<\/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\tIt's absolutely critical you know and understand how to use the Conversion Equation of Interrupt, Engage, Educate and Offer. Read my chapter on Leads in my book to learn the Conversion Equation. 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 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\tP.S. To determine how likely your marketing is to convert, simply fill out my\u00a0<a href=\"https:\/\/CorporateCounsel.com\/evaluator\">Conversion Equation Evaluator<\/a>.<\/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\tAfter calculating your marketing conversion level, I can show you exactly what to do with your website and marketing collateral that could drastically improve the number of prospects who respond to 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\tJust schedule a\u00a0<a href=\"https:\/\/CorporateCounsel.com\/contact\">complimentary meeting with me.<\/a><\/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__99146_index166257470315844751230004719"}