This document provides guidance on developing an effective lead generation strategy through email marketing. It discusses using a signature offer to attract email subscribers, how to craft the offer based on the ideal customer's needs, and delivering the offer through a welcome email and autoresponder sequence. The autoresponder helps continue engagement by providing ongoing value to subscribers through topics like mini-courses or answering frequently asked questions. The goal is to turn curious subscribers into loyal customers and fans through a helpful email marketing strategy.

3. LEAD GENERATION STRATEGY
COMPONENTS

4. WHAT WE’LL COVER
 Email Marketing
 How do we use it to create connections to people that lead to
business?
 Signature Offer – How to craft one that helps you stand out
 Opt-in – What it is + how it is used
 Welcome Email – Why is it so important
 Autoresponder – Keep that conversation going

5. EMAIL MARKETING ASSET…
 A marketing asset
 Personal + intimate
communication
 Higher Conversion Rate
 Engaging relationships
through segmentation +
targeted campaigns
 Transactional
Monetate's Ecommerce Quarterly 2013

6. THE BAIT: Signature Offer
Gone are the days when people will join your email list just to receive a
newsletter!
With average email subscriber getting about 15 marketing emails a day,
you have to be offering a real good reason for someone to welcome
another email into their overflowing inbox.
YOU MUST GIVE TO GET!
That is why you need a signature offer, an irresistible offer that
you give in exchange for the persons email.

7. CREATING YOUR OFFER
STEP 1: IDENTIFY YOUR IDEAL CUSTOMER
Who are you trying to attract with your signature offer?
STEP 2: SOLVE A PROBLEM FOR YOUR IDEAL CUSTOMER
What’s a challenge that your ideal customer has?
What do they come to your website hoping to find?
What questions to get get over and over again from potential customers?
How can you put that into a mini-training or a mini-giveaway so that people will find
immense value from it?
STEP 2: DECIDE ON THE TYPE OF OFFER
How do your customers like to consume information? (Video, PDF, E-book, Checklist)
WHAT DO YOU THINK YOU COULD OFFER YOUR SUBSCIBERS?

8. TYPES OF OFFERS
 Downloadable PDF (tips, how-to’s)
 Resource Guide
 E-book
 Checklists
 Video
 Mini training
 Access to a Private Facebook Group (networking,
promoting, getting free advice)
 A Daily/Monthly Planner to keep them organized
 A Set of Free Graphics for them to use in their
marketing

9. OFFER EXAMPLES
PHOTOGRAPHER
STYLING TIPS FOR BRIDES
TIPS FOR FEELING COMFORTABLE IN FRONT OF THE CAMERA
CHECKLIST OF THINGS TO BRING ON THE PHOTOSHOOT
3 TIPS FOR TAKING PRO SHOTS WITH YOUR IPHONE
JEWELRY DESIGNER
TOP 10 TIPS FOR CLEANING & STORING YOUR ONE-OF-A-KIND JEWELRY
OFFER PHOTOS & INSIDER INFO ON THE JEWELRY MAKING PROCESS
STYLING ADVICE
COUPONS OR SPECIAL OFFERS

10. CLIENT OFFER EXAMPLES
Puppy Preschool | Pooch Pawsitive: Tips for welcoming a new puppy,
introducing dog to other animals & children, & a list of items you will need
Type: Downloadable PDF
Photo Identification & Preservation Expert | The Photo Detective: Top Tips
for Preserving your photos
Type: Downloadable PDF – Transcript from Q&A recording
Indoor Mini Golf | Oceans 18: Free round of Mini Golf & Party Planning
Checklist
Type: Coupon & Downloadable Checklist

11. Offer Examples

12. WHAT IS AN OPT-IN?
 Simply put, it’s just an email subscription
box where someone enters their email into
your email list.
 An opportunity for you to offer something of
value that aligns with your brand to entice
a potential “ideal client” to give you their
email.
 Goal - Entice your ideal client to subscribe
to your email list

