Subj: The ‘secret’ (and most overlooked) marketing technique
So just how did a simple email land us in front of over 50,000 CEOs on Verne Harnish’s newsletter last Friday? (… If you are just catching up, please see yesterday’s email).
The big ‘secret’ is that we simply keep Verne in the loop when we implement stuff that he teaches. Toby knew Verne was coming to Brisbane for a few workshops so he emailed him in advance. Verne enquired if we’d been using his methodology and frameworks at Bluewire, so we reported back with what we’d been up to.
We certainly weren’t expecting a shout out on his newsletter but nevertheless we were thrilled when it happened. And it only came about because we implement his material and keep in touch.
You see it’s not some magic trick or complicated campaign — but ‘implementing’ and ‘keeping in touch’ is the most severely overlooked marketing strategy in my experience.
The moral of the story: Whoever you decide to learn from — whether it’s us here at Bluewire — or one of the many other people you can follow online, it’s always an important strategy to keep your teachers/mentors in the loop. Not only do they love it, but they are usually on the look out for student case studies to share with their audience.
Let’s rewind right back to the start of our business over 14 years ago, when we decided to emulate the people and companies whose marketing resonated with us. In those days, and still to this day, Verne has been one of those people, and through him we discovered David Meerman Scott‘s work.
We connected with David in 2010 after we’d seen him give a presentation via satellite. We subsequently read his book, devoured his blog and downloaded his resources. We drafted a marketing template that we thought would be useful to our clients and showed it to David via email, since he had inspired it.
Here’s the email Toby received back from David:
Subject: Re: G’day again from your aussie mates! (1 page web strategy plan)
This is indeed a very interesting strategy plan template. Well done. I really REALLY like it.
I would like to suggest that if you were to make the changes that I suggest above and then were to create a co-branded version with my logo and contact info (plus yours), I would be thrilled to blog this (with links to you), use it in my presentations and talk it up during my many speaking engagements.
If you want to do this, of course you can use your own version of the template without my logo for your own purposes.
What do you say? If you want to go forward, I would ask that you make me a co-branded PDF. I’d send you my logo.
Of course we said yes. And then a few months later, we received more exciting news from David:
….. Subject: marketing strategy template + New Rules book
I am currently writing the third edition of my international bestseller: The New Rules of Marketing & PR.
I want to include the template. I will still offer the template as a PDF as we did it. That PDF will be offered in the book too. And I will put a few sentences in the book explaining who you guys are and how we made the template together.
I’m assuming this is cool with you. Can you please confirm?
Again, we naturally said yes.
We called it the ~OptIn_28~ and it’s still a free download!
Now, nearly a decade after we initially co-created it, David estimates there have over 1 million downloads of this template from all across the web and via his book.
Creating this ‘flagship content’ has been the single best marketing decision we’ve made. Every single day since 2010 someone has downloaded it somewhere in the world. It is the best lead gen tool we’ve published.
Tomorrow’s deep dive lesson: Flagship Content. I’m going to give you a glimpse inside the premium ‘Double My Leads’ course and open up my video lesson on Flagship Content… Stay tuned.
In the meantime, today’s question for you: What wins have you had — big or small — following what I’ve taught you on these Bluewire News emails or via my templates, courses or workshops?
Please hit reply — I’d love to hear about it.
Author of Web Marketing That Works
PS. Yes, I read every reply.
PPS. Download the ~OptIn_28~.
You’ve received this email because you are subscribed to the Bluewire News. At some point you have downloaded one or more of our free marketing templates or e-books. Whilst we’d be sad to see you go, you can easily opt-out at the link here: Unsubscribe