Andre Chaperon & Shawn Thing – Art Of Email with Live Workshop

Curriculum (Google Drive Proof)

Andre Chaperon & Shawn Thing – Art Of Email with Live Workshop

Folders

01-Module 1 - The Foundations of AoE

02-Module 2

03-Module 3

04-Module 4

05-Art of Email (AoE) (Live Workshop)

06-Audience & Offer Masterclass (AOM)

07-Module 5

08-Module 6

09-Module 7

10-Module 8

11-Module 9

12-Module 10

13-Module 11

Files

00-Foreword.pdf

00-Welcome.pdf

01-Module 1 - The Foundations of AoE

Files

01-Introduction.pdf

02-Emphasize Relationships Before Transactions.pdf

03-Customers are Created Before They Buy Anything.pdf

04-World Building.pdf

05-Permission Before Promotion.pdf

06-Strategy + 10,000′ View.pdf

07-How to Think About Writing.pdf

08-The Nine-Dot Puzzle.pdf

02-Module 2

Files

01-Andrew Stanton - The clues to a great story.mp4

01-How to truly MOVE your audience - Lisa Nichols.mp4

01-Kevin Costner's Kindness Was Repaid - The Graham Norton Show.mp4

01-Principles of Serialized Narratives.pdf

03-Module 3

Files

01-Blank Storyboard Example.jpg

01-CLIC '16 - Mark Levy's Freewriting Tips for Innovators.mp4

01-Example Storyboard for Our Emergent Marketing Series.png

01-Soap Opera Series (SOS).pdf

01-Soap Opera Series (SOS) Overview.mp4

04-Module 4

Files

01-Relationship Building Series (RBS).pdf

01-Relationship Building Series (RBS) Overview.mp4

05-Art of Email (AoE) (Live Workshop)

Files

01-AoE Enrollment PLS.png

01-Oct 11 2021 PLS for AoE Workshop.mp4

02-Q&A Call 1 Transcript.pdf

02-Q&A Call 1.mp4

03-Week 2 Transcript.pdf

03-Week 2.mp3

04-Q&A Call 2 Transcript.pdf

04-Q&A Call 2.mp4

05-Week 3 Transcript.pdf

05-Week 3.mp3

06-(Pub) RBS Review (Robin Harford).docx

06-RBS Review (Robin Harford).mp4

06-RBS Review (Robin Harford) Transcript.pdf

07-AoE Workshop Questions - Week 3.docx

07-Q&A Call 3 Transcript.pdf

07-Q&A Call 3.mp4

08-Week 4 Transcript.pdf

08-Week 4.mp3

09-(Pub) SOS Review (Julie Angel).docx

09-SOS Review (Julie Angel).mp4

09-SOS Review (Julie Angel) Transcript.pdf

10-AoE Workshop Questions - Week 4.docx

10-Q&A Call 4 Transcript.pdf

10-Q&A Call 4.mp4

11-Week 5 Transcript.pdf

11-Week 5.mp3

12-(Pub) November Masterclass Dating (Khara for Anna).docx

12-Bridge Review.mp4

12-Bridge Review Transcript.pdf

06-Audience & Offer Masterclass (AOM)

