M2.6 Running Quick Automated Campaigns

Overview

This module provides an in-depth understanding of the power and role of automated marketing campaigns in modern business. It outlines the stages of a successful campaign – the initial hook to attract attention, an educational phase to build trust, the offering of free value to establish loyalty, and a time-limited offer to create urgency for conversion. The text further illustrates these principles with real-world examples from email campaigns and explains the underlying psychology of providing value before asking for a sale, as exemplified in Gary Vaynerchuk’s book “Jab, Jab, Right Hook”.

By The End of This Lesson Students Will Be Able To

1. Understand the power and potential of automated marketing campaigns in contemporary business strategy.
2. Appreciate the process of designing a successful automated campaign involving hooks, education, value addition, and time-sensitive offers.
3. Recognize the role of a captivating initial hook in enticing customers to opt into the campaign.
4. Comprehend how the education phase of an automated campaign establishes trust and positions businesses as industry experts.
5. Learn about the importance of offering free value in fostering customer loyalty.
6. Realize the effectiveness of limited time offers in creating a sense of urgency and encouraging customer conversions.
7. Apply principles of persuasion, education, and value addition in practical campaign examples to drive audience engagement and conversions.
8. Evaluate the success of automated campaigns in diverse business scenarios.
9. Familiarize with the practical execution of these strategies through real-world email examples.
10. Comprehend the principle of providing value before making an ask, as outlined in Gary Vaynerchuk’s book “Jab, Jab, Right Hook”.
11. Understand the psychological principles underpinning the effectiveness of offering value first, including reciprocity, trust-building, emotional connection, and social proof.

Course Content

Running Quick Automated Campaigns

The Power of Automated Campaigns: From Hook to Conversion

Automated marketing campaigns have become an integral part of modern business strategies, leveraging the power of technology to establish and maintain customer relationships. At the core of a successful automated campaign lies the art of persuasion, combined with a technical understanding of the customer journey. In this essay, we will examine how automated campaigns use hooks, education, value addition, and time-sensitive offers to engage customers, ultimately leading to conversions.

The Hook: Capturing Customer Attention

In a world inundated with information, capturing the attention of potential customers is more important than ever. The initial hook of an automated campaign is designed to entice customers into opting in with their email address by offering something of value. This can range from exclusive content, discounts, or access to a unique resource. The hook is critical in persuading customers to take the first step towards engaging with the brand, and it sets the stage for the rest of the campaign.

Education: Building Trust and Authority

Once a customer has opted in, the automated campaign shifts to the education phase. This involves providing valuable information or insights that the customer is genuinely interested in. By offering valuable knowledge, businesses position themselves as industry experts and establish trust with their customers. The educational content also helps potential customers understand the benefits of the products or services offered, making them more likely to consider the brand for their needs.

Free Value: Enhancing Customer Loyalty

After building trust through the education phase, the automated campaign further solidifies the relationship by offering additional value related to the information provided. This could include free resources, templates, or tools that help the customer in their decision-making process. By delivering value without asking for anything in return, businesses demonstrate their commitment to the customer’s success, thus fostering loyalty and increasing the likelihood of future engagements.

Limited Time Offer: Creating a Sense of Urgency

The final stage of an effective automated campaign involves presenting the customer with a limited-time, special offer related to the information and value they have received. By providing an exclusive price or package, businesses create a sense of urgency that persuades customers to take action. This tactic leverages the psychological principle of scarcity, making the offer more desirable and encouraging customers to commit before the opportunity passes.

A well-crafted automated campaign uses a combination of persuasive and technical tactics to guide customers through a journey that starts with an enticing hook and ends with a conversion. By offering value, building trust through education, and creating a sense of urgency with a limited-time offer, businesses can effectively engage and convert potential customers. Ultimately, automated campaigns serve as a powerful tool for businesses to nurture relationships, establish authority, and drive revenue in today’s competitive marketplace.

Now that we have discussed the power and potential of automated campaigns for photographers, let’s dive into some practical examples that illustrate how you can effectively engage your audience and drive conversions. By combining the principles of persuasion, education, and value addition, you can create a compelling and targeted campaign that resonates with potential clients and encourages them to take action.

At KarimahClinton, we have successfully executed numerous automated campaigns, drawing in interested clients and guiding them through a funnel for more information. We have managed to cater to a diverse clientele, offering various packages tailored to their specific needs. For instance, some of our photoshoots have been priced as high as $2,800 for a whole family shoot lasting 2 hours in a picturesque garden setting. However, the majority of our services cater to couples, with packages closer to $1,000, ensuring that we can accommodate a wide range of budgets and preferences while maintaining our commitment to delivering exceptional results.

In the following section, we will provide a series of email examples that demonstrate how to implement these strategies and create a successful automated campaign for your photography business. By learning from our experiences and adapting these techniques to suit your unique offerings, you can drive increased engagement and conversions for your own photography services.

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Our Email Templates that we sent out using email addresses from prospects and Studio Ninja CRM software:

EMAIL 1
Subject: Exclusive Access: Behind-the-Scenes of Capturing Tender Love Moments – Don’t Miss Out!

