October 16, 2025 • 43 mins
Is email really dead—or are people just doing it wrong?
In this episode of the Business Roundtable Podcast, host David W. Carr speaks with Ely Delaney, Automated Systems Strategist, author, and founder of Purple Knight Marketing. With over 25 years of experience, Ely helps speakers, coaches, and consultants simplify their marketing, automate their follow-up, and turn contacts into clients without becoming another voice lost in the noise.
Ely’s approach focuses on adding value, building trust, and creating human-centered automation. His signature “Follow-Up Fix” ensures that when prospects are ready, you’re the first person they think of.
In this conversation, you’ll learn:
Connect with Ely Delaney:
Website: https://elydelaney.com
LinkedIn: https://www.linkedin.com/in/elydelaney
Free Resource: https://connectwithely.com
Become a supporter of this podcast: https://www.spreaker.com/podcast/business-roundtable--6049255/support.
Watch more episodes on YouTube and subscribe here:
https://www.youtube.com/@steward_your_business
Connect with Steward Your Business:
Website: https://stewardyourbusiness.com
LinkedIn: https://www.linkedin.com/in/davidwcarr
In this episode of the Business Roundtable Podcast, host David W. Carr speaks with Ely Delaney, Automated Systems Strategist, author, and founder of Purple Knight Marketing. With over 25 years of experience, Ely helps speakers, coaches, and consultants simplify their marketing, automate their follow-up, and turn contacts into clients without becoming another voice lost in the noise.
Ely’s approach focuses on adding value, building trust, and creating human-centered automation. His signature “Follow-Up Fix” ensures that when prospects are ready, you’re the first person they think of.
In this conversation, you’ll learn:
- Why email marketing still works when done right
- How to lead with value instead of pressure tactics
- Why automation should feel human, not robotic
- How consistent follow-up builds trust and authority
- Why most sales are lost due to lack of follow-up, not competition
- How to design long-term campaigns that work on autopilot
Connect with Ely Delaney:
Website: https://elydelaney.com
LinkedIn: https://www.linkedin.com/in/elydelaney
Free Resource: https://connectwithely.com
Become a supporter of this podcast: https://www.spreaker.com/podcast/business-roundtable--6049255/support.
Watch more episodes on YouTube and subscribe here:
https://www.youtube.com/@steward_your_business
Connect with Steward Your Business:
Website: https://stewardyourbusiness.com
LinkedIn: https://www.linkedin.com/in/davidwcarr
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:32):
All right, welcome back to the Business round Table podcast.
I am your host, David Carr of Studio Business, where
I bring people together to accomplish great things, and we
have a great guest here, Eli Delaney is with us.
I'm so grateful to have you, Eli.
Speaker 2 (00:45):
Well, thank you for having me come hang out with you, David.
It's like anytime we have good conversations, So yeah, anytime, absolutely.
Speaker 3 (00:52):
Absolutely, yeah. Well, thank you.
Speaker 1 (00:53):
You had me on your podcast You're Meet Cool People
podcast recently and I said, well, hey, I got to
return the favor. Have you come on here on the
Business Roundtable speak to the listeners and the folks that
are part of our community here, and so thank you
for being a part of that.
Speaker 3 (01:08):
You and I have connected, guys we met.
Speaker 1 (01:10):
I don't know if it was earlier this year, last year,
but definitely we are part of one of the network
great networking groups, Success Champions Network. And I really appreciate you,
know Eli, just the way that you pour into your podcast,
the way that you shared mentor just a truly remarkable man.
Speaker 3 (01:25):
And I'm glad to know you and have you in
my circle.
Speaker 2 (01:28):
Well, thank you so much. And I feel the same
way my friend it's a I love that and you know,
Success Champions has been a great spot for you know,
for me, I love meeting cool people obviously, but it's
a good place for me to be able to get
to know other people where they are on their journeys.
And it's been a great opportunity for me to be
able to share some of the stuff because I have
(01:48):
been in business as long as I have that I
can share, especially for people, and we get into people
like getting in the podcast world. You know, all of
a sudden, I got thrown into, hey, you should you
should lead a group on how to do podcast? Like, okay, sure,
whatever next thing. I know.
Speaker 4 (02:04):
We got a monthly meetup group for it. It's pretty fun,
it is. It's been great, great group of people. So,
you know, before we get into the meat of the meeting,
if you will today on the podcast, you know you
have been an entrepreneur. You've done a lot in marketing
and media and email and owreach and nursing all this stuff,
I mean a lot and using technology, which I'm super
(02:25):
excited to get into.
Speaker 1 (02:27):
But I like to have guests come on here as
business owners and leaders talk about their journey because you
it's not you know, nobody's an overnight success. You've done
work really hard to get where you're at today, and
I'd love just to hear our listeners to listen a
little bit about who you are and why do you
love doing what you do today?
Speaker 2 (02:43):
Okay, yeah, so yeah. I've been in business thirty years
this year, and my first company was Webon Graphic Design Agency.
I started that back in ninety five, basically working out
of my dining room by myself. I think I ended
up getting like two clients, and then I realized, hey,
if I'm not going to get another job, which I
don't want because at that point I descarmbered, I was
(03:04):
completely unemployable, and I was like, I need to get
this thing figured out. And so I really took off,
got into the chambers of commerce and stuff like that.
And back then that was a great place for me
to get started for this because web design was still
in its new infancy at that point, and everybody knew
they needed one, but they really don't even know what
it was yet, and so it was a great opportunity.
(03:25):
Again there grew that from my dining room to an
office five employees, closing three to five contracts a week.
We were just killing it. And then I realized I
didn't really like going to an office, and I wasn't
a big fan of my employees either, So I burnt
the whole thing down and started over. And it was
good for what it was. But I also saw the
web design industry was changing a lot, and at the
(03:46):
time I kind of fell into teaching classes. I was
teaching people how to edit their own websites. For some reason,
people didn't want to pay us one hundred bucks to
go through and change a price on a page. So
I was like, all right, yeah, I guess I can
understand that. So I showed them how to do some
basic editing and stuff, and I really fell in love
with it, and so that ended up evolving to what
(04:08):
I ultimately ended up doing a lot of speaking, a
lot of teaching. I've got a coaching programmer and teaching stuff.
And then over the years it has actually evolved from
that overall marketing helping with you know, how do you
build a website? To how do you get online? Do
social media? Which I mean I was teaching you know,
how to how to use Twitter classes when Facebook was
(04:28):
like barely starting, you know, it wasn't it was like
barely public at that point, and you know, yeah, so
it's been a long time, and ultimately I ended up
realizing my favorite part of it was email, and so
I take my everything that I've done has been around
how do you build a stronger relationship with the people
(04:51):
that you meet, and a lot of that is done
through email because we have you know, again going back
to the fact, when I started all this, we didn't
have social media. It didn't even exist then. But over time,
even in social media, we have that aspect of how
do you communicate so people can they can relate to
you and they feel like you're a genuine person instead
(05:11):
of just being, you know, just pitching all the time
or being, you know, being just being a jerk. There's
a lot of people do and when we look at emails,
my biggest thing with emails is so many people do
it wrong. Like people actually go out there and talk
about email being dead. It's not dead. It's just that
their emails suck. They need to write better. And so
(05:34):
really what I do now I specialize in that area
of it. But it's it's not about I always tell people,
it's not about the technology, It's about the psychology. So
it doesn't matter which platform I always use. That when
people are asking me what's the best CRM to use,
it's like, well, it's the one that you actually use,
is the best one. Doesn't matter how crazy cool it is.
(05:54):
If you never use it, it's not worth it. It's
not doing his job. But it really is about how
do you communicate what you say when you say it,
how you say it, how often you say it, and
how can you stay in front of people on a
consistent basis, because we have to because we live in
such an ad D world without becoming an annoying pest.
(06:14):
And so that's kind of the that's kind of like
me in a you know, a couple of minute Nutshell.
Speaker 1 (06:20):
Yeah, yeah, Well I'm gonna I'm gonna I'm gonna you
gave quite a few things. I'm gonna dig in and
ask some follow up questions here, all right, because because
to your point, and I've had a number of folks
recently on the podcast are specialized in sales or in
sales training, and we're talking about the how bad it
is out there and like a lot of this messaging
and like you said, pitching, and I get them on
(06:42):
you know, like you said, it doesn't really matter where
the email it's through LinkedIn, whatever it is. It's just
it's just bad, right, It's just bad. No wonder people
are turned off, you know. This is just you're not
building any relationship. You're not building. This is purely transactional.
It's like what can I get out of you?
Speaker 2 (06:58):
Oh? Yeah, I had an email. I had an email
today from somebody who's like, hey, I see you're in
San Diego and I want to thank you or congratulate
you on your business and you're doing you know, if
you ever need any promotional materials, I would love to
help you out. We do all these wonderful things. I'm like,
first off, why do you think I'm in San Diego?
I've never been in San Diego. I mean I visited once,
like once, right, but I was like where did? I
(07:22):
was like, first off, do your homework and to know
you know, and I had no clue who this person was.
It was the only communication I'd.
Speaker 1 (07:30):
Had with the mm hmm yeah yeah, yeah, we get
those every day. I had somebody message me on LinkedIn
saying hey, we would you know, do you have a
pot or when they asked me if coming about being
a podcast. I'm like, I run two podcasts. If you
checked did any research, you would see.
Speaker 3 (07:45):
You know, I'm doing this.
Speaker 1 (07:46):
So are they're not doing any of the even the
basic work, and so how are you going to build
you know, relationship over time?
Speaker 3 (07:53):
Right exactly?
Speaker 1 (07:56):
So yeah, I mean I think but I as a
you know, I do think it takes work. And somebody
like yourself, Eli, that have been doing this for a while, right,
guiding people, so they're not making these pitfall traps of Unfortunately,
you know, they just be like, oh, well this this
manipulative tactic you know, might work very rarely. But you're like, well,
(08:17):
I'm just going to learn this and try this, and
I'm just gonna throw anything at the wall trying to
get clients.
