Paul Sokol: How to Build a Business Building Machine

It’s not everyday that you get to jump in and dig deep with a Infusionsoft expert that works at Infusionsoft HQ. Today I received a special access to Paul Sokol and we dive deep into his personal application and how he uses it to deliver demos for his band Elivagar.

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Joshua: Hey, everyone. Welcome back to another episode of Infusioncast. Today is a jam packed video walk through of my buddy Paul Sokol’s Infusionsoft app and how he sets up for his metal group. I think you’re really going to enjoy it. It’s a pretty interesting how he delivers a demo and that sort of thing. I know a lot of you, you’re probably driving in your car on on a sub way or something like that and can’t watch this. I totally get it. It is really, really worth your time. If you text the word madscientist to 33444.

I’m going to send you a link directly to this interview where you can watch it and download it and that sort of thing. Remember, madscientist. It’s all one word to 33444. It will ask for your email. Send me your email and boom. I will send you a link directly to this video. It’s about an hour plus. There’s a lot of great information here. I learned so much about how I can optimize my own Infusionsoft app and I know you will too. Text in madscientist to 33444 to receive this video. Thank you so much for listening and/or watching and I hope you have a wonderful day wherever you’re at. Let’s get into it.

Commercial: How the heck do you use Infusionsoft? How do you make or work for you? Welcome to Infusioncast. The only podcast that shows you the tricks of the trade and teaches you how to be an Infusionsoft expert. Join your host Joshua Millage as he sits down with the Infusionsoft pros to hear their stories and experiences making Infusionsoft work for them. Ready? Here’s Joshua.

Joshua: Hello, everyone. We’re back with another episode of Infusioncast. Today, we’re switching it up with a little face-to-face. You get to see me in the sound proof man cave here and we’re going to do a little screen capture. I have today Paul Sokol. The campaign building mad scientist over at Infusionsoft. This episode is for you. If you want to be inspired and think bigger, think much big- (silence) …

Paul: Thanks for having me, Josh. I’m very excited to sit down and get nerdy with you. I’m a drummer and a heavy metal band out here called Elivagar in Phoenix. What I’m using Infusionsoft for is of course, to collect a mailing list but mainly as a demo delivery system. Most people … A lot of bands out here, they’ll have a couple of demo tracks and they’ll print them out in a CD or whatnot. Or they’ll put it on their band camp or something. They’re not really doing anything to build their list here. I figured, well, heck. This is just … This is basically the lead magnet. The lead magnet is here’s my demo tracks. That’s what I created. I created a demo request page and people can choose their email preferences using a drop down if they want to get live show updates or music or none.

Because if they’re not local, then there’s not really a need for making blow up about shows. Then, on the back end, it delivers the demo tracks. It’s a standard issue follow up. If they do and download it right away, they get another email in three days and then another one a week after. It’s sell tracking via link clickles. There’s four tracks on a demo, so there’s four different link clickles. You can actually see who’s downloading what. Then on the back end of that, there’s actually a little surprise which I want to try and build. Build in those habits and make people want to open and want to click because they don’t know if there’s going to be a little surprise in the back end.

For people that do download any of the tracks, there’s a little do-it-yourself poster that they get the next day. That it’s completely unpublished. As far as you don’t know. It’s just like a little surprise. Here’s a little wow. Then of course, depending on what channel they came through will invite you to follow us on that channel if we have a social property. In those cases, we’re always going to invite you to follow us on Facebook because that’s our main social hub. What I’ve done is I built that whole thing out. Got it working and there’s a hidden lead source field in it, so I can drive different traffic to it to see what’s converting. Then as we started to get more social channels, we started off on Facebook and then we built a Twitter. Because we want … Because we use Meerkat to live stream all our rehearsals and all our live shows if possible.

We have a YouTube to post some teaser trailers, things like that. For each one of those channels, I just made a clone of that original landing page. All the content is the exact same. The only thing it’s different is at the top. It will say, “Attention YouTube users or attention Meerkat users or whatever.” The links in the profile or the about page are pointing directly to that Twitter specific page or YouTube. When they leave that Twitter channel, the first thing they say is, “Attention Twitter users.” Then like, okay. I’m in the right place. It also builds that issues that good … It’s a sort of transition. It’s a good experience. Like oh, I’m supposed to be here because I came here from Twitter.

I would assume that would help up in rates. I definitely don’t have anywhere near updated that statistically say, “Yeah. That’s true.” Because we’re super niche but it works. Then of course, that gives us the ability of so many ops in from the Twitter page. Obviously, we’ve got on Facebook but then we say, “Hey, why don’t you also follow us on Twitter too if you haven’t already?” Or if they opt in for Meerkat, “Hey, why don’t you go ahead and follow is in Twitter?” Stuff like that and the results are pretty exciting. I think we’ve got I don’t know, I’d have to check. Maybe about 30-33 demo request since we’ve made this live. I don’t know. Maybe the past six months. Like I said, real niche, real targeted. Not a huge audience. There’s about a 60-70% download rate, like a redemption rate.

Which for anybody out there, you know that that’s pretty wild. If you’re offering a lead magnet in 50% of people actually download it like, that’s a good thing. The fact that we’re able to get much higher numbers on that and yeah, and people love it. It’s really cool and it completely automates that whole demo process. Also, it has the benefit of collecting an email list. Now, let’s just, “Hey, you want out demo? Go here.” As opposed to me having to, “Oh, let me get my CD’s. Print it out or let me waste money printing out CD’s.” Or, “Hey, got to my band camp where I can’t do anything with it.” We fully control it and we fully own it. I think it gives us an advantage of making us appear bigger than we are. We just started doing shows in April. There’s already a decent buzz from the few fans that we do have.

I think it’s just because there’s that, it’s that professional big act experience. Even huge bands like Megadeth, the Metallica. They’re doing a newsletter. When you come like a local band here, nobody’s doing that. Even some of the bands that are on the major labels don’t have anything like that. It’s way too sophisticated for it. Of course, music is a business and I’m running it exactly like a business. The cool thing is, I’m throwing everything that I know at this. Because I don’t have to explain anybody what I’m doing. I just, I know what I’m doing so I’m just going to build it and I know it’s going to work. I don’t have to tell other people why it’s working.