Files

00-Audience & Offer Masterclass.png

01-Audience & Offer Masterclass (Part I).pdf

02-Audience & Offer Masterclass (Part II).pdf

02-Customer Gains Trigger Questions (PDF).pdf

02-Customer Jobs Trigger Questions (PDF).pdf

02-Customer Pains Trigger Questions (PDF).pdf

02-Gain Creators Trigger Questions (PDF).pdf

02-Pain Relievers Trigger Questions (PDF).pdf

02-The Value Proposition Canvas (PDF).pdf

02-Value Proposition Design Overview (TTE).mp4

07-Module 5

Files

01-Overview - Value Newsletter (VNL).mp4

01-Value Newsletter (VNL).pdf

08-Module 6

Files

01-Bridge Emails.pdf

01-Overview - Bridge Emails.mp4

09-Module 7

Files

01-Overview - Story-Powered Promotions (SPPs) — Part 1.mp4

01-Story-Powered Promotions (SPPs) — Part 1.pdf

02-SPP Basic.mp4

02-SPP Stack + VIP.mp4

02-Story-Powered Promotions (SPPs) — Part 2.pdf

03-Story-Powered Promotions (SPPs) — Part 3.pdf

10-Module 8

Files

01-Overview - Product Launch Series (PLS).mp4

01-Product Launch Series (PLS).pdf

11-Module 9

Files

01-Customer Onboarding Series (COS).pdf

01-Overview - Customer Onboarding Series (COS).mp4

12-Module 10

Files

01-Putting it All Together.pdf

13-Module 11

Files

00-Advanced Ideas - Introduction.pdf

01-Subscribing to the VNL (after an RBS or COS).pdf

02-How To 'Mute' VNLs (when in SOSs, SSPs, PLSs).pdf

03-Re-Engagement Series.pdf

04-How To Use The 'VIP' Idea In Other Creative Ways.pdf

“You by no means change issues by combating the prevailing actuality. To alter one thing, construct a brand new mannequin that makes the prevailing mannequin out of date.” — R. Buckminster Fuller

When his telephone rang at 5:00 a.m. on October 1, 2018, James ignored it. Thirty minutes later his son referred to as and, recognizing the telephone quantity, he answered it.

13 years earlier, half-way world wide, Barry’s telephone rang too.

Each calls got here from the Karolinska Institute in Sweden. That’s the group that chooses recipients for the Nobel Prize in Physiology or Medication.

Australian Barry Marshall and his long-time collaborator Robin Warren have been awarded the prize in 2005. James Allison, a blues harmonica taking part in Texan, shared the prize with Tasuku Honjo in 2018.

Hungarian-American Katalin (Kati) Kariko hasn’t been referred to as but. It’s inconceivable to know if she ever will. For now, she’ll simply need to be happy understanding she helped save tens of thousands and thousands of lives.

In all probability extra.

James, Barry, and Kati all have one thing in frequent. Every challenged standard knowledge of their respective fields. Every noticed one thing others didn’t.

And every endured a long time of ridicule from their friends consequently. They have been heretics, working on the fringes, toiling away in obscurity.

Till they weren’t.

Typical knowledge is a humorous factor. More often than not it retains us out of hassle. However typically it makes us blind to chance.

Email advertising hasn’t been round for very lengthy, nevertheless it nonetheless has loads of established ‘knowledge.’ Most of these concepts have been inherited from old-school ‘Mad Males’ like Claude Hopkins, Eugene Schwartz, and David Ogilvy.

Purchase, purchase, purchase, now, now, now’s the all-too-common chorus. Seize your viewers’s consideration and do no matter it takes to “get ’em in your record” and make the sale as quick as potential.

Large idea-driven curiosity, over-the-top ‘moral bribes,’ false urgency, and a dizzying array of upsells, downsells, cross-sells — no matter it takes so long as you promote, promote, promote…

And let’s be trustworthy proper up entrance — in the correct markets, with the correct provides, the correct audiences, and the correct sources, this strategy can and does work.

Till it doesn’t.

In case you’ve been within the boardrooms and across the water coolers of the largest names in direct response advertising you’ll know they’re scared. The world is altering and their tried-and-true playbook of ways is crumbling earlier than their eyes.

On the floor, it’s sunshine and unicorns. However, behind the scenes, it’s frequent information that the solar is setting on high-pressure, hard-sell ways.

Change, and the brand new regular that comes with it, takes no prisoners.

The U.S. Federal Commerce Fee (FTC) has already shut down a few of the worst offenders — loads of 8-9 determine companies disappeared consequently. Tons of of thousands and thousands of {dollars} in gross sales and hundreds of staff gone — poof — in a single day.

And large tech firms like Apple and Google are rewriting their guidelines, specializing in privateness and defending their clients’ experiences (and their inboxes).

However, hard-sell ways and unethical advertising aren’t the actual downside.

The actual downside is that standard knowledge in our little nook of the universe says that these hard-sell ways are the one technique to succeed on-line.