Speaker 2 (08:22):
Right, Yeah, there are so many things going on, especially
nowadays now with the rise of AI, people are just
jumping on every little thing that they can possibly do
and then realize what they don't realize is that a
lot of that stuff actually hurts the relationship. It hurts
the trust value. And I always tell people and this
(08:43):
is what I specifically really like, I'm I'm very militant
about this with my clients. It's like, your job is
to educate, add value, and build trust. That's it because
if you do those three things while they know what
(09:06):
you do, and chances are they all know what you
do because you've talked to about it, talk to them
about it already. But if you can do those three
things when they're ready to buy, you'll be the first
person they think of. And that's where you really want
to come from. And I and and again, it doesn't
matter what medium we're using. I like I said, my
personal favorite is email. That's my specialty. But it doesn't
(09:27):
matter where we put this stuff. If you put stuff
out there that is adding value, Like one of my
favorite things in the world, I got this. I talk
about this all the time. I keep the copy of
The go Giver by Bob Berg sitting on my desk
all the time, and I talk about this book all
the time. One of these days, I think Bob might
get me a commission check. Could be kind of cool,
like I might be able to retire. But I share
(09:47):
this book all the time. I talk about how it's
an easy read. It's all about creating social karma. You
know that if you do good things to help other people,
it's going to come back to you. You know, I
don't know how, don't know when to the same person
you did it to, but it's gonna come back. And
it's one of my favorite books. I've talked about it
for got probably fifteen years, and it's so funny because
(10:11):
people are like, Okay, that's great, thank you so much,
I can't wait to read the book, and I'm like, Okay,
that's awesome. Now if you stop and think about it,
what did I get out of that book or out
of recommending that book? Yeah, best case scenario if I
put that, if I talk about that in an email
and I happen to stick my Amazon affiliate link in there,
I'll make like thirty cents. I think that Amazon sends
(10:32):
me a check big enough to buy me like one
Boca a year. So I'm not doing it for the commissions.
I'm doing it because it adds value. And the beauty
of it is when you do that, the next thing,
you know, you build that lifelong trust where somebody hears, hey,
i'm struggling with X y Z, like I know the
(10:54):
guy you need to talk to. You need to talk
to Eli because he knows all this stuff. And the
great thing about this is it does It's easy because
you're not making stuff up. You're never lying, you're never
putting out a bunch of garbage, making a bunch of
empty promises like so many people sadly in the marketing
world do. All you're doing is like, hey, here's something
(11:17):
that has worked for me. I'd love to share it
with you. That could be a book, that could be
a video on YouTube, that could be a tip you
could do. You know, you could do some stuff related
to your business. You do a lot of stuff not
related to your business. They'll still trust you because they
know what you do.
Speaker 3 (11:31):
Yeah, you know.
Speaker 2 (11:32):
I mean I had I had somebody last night that
introduced me at this this business mixer you're part of,
part of SCN. We had a we had a our
local chapter had a mixer last night and I had
somebody introduce me and she and she's done this multiple
She's like, you got to meet e Lie. He does.
He's just he's had a wealth and knowledge. He does
email stuff, and he does speaking, and he does podcasts
and he just I don't even know what all he
(11:53):
actually does, and I'm not sure what he actually charges for,
but I know he's really good at everything. And you
need to know this guy.
Speaker 3 (12:01):
There you go, And.
Speaker 2 (12:01):
You know what, I'm okay with that, because then I
can have the conversation and I can lead it to
finding out if that person could be a good fit
for how I can album and no matter what, I'm
going to lead them in a direction. I can help them,
whether it is my stuff or somebody else's. You know,
if they're not a good fit for me, I can
probably say, hey, you know what, here's something that you
could use. And that person's going to remember me is
(12:23):
the guy that helped them out. Yep. That's where all
of this stuff leads to. It's not that hard, it's
not rocket science, but so many people miss the boat
on this.
Speaker 3 (12:33):
I agree.
Speaker 2 (12:34):
Agree.
Speaker 1 (12:34):
Well then, I mean, honestly, this is why I have
you have you on the podcast today for this very
reason what you're talking about. Business round People podcasts started
two years ago because I came with other business owners
and said, hey, just to your point, how can we
create value? How can we can create something that we
can share, give and say, take and see and is
this something that hey benefits me? And I appreciate it
(12:55):
and I love having folks like you on the podcast here,
So that way I can say, here's another person that
I know that I trust, that I collaborate with, check
them out, see how they might be able to help you.
And so the podcast is a different medium to do that,
and I'm grateful, So thank you for coming on.
Speaker 2 (13:09):
On board here, thank you for inviting me absolutely well.
Speaker 3 (13:13):
So you know, so here's here's here's the challenge.
Speaker 1 (13:16):
I think, what you're you're bringing up as a business owner,
wherever you're at the stage, especially when you're maybe just
starting up or you've got going or struggling, what are
the things that you say eli they should be? You know,
so don't just like try to use these these bad
tactics that have been because you're kind of you're desperate.
You know, I got to get a sale. I got
to make the connection. What do you take them? Like,
(13:39):
what do you say to them? Start back before you
you know, start you know, how do you what do
you start with them?
Speaker 2 (13:44):
Okay, Yeah, So a couple of things to look at
is there's two sides to this. Number one is lead
with value first, no matter where you're at. But like
I'm a big fan of give them something that is
related to your business that can help solve a problem.
Born right away. So I'm a big fan of a
lead magnet of some sort. There's a couple of really
(14:05):
cool ones. I think something short, sweet, to the point.
Do not send them to a webinar. They're not going
to watch it.
Speaker 3 (14:09):
Okay.
Speaker 2 (14:10):
People are so adhd in today's world they don't have
time for it. So the newest one I actually just launched.
It's an old school process, but it's coming back, and
it's because we are in such an overwhelmings world. Is
like a five day educational course and it's all email.
It's not no membership sites, no videos, no downloads, no PDFs,
(14:32):
none of these other garbage that makes it hard to
create and more difficult for people to consume. But if
you could get to any prospect you talk to, or
you're networking at an event and you see somebody that
you know you can help them out, you could say,
you know what, I got something that might be able
to help you out. Check this out, pull this up,
and you have them pull out their phone if you
(14:52):
want to be fancy about to get the QR code
on your phone so it's ready and they can just
snap that and go right to the website. And you know,
like the one that I do. I literally launched it today.
You were like one of the very first people that's
even gotten to see it. And it's called the follow
Up Fix. Yes, and so with that, all the tells pop.
I'm going to start doing this with this one. And
I've done it with many other things, but I'm like,
(15:13):
you know what, here's something that might help you out.
Pull out your phone's let's go there and you show
them what it is like. Have them read through the
page and go just sign up for this. It's going
to be six emails over five days. Check it out.
I would love to get for you to go through
it and then let me know what you think. Absolutely,
now you see how that's not a pitch. Is like,
go through it and let me know what it is.
(15:33):
I'm selling them something for free that hope will hopefully
will give them some education and some actionable items. I
know that mine has that, and so if you do
it right, yours should have that too. Now, right out
at the gate you started, you've led with value and
if that's your goals, like, okay, how do I lead
with value and gives people something that is easy for
(15:56):
them to get into. And I'm not even pitching them anything.
So you don't have to worry about your you don't
have to worry about the stress of closing the sale
because let the system, let the let the process teach
them and educate them on the process to where they're like,
you know what, this is awesome. I see how I
could do this, But I don't know that I could
do it right. Maybe I need to go back to
(16:17):
David to have a conversation. And now you've already presold them.
Speaker 1 (16:23):
And so absolutely I'm going to add it because I
just I pulled up your website because I don't normally
do this, but because I think it's so valuable what.
Speaker 3 (16:32):
You're sharing right now.
Speaker 1 (16:34):
It's you guys can just we'll put the link here
in the show notes the follow up fixed on up.
But it's just something simple like this. I mean, I
just thought, oh, it's so, it's clean, it's easy.
Speaker 2 (16:43):
You yeah, nothing fancy. You could do this on your
own with whatever CRM slash landing page thing you got.
You know, it doesn't have to be super complicated. You
can make it even more simple than what I've done
on here. I mean, I've got a lot of stuff.
I got a lot of testimonials and stuff that I
put up there as well. The goal with it is
give them something of value that's real value, because most
(17:05):
people they make a bunch of garbage up and then
they say this should be ninety seven dollars. But for you,
it's free, and it's bs they're not. It's like something
that basically tells them why they need to hire you, right,
which and gives them no value in itself, like with mine. Obviously,
I want them to read it and go, yeah, I
am messing up all of these things, and I do
(17:27):
to edilize help. But if they just read all the
things they are making the mistakes for, they could potentially
do it on their own. They don't have to hire me,
right And I'm okay with that. If they want to
try to do it on their own, awesome, But I'm
giving them the value to see what they need to
do and then if they would like my help, I'm
here for them. And so that's the very first thing
(17:48):
you want to do. The second thing with that, once
you've done that, your job is to get in front
of as many people as you can to give them
that thing, because that does your sales process for you.
It educates them. It gives them something to see that
you know what you're doing, and it takes the pressure
off of closing the sale, because if you do that,
(18:12):
then this next step would be, Okay, this is awesome,
I need to talk to David, So let's get on
a call or whatever, you know, whatever your next step
in your process is. But at that point you've already
that's done the sale. So your job is now to
explain the benefits of the actual package of whatever it
is you're selling and give them a price. But they
(18:33):
already understand most of it, right, and their whole point
behind this. Now, I'm a big fan of huge automation,
so like I have a campaign runs for three years automatically.
My running joke is I could go outside and get
hit by a bus today and sell you stuff for
three more years. That's a different that's a more advanced
level thing. But you know, for me, I have people
(18:55):
will go into that because once they go through this process,
the people that are like I need this now, that's great.
But there's a lot of people that aren't ready yet.
Doesn't matter what the reason, right, maybe they don't have
the money, maybe they're just they don't think they need
it yet. That's where a lot of people are. They
don't think they need it, and then they come back
later and they're like, oh, yeah, you know that thing
you told me I needed And I was like, yeah, no,
(19:16):
I'm not ready for you yet. Yeah, I was kind
of stupid. I should have done it back then when
you talk to me about it. Cannot tell you how
many times I've had that conversation. But so you want
to make sure that you stay in front of them
on a regular basis. And so what I do is
called the ultimate follow up, which is this is where
we can build automation and use our fancy tools and
technology we have out there, but build it with a
(19:39):
with the process of keeping it human. Write your emails.