Yup. I’d be happy to. I don’t know. Can we do that on Skype? Yeah. I’ll happily peel up the hood. Depending on your level of Infusionsoft expertise. It may be overwhelming for someone like you. It’s probably going to, “Really that’s it? It’s that simple?”. Yeah. [inaudible 00:09:24]. Yeah. I’ve got the list of campaigns up if you want to do the screen sharing thing. I’ve never done that through Skype.

Joshua: Plus button. You can say, screen share or share screen and that will switch it over.

Paul: Will snap. Learning new stuff everyday.

Joshua: There you go.

Paul: Cool.

Joshua: Boom, perfect.

Paul: So you can see me.

Joshua: It’s a beautiful thing, my friend.

Paul: Wonderful. You could see, I got a bunch of stuff set up for Elivagar. Specifically, every single show that we do, I have a little mini campaign running for that too. Let me show you the main thing. This is the Glimpse demo, that’s what we call it and the request. The other thing that I’ve done is on our Facebook page. You can set up a call to action link. I set one for book now and then I set up a specific booking page as well. It will also gives them the demo. Because obviously, someone’s trying to book that’s for show. They’re probably going to know what’s that.

Joshua: Oh, yeah. Because Facebook did have that new update. That call to action link goes then to the landing page that you’ve created. Okay, got it. Perfect.

Paul: Yeah, it is. There’s a campaign Jedi Code that’s out there that I developed. One of the tenants on it is there are no final forms, there’s always enhancements here. While this looks like it’s crazy, I mean, if we look at the versions that are here. You can see that there’s been many publishes of this since September and at months apart. That’s because it’s all been growing and evolving. Originally, the demo request was just this and not the booking stuff because that was new. It was just landing page. Here’s the demo, here’s the link clickles to track it and then the poster delivery. I think I did have a like us on Facebook as well here.

Joshua: Got it.

Paul: Let me show you … I guess, you drive here. I know what this is looking like. How do you do a …

Joshua: Let’s just go step by step, it’d be great to … I’d love to just see even though landing pages if you don’t mind.

Paul: Okay, yeah.

Joshua: Just go through that. The decision I’m in the sequence. It’d be really cool.

Paul: That’s fine with me, buddy.

Joshua: This is really fun.

Paul: It is. I’ve got a Google tags tracking pixel in here. That’s something, it’s new. Now, we can do like remarketing here.

Joshua: Just so people know that you put that in the non-visible HTML element. That’s something that won’t people understand is you could put all, a numerous different types of cool tracking codes depending on what other services. It’s a valuable thing to know I think.

Paul: Yeah, for sure. Especially because … We don’t have websites, so everything is just hosted. Just post to landing pages, all that jacks. Download the demo. Cool little image. Give us your name, email. Then we’ll email up its D1. This is that drop down. Choose … Actually, let me just go to the actual live page. Because …

Joshua: Your copy is brilliant.

Paul: Oh, thank you.

Joshua: I just saw below spam is not metal.

Paul: Yeah. It’s not metal. That’s true. There you go. In this little box around the side bar, that’s just a little code snippet that I stole from … I think [Kenny Shief 00:13:25] somewhere back in the day and I just threw it to my Evernote because I would know that I need it. It creates a little visual aspect here. Yeah, what’s your first name. What’s your best email address. What kind of updates do you want? Either none, or music, live show or all updates. The call to action is email me the demo. It’s free framing. It’s saying, this is what you’re going to get.

Joshua: Brilliant.

Paul: That’s it. Again, real simple. Not a whole lot going on here. Pretty standard landing page. I’m sure it could be optimized and all that jazz but it does …

Joshua: No, but that’s brilliant.

Paul: That’s for sure.

Joshua: Because I think that sometimes, we tell ourselves that we need to make it complicated to have a big impact. This is just not true. You can have a really focus simple landing page that has a lot of cool things on the back end to help segment people and give them what they want. Speak to them in the way that they want to be spoken to which is what you’re doing there with what kind of email updates do you want which is awesome.

Paul: Yeah. Especially for this audience, they’re not … It’s mostly millenials, mostly younger people. It’s not … They’re not super email heavy and stuff like that. Even this is again, nobody else is doing this. It’s still different and unique form. Of course, we got a little sharing elements down here. I don’t know if anybody uses this buy hey, why not, right?

Joshua: Why not have it, right? Yeah, cool. That pushes people into … I noticed you had the method description set up which is important and tags set up for people to check out. This is the thank you page. This is what they see after they hit the submit button. Looks like you’re merging the first name, that’s awesome. Adding that personal touch there.

Paul: Yeah. That’s just another quick wow. It’s like, woah. That’s super cool. Again, it has … It’s just that professional feeling like, “Wow. These guys are really on the bolt what they got going on here.”

Joshua: I think that’s one of the powerful things about utilizing Infusionsoft hosted landing pages and thank you pages. Is it so easy to make that pass through data to the thank you page. I know you can do it in WordPress and other things too. Yeah, it’s the easiest I think in the landing page builder and Infusionsoft.

Paul: Yeah, for sure. Here’s the decision down and right. Everybody goes into the demo delivery because that’s what they wanted. They’re only going to go and to like us on Facebook if their newsletter does not equal none. If they selected anything besides none, then, it’s okay for me to hit on with Facebook and other things. Because again, I don’t want to … Last thing I need to get hit for spam for trying it down, for trying to give people a demo.

Joshua: Got it. That was in the drop down on the landing page if they say none.

Paul: Yeah.

Joshua: Okay, cool.