After greater than 4 a long time of mixed expertise with our personal tasks and dealing with a whole bunch of purchasers, we all know that’s simply not true.

The truth is, more often than not, these hard-sell ways are counter-productive.

They’re typically the results of one thing referred to as the Regulation of the Instrument — higher identified by the phrase: “To an individual with a hammer, every part appears like a nail.”

What are we purported to do as an alternative?

We’re glad you requested.

Lean in for a second and we’ll share a secret which may simply change your world…

However, earlier than we do this, we have to present you the place we’re and level the way in which to the place we’re going. Let’s begin by taking a look at a ten,000′ view of electronic mail advertising’s so-called standard knowledge.

All of it begins with an assumption (often left unsaid) — that’s some variation of “I’ve to behave FAST or individuals received’t purchase and I’ll lose that chance FOREVER.”

That assumption results in three completely rational choices.

First, do no matter it takes to seize an viewers’s consideration! Curiosity-driven huge concepts, over-the-top “moral bribes,” social proof, contrived influencer / affiliate endorsements — no matter it takes to “get ’em on the record.”

Second, go for the sale instantly! Persuasion, pre-suasion, (perhaps somewhat coercion…), engineered urgency — who doesn’t love countdown timers and restricted availability notices to maneuver a prospect over the end line?

Third, maximize buyer worth! Upsells, one-time provides, cross-sells, pressured continuity — and, if that doesn’t work, perhaps a downsell to place some cash within the financial institution.

Then, as soon as they’re in your record, run them by means of your “electronic mail gauntlet” of back-end and affiliate provides to squeeze each final drop of worth out of your new clients as rapidly as potential.

Certain, this churn and burn strategy is tough work.

To maintain the get together going we’ve so as to add names to the record quicker than we’re shedding them. However that’s the enterprise we’re in — gotta scale bro, proper?

Improper.

So. Very. Improper.

Right here’s the issue with standard knowledge (and that is the key we talked about earlier than) — it’s a home of playing cards that’s constructed on a lie.

In case you imagine that you need to act quick or individuals received’t purchase, the churn and burn electronic mail advertising philosophy makes excellent sense. However right here’s the factor — most individuals who purchase ultimately WON’T purchase rapidly.

Ever.

Let’s take a look at the numbers.

Legendary marketer Dean Jackson has analyzed his clients’ in depth information and located that solely 15% of people that purchase inside two years make a purchase order within the first 90 days.

Everybody else — 85% of people that purchase — don’t make a purchase order till AFTER 90 days.

Meaning there’s FOUR TIMES THE OPPORTUNITY ready for you after three months — if, and solely IF, you don’t screw it up.

Let that sink in for a second … it’s (very, very, very) essential.

In case you’re beginning to really feel a uninteresting ache behind your mind (or the pit of your abdomen), we get it. When you see actuality, it’s exhausting to not be affected by it.

The issue we’ve been informed we have to clear up isn’t actually the issue. That, by itself, is tough to deal with.

However wait, there’s extra…

The larger problem is that the alternatives we’re making primarily based on what we expect the issue is definitely make the state of affairs worse!

(Re-read that final half once more…it’s crucial…)

Let’s unpack this concept and see the place it leads…

We expect the issue we’re attempting to resolve with electronic mail advertising is that we’ve to behave quick or we’ll lose a possibility to get a buyer.

If we imagine that, we do our greatest to seize our viewers’s consideration as rapidly as potential, we do what it takes to get a sale as quick as potential, and we pull out each trick within the guide to maximise short-term buyer worth.

Then we run these clients by means of a unending collection of provides till they cease paying consideration actively (unsubscribes, refunds) or passively (ignoring our emails).

Nonetheless, the issue we’re attempting to resolve on this situation isn’t the actual problem.

The overwhelming majority of our clients received’t purchase from us within the first 90 days it doesn’t matter what we do.

And, right here’s the worst half — the entire issues we’re doing to resolve the imaginary downside make individuals LESS possible to purchase from us sooner or later!

You’ll wish to re-read that and let it sink in…