Your follow up processes should look and feel like you
just opened up Gmail to send it. Don't make fancy letters,
don't put your header across the top and pretty pictures
and all that kind of stuff, because chances are you
would not do that if you just opened up Gmail
and send it. There's a few people to do because
they like all the colorful, funny stuff, and that's fine.
(20:01):
If that is you, that's fine, but if that's not normally,
you don't make it fancy because you lose them it
looks like a newsletter, and people don't want a newsletter.
They want a communication from a trusted source. And so
you can then use your automation and create things like
as an example, I talked about the go Giver. Now
(20:21):
I talked about that on you know during this show
like as we're having this conversation. I have talked about
it on dozens, if not hundreds, of other podcasts. I
have talked about it during live speaking events, and I
have talked about it in my emails for over a decade.
And the great thing is it doesn't matter because when
(20:43):
somebody first hears that story, it still means something because
they probably haven't bought and read the book yet, and
so if they buy and read the book, they've gotten value.
If I'm recommending it to them and they have already
read it, it starts a conversation. I cannot count how
many times have replied back to my email and said, hey, Eli,
thank you so much. I have read that book. It
was a really real big game changer for me. It
(21:04):
was so cool, And so then it starts a conversation. Yes,
E've been in sales it any kind of time. You
know that conversations lead to sales, and so that's where
this kind of stuff comes in. So you're not going
for the pitch after pitch after pitch. You're going after
how can I lead with value? How can I share
(21:26):
something that's going to help make their day better? Whatever
that looks like. Sometimes it's just motivation, but then you
put it into an automation so it's evergreen and it
works forever. My campaign, my big campaign that I talk
about was created in twenty thirteen. It still runs today
and so you know, and you don't have to go
(21:48):
that fancy with it. But if you take this stuff
and you start putting as much as you can in
an automation process and still communicating like a human being
instead of communicating like there you just think of them
as your personal ATM right, then the great thing is
if the if the consistent stuff is all adding value
(22:10):
when you do make an offer, which I generally will.
I'll make an actual offer about once every six weeks
and sometimes in between if I have something special going on,
but it's you know, it's all about that. Keep building
the relationship, building the value, so when you do make
an offer, they're paying attention. They're like, dude, he's given
(22:33):
me so much stuff, this is this Okay, what has
he got now? And then they're like, yeah, okay, maybe
I should click on the link and see what this
thing is, because you know, if he's all the stuff
he's given me, so cool as it is, and that's
the free stuff, I'm sure that whatever it is he's
selling is going to be worth ten times that. And
that's the feeling that you want with it. And the
(22:54):
great thing about it is when you do that. I
have people who come to me who have been on
my list for over a decad and they come to
me and say, hey, Eli, I've been on your list
for a while and I need your help. And so
that's where we take all of this stuff and we
just think about how to communicate and treat them like
(23:14):
a human being, treat them like you care about them,
write to them like they're a friend. And that changes
the entire conversation and it changes the entire experience because
if you treat them well as a prospect, they always
expect to have great results as a client. And so
(23:36):
many people don't realize this. They're like, oh, well, you know,
this guy's pitching me all the time, and it really
doesn't give me a whole lot of value. I suppose
only as clients get anything good, I wonder if it's
actually any good. When do you come from a totally
different place of you know, hey, here's a cool tip,
here's a cool resource, here's a podcast I would recommend,
here's a video on YouTube, I recommend, I'm and stuff
like that, and you're just giving and giving and giving
(23:59):
but not necessarily your stuff. And then when you go,
you know what, Hey, I you know, I got this
thing and I'm working on it's pretty cool. I'd love
for you to check it out. This is how it's
going to solve x y Z problem. They're probably like, okay, now,
let me check that out. And at that point, the
trust is already there because people buy from who they know.
Like and trust. We've heard that forever, but those three
(24:21):
words are in that order for a reason. You have
to get to know them or they have to get
to know you before they can start building trust with you.
And then when you build the trust, that's why excuse me,
no like and trust. Excuse me, my brain is getting
fried here a little bit. They get they get to
know you, that's when they decide if they like you.
Once they get to like you, that's when the trust
(24:42):
goes trust and they start trusting you. I mean pretty
much doctors and lawyers are the only ones that get
away with the like part. You know, most of us
don't necessarily like them, but we still trust them.
Speaker 1 (24:52):
Yeah, well hopefully, well know, yeah, yeah, you're I hear
where you're coming from. I mean, you know, you're If
you're breaking that down, it just makes me think, you
know that building the list and this is something that
wasn't still the meanwhile ago and I and even so
I sometimes I forget about this.
Speaker 3 (25:08):
You're reminding me of, like.
Speaker 1 (25:09):
Continuing to build the list of people that trust you know,
that that ultimately trust me. But first I have to,
I like to say, kind of capture their their permission
and getting communicating the message out there and saying, hey, look,
I'm I'm I'm interested truly, like I'm not just you know,
because I'm very skeptical and I've I've seen this as
(25:31):
a you know, we talked earlier about kind of bad
bad things people are doing that as you know, buying
lists or swapping lists or things like that. If you're
not you know what I mean. Don't people right all
that stuff?
Speaker 2 (25:42):
Right, Yeah, you don't do don't do that stuff. That's
just there's the game. Don't do that stuff.
Speaker 1 (25:48):
Yeah, exactly right, I mean, and so so being very
intentional and to your point, Eli, I mean, when I
go through and I'm looking at my contacts and I
have different things for different people, it's like, okay, well,
how do I know you?
Speaker 3 (26:03):
What's the relationship? Look like?
Speaker 1 (26:05):
I want to make sure that I'm providing, like I said, value,
something relevant which may be relevant to a segment of
the people that I know, but not to others. And
so I don't want to just blast everybody with the
same thing, right, It's like, yeah, it's not it's like,
how do you You don't really know me?
Speaker 3 (26:19):
Right?
Speaker 2 (26:19):
And you can and and depending on where you are
in your business, segmentation is a great thing to do.
I recommend starting with segmentation in mind, so deciding Okay,
these people are good fit for this type of thing,
these people are good fit for that type of thing,
but don't overthink it because too many people will do
that and then they just make way too much work
(26:41):
for themselves. And so simplify it down to some degree,
but if you're just starting out, put them all like you,
I mean, you need to have them opting in. That's
one thing that I'm also a big fan of. If
you meet somebody at networking event, do not put them
in their general follow up process. You give them something
like what I'm talking about, like a lead magnet type
(27:02):
of thing, and get them to opt in for it. Yes,
because now they basically raise their hands and you're not
going to get slapped for it, because that's actually if
you just add people to your list, that's technically illegal, right.
You don't want to do that.
Speaker 3 (27:15):
You don't want to do that, Yeah, you know.
Speaker 1 (27:17):
I mean that's why I like we're part of SCN
for purposely opting, and like I want to know more
about what what's going on with you.
Speaker 3 (27:24):
I want to be a part of that. I'm raising
my hand and saying yes, let's let's do a virtual coffee,
let's connect, right.
Speaker 1 (27:30):
And saying you know, and so I'm I'm a willing
participate versus yes, you have to be cognizant of that,
and I'm very I'm I'm I'm almost I've been, like,
you know, very cautious about that because i want to
make sure that the folks that hear from me it's
all relevant.
Speaker 3 (27:43):
And I don't want to I don't want to be
because I don't want to be stamned.
Speaker 1 (27:46):
I don't want to be mistaken and up into somebody's
email machine.
Speaker 2 (27:52):
Right. Yeah, Well, and that's the thing is is you
want to make sure that you're curating the right people
that want that kind of stuff, and that's where we're
You start with that, and then you just keep giving
them good stuff. And when you do that, people see
you in a totally different light. Because we're in in
data with so many marketing messages across the board, whether
(28:13):
it be email, texting, social media, all the different things
that are out there, we are overwhelmed. And so if
you can be in a position where you just add
enough value and this is I've had this happen with me.
I've had people say, you know, I know you email
quite a bit. I don't get a chance to read
all your emails. I'm like, that's okay, here's my question
(28:34):
for you. Do you ever feel like it's too much
and you need to unsubscribe? And they're like, oh no, no,
because I know it's always got good stuff in it.
I promise I'm going to go back and read them,
and I'm like, okay, I know they never will, but
that's okay, you know, because because they're busy, they'll still eat,
they'll still read some of them. They won't get to
all of them. That's okay, but they're going to see
me consistently and they're going to know that if they
(28:56):
open that up and they read it, they're going to
get something of value out of it, and so that
builds that trust. But they always tell me I would
not unsubscribe because your stuff is so valuable and that's
a good place to be. And again, it's all about
a conversation. You talk to them like you're having a conversation,
not like it's a company, not like it's a newsletter,
(29:18):
not like you're pitching them anything. Just have a conversation
with them. They know, I mean, we live in the world.
They know that it's not you know, you just writing
to them most of the time, because we live in
that world where everybody has the technology. It's pretty common.
But if you can make it feel like you actually
wrote it just to them, they're going to feel like
(29:39):
you meant it that way, right. It's a psychological trigger
and that's what you're going after.
Speaker 1 (29:45):
Yeah, you're looking after their best interest. In my I question,
this is maybe more of a nuance, I guess. But
when you when you're you're starting out ELI and you're
you're developing the the follow up that messaging. I like
that you're asking people like, what does that look like?
(30:06):
But what is what would be your recommendations for us
a safe frequency or touch? I mean maybe, and I
don't know if it's the industry or area.
Speaker 2 (30:14):
But there are some variables in it. It can vary.
But most of the time I tell people you want
to do basically weekly. Now I also run. I do
what I call consistently and consistent. And it's again with that,
you know the psychology of it. You don't send it
(30:36):
every Monday at eight am, because even if consciously they're
not thinking about it, subconsciously, their brain knows it comes
in at eight am every Monday. This is a newsletter.