Paul: Then they go into the de- … We’ll look at the social invites later but … The demo delivery, again, pretty standard stuff. Immediately than three days and then four days. This was a patch that I edit in. I was driving people for my personal newsletter to the band newsletter. Again, I was just doing some fanciness so don’t worry about this tags. It’s not important. I know what it’s doing. It’s a onetime use then. As far as the demo delivery stuff, you know. Real simple, real straight forward. Actually, what I’ll do is I’ll use the link clickle so it can look at all three and email us really quickly.

Anyway, that’s the structure. Right away, three days at 10:30AM and then four days at 6:30PM. Then I always like to put a timer at the end of it to give people time to respond. Because otherwise, they’ll be queued in the sequence immediately as soon as that’s sent. Real life, people have to have time to respond. That keeps them active in that sequence for a week. Then that just gives us more data to see. Do people actually never download it and get queued or yeah, most people download it. That’s …

Joshua: That’s brilliant. I think that’s a really applicable tip to a lot of different campaign. You just leave that there again. They remain active before they bump into the next step.

Paul: Yeah, absolutely. This is the first … Oh, by the way, for a tip guys. If you ever want to quickly look at bunch of different emails in a sequence instead of having to click and click in and click out. Just grab a link click goal and connect it up and you can easily flip through all the emails. Then, just get and then just delete the goal when you’re done doing it at clickle. Here we go, our first email. Download it right away. This sentence right here, just so you know. Once an intro and two is the actual song. That is a data driven decision. Because the first ten or so people.

A lot of people downloaded the first track and then not everybody downloaded the second, third or fourth track. I’m thinking, well crap. Maybe they think that all of it is just as ambient weird stuff and it’s not. There is just an intro track here. I did that. These of course are the … These are just files attachments snippets. Because they’re all mp3’s. They’re all smaller than ten megs here. Remind me to talk about email preferences. I’ll talk about that in a second before I forget. You notice, most of these emails are basically the exact same. The other thing is leveraging the pre-hire heavily. Because that’s what’s going to show up in the preview. You got the subject line and they you’ll have the pretty header after it. That’s like … It’s almost like a sub headline to the subject line. It could [crosstalk 00:19:03] snippets.

Joshua: Fascinating. I just learned something new.

Paul: That’s a really cool for a tip that I learned from DJ Waldo way back in the day and it’s just so heavily underused. Because most emails will preview. What do you usually see? Can’t see this email, click here. It’s like obvious that this is some automated email.

Joshua: That actually just so I know, in Gmail, you see the subject and then it’s usually like a lighter color and it’s usually the starting of the email. You’re utilizing that as almost a call to action in a way to get people to click.

Paul: Yeah, to get that open. Because the entire point of the subject line is to get the email open. Just like when you’re doing direct mail. The whole point of the envelope is to get that thing open. You got the best letter in the world but if nobody opens it, it doesn’t matter.

Joshua: Doesn’t matter.

Paul: Massaging the subject line of the pre-headers together. Again, real clear. Download. Glimpse download. It doesn’t need to be fancy or cute or whatnot. You requested this. Here’s the email right away. It’s coming from Elivagar. Boom. That’s it. Then listen to Glimpse right away. That’s the whole …

Joshua: That’s just a [crosstalk 00:20:12].

Paul: Then three days later in the morning, if they haven’t downloaded it and I’m going in here because I want to show how the subject lines and the pre-headers work with each other.

Joshua: No, it’s beautiful. Because these are the things that are often overlook. They can have some serious impact.

Paul: Then three days reminder. Listen to the Glimpse demo. Don’t hesitate. Give Glimpse a try right away. Because we know that they haven’t seen it yet. Then with the email, it opens up. “Hey, good morning first name. Couple days ago you requested it. I want to make sure the chance to listen to it.” Then the rest of this email again is basically the exact same as it was. In this case, we’re teasing on, hey, there may be a surprise what you downloaded. Just again, try and boost that engagement but then everything else is the same.

Joshua: That’s awesome.

Paul: I basically wrote this first email. Cloned it. Change like two or three words. All right. That’s done. Cloned it. Change two or three words. Then this one goes out one full week after in the evening.

Joshua: That’s beautiful. Is there any logic or reason that you chose three days and then four days. Anything like, I know some people have a lot of thought they put in to their delays.

Paul: I’m just doing it. That seems to be a good time frame as far as effectively getting people to take action that are good without spamming them. You could do day one, day two, day three. It just all depends on your audience. Again for this audience, these are like millennial metal heads. They’re not super big in the email anyway. Now that I think about it, I should probably change this last time where it go out at like 10:30 at night. Because we’re looking at the data. Seriously, that’s what I do the most often. When I’m promoting shows, everybody’s either up late or if they got a night job or they’re in school and they’re just night outs.

Joshua: That’s great point. The other thing too that I like that you’re doing here is you actually are following up. I think a lot of people just fail to follow up. They’re afraid of spamming so they don’t do anything. With the power of Infusionsoft and the ability to set things at different intervals, you can put that for you to rest. Because you don’t have to hit someone boom, boom, boom. You can hit them in a different interval like you said. You know that people are night outs. You can hit them at the sweet spot of when they’re up. I love that. Absolutely love that. The other thing too, just so people remember what we just showed them is if they do click, something’s going to happen. They’re going to be pulled out.

They’re going to go into another phase. They’re not going to continue to get the next few emails. I just want to bring that up. Because I think a lot of people have come over from some sort of linear. Just email focus software, [inaudible 00:22:50] webber whatever else. That ideas really new to them. I want people to know that based on their behavior, we’re going to do something different. If they don’t do anything which is still showing us behavior. I want to do something different. Follow up with them. The purpose here is to get them to download and listen to the demo.

Paul: I want to highlight what you just said there. That’s the second campaign commandment. I don’t know if it was for a certified partner webinar. I don’t know. The commandment is sequence. Everything in a sequence should be driving for the next immediate goal. Every single thing in this sequence is focused on one explicit goal. That’s to get them to download at least one of these tracks. As soon as that’s done, that sequence has done its job and then it can move on. That’s important to keep in mind. If you’re designing your campaigns, whatever the next immediate goal is. Sure, maybe ultimately trying to sell something but you got to focus on those micro conversion points. That’s all you should be talking about. That’s all you should be driving people is that next immediate goal or goals depending on what your strategy is.