Hi [First Name],

We know you have a special interest in couples photography and how tender love moments are captured. That’s why we’re excited to share with you an exclusive look at what goes into creating stunning photographs that encapsulate the deep connection between two people.

Watch the full behind-the-scenes video here: [Private YouTube Video Link]

In this exclusive footage, you’ll witness firsthand how our team works thoughtfully to create the perfect images for our clients. Discover the techniques we use to put couples at ease, evoke genuine emotions, and capture the essence of their unique love story.

Don’t miss out on this rare chance to see the artistry behind capturing those unforgettable moments of love and connection!

Happy viewing,

Clinton. Photographer at KarimahClinton

EMAIL 2
Subject: The Client’s Journey: Choosing a Favorite from an Amazing Photoshoot

Hi [First Name],

A few days ago, you watched our exclusive behind-the-scenes video of a recent photoshoot. We’re thrilled to share that our client was absolutely delighted with the final images! In fact, they were having a hard time picking their favorite one to post on social media.

We believe that the success of a photoshoot lies in understanding the client’s needs, meticulous planning, and the ability to capture authentic emotions. At [Your Photography Business], we understand that each photograph is a treasured memory, and we’re committed to preserving them in the best possible way. That’s why we offer a variety of printing and framing options to suit your unique taste and budget.

Our range of services includes:

• Fine Art Prints: High-quality, archival-grade prints on premium papers for long-lasting, vibrant colors

• Canvas Wraps: Turn your photos into stunning pieces of wall art with our professionally stretched and mounted canvas prints

• Custom Framing: Choose from a wide selection of frames and matting options to complement your photographs and décor

• Metal Prints: For a modern and sleek aesthetic, metal prints are an excellent option. Your image is infused onto a sheet of aluminum, creating a durable, high-definition, and fade-resistant piece of art. These prints are easy to clean and maintain, making them perfect for high-traffic areas or outdoor spaces.

• Acrylic Prints: Acrylic prints offer a unique and contemporary look by printing your image directly onto a clear acrylic sheet. The result is a visually striking, high-gloss piece that adds depth and dimension to your photograph. These prints work exceptionally well in modern interiors or minimalist spaces.

• Custom Framing: A well-chosen frame can elevate your photograph and seamlessly integrate it into your home decor. With countless frame styles, colors, and matting options, you can create a bespoke piece tailored to your taste and the aesthetics of your space.

Warm regards,

Clinton. Photographer at KarimahClinton

EMAIL 3:
Subject: May Special: Enjoy a 50% DISCOUNT on Couple Photoshoots at Select Destinations!

Hi [First Name],

We have an exciting offer just for you and your special someone! This May, enjoy a whopping 50% DISCOUNT on couple photoshoots scheduled during weekdays at select destinations.

Capture the beauty of spring and create lasting memories with your loved one without breaking the bank. This limited-time offer is perfect for:

• Anniversary celebrations

• Engagement sessions

• Pre-wedding shoots

• Or simply celebrating your love story

Don’t miss out on this amazing deal! Book your couple photoshoot now: [Book Now CTA]

Hurry, slots are filling up fast! We can’t wait to create stunning images that showcase your unique bond.

Best regards,

Clinton. Photographer at KarimahClinton

The concept of providing value before making an ask is a fundamental principle in modern marketing. Gary Vaynerchuk’s book “Jab, Jab, Right Hook” popularized this idea, emphasizing the importance of building relationships with customers by consistently offering value before asking for a sale or commitment. In this essay, we will explore the psychology behind why this approach works and how the principle of giving value first can lead to business success.

Gary Vaynerchuk’s “Jab, Jab, Right Hook”:

In his book, Vaynerchuk uses boxing terminology to describe the marketing approach he advocates. The “jabs” are the value-adding actions, such as providing useful content, engaging with customers, and building trust. The “right hook” is the ask or the sale, which comes after a series of jabs. Vaynerchuk emphasizes the importance of perfecting the timing of the right hook, ensuring it only comes after establishing a strong rapport with the customer.

The Psychology Behind Giving Value First:

The idea of offering value before asking for something in return aligns with various psychological principles that influence human behavior.

1. Reciprocity: The principle of reciprocity states that people are more likely to return a favor when they have received one. By providing value to potential customers, businesses create a sense of obligation, making customers more likely to reciprocate with a purchase or referral.
2. Trust-building: Trust is a crucial component of any relationship, including the relationship between businesses and customers. Offering value upfront demonstrates goodwill and establishes credibility, which helps to build trust with customers. Trust, in turn, makes customers more likely to buy from a business they feel they can rely on.
3. Emotional connection: By providing valuable content and engaging with customers, businesses can create emotional connections with their audience. Emotion plays a significant role in decision-making; customers who feel connected to a brand are more likely to make purchases and become loyal advocates.
4. Social proof: By consistently offering value and engaging with customers, businesses can establish themselves as industry authorities. This social proof, in the form of positive reviews, testimonials, and word-of-mouth recommendations, can influence potential customers to trust the business and make a purchase.

Cognitive Engagement Questions