But if you send it maybe five days, maybe ten days,
maybe seven days, maybe eight days, maybe in the morning,
maybe in the in the morning, afternoon, you know, just
mix it up. When you do it, it becomes more
(31:00):
sporadic but consistent. As a whole and their brain doesn't
get numb to it that way. And so but as
a whole, weekly is still good. And for some people,
some industries you can do more. I mean, I got
some where people are emailing daily, depending on what it is.
Most of my clients they're not at that level of
(31:22):
being able to do that. Their audience is just not
a good fit for that. There are a few industries
that I would say maybe every two weeks. I would
not go further out than that, though, because a lot
of people say I'm just going to send it once
a month. It's not enough. They're not there. It doesn't
it's not consistent enough to put it into their head
(31:43):
because you're trying to burn it into their brain that
you are there for them, and so once a month
is not enough for that, right, So weekly, you know,
and again I say, you know, roughly weekly is the
what I put standard from most of my clients.
Speaker 3 (32:01):
Okay, well, I see the value of that.
Speaker 1 (32:03):
ELI and I then helping walking through the clients of
like what does that look like, what's the frequency, the
nature of the conversation, how often do I put an
offer in there?
Speaker 3 (32:12):
What does that look like?
Speaker 1 (32:13):
That's what you're helping them with because it can be overwhelming,
and and and and help I know as a business
owner myself, you know, like getting that dialed in and
making sure that the language is you know, relevant to
you know, and I'm sure you ask them the question,
You're like, who is your ideal client?
Speaker 3 (32:28):
What? What?
Speaker 1 (32:29):
What's what keeps them up and night? What are the
things that they're thinking of? How to provide the value?
Because it's different, obviously, and you've got to make it.
You definitely don't want to sound like everybody else, right, like,
oh yeah, make yourself unique and distinct.
Speaker 2 (32:41):
Oh yeah, definitely. So like the process that I go
through with clients when we go through this is I
actually have several questions that I ask I help them
come up with the content ideas I want. I want
them to start with the ideas of and I have categories,
I have a formula to it, and I'm like, Okay,
here's your homework. You don't have to do any of
the major work, but you just need to list down
(33:01):
the ideas and then we're going to talk about it
next week. And that's how we start. And then what
we end up doing is we actually get on a
call record it and I will actually go through pull
the negative information from them because I want it to
be in their words and how they see the value
for their people. So I was like, Okay, you're talking
to me like your client, why is this book important
(33:25):
to me? You know, things like that, And I'm pulling
that information from them, and then I help them put
the content together. Basically, it's kind of like, you know,
I'm an email ghostwriter, and so that's where we put
a lot of that together. And we have six different categories.
My general rule is I'll put like ten emails per
category together. So by the time we're said and done
(33:46):
with all the bits and pieces and timing and everything together,
it's twelve to fifteen months. The great thing about it
is it is you know, you invest in putting it
together the first time, which is time and money obviously,
but and you do it. At the end you have
twelve to fifteen months of content ready to go, and
(34:07):
we write it so it's evergreen, which means that it's
not something that you're stopping and sending every week. We
build it out in the CRM with the goal of
everybody starts at the beginning, and so in a year,
somebody who starts today or starts today gets the same
thing that the person a year ago got. They start
(34:29):
from the same just at the beginning, and you know,
some clients decide, you know, we're going to keep going
with it and we'll do year two, year or three,
stuff like that. I have because I have a three
year campaign. I had one client that was very like,
I'm going to do more than you you do, So
we ended up doing He got to like three and
a half years, and then he stopped because he knew
he'd beat my number.
Speaker 3 (34:49):
Now.
Speaker 2 (34:50):
But you build that out and this isn't and as
long as you're not changing like major major, like completely
doing a whole new business, it's ever so it works forever.
Like I said my campaign, I built this in twenty thirteen.
Once a year, I spend about a half a day
where I go through, I tweak it. I look at
anything that needs to be rewritten. Sometimes I'll go back
(35:12):
and go, Okay, that writing was horrible. I need to
rewrite that, because we all learn and grow, right absolutely,
But then there might be something that's not relevant anymore,
or I have a different suggestion or something, so I'll
pull that out and I'll write something else. To put
in place. There have been several years where I've never
even touched it. They haven't needed to. So you can
go through and once you build it, you get a
(35:33):
year year, you're ready to rock and roll. You come
back a year later and invest to do you know,
you build another year out. You got two years. And
when I say two years, it's over two years. Like
I said, we're talking twelve to fifteen months, probably close
to that fifteen month mark. At that point, when you
have two years worth it, nobody's going to remember what
(35:56):
was in the beginning. You can loop it back to
the beginning and start it over. And that's honestly, that's
what we do my campaign. I had one gal who
came to me one time and she she replied to
one of my emails and said, hey, Eli, I want
to thank you so much for this for recommending this book.
And the book was the Greatest Salesman in the World
by aug Mandina, And she said, thank you so much.
(36:19):
I got your email on Thursday and I bought it
on Friday, and I wanted you to know I've really
been struggling my business and I was about ready just
to throw in the talent. I'll get a job, and
I saw your email come in. I went ahead and
bought the book and I read it this weekend. Now,
if you don't know, if you haven't read the book,
I highly recommend it. It's a super easy read. You
can read it in like two three hours. I think
(36:39):
it took me four hours, and I'm a slow reader.
So it's all good. And she's like, I read it
over the weekend, and now I realize where I was
going wrong, what I need to do. I'm on the
right path, and I want to thank you so much.
You helped save my business.
Speaker 3 (36:53):
Wow.
Speaker 2 (36:54):
Wow, And it's like that gives you goosebumps, right, It's
like that made me feel so good. But here's the kicker.
That email had been written six years before she emailed
me back about it. She had been in my list
that whole time. She had already got that recommendation once.
(37:16):
This was the second time she got it, but the
first time she wasn't in a place that it was
important to her. It was not in her head to
make that to take that action at the time. The
second time, three years later, she was needing. She was
in a place where she needed it. She bought the
book and it turned her around. So you never know
(37:38):
when somebody's going to be ready for it. And so
that's why this evergreen model works so well. Wow yeah,
I mean, it's just it's so powerful. And the great
thing about it is is like I said earlier on,
is once you build this stuff out, your job is
to you know, give away the freebie thing, because then
(38:00):
they get a lot of stuff that's directly about what
you do and how you help people and the problem
the mistakes people make and so kind of that crash
course on. Okay, here's where you're screw it up, and
I can help you with that, right, And then after
that it goes into this long term game I call
it the machine, and it just works and it just
(38:22):
is in front of people and reminds them of who
you are and keeps adding value to them. And you
pickle in some offers and things like that in between,
and there's a process to that, but you put that
stuff in between all this big stuff that's going on forever,
and then when they're ready, they'll come to you. And
that's the thing is we think when we're in business,
(38:44):
especially when we're starting out, we think we need the
sale today. Now we've all been there. Sometimes that was yesterday, right,
we've all been there. We need to get the sale
in the door. However, that doesn't mean that they're ready,
and it doesn't matter why they're not. They again, they
may not think they need it, They may have somebody
else that they think is doing a good job. They
(39:06):
generally may not have the money. It really doesn't matter
what the excuse is. They just are not ready for
whatever reason. And the goal is don't focus on are
they ready yes or no? Focus on how can I
stay in front of them? So when they are ready,
I'm the first person they think of and depending like
(39:27):
I have one client that they're their stuff is very
random on when somebody is ready, because it's related to
like when there's claims and stuff like that, like if
they're if they have a disaster happen, yep, you know, Okay,
Well you never know when that's gonna happen. So it's
not like it's not like it's a repeat buyer or
a repeat customer. If they have a repeat customer, that
(39:48):
person's doing something wrong and they're interest company and you
know so, so you never know when that's going to happen.
But if you build it right. You just make sure
you're always are always adding values, staying in touch with
them consistently, so when that kind of thing does happen, boom,
they're like, okay, time to call them. And that's the
(40:10):
goal with this, and then from that point you just
stay in front of them on a regular basis.
Speaker 3 (40:15):
Yeah. Well, I mean, I know we're getting close to
into the podcast. Eli.
Speaker 1 (40:19):
This has been fantastic having you on here. I hope
everybody's listening in. We never talked about it in this way,
especially email marketing, the way that you're presenting Eli, And
and we're going to make sure that people get connected
with you and know we're connected on LinkedIn, and we're
going to put in your resources here today. So you
guys want to make sure you follow up the follow
up fix that we just got that put together and
(40:40):
we shared.
Speaker 3 (40:40):
A little bit about that, so that'll be on our
show notes.
Speaker 1 (40:42):
And if you, of course have comments and you want
to connect with Eli, we'll make sure we get.
Speaker 3 (40:46):
That to Eli.
Speaker 1 (40:48):
And you know, we're really grateful you're here and just
thank you for sharing your knowledge and wisdom with our
listeners today.
Speaker 2 (40:54):
Eli. Well, thank you so much. Shape it's my pleasure
to come hang out. I love I mean, if you
can tell I love talking about this. I have a
lot of fun with it. And you know, for anybody listening,
you know, the easiest way if you want to connect
with me and just you know, see the stuff that
I'm doing, go to connect with ELI dot com. And
it's e l Y. That's an important one. E l Y.
(41:16):
Go to connect with ELI dot com. And that is
going to be like no matter what, that's that's where
you go. And all my social media's and my websites
and the follow up fix that will be on there
as well, that won't be there till like tomorrow because
the fact that we literally just launched the thing today,
you know, but all that kind of stuff. Reach out
to me. If you want to connect with me on
social media, please do tell me you heard me on
(41:38):
this show and and and actually don't just hit the
friend request button send the friend request, but send the
message with it and saying, hey, I heard you on
David's show. And please tell me if if something on
here was like something stood out that that you liked.
I would love to hear that kind of stuff. So
please please do absolutely.