Joshua: It is something that really needs to be highlighted. Because the problem that I’ve seen with a lot of clients I’ve worked with or people who are getting a new Infusionsoft. They’ll send an email and then they wanted to do five things. It just lost all its effectiveness.

Paul: Yeah, totally.

Joshua: Even just a copy, from a copy standpoint. You want to be directing people with the words in the email to do that one thing. Whatever that one thing is.

Paul: With the exception of maybe a newsletter type communication and email should have a single call to action. Only a single call to action. Maybe a secondary response mechanism. Again, that will be something that you’d want to use strategically. That’s something you use to commonly like directly mails where, “Hey, call us to book an appointment.” If you’re not quite ready, call this phone number for a recorded message.” Like a secondary response mechanism but really in an email, try and keep it simple. An email is just a communication channel. In most cases, you’re trying to drive them to website somewhere. You’re trying to drive them to take some action and say, “Yeah. I want an appointment” or whatever. Just keeping that focus.

Joshua: That’s brilliant. Absolutely brilliant.

Paul: This is that last email here. A file notice, download it.

Joshua: I was going to say, that’s interesting to me. You change, the download moved out of bracket so you’re highlighting the final notice to let them know this is it. There’s no more emails after this.

Paul: Yup. Then the pre-header does the exact same thing. Last chance. No more reminders here. One thing that I’ve learned is that, when you’re merging in somebody’s name into the subject line Joshua. It’s usually better to do that at the end of the subject line because that’s more natural. Like if I were to sit that and type of an email, I don’t think it really … Joshua, check this out. I’d be like, “Hey, check this out. Joshua.” It’s just …

Joshua: How do we speak, right?

Paul: Exactly.

Joshua: I’m not like, “Paul, do you want a sandwich?” Hey. It’s like you’re yelling at people when you put it at the beginning the whole time. That’s a great point.

Paul: Totally. In general, I’ve noticed that yeah. You can have clever subject lines to get open rates and things like that. The more an alignment the subject line is with what you’re trying to get out of the email, the more effective it’s going to be. File a notice, download the demo. I don’t need to be fancy or cute. I want you to download the demo. Period. That’s in. Then this starts off with, are you having a good blank afternoon blank? Because we know it’s going out in the evening.

Joshua: Got it.

Paul: It’s going out at 6:30 and this is merging in, whatever the day of the week is that is sends. You’re having a good Friday afternoon, Joshua? We are. Because we could ahead and request your demo and you still haven’t downloaded it. No more reminders. Boom. Get it. Again, rest of the email is the same.

Joshua: Now, Paul, scroll back up to that. That merge feel. That day of the week. Where is this available?

Paul: Great question. This is one of my favorite things to use ever especially when you’re doing sales pipe line based emails. When you close the email, it says, “Hey. Have a great Thursday.” It’s so hard for people to figure out that it’s not automated email especially when it’s well written. That’s really an earmark of glued automated experience. Is that, it’s not … It’s really hard to figure out that it’s automated. You’ve truly manufactured a genuine relationship at scale without sacrificing that human element. To answer your question about the date of the week.

There’s all sorts of crazy date fields in here. You can just have the current date, day of the week which I use a lot. Date of the month which should be numerically date of month. Current month, month of the year. This is what people will do for cool little hack. If you have 50 newsletters that are pre-written. I need just one people to get these newsletters released as soon as they sign up. Just merge in. Okay, this is the month, year newsletter. It’s still just a first one in the sequence.

Joshua: In the one that you use is day.

Paul: It’s day of the week.

Joshua: Day of the week. Okay, so that would say having a good Thursday. Having a good Monday. Having a good … I got it. Got it. Then, numerically, the current day, would that be 12/02/2015 or something.

Paul: Mm-hmm (affirmative).

Joshua: Okay, cool.

Paul: Yeah. It just depends. There’s definitely different use cases for it but I use day of the week all over the place. You download. I need the campaigns for the market place. It’s probably going to have a day of the week merged in there somewhere.

Joshua: That’s awesome. That is so cool.

Paul: That’s set. Again, campaign commandment number two. Every single thing in this flow is designed to get people to download this demo. The demo tracks and we’re tracking each link. Click individually, so you know who’s doing what. This sets up for good reporting and actually, I haven’t seen this. Let’s see how this has been doing in the past month. I have no clue.

Joshua: Help us, walk us through this performance too. Because I think people get confused on what its purpose is and what the different numbers are. I noticed you moved it to historical which shows everybody who’s been through the campaign in the last 30 days which you switch it to 30 days. Am I correct in saying it that way?

Paul: Yeah. Here’s a great way to think about it. The two different views are the speedometer in your car and the odometer. Active you is your speedometer. Right now, in this exact moment, what is happening? Right now, you can see that there is one person in the poster delivery sequence and that’s basically it.

Joshua: What’s the number in the cloud?

Paul: The number in the cloud or the number of people that are queued in the sequence. There’s only three states somebody can be in. They can either be active. For example, this person. They’re in the sequence and there’s still things going on. This person hasn’t clicked to download the poster. They may never. That’s fine. We’re waiting. In this case, I wait a month because who cares? I just want to see if they’re doing it. Then there’s done, so whenever the sequence has done its job. AKA push them to the next goal, they’re done.

Then queued means that they received everything in the sequence and didn’t go anywhere. Think of it like a bucket. There’s the collection bucket. Now, here’s the cool thing about when people are queued. If I would add, so let’s see. I wouldn’t, so posted … 18 people are queued on the poster delivery. If I were to add a new sequence and build it out and connect it and obviously mark everything is ready and all that you asked. When I hit publish, it’s going to dump everybody that’s queued into the new sequence.

Joshua: Everyone that’s in that bucket. They earn that, next to that cloud. Because they haven’t done anything to past it will just go doop and then the next one.