13. EMAIL SERVICE PROVIDER OPT-IN FORMS
CONSTANT CONTACT MAILCHIMP WORDPRESS PLUGIN

14. TOOLS TO CREATE A WELL BRANDED
OPT-IN
 WORDPRESS PLUGINS TO CUSTOMIZE & BRAND YOUR OPT-IN
(FREE & PAID)
 OPT-IN MONSTER (PAID)
 LEAD PAGES (PAID)

15. PLACE YOUR OPT-IN ON THE
HOMEPAGE OF YOUR WEBSITE

16. MORE OPT-IN LOCATIONS…
2. TOP OF SIDEBAR
3. ON YOUR ABOUT
PAGE
4. AFTER EACH BLOG
POST
5. IN THE FOOTER OF
EACH WEB PAGE

17.  WELCOME EMAIL THANK YOU PAGE
HOW DO I DELIVER THAT OFFER?

18. HOW DO I DELIVER THAT OFFER?
 WELCOME EMAIL
 THANK YOU PAGE
 LANDING PAGE FOR
OFFER & OPT-IN

19. THE WELCOME EMAIL – don’t blow the first
date!
STEP 1
 WELCOME YOUR
SUBSCRIBERS & THANK
THEM FOR JOINING YOUR
COMMUNITY.

20. WHAT CAN YOUR SUBSCRIBERS EXPECT FROM
YOU?
 TELL YOUR READERS
EXACTLY WHAT TYPE
OF CONTENT YOU
WILL BE SHARING WITH
THEM
 STATE HOW OFTEN
YOU WILL BE SENDING
YOUR EMAIL, SET
CLEAR EXPECTATIONS
STEP 2

21. MAKE THEM FEEL SAFE
 BE SURE TO LET YOUR
SUBSCRIBERS KNOW THAT
THEIR EMAIL IS PROTECTED!
Constant Contact provides you
with this statement or you can
link to the privacy policy at the
bottom of the email.
 GET WHITELISTED – Ask
them to add your email address
to their address book.
STEP 3

22. MISSED OPPORTUNITY

23. KEEP THE CONVERSATION
GOING
 After your customer signs up, downloads your opt-in offer
and even, gets your product or visits your store, what’s
next?
 A follow-up sequence is key and autoresponders are perfect
for creating a follow up that enables you to continue your
relationship with them.

24. WHAT IS AN AUTORESPONDER & WHY
YOU NEED IT
 An Autoresponder is a series of emails that get sent in the order and
frequency that you decide.
 The Autoresponder’s most important function is to take people who
are curious about what you do and turn them into raving fans and
clients.

25. KEY COMPONENTS OF A USEFUL
AUTORESPONDER
 Needs to be about the reader
 Content has to make the reader feel like you
resolved a problem for them every time they clicked
through.
 It must establish you as the likable expert that is
helping them solve problems towards a goal they
want to achieve.

26. TIPS FOR WRITING YOUR
AUTORESPONDER
 Keep the content timeless.
 Not a substitute for the welcome email.
 Not too close together so they feel overwhelmed
and not to far apart that they forget you.
 Don’t forget your personality!

27. AUTORESPONDER IDEAS
 Introduce new contacts to your organization.
 Provide answers to frequently asked questions.
 Collect information about new contacts.
 Mini courses.
 Countdown to a big event.
 Share your expertise.
 Holiday promotions.

28. Autoresponder Example

29. AUTORESPONDER 1: HOUSETRAINING YOUR
POOCH

30. AUTORESPONDER 2: GET YOUR DOG TO STOP
NIPPING & BITING

31. AUTORESPONDER 3: SOCIALIZE YOUR POOCH

33. WEBSITE VISITOR OPT’S IN TO YOUR EMAIL
LIST…

34. THEY RECEIVE YOUR WELCOME EMAIL…

35. SUBSCRIBER GETS YOUR OFFER

37. NEED MORE HELP GROWING YOUR
CUSTOMER LIST?
GRAB THE FREE CUSTOMER LIST BEGINNER
BUNDLE BY TEXTING BEGINNERBUNDLE TO
22828

38. LEARN MORE + SIGN UP AT
BEALEADGENERATOR.COM