Speaker 1 (41:58):
You know, when we covered a lot I like, I
always like to give our guests an opportunity just to
less parting thoughts, parting message that you want that you
want the listeners to hear if they got anything from
what you've shared today, would that would they be? They listen,
they they you know, stop the podcast and they say,
you know, they take action or on what you've shared today,
(42:19):
What would would you leave with them?
Speaker 2 (42:21):
Absolutely? Number one thing you need to walk away with.
Lead with value, and don't treat your people like their
your own personal ATM. When you do that, that's what's
killing you.
Speaker 1 (42:36):
Yeah. Yeah, Well, hence you and I are. I'm stewarding
your business, stewarding your people, taking care of people.
Speaker 3 (42:43):
Well, you know you and I share those same values.
I just thank you so much for being here.
Speaker 1 (42:49):
You've been a great guest and I look forward having
you come back again.
Speaker 2 (42:53):
Definitely. I appreciate it. Thank you so much, my friend.
Speaker 1 (42:55):
Absolutely thanks everybody for being a part of the podcast, listening, in, liking, subscribing,
all that good stuff. We really appreciate you sharing this
with others that you would enjoy.
Speaker 3 (43:06):
Appreciate it. Come back to our next conversation.
Speaker 1 (43:09):
It's another gonna make another great conversation with Test like Juli,
and until then he well take care right ready, please
close to me,
All right, welcome back to the Business round Table podcast.
I am your host, David Carr of Studio Business, where
I bring people together to accomplish great things, and we
have a great guest here, Eli Delaney is with us.
I'm so grateful to have you, Eli.
Speaker 2 (00:45):
Well, thank you for having me come hang out with you, David.
It's like anytime we have good conversations, So yeah, anytime, absolutely.
Speaker 3 (00:52):
Absolutely, yeah. Well, thank you.
Speaker 1 (00:53):
You had me on your podcast You're Meet Cool People
podcast recently and I said, well, hey, I got to
return the favor. Have you come on here on the
Business Roundtable speak to the listeners and the folks that
are part of our community here, and so thank you
for being a part of that.
Speaker 3 (01:08):
You and I have connected, guys we met.
Speaker 1 (01:10):
I don't know if it was earlier this year, last year,
but definitely we are part of one of the network
great networking groups, Success Champions Network. And I really appreciate you,
know Eli, just the way that you pour into your podcast,
the way that you shared mentor just a truly remarkable man.
Speaker 3 (01:25):
And I'm glad to know you and have you in
my circle.
Speaker 2 (01:28):
Well, thank you so much. And I feel the same
way my friend it's a I love that and you know,
Success Champions has been a great spot for you know,
for me, I love meeting cool people obviously, but it's
a good place for me to be able to get
to know other people where they are on their journeys.
And it's been a great opportunity for me to be
able to share some of the stuff because I have
(01:48):
been in business as long as I have that I
can share, especially for people, and we get into people
like getting in the podcast world. You know, all of
a sudden, I got thrown into, hey, you should you
should lead a group on how to do podcast? Like, okay, sure,
whatever next thing. I know.
Speaker 4 (02:04):
We got a monthly meetup group for it. It's pretty fun,
it is. It's been great, great group of people. So,
you know, before we get into the meat of the meeting,
if you will today on the podcast, you know you
have been an entrepreneur. You've done a lot in marketing
and media and email and owreach and nursing all this stuff,
I mean a lot and using technology, which I'm super
(02:25):
excited to get into.
Speaker 1 (02:27):
But I like to have guests come on here as
business owners and leaders talk about their journey because you
it's not you know, nobody's an overnight success. You've done
work really hard to get where you're at today, and
I'd love just to hear our listeners to listen a
little bit about who you are and why do you
love doing what you do today?
Speaker 2 (02:43):
Okay, yeah, so yeah. I've been in business thirty years
this year, and my first company was Webon Graphic Design Agency.
I started that back in ninety five, basically working out
of my dining room by myself. I think I ended
up getting like two clients, and then I realized, hey,
if I'm not going to get another job, which I
don't want because at that point I descarmbered, I was
(03:04):
completely unemployable, and I was like, I need to get
this thing figured out. And so I really took off,
got into the chambers of commerce and stuff like that.
And back then that was a great place for me
to get started for this because web design was still
in its new infancy at that point, and everybody knew
they needed one, but they really don't even know what
it was yet, and so it was a great opportunity.
(03:25):
Again there grew that from my dining room to an
office five employees, closing three to five contracts a week.
We were just killing it. And then I realized I
didn't really like going to an office, and I wasn't
a big fan of my employees either, So I burnt
the whole thing down and started over. And it was
good for what it was. But I also saw the
web design industry was changing a lot, and at the
(03:46):
time I kind of fell into teaching classes. I was
teaching people how to edit their own websites. For some reason,
people didn't want to pay us one hundred bucks to
go through and change a price on a page. So
I was like, all right, yeah, I guess I can
understand that. So I showed them how to do some
basic editing and stuff, and I really fell in love
with it, and so that ended up evolving to what
(04:08):
I ultimately ended up doing a lot of speaking, a
lot of teaching. I've got a coaching programmer and teaching stuff.
And then over the years it has actually evolved from
that overall marketing helping with you know, how do you
build a website? To how do you get online? Do
social media? Which I mean I was teaching you know,
how to how to use Twitter classes when Facebook was
(04:28):
like barely starting, you know, it wasn't it was like
barely public at that point, and you know, yeah, so
it's been a long time, and ultimately I ended up
realizing my favorite part of it was email, and so
I take my everything that I've done has been around
how do you build a stronger relationship with the people
(04:51):
that you meet, and a lot of that is done
through email because we have you know, again going back
to the fact, when I started all this, we didn't
have social media. It didn't even exist then. But over time,
even in social media, we have that aspect of how
do you communicate so people can they can relate to
you and they feel like you're a genuine person instead
(05:11):
of just being, you know, just pitching all the time
or being, you know, being just being a jerk. There's
a lot of people do and when we look at emails,
my biggest thing with emails is so many people do
it wrong. Like people actually go out there and talk
about email being dead. It's not dead. It's just that
their emails suck. They need to write better. And so
(05:34):
really what I do now I specialize in that area
of it. But it's it's not about I always tell people,
it's not about the technology, It's about the psychology. So
it doesn't matter which platform I always use. That when
people are asking me what's the best CRM to use,
it's like, well, it's the one that you actually use,
is the best one. Doesn't matter how crazy cool it is.
(05:54):
If you never use it, it's not worth it. It's
not doing his job. But it really is about how
do you communicate what you say when you say it,
how you say it, how often you say it, and
how can you stay in front of people on a
consistent basis, because we have to because we live in
such an ad D world without becoming an annoying pest.
(06:14):
And so that's kind of the that's kind of like
me in a you know, a couple of minute Nutshell.
Speaker 1 (06:20):
Yeah, yeah, Well I'm gonna I'm gonna I'm gonna you
gave quite a few things. I'm gonna dig in and
ask some follow up questions here, all right, because because
to your point, and I've had a number of folks
recently on the podcast are specialized in sales or in
sales training, and we're talking about the how bad it
is out there and like a lot of this messaging
and like you said, pitching, and I get them on
(06:42):
you know, like you said, it doesn't really matter where
the email it's through LinkedIn, whatever it is. It's just
it's just bad, right, It's just bad. No wonder people
are turned off, you know. This is just you're not
building any relationship. You're not building. This is purely transactional.
It's like what can I get out of you?
Speaker 2 (06:58):
Oh? Yeah, I had an email. I had an email
today from somebody who's like, hey, I see you're in
San Diego and I want to thank you or congratulate
you on your business and you're doing you know, if
you ever need any promotional materials, I would love to
help you out. We do all these wonderful things. I'm like,
first off, why do you think I'm in San Diego?
I've never been in San Diego. I mean I visited once,
like once, right, but I was like where did? I
(07:22):
was like, first off, do your homework and to know
you know, and I had no clue who this person was.
It was the only communication I'd.
Speaker 1 (07:30):
Had with the mm hmm yeah yeah, yeah, we get
those every day. I had somebody message me on LinkedIn
saying hey, we would you know, do you have a
pot or when they asked me if coming about being
a podcast. I'm like, I run two podcasts. If you
checked did any research, you would see.
Speaker 3 (07:45):
You know, I'm doing this.
Speaker 1 (07:46):
So are they're not doing any of the even the
basic work, and so how are you going to build
you know, relationship over time?
Speaker 3 (07:53):
Right exactly?
Speaker 1 (07:56):
So yeah, I mean I think but I as a
you know, I do think it takes work. And somebody
like yourself, Eli, that have been doing this for a while, right,
guiding people, so they're not making these pitfall traps of Unfortunately,
you know, they just be like, oh, well this this
manipulative tactic you know, might work very rarely. But you're like, well,
(08:17):
I'm just going to learn this and try this, and
I'm just gonna throw anything at the wall trying to
get clients.
Speaker 2 (08:22):
Right, Yeah, there are so many things going on, especially
nowadays now with the rise of AI, people are just
jumping on every little thing that they can possibly do
and then realize what they don't realize is that a
lot of that stuff actually hurts the relationship. It hurts
the trust value. And I always tell people and this
(08:43):
is what I specifically really like, I'm I'm very militant
about this with my clients. It's like, your job is
to educate, add value, and build trust. That's it because
if you do those three things while they know what
(09:06):
you do, and chances are they all know what you
do because you've talked to about it, talk to them
about it already. But if you can do those three
things when they're ready to buy, you'll be the first
person they think of. And that's where you really want
to come from. And I and and again, it doesn't
matter what medium we're using. I like I said, my
personal favorite is email. That's my specialty. But it doesn't
(09:27):
matter where we put this stuff. If you put stuff
out there that is adding value, Like one of my
favorite things in the world, I got this. I talk
about this all the time. I keep the copy of
The go Giver by Bob Berg sitting on my desk
all the time, and I talk about this book all
the time. One of these days, I think Bob might
get me a commission check. Could be kind of cool,
like I might be able to retire. But I share
(09:47):
this book all the time. I talk about how it's
an easy read. It's all about creating social karma. You
know that if you do good things to help other people,
it's going to come back to you. You know, I
don't know how, don't know when to the same person
you did it to, but it's gonna come back. And
it's one of my favorite books. I've talked about it
for got probably fifteen years, and it's so funny because
(10:11):
people are like, Okay, that's great, thank you so much,
I can't wait to read the book, and I'm like, Okay,
that's awesome. Now if you stop and think about it,
what did I get out of that book or out
of recommending that book? Yeah, best case scenario if I
put that, if I talk about that in an email
and I happen to stick my Amazon affiliate link in there,
I'll make like thirty cents. I think that Amazon sends
(10:32):
me a check big enough to buy me like one
Boca a year. So I'm not doing it for the commissions.