Paul: Yup. Yeah.

Joshua: Got it.

Paul: It’s just like collecting a bucket of water and then dump it into another bucket.

Joshua: That’s awesome.

Paul: That’s like a little pro tip here.

Joshua: That is.

Paul: Because from that way, you can just say. “Oh, look at that. 400 people got stuck at this part of the campaign. Let’s offer a coupon code or something.” I mean, who knows.

Joshua: They way that you just explained it is so crystal clear, Paul. Thank you for saying it that way. Because I think even myself, I know conceptually what it is but using that bucket analogy. I guess I’ve never really thought of it that way. It’s just like, all I have to do is connect something else and they’ll move in. I think there’s so many used cases for that. Maybe you have a campaign that’s been running for a year and you’re like, “Oh, my gosh. I’ve got 400 people here.” What is maybe something that I could do to look at to reactivate a few of those people or to see if maybe there’s a different offer or different service or something.

You know, maybe another free download just to see if I can get them to raise their hand so that they can move into something else. I think there’s so much value there that we just overlook. We’re like, “Oh, well. They didn’t do anything. That’s it.” But no. That’s valuable information as human being. That’s my whole message is like, thinking about this is scaling the human touch. What that says is, they weren’t interested in whatever that was but they may be interested. Or it’s something, it was a good opportunity to do like a little bit of open-ended survey just to get their feedback. That’s really cool.

Paul: It is. Just one thing to be aware of is that when the whole adding of a sequence. Let me close this chat. We’re getting blown up here.

Joshua: I know how that is.

Paul: Exit. All right. Cool. There, you got a logo on my desktop there. Always be promoting, right?

Joshua: That’s right.

Paul: I thought that I close tip chat here. We’re going to go old school and we’re just going to flat out, kill it in task manager. This is, all right.

Joshua: Bringing me back.

Paul: What I was going to say about the queued is that when you connect to sequence and publish it, everybody that’s queued goes in there no matter how long they’ve been queued. If they have been queued … There’s people that maybe queued for a year. People that are maybe queued for a month. They’re all going to get that. What you may want to do is maybe segment out those queued. For example, let’s look at this Glimpse demo delivery. As you may noticed when you hover over, you get this little person symbol. What this does, this actually saves you a lot of time in terms of creating your reports. When I click in here, this is going to take me to the report of everybody that’s active in that sequence. Which of course right now, nobody is. If I edit the criteria in columns, I can say show me everybody that’s queued.

Joshua: Got it. Interesting. You just moved to this status there and you click queued and then you can see everyone who’s been in that. Or I’m sorry, everyone who’s in that sequence but hasn’t taken an action to move out of it.

Paul: Yeah. Again, the easiest way to think about it is they received everything in the sequence and they didn’t go anywhere. They’re queued for something next. They’re in line for the next thing.

Joshua: That’s amazing. Then done would be the … How do you, odometer?

Paul: No. Basically, done means they were in the sequence and they moved to a goal further in line. The sequence has done its job.

Joshua: Now, if we wanted to see all of that, can we still block all three of those in the edit columns?

Paul: Yeah. Absolutely.

Joshua: Everyone who’s touched in that touch point.

Paul: Yup. You could see the sequence stopped at here as far as people that were queued. In this case, it’s only been within the past month or so. It’s not really that big of a deal. If there’s people that been queued over a year out. Maybe I’d want to … Because you can also filter based on the sequence stop it. I can say let’s filter out people that from six months to negative infinity to 2001 whatever. Let’s tag those people as queued more than six months. Then, when I drag out the … Let me go back to campaign here. When I drag out the sequence, I would actually drag out to creative decision diamond and basically have it run off of that functional tag that says, “Okay. If they’ve been queued for more than six months, go here.”

Let me give you an example. This is, so less than six months queued and then more than six months queued. For those that are watching that don’t know how to clone, it is an extremely valuable skillset to have if you’re on a PC. You would highlight whatever you want. It also works if you’re inside a sequence. You highlight what you want. Hold the control and then click and drag and you’ll get the little boxes. Then when you let go, it clones it. If you’re on a Mac, you would click it hold first. Then press control and then drag.

Joshua: Big shout out to [Bret Martino 00:35:53] for showing me that. He watched me build a campaign one time. Laughed at me the whole time and then showed me how to do it. Good friend.

Paul: Nice. Nice guy.

Joshua: I’m so glad I learned it. It was like, Infusionsoft 101 I think for just doing things quickly and efficiently.

Paul: Getting to these ideas, you can go use these reports. Tag people as queued more than six months or not. Then if we’re published both of these, they’d flow here. Enter the decision diamond if they’re … Just flow into the appropriate play. Then that way, you can ensure that it’s still a good experience. Or maybe you like say, this is for customers. This is for non-customer. Whatever you’re looking to do. There’s lots of ways that’s going to digital cat here.

Joshua: Yeah, absolutely.

Paul: Let’s look at this poster delivery. People download the track. Any of them. Then we tag, what am I tagging them as? [crosstalk 00:36:49].

Joshua: You’re doing this to track, correct?

Paul: Yeah.

Joshua: Okay.

Paul: There’s a track email engagement campaign at the market place that is a resetable timer that tags people as hot. Then it waits 30 days switches that for warm then 30 more days switches it for cold. It’s tag based. That’s why that’s there. You’ll notice, I don’t have a whole lot of tags in here. Because I don’t need them. If I want to find out who’s fill out a web form, I got campaign below reports. If I have to find out who’s received the certain email, I got sequence step recipients. If I want to find out who’s waiting for something, it’s the sequence that waiting report.

Check this out. You’ve downloaded the demo and that’s it. Okay, cool. Elivagar, great. Two days later in the morning, you get a little email that you weren’t expecting. It says, “Thanks. Here’s the free poster, Paul. DIY poster download inside.” Again, we’re leveraging that the pre-header to boost [us operates 00:33:44]. Hey, good morning. Thanks for checking out the demo tracks. As a token of appreciation, here’s a poster. Download it. That’s our voice. That’s what we’re doing here.