I'm doing it because it adds value. And the beauty
of it is when you do that, the next thing,
you know, you build that lifelong trust where somebody hears, hey,
i'm struggling with X y Z, like I know the
(10:54):
guy you need to talk to. You need to talk
to Eli because he knows all this stuff. And the
great thing about this is it does It's easy because
you're not making stuff up. You're never lying, you're never
putting out a bunch of garbage, making a bunch of
empty promises like so many people sadly in the marketing
world do. All you're doing is like, hey, here's something
(11:17):
that has worked for me. I'd love to share it
with you. That could be a book, that could be
a video on YouTube, that could be a tip you
could do. You know, you could do some stuff related
to your business. You do a lot of stuff not
related to your business. They'll still trust you because they
know what you do.
Speaker 3 (11:31):
Yeah, you know.
Speaker 2 (11:32):
I mean I had I had somebody last night that
introduced me at this this business mixer you're part of,
part of SCN. We had a we had a our
local chapter had a mixer last night and I had
somebody introduce me and she and she's done this multiple
She's like, you got to meet e Lie. He does.
He's just he's had a wealth and knowledge. He does
email stuff, and he does speaking, and he does podcasts
and he just I don't even know what all he
(11:53):
actually does, and I'm not sure what he actually charges for,
but I know he's really good at everything. And you
need to know this guy.
Speaker 3 (12:01):
There you go, And.
Speaker 2 (12:01):
You know what, I'm okay with that, because then I
can have the conversation and I can lead it to
finding out if that person could be a good fit
for how I can album and no matter what, I'm
going to lead them in a direction. I can help them,
whether it is my stuff or somebody else's. You know,
if they're not a good fit for me, I can
probably say, hey, you know what, here's something that you
could use. And that person's going to remember me is
(12:23):
the guy that helped them out. Yep. That's where all
of this stuff leads to. It's not that hard, it's
not rocket science, but so many people miss the boat
on this.
Speaker 3 (12:33):
I agree.
Speaker 2 (12:34):
Agree.
Speaker 1 (12:34):
Well then, I mean, honestly, this is why I have
you have you on the podcast today for this very
reason what you're talking about. Business round People podcasts started
two years ago because I came with other business owners
and said, hey, just to your point, how can we
create value? How can we can create something that we
can share, give and say, take and see and is
this something that hey benefits me? And I appreciate it
(12:55):
and I love having folks like you on the podcast here,
So that way I can say, here's another person that
I know that I trust, that I collaborate with, check
them out, see how they might be able to help you.
And so the podcast is a different medium to do that,
and I'm grateful, So thank you for coming on.
Speaker 2 (13:09):
On board here, thank you for inviting me absolutely well.
Speaker 3 (13:13):
So you know, so here's here's here's the challenge.
Speaker 1 (13:16):
I think, what you're you're bringing up as a business owner,
wherever you're at the stage, especially when you're maybe just
starting up or you've got going or struggling, what are
the things that you say eli they should be? You know,
so don't just like try to use these these bad
tactics that have been because you're kind of you're desperate.
You know, I got to get a sale. I got
to make the connection. What do you take them? Like,
(13:39):
what do you say to them? Start back before you
you know, start you know, how do you what do
you start with them?
Speaker 2 (13:44):
Okay, Yeah, So a couple of things to look at
is there's two sides to this. Number one is lead
with value first, no matter where you're at. But like
I'm a big fan of give them something that is
related to your business that can help solve a problem.
Born right away. So I'm a big fan of a
lead magnet of some sort. There's a couple of really
(14:05):
cool ones. I think something short, sweet, to the point.
Do not send them to a webinar. They're not going
to watch it.
Speaker 3 (14:09):
Okay.
Speaker 2 (14:10):
People are so adhd in today's world they don't have
time for it. So the newest one I actually just launched.
It's an old school process, but it's coming back, and
it's because we are in such an overwhelmings world. Is
like a five day educational course and it's all email.
It's not no membership sites, no videos, no downloads, no PDFs,
(14:32):
none of these other garbage that makes it hard to
create and more difficult for people to consume. But if
you could get to any prospect you talk to, or
you're networking at an event and you see somebody that
you know you can help them out, you could say,
you know what, I got something that might be able
to help you out. Check this out, pull this up,
and you have them pull out their phone if you
(14:52):
want to be fancy about to get the QR code
on your phone so it's ready and they can just
snap that and go right to the website. And you know,
like the one that I do. I literally launched it today.
You were like one of the very first people that's
even gotten to see it. And it's called the follow
Up Fix. Yes, and so with that, all the tells pop.
I'm going to start doing this with this one. And
I've done it with many other things, but I'm like,
(15:13):
you know what, here's something that might help you out.
Pull out your phone's let's go there and you show
them what it is like. Have them read through the
page and go just sign up for this. It's going
to be six emails over five days. Check it out.
I would love to get for you to go through
it and then let me know what you think. Absolutely,
now you see how that's not a pitch. Is like,
go through it and let me know what it is.
(15:33):
I'm selling them something for free that hope will hopefully
will give them some education and some actionable items. I
know that mine has that, and so if you do
it right, yours should have that too. Now, right out
at the gate you started, you've led with value and
if that's your goals, like, okay, how do I lead
with value and gives people something that is easy for
(15:56):
them to get into. And I'm not even pitching them anything.
So you don't have to worry about your you don't
have to worry about the stress of closing the sale
because let the system, let the let the process teach
them and educate them on the process to where they're like,
you know what, this is awesome. I see how I
could do this, But I don't know that I could
do it right. Maybe I need to go back to
(16:17):
David to have a conversation. And now you've already presold them.
Speaker 1 (16:23):
And so absolutely I'm going to add it because I
just I pulled up your website because I don't normally
do this, but because I think it's so valuable what.
Speaker 3 (16:32):
You're sharing right now.
Speaker 1 (16:34):
It's you guys can just we'll put the link here
in the show notes the follow up fixed on up.
But it's just something simple like this. I mean, I
just thought, oh, it's so, it's clean, it's easy.
Speaker 2 (16:43):
You yeah, nothing fancy. You could do this on your
own with whatever CRM slash landing page thing you got.
You know, it doesn't have to be super complicated. You
can make it even more simple than what I've done
on here. I mean, I've got a lot of stuff.
I got a lot of testimonials and stuff that I
put up there as well. The goal with it is
give them something of value that's real value, because most
(17:05):
people they make a bunch of garbage up and then
they say this should be ninety seven dollars. But for you,
it's free, and it's bs they're not. It's like something
that basically tells them why they need to hire you, right,
which and gives them no value in itself, like with mine. Obviously,
I want them to read it and go, yeah, I
am messing up all of these things, and I do
(17:27):
to edilize help. But if they just read all the
things they are making the mistakes for, they could potentially
do it on their own. They don't have to hire me,
right And I'm okay with that. If they want to
try to do it on their own, awesome, But I'm
giving them the value to see what they need to
do and then if they would like my help, I'm
here for them. And so that's the very first thing
(17:48):
you want to do. The second thing with that, once
you've done that, your job is to get in front
of as many people as you can to give them
that thing, because that does your sales process for you.
It educates them. It gives them something to see that
you know what you're doing, and it takes the pressure
off of closing the sale, because if you do that,
(18:12):
then this next step would be, Okay, this is awesome,
I need to talk to David, So let's get on
a call or whatever, you know, whatever your next step
in your process is. But at that point you've already
that's done the sale. So your job is now to
explain the benefits of the actual package of whatever it
is you're selling and give them a price. But they
(18:33):
already understand most of it, right, and their whole point
behind this. Now, I'm a big fan of huge automation,
so like I have a campaign runs for three years automatically.
My running joke is I could go outside and get
hit by a bus today and sell you stuff for
three more years. That's a different that's a more advanced
level thing. But you know, for me, I have people
(18:55):
will go into that because once they go through this process,
the people that are like I need this now, that's great.
But there's a lot of people that aren't ready yet.
Doesn't matter what the reason, right, maybe they don't have
the money, maybe they're just they don't think they need
it yet. That's where a lot of people are. They
don't think they need it, and then they come back
later and they're like, oh, yeah, you know that thing
you told me I needed And I was like, yeah, no,
(19:16):
I'm not ready for you yet. Yeah, I was kind
of stupid. I should have done it back then when
you talk to me about it. Cannot tell you how
many times I've had that conversation. But so you want
to make sure that you stay in front of them
on a regular basis. And so what I do is
called the ultimate follow up, which is this is where
we can build automation and use our fancy tools and
technology we have out there, but build it with a
(19:39):
with the process of keeping it human. Write your emails.
Your follow up processes should look and feel like you
just opened up Gmail to send it. Don't make fancy letters,
don't put your header across the top and pretty pictures
and all that kind of stuff, because chances are you
would not do that if you just opened up Gmail
and send it. There's a few people to do because
they like all the colorful, funny stuff, and that's fine.
(20:01):
If that is you, that's fine, but if that's not normally,
you don't make it fancy because you lose them it
looks like a newsletter, and people don't want a newsletter.
They want a communication from a trusted source. And so
you can then use your automation and create things like
as an example, I talked about the go Giver. Now
(20:21):
I talked about that on you know during this show
like as we're having this conversation. I have talked about
it on dozens, if not hundreds, of other podcasts. I
have talked about it during live speaking events, and I
have talked about it in my emails for over a decade.
And the great thing is it doesn't matter because when
(20:43):
somebody first hears that story, it still means something because
they probably haven't bought and read the book yet, and
so if they buy and read the book, they've gotten value.
If I'm recommending it to them and they have already
read it, it starts a conversation. I cannot count how
many times have replied back to my email and said, hey, Eli,
thank you so much. I have read that book. It
was a really real big game changer for me. It
(21:04):
was so cool, And so then it starts a conversation. Yes,
E've been in sales it any kind of time. You
know that conversations lead to sales, and so that's where
this kind of stuff comes in. So you're not going
for the pitch after pitch after pitch. You're going after
how can I lead with value? How can I share
(21:26):
something that's going to help make their day better? Whatever
that looks like. Sometimes it's just motivation, but then you
put it into an automation so it's evergreen and it
works forever. My campaign, my big campaign that I talk
about was created in twenty thirteen. It still runs today
and so you know, and you don't have to go
(21:48):
that fancy with it. But if you take this stuff
and you start putting as much as you can in
an automation process and still communicating like a human being
instead of communicating like there you just think of them
as your personal ATM right, then the great thing is
if the if the consistent stuff is all adding value
(22:10):
when you do make an offer, which I generally will.
I'll make an actual offer about once every six weeks
and sometimes in between if I have something special going on,
but it's you know, it's all about that. Keep building
the relationship, building the value, so when you do make
an offer, they're paying attention. They're like, dude, he's given
(22:33):
me so much stuff, this is this Okay, what has
he got now? And then they're like, yeah, okay, maybe
I should click on the link and see what this
thing is, because you know, if he's all the stuff
he's given me, so cool as it is, and that's
the free stuff, I'm sure that whatever it is he's
selling is going to be worth ten times that. And
that's the feeling that you want with it. And the
(22:54):
great thing about it is when you do that. I
have people who come to me who have been on
my list for over a decad and they come to
me and say, hey, Eli, I've been on your list
for a while and I need your help. And so
that's where we take all of this stuff and we
just think about how to communicate and treat them like
(23:14):
a human being, treat them like you care about them,
write to them like they're a friend. And that changes
the entire conversation and it changes the entire experience because
if you treat them well as a prospect, they always
expect to have great results as a client. And so
(23:36):
many people don't realize this. They're like, oh, well, you know,
this guy's pitching me all the time, and it really
doesn't give me a whole lot of value. I suppose
only as clients get anything good, I wonder if it's
actually any good. When do you come from a totally
different place of you know, hey, here's a cool tip,
here's a cool resource, here's a podcast I would recommend,
here's a video on YouTube, I recommend, I'm and stuff
like that, and you're just giving and giving and giving
(23:59):
but not necessarily your stuff. And then when you go,
you know what, Hey, I you know, I got this
thing and I'm working on it's pretty cool. I'd love
for you to check it out. This is how it's
going to solve x y Z problem. They're probably like, okay, now,
let me check that out. And at that point, the
trust is already there because people buy from who they know.
Like and trust. We've heard that forever, but those three
(24:21):
words are in that order for a reason. You have
to get to know them or they have to get
to know you before they can start building trust with you.
And then when you build the trust, that's why excuse me,
no like and trust. Excuse me, my brain is getting
fried here a little bit. They get they get to
know you, that's when they decide if they like you.
Once they get to like you, that's when the trust
(24:42):
goes trust and they start trusting you. I mean pretty
much doctors and lawyers are the only ones that get
away with the like part. You know, most of us
don't necessarily like them, but we still trust them.
Speaker 1 (24:52):
Yeah, well hopefully, well know, yeah, yeah, you're I hear
where you're coming from. I mean, you know, you're If
you're breaking that down, it just makes me think, you
know that building the list and this is something that
wasn't still the meanwhile ago and I and even so
I sometimes I forget about this.
Speaker 3 (25:08):
You're reminding me of, like.
Speaker 1 (25:09):
Continuing to build the list of people that trust you know,
that that ultimately trust me. But first I have to,
I like to say, kind of capture their their permission
and getting communicating the message out there and saying, hey, look,
I'm I'm I'm interested truly, like I'm not just you know,
because I'm very skeptical and I've I've seen this as
(25:31):
a you know, we talked earlier about kind of bad
bad things people are doing that as you know, buying
lists or swapping lists or things like that. If you're
not you know what I mean. Don't people right all
that stuff?
Speaker 2 (25:42):
Right, Yeah, you don't do don't do that stuff. That's
just there's the game. Don't do that stuff.
Speaker 1 (25:48):
Yeah, exactly right, I mean, and so so being very
intentional and to your point, Eli, I mean, when I
go through and I'm looking at my contacts and I
have different things for different people, it's like, okay, well,
how do I know you?
Speaker 3 (26:03):
What's the relationship? Look like?
Speaker 1 (26:05):
I want to make sure that I'm providing, like I said, value,
something relevant which may be relevant to a segment of
the people that I know, but not to others. And
so I don't want to just blast everybody with the
same thing, right, It's like, yeah, it's not it's like,
how do you You don't really know me?
Speaker 3 (26:19):
Right?
Speaker 2 (26:19):
And you can and and depending on where you are
in your business, segmentation is a great thing to do.
I recommend starting with segmentation in mind, so deciding Okay,
these people are good fit for this type of thing,
these people are good fit for that type of thing,
but don't overthink it because too many people will do
that and then they just make way too much work
(26:41):
for themselves. And so simplify it down to some degree,
but if you're just starting out, put them all like you,
I mean, you need to have them opting in. That's
one thing that I'm also a big fan of. If
you meet somebody at networking event, do not put them
in their general follow up process. You give them something
like what I'm talking about, like a lead magnet type
(27:02):
of thing, and get them to opt in for it. Yes,
because now they basically raise their hands and you're not
going to get slapped for it, because that's actually if
you just add people to your list, that's technically illegal, right.
You don't want to do that.
Speaker 3 (27:15):
You don't want to do that, Yeah, you know.
Speaker 1 (27:17):
I mean that's why I like we're part of SCN
for purposely opting, and like I want to know more
about what what's going on with you.
Speaker 3 (27:24):
I want to be a part of that. I'm raising
my hand and saying yes, let's let's do a virtual coffee,
let's connect, right.
Speaker 1 (27:30):
And saying you know, and so I'm I'm a willing
participate versus yes, you have to be cognizant of that,
and I'm very I'm I'm I'm almost I've been, like,
you know, very cautious about that because i want to
make sure that the folks that hear from me it's
all relevant.
Speaker 3 (27:43):
And I don't want to I don't want to be
because I don't want to be stamned.
Speaker 1 (27:46):
I don't want to be mistaken and up into somebody's
email machine.
Speaker 2 (27:52):
Right. Yeah, Well, and that's the thing is is you
want to make sure that you're curating the right people
that want that kind of stuff, and that's where we're
You start with that, and then you just keep giving
them good stuff. And when you do that, people see
you in a totally different light. Because we're in in
data with so many marketing messages across the board, whether
(28:13):
it be email, texting, social media, all the different things
that are out there, we are overwhelmed. And so if
you can be in a position where you just add
enough value and this is I've had this happen with me.
I've had people say, you know, I know you email
quite a bit. I don't get a chance to read
all your emails. I'm like, that's okay, here's my question
(28:34):
for you. Do you ever feel like it's too much
and you need to unsubscribe? And they're like, oh no, no,
because I know it's always got good stuff in it.
I promise I'm going to go back and read them,
and I'm like, okay, I know they never will, but
that's okay, you know, because because they're busy, they'll still eat,
they'll still read some of them. They won't get to
all of them. That's okay, but they're going to see
me consistently and they're going to know that if they
(28:56):
open that up and they read it, they're going to
get something of value out of it, and so that
builds that trust. But they always tell me I would
not unsubscribe because your stuff is so valuable and that's
a good place to be. And again, it's all about
a conversation. You talk to them like you're having a conversation,
not like it's a company, not like it's a newsletter,
(29:18):
not like you're pitching them anything. Just have a conversation
with them. They know, I mean, we live in the world.
They know that it's not you know, you just writing
to them most of the time, because we live in
that world where everybody has the technology. It's pretty common.
But if you can make it feel like you actually
wrote it just to them, they're going to feel like
(29:39):
you meant it that way, right. It's a psychological trigger
and that's what you're going after.
Speaker 1 (29:45):
Yeah, you're looking after their best interest. In my I question,
this is maybe more of a nuance, I guess. But
when you when you're you're starting out ELI and you're
you're developing the the follow up that messaging. I like
that you're asking people like, what does that look like?
(30:06):
But what is what would be your recommendations for us
a safe frequency or touch? I mean maybe, and I
don't know if it's the industry or area.
Speaker 2 (30:14):
But there are some variables in it. It can vary.
But most of the time I tell people you want
to do basically weekly. Now I also run. I do
what I call consistently and consistent. And it's again with that,
you know the psychology of it. You don't send it
(30:36):
every Monday at eight am, because even if consciously they're
not thinking about it, subconsciously, their brain knows it comes
in at eight am every Monday. This is a newsletter.
But if you send it maybe five days, maybe ten days,
maybe seven days, maybe eight days, maybe in the morning,
maybe in the in the morning, afternoon, you know, just
mix it up. When you do it, it becomes more
(31:00):
sporadic but consistent. As a whole and their brain doesn't
get numb to it that way. And so but as
a whole, weekly is still good. And for some people,
some industries you can do more. I mean, I got
some where people are emailing daily, depending on what it is.
Most of my clients they're not at that level of
(31:22):
being able to do that. Their audience is just not
a good fit for that. There are a few industries
that I would say maybe every two weeks. I would
not go further out than that, though, because a lot
of people say I'm just going to send it once
a month. It's not enough. They're not there. It doesn't
it's not consistent enough to put it into their head
(31:43):
because you're trying to burn it into their brain that
you are there for them, and so once a month
is not enough for that, right, So weekly, you know,
and again I say, you know, roughly weekly is the
what I put standard from most of my clients.
Speaker 3 (32:01):
Okay, well, I see the value of that.
Speaker 1 (32:03):
ELI and I then helping walking through the clients of
like what does that look like, what's the frequency, the
nature of the conversation, how often do I put an
offer in there?