Joshua: I love it.

Paul: This poster is it’s literally our logo and then it just says depressive black metal and all the text under, that’s it. I put it together in Photoshop in 5 minutes. It’s extra value. It’s extra content. People can print it out and use it.

Joshua: That’s so beautiful though because it’s … People over complicate all of this. It’s like, I need to go hire a designer and pay them a grand and blah, blah, blah. It’s like, no. You just need to show up a little bit differently than everyone else shows up. That could be yeah, an easy kind of do-it-yourself poster but it creates that connection. Again …

Paul: It’s way simple. Keep going.

Joshua: No. Again, like, I always think it’s funny. I spent a lot of time in China after my MBA program and you got to barter at a market. You say you’d buy, I bought all my fruit at the fruit market. I’d buy these durian, the thing that smell like human flesh. They’re really good, though. The lady would always give me a handful of mangosteens, too. I wasn’t expecting that. That wasn’t complicated. She didn’t go and design a mangosteen or hire someone to go farming. She’s just had those extra round but I always came back to her because it was that little bit of extra human touch. It was surprising. She only did it the first couple times but I always bought everything from here. It’s like, how do I take that into here? Well, you did with the DIY poster which is awesome.

Paul: I’m trying to find it. Flip around here. Here, just poster. Company, that would … It’s under company files today. There. I don’t know what I’m doing.

Joshua: You got a good amount of files, man.

Paul: It’s company files. Yes. Here’s the posters. Like I said, real simple. Took me 5 minutes in Photoshop. Boom. Here’s our logo. Here’s some text. Done. It’s size to a normal sheet of paper. People can print it out. I think if I remember correctly, John Pinto who’s one of the fellows here at Five Partners. He’s a metal head too. He put that as his background. It’s just so simple.

Joshua: That’s awesome.

Paul: Really easy. Let’s look at … How are you time? I’ll set [crosstalk 00:40:12].

Joshua: We’re good.

Paul: All right, cool. Let’s do it.

Joshua: This is really fun.

Paul: My lunch is right after, though. Don’t have a blast like it’s the obvious. My lunch is right after this. I’ll happily dig into my lunch time and keep digging.

Joshua: No, this is so important. I’ve been wanting to do a walk through, campaign walkthrough for a long time and this is so cool. Because this is applicable to so many other industries what you’re doing. You can modify it any which way they want. It’s a more advanced lead magnet delivery system that has been, is using some behavioral tracking to give people what they want and speak to them. How they want to be spoken to I think is really powerful. Let’s jump in to the next part of this.

Paul: What we just covered is just the actual demo request. If people, as long as they do not select no updates. Then we invite them to like us on Facebook here. What we do is we wait one day and then we run it at 2:30PM. I want you to think about this in normal linear time. Because that’s the only way it moves for us because we’re so big. I’d like to, in terms of molecular levels. They get this email immediately and the next reminder doesn’t come out three days after. That’s why the Facebook one is timed to go one day that next afternoon. Because we know they’re in both of those sequences, so we have to consider the timing of these emails.

Joshua: I see what you’re saying.

Paul: This way, there’s still going to just get one email a day at the most.

Joshua: This is what a lot of people will struggle with I think. Is they have all this campaigns launching and they put all of the timers the same, so they’re blasting people with 20 emails a day. The solution to that is to be mindful of when you’re sending things and trigger them on different intervals. Think about … Do you have any suggestions on how to plan that? Maybe just like with a sheet of paper or something. Do you just do it your head?

Paul: A sheet of paper works. It all depends on how long you’ve been doing it for.

Joshua: That’s true.

Paul: What you’re trying to do here. A sheet of paper is really good. Just a linear flow chart. Planning at the different times here. When we get to the other channels, you’ll see how I actually really had to sit and think about the timing works here. The idea here, this is super targeted. I’m not sure if this actually boosted our Facebook likes or not. It says, “Hey, thanks for requesting the demo the other day. Are you on Facebook? If so, go ahead and like us.” “Hey, if you already listen to the demo, hit reply. Let us know what you thought.” Surely, we could break out the [inaudible 00:42:41] and say, “Hey. I also see you download the demo. What do you think?” This is efficient. Like I said, we’ve got a 30 people on the list. I’m not stressing that too hard.

Joshua: Paul, just a question. If you wanted to track how that affected your Facebook likes, how would you approach that? Would you use maybe grow social. Would you use some sort of … Just out of curiosity.

Paul: What I would do is I would do this. You’ll notice that there is a link click goal after this. I’m tracking who’s clicking, so the Facebook page. I would pull like a historical report. Look at that and then compare that to the Facebook insights and likes and see okay. This person click through on this date and I notice that we had two not likes on that day. I can probably a true. Then if I really wanted to dig into it, I can find out who was that person and hopefully reverse engineer what their profile is.

Joshua: Cool. Got it. It’s combining the data that you have at Infusionsoft with the insights that you can gather from your Facebook page.

Paul: Yeah, totally.

Joshua: Cool. That’s awesome.

Paul: It’s basically the exact same in all cases. Let’s look at … We’ll look at one of them. For example, Meerkat. Meerkat is an amazing little app. For those who don’t know, it turns your phone into a live stream device. It’s killer. For bands, it’s perfect. Because anytime we have a rehearsal, “Hey, we’re rehearsing. Boom.” Sticking out of the book case and people get a free show. Obviously, it’s not the same as being in there.

The sound quality is bad. We’re not dressed up in our costume and make up or whatnot but still, it’s cool. We can reach people that we never want to reach because they’re all around the world. Then with their live shows, if we can find a place to stick a thing, it works really well. The cool thing about Meerkat … Actually, let me … I’ll have to hold it. Will it be recording the webcam too?

Joshua: I think so, but you can just turn this off real quick and then turn it off on.