Speaker 3 (32:12):
What does that look like?
Speaker 1 (32:13):
That's what you're helping them with because it can be overwhelming,
and and and and help I know as a business
owner myself, you know, like getting that dialed in and
making sure that the language is you know, relevant to
you know, and I'm sure you ask them the question,
You're like, who is your ideal client?
Speaker 3 (32:28):
What? What?
Speaker 1 (32:29):
What's what keeps them up and night? What are the
things that they're thinking of? How to provide the value?
Because it's different, obviously, and you've got to make it.
You definitely don't want to sound like everybody else, right, like,
oh yeah, make yourself unique and distinct.
Speaker 2 (32:41):
Oh yeah, definitely. So like the process that I go
through with clients when we go through this is I
actually have several questions that I ask I help them
come up with the content ideas I want. I want
them to start with the ideas of and I have categories,
I have a formula to it, and I'm like, Okay,
here's your homework. You don't have to do any of
the major work, but you just need to list down
(33:01):
the ideas and then we're going to talk about it
next week. And that's how we start. And then what
we end up doing is we actually get on a
call record it and I will actually go through pull
the negative information from them because I want it to
be in their words and how they see the value
for their people. So I was like, Okay, you're talking
to me like your client, why is this book important
(33:25):
to me? You know, things like that, And I'm pulling
that information from them, and then I help them put
the content together. Basically, it's kind of like, you know,
I'm an email ghostwriter, and so that's where we put
a lot of that together. And we have six different categories.
My general rule is I'll put like ten emails per
category together. So by the time we're said and done
(33:46):
with all the bits and pieces and timing and everything together,
it's twelve to fifteen months. The great thing about it
is it is you know, you invest in putting it
together the first time, which is time and money obviously,
but and you do it. At the end you have
twelve to fifteen months of content ready to go, and
(34:07):
we write it so it's evergreen, which means that it's
not something that you're stopping and sending every week. We
build it out in the CRM with the goal of
everybody starts at the beginning, and so in a year,
somebody who starts today or starts today gets the same
thing that the person a year ago got. They start
(34:29):
from the same just at the beginning, and you know,
some clients decide, you know, we're going to keep going
with it and we'll do year two, year or three,
stuff like that. I have because I have a three
year campaign. I had one client that was very like,
I'm going to do more than you you do, So
we ended up doing He got to like three and
a half years, and then he stopped because he knew
he'd beat my number.
Speaker 3 (34:49):
Now.
Speaker 2 (34:50):
But you build that out and this isn't and as
long as you're not changing like major major, like completely
doing a whole new business, it's ever so it works forever.
Like I said my campaign, I built this in twenty thirteen.
Once a year, I spend about a half a day
where I go through, I tweak it. I look at
anything that needs to be rewritten. Sometimes I'll go back
(35:12):
and go, Okay, that writing was horrible. I need to
rewrite that, because we all learn and grow, right absolutely,
But then there might be something that's not relevant anymore,
or I have a different suggestion or something, so I'll
pull that out and I'll write something else. To put
in place. There have been several years where I've never
even touched it. They haven't needed to. So you can
go through and once you build it, you get a
(35:33):
year year, you're ready to rock and roll. You come
back a year later and invest to do you know,
you build another year out. You got two years. And
when I say two years, it's over two years. Like
I said, we're talking twelve to fifteen months, probably close
to that fifteen month mark. At that point, when you
have two years worth it, nobody's going to remember what
(35:56):
was in the beginning. You can loop it back to
the beginning and start it over. And that's honestly, that's
what we do my campaign. I had one gal who
came to me one time and she she replied to
one of my emails and said, hey, Eli, I want
to thank you so much for this for recommending this book.
And the book was the Greatest Salesman in the World
by aug Mandina, And she said, thank you so much.
(36:19):
I got your email on Thursday and I bought it
on Friday, and I wanted you to know I've really
been struggling my business and I was about ready just
to throw in the talent. I'll get a job, and
I saw your email come in. I went ahead and
bought the book and I read it this weekend. Now,
if you don't know, if you haven't read the book,
I highly recommend it. It's a super easy read. You
can read it in like two three hours. I think
(36:39):
it took me four hours, and I'm a slow reader.
So it's all good. And she's like, I read it
over the weekend, and now I realize where I was
going wrong, what I need to do. I'm on the
right path, and I want to thank you so much.
You helped save my business.
Speaker 3 (36:53):
Wow.
Speaker 2 (36:54):
Wow, And it's like that gives you goosebumps, right, It's
like that made me feel so good. But here's the kicker.
That email had been written six years before she emailed
me back about it. She had been in my list
that whole time. She had already got that recommendation once.
(37:16):
This was the second time she got it, but the
first time she wasn't in a place that it was
important to her. It was not in her head to
make that to take that action at the time. The
second time, three years later, she was needing. She was
in a place where she needed it. She bought the
book and it turned her around. So you never know
(37:38):
when somebody's going to be ready for it. And so
that's why this evergreen model works so well. Wow yeah,
I mean, it's just it's so powerful. And the great
thing about it is is like I said earlier on,
is once you build this stuff out, your job is
to you know, give away the freebie thing, because then
(38:00):
they get a lot of stuff that's directly about what
you do and how you help people and the problem
the mistakes people make and so kind of that crash
course on. Okay, here's where you're screw it up, and
I can help you with that, right, And then after
that it goes into this long term game I call
it the machine, and it just works and it just
(38:22):
is in front of people and reminds them of who
you are and keeps adding value to them. And you
pickle in some offers and things like that in between,
and there's a process to that, but you put that
stuff in between all this big stuff that's going on forever,
and then when they're ready, they'll come to you. And
that's the thing is we think when we're in business,
(38:44):
especially when we're starting out, we think we need the
sale today. Now we've all been there. Sometimes that was yesterday, right,
we've all been there. We need to get the sale
in the door. However, that doesn't mean that they're ready,
and it doesn't matter why they're not. They again, they
may not think they need it, They may have somebody
else that they think is doing a good job. They
(39:06):
generally may not have the money. It really doesn't matter
what the excuse is. They just are not ready for
whatever reason. And the goal is don't focus on are
they ready yes or no? Focus on how can I
stay in front of them? So when they are ready,
I'm the first person they think of and depending like
(39:27):
I have one client that they're their stuff is very
random on when somebody is ready, because it's related to
like when there's claims and stuff like that, like if
they're if they have a disaster happen, yep, you know, Okay,
Well you never know when that's gonna happen. So it's
not like it's not like it's a repeat buyer or
a repeat customer. If they have a repeat customer, that
(39:48):
person's doing something wrong and they're interest company and you
know so, so you never know when that's going to happen.
But if you build it right. You just make sure
you're always are always adding values, staying in touch with
them consistently, so when that kind of thing does happen, boom,
they're like, okay, time to call them. And that's the
(40:10):
goal with this, and then from that point you just
stay in front of them on a regular basis.
Speaker 3 (40:15):
Yeah. Well, I mean, I know we're getting close to
into the podcast. Eli.
Speaker 1 (40:19):
This has been fantastic having you on here. I hope
everybody's listening in. We never talked about it in this way,
especially email marketing, the way that you're presenting Eli, And
and we're going to make sure that people get connected
with you and know we're connected on LinkedIn, and we're
going to put in your resources here today. So you
guys want to make sure you follow up the follow
up fix that we just got that put together and
(40:40):
we shared.
Speaker 3 (40:40):
A little bit about that, so that'll be on our
show notes.
Speaker 1 (40:42):
And if you, of course have comments and you want
to connect with Eli, we'll make sure we get.
Speaker 3 (40:46):
That to Eli.
Speaker 1 (40:48):
And you know, we're really grateful you're here and just
thank you for sharing your knowledge and wisdom with our
listeners today.
Speaker 2 (40:54):
Eli. Well, thank you so much. Shape it's my pleasure
to come hang out. I love I mean, if you
can tell I love talking about this. I have a
lot of fun with it. And you know, for anybody listening,
you know, the easiest way if you want to connect
with me and just you know, see the stuff that
I'm doing, go to connect with ELI dot com. And
it's e l Y. That's an important one. E l Y.
(41:16):
Go to connect with ELI dot com. And that is
going to be like no matter what, that's that's where
you go. And all my social media's and my websites
and the follow up fix that will be on there
as well, that won't be there till like tomorrow because
the fact that we literally just launched the thing today,
you know, but all that kind of stuff. Reach out
to me. If you want to connect with me on
social media, please do tell me you heard me on
(41:38):
this show and and and actually don't just hit the
friend request button send the friend request, but send the
message with it and saying, hey, I heard you on
David's show. And please tell me if if something on
here was like something stood out that that you liked.
I would love to hear that kind of stuff. So
please please do absolutely.
Speaker 1 (41:58):
You know, when we covered a lot I like, I
always like to give our guests an opportunity just to
less parting thoughts, parting message that you want that you
want the listeners to hear if they got anything from
what you've shared today, would that would they be? They listen,
they they you know, stop the podcast and they say,
you know, they take action or on what you've shared today,
(42:19):
What would would you leave with them?
Speaker 2 (42:21):
Absolutely? Number one thing you need to walk away with.
Lead with value, and don't treat your people like their
your own personal ATM. When you do that, that's what's
killing you.
Speaker 1 (42:36):
Yeah. Yeah, Well, hence you and I are. I'm stewarding
your business, stewarding your people, taking care of people.
Speaker 3 (42:43):
Well, you know you and I share those same values.
I just thank you so much for being here.
Speaker 1 (42:49):
You've been a great guest and I look forward having
you come back again.
Speaker 2 (42:53):
Definitely. I appreciate it. Thank you so much, my friend.
Speaker 1 (42:55):
Absolutely thanks everybody for being a part of the podcast, listening, in, liking, subscribing,
all that good stuff. We really appreciate you sharing this
with others that you would enjoy.
Speaker 3 (43:06):
Appreciate it. Come back to our next conversation.
Speaker 1 (43:09):
It's another gonna make another great conversation with Test like Juli,
and until then he well take care right ready, please
close to me,
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