Paul: Sure. Let me … I’ll show it to you and if anything you can describe what the singer is like and describe what we sing. The cool thing about Meerkat … Again, this is a pro tip. Whenever you’re using any type of social channel, leverage the native things that it comes with as much as humanly possible. Because there’s usually hidden bits of wisdom and goal than here. Let me give you an example here. With Meerkat, you can set what’s known as the end stream button. With the end stream and I guess it doesn’t show you, it doesn’t show you. It used to show you a preview of it. Cool. This works out perfect. I’ll just read it to you. There’s a button label that says get the demo, email to you.

Then the web address is pointing people to a Bitly that redirect specifically to this Meerkat page. That way, I can lead sourcing but it’s still Bitly so I could track who’s clicking and then look at my conversion and all that jazz. I’ve never actually done that but the date is there. When I want to dig into it, I can. There you go. As soon as the stream is done, it’s like, okay. Elivagar’s live stream over. get the demo emailed to you. The key word in there is email. It’s priming them. It’s pre-framing them that you’re going to do something about getting an email. When they click and they go to this landing page, which again, it’s an exact clone of the one that you saw before.

Joshua: You just have lead source set to Meerkat then?

Paul: It says, “Attention Meerkat users.” That’s it but the exact same thing. Then a little more aggressive call to action here. This is one that we put in for the YouTube landing page. Then so, when I clone it, it brought over. Again, I can probably … but there you go. Meerkat users. Boom. You’re in the right place. If I really want to do this right, I’d probably make this one a little more mobile friendly because I know if there are Meerkat, they’re most likely using mobile device. This looks okay on the phone.

Joshua: Cool.

Paul: Same process. They always get the demo but let’s look at decisions diamonds here. Obviously, they always get the demo delivery. No problem. Again, if they’ve selected anything besides none, we can invite them to subscribe us on Twitter and like us on Facebook. Now, we’re inviting them to two channels. We always invite them to Facebook. Like I said, that’s our main social hub. That’s where are the most active. Look at how the timing in this works. Glimpse demo delivery, I’m immediately getting an email. The next day, I get a like us on Facebook.

Then four days later, which would be after the reminder from the Glimpse demo. Then they get a, “Hey, subscribe to us on Twitter.” Again, it’s worked out. I think that worked it out. That if they were somehow to get added in to all four of these sequences. They wouldn’t get two emails in one. Yes. This is three days. Even though they might get a Glimpse reminder at three days, that happens in the morning. Then this invitation subscribe in Twitter comes in the afternoon. It’s still not too much inbox overwhelming.

Joshua: That’s brilliant.

Paul: Same thing with YouTube. This way, it’s 5 days. Again, they could get added into all, everyone of these. The most that they’re going to get is two emails on day three if they’ve never downloaded the demo.

Joshua: That’s amazing. You’ve set this up. The way that you approach that though, I mean, you probably just intuitively do that then? Because that’s like pretty advanced to have all this parallel lines and just connect the dots. It’s great to be mindful of that.

Paul: When you start developing more advanced campaigns, you really got to be present to the different campaign pathways that exist. How many different ways or different routes can people go through? Is the messaging still relevant? That’s the challenge. The last thing I’ll show you is the booking request. Let’s actually take you to the page here. By the way, I’m just delighted that I can combine my love of marketing automation with my band.

Joshua: It’s really cool. I think that … You’re showing up like no one else has with a band. Like a band don’t think like this. It’s really cool. This is the call to action link.

Paul: Yeah. This is … You can set this for anybody. There’s different verbiage that they give you but book now. Go to the link, okay. I’m a booking agent. Again, you can look us and inquire a book has end, we’ll send you a forward track demo too. It’s the exact same landing page except for collecting more information. Because usually, it’s just name and email. What updates do you want? In this case, your booking agent, we need more info. First and last. Who’s your company? Tell us about the show. What is your best [fun 00:49:41]. What is your best email. Again, we give people the option. If they don’t want the demo, great. I don’t care. You’re going to book us for show, not the demo, fine. That’s cool with me and then a little fun call to action Elivagar, so I’m going to need you up here.

Joshua: That’s good.

Paul: This is how booking agents work. Then, in this call to action, really similar. The main difference is that, they do not go into the Glimpse demo if they check that box. Do not semis, not selected, then they go in this. You see double nagtives here. Liking us on Facebook, same thing. In this case, they can get invited to our top three channels. Facebook, Twitter, YouTube. They always go into the booking task. There’s something else that’s really cool. I want to show you a little Gmail hack that I’ve learned. I don’t even remember where I learned this from. Actually, I think it was from testing Infusionsoft and it just showed up.

Of course, Elivagarband@Gmail, it’s our email. Then say plus booking. Not what I want to do. That is, anything that you put after the plus in the Gmail address, it’s still going to go to your core, whatever. It comes in as Elivagar plus booking. What I’ve done is I’ve set up a filter that if anything comes to that email address, it goes into a specific folder with a high priorities. That way, it doesn’t get lost.

Joshua: It’s almost like adding a label in the actual email address itself.

Paul: Yup.

Joshua: Interesting.

Paul: The benefit is this is really a good way to test stuff in Infusionsoft. Because that will create a unique contact record because it does not consider that a duplicate. Because it’s technically a different email stream.

Joshua: Wow, that’s pretty awesome. Then, yeah, you have that ready to ping you.

Paul: That it also creates a task for me. Booking inquiry, they’re interested. Call them a blah, blah, blah. Yeah, whatever. Then I just handle it from here. Once booking … Again, this is a progressive thing. At the beginning, I said that this started off literally just this little flow and then we’ve been adding in piecing an extra things here. Once booking becomes like an actual thing, do we have to worry about. I’ll build a whole pipeline for it. Create an opportunity instead of a task. We’ll have some whatever follow up emails, things like that.

Joshua: That was amazing, man. That’s a pretty cool set up that you have here for something like a demo delivery. I love it.

Paul: Yeah, right? It’s so simple. Here’s four mp3 files. How can you build a super engaging campaign around those four assets? Here’s how you do it.

Joshua: Yeah, exactly. Then you have data that you can use in the future, too. I like the idea that this is iterative. It’s not just a yeah, let’s trash this campaign. I think a lot of people just trash and start from scratch so money, so much that they are losing some value here of how people have interacted with things in the past. This is beautiful. Paul, thank you so much, man.

Paul: This is wild. There’s two more things I want to show you if that’s okay.

Joshua: Yeah, absolutely.

Paul: You remember that I mentioned at the bottom of this email. We got this preferences, right? You selected whatever for update list. Again, that’s a custom drop down field. It will tell them you selected none or live show in here, blah, blah, blah. Then here’s the link to update your email preferences. Because we’re using a drop down field, we can actually build a true email preferences center. Not sure if we can do that.

Joshua: I don’t know if I did know how to do that. This is the link in the bottom of the email. It says manager subscription or manage, okay, cool.

Paul: Mm-hmm (affirmative). Here it is. It’s really simple. Boom. Mind blown, right? [inaudible 00:53:40] check it out. What we’ve got is a hit me email field. We can update their email preferences. Obviously, we can let them add their last name because we don’t always collect that.

Joshua: Just people know that the hidden email is really crucial because that’s how Infusionsoft will connect this, whatever they do here to their contact record. Correct?

Paul: Yeah. Specifically, you want to make sure that the auto populate with the contact is, this setting is checked. Because that is what will populate the hit in email field. The customer experience as I click and then I’m here. It will pre-populate all the data. That’s where the magic is. It will pre-populate this drop down with whatever updates I’ve subscribed to which is not something you can do if you’re doing a tag base subscription. Which I would never recommend doing tag base subscriptions anyway.

Joshua: That’s awesome.

Paul: This is also going to be a lot easier to do in the future. In about a month or so, it’s a new stuff we got in the campaign builder but I’m not going to [crosstalk 00:54:53]

Joshua: I’m excited about that whatever that is. The key here though and why do you say avoid tags or …

Paul: There’s two reasons. The first reason is that from a technical standpoint, on the back end of Infusionsoft, there is a customer tag database. If you have one person with 20 tags, there’s 20 entries on that database table. When that database table starts to get to be a couple million, it will cost us some slowness. Because literally, it just has to quit it, this huge table of database. You always want to avoid tag proliferation, tag blow. If you’re using a functional tag that its job is to do nothing other than control the campaign, great. Once a tag is on its job, remove it. You remember there is that little tag flow at the bottom of the demo delivery that I said don’t worry about.

Joshua: With removing a tag.

Paul: It add to the tag and then I remove the [inaudible 00:55:58]. Because it’s just a functional tag to queue something off. This is the preference center. Real easy. For small businesses, you could say something it’s my newsletter. Do you want like a monthly newsletter? Do you want newsletter every time we have something or monthly or quarterly? You could do that. You can segment based on that. Then course, it’s … You’re accountable to being a steward of that and then only sending a quarterly newsletter to people that want a quarterly stuff like that. This is what … You can’t do any of this with tags. Not unless you want to get all API fancy which is just expensive and not necessary.

Joshua: When they switch that, what kind of updates do you want to receive? How are you storing that again? It’s …

Paul: That’s a custom field.

Joshua: That’s a custom field. Okay, got it. Amazing.

Paul: You got a blank here. Preference has been set too. There you go. Close this window. Boom. Nice and simple. I don’t mess up the notification because I don’t care. Because it’s your preferences. Even though I didn’t make any changes to it, I will publish it and you haven’t seen this yet probably.

Joshua: No.

Paul: Well, give it a month.

Joshua: You’re on a cool, new app huh.

Paul: All the employee, because this employees week, we get a free app. That’s one of the perks. That means we’re also on the alpha blocks. We’re the very first to receive stuff. Hopefully, if you find any major issues before you guys have to deal with it. We’ve actually been getting a lot better that we haven’t, we stop doing hard release dates and just do a little monthly continuous ones.

Joshua: That’s awesome.

Paul: All right. You got some more time?

Joshua: I do. Let’s keep going.

Paul: Let me show you how a promoter shows.

Joshua: Bonus round here.

Paul: How do we promote shows here? A lot of ways that we can do it and what I usually do is I just clone the previous ones. Let’s look at our most recent one. Actually, our next show is in Tucson. There’s not enough people on our list to do that. Although, there would be some benefits in still promoting it. Tell your friends in Tucson, here is the event call it jazz. Here’s how we do this. We’ve got a campaign here and the campaign always has [inaudible 00:58:20]. It’s always got a link directly to the Facebook event page. Because that’s our most thing. Every time I clone, make a copy of this campaign, it’s a couple of quick updates. Not a whole lot.

Joshua: That’s something that I like to talk about too is trying to make things as evergreen as possible. You’ve basically built a template here that can be duplicated and a lot of people, I don’t even think know that that links in merge fields exist in the campaign but you’ve set up a campaign link. Just so everyone knows that Paul can go in there and update that link and it updates it wherever it shows up in the entire campaign.

Paul: There’s a huge benefit to that too. Especially if you’re doing launches or whatnot where you’re linked into the same thing four times and 12 different emails. If that link ever changes, have fun spending half an hour redoing it. Or, you can just use a campaign link, change it in one place, republish it, done. Here’s how we promote shows. You’ll notice that there’s no start goal. There’s no nothing. I just, I publish the campaign and then I dump people that are in the all updates or the live show list. Because that’s what they wanted. All right, cool. Then the emails all come out with, what show is this? Oh, yeah. This is a cool one. This is fun. Hey, live. This Friday at [Manthouse 00:59:36] club house is coming bad ass. You’ll notice that I format it to be and whatever there’s profanity in here or having metal band. Not really apologizing for that.

Joshua: It comes with the territory.

Paul: Yeah, this is Notre de Mayo party and check out the official Facebook event here. Then the other thing that we did is in the PS, we said, “Hey, here’s the links to the photos from our first live set that we did.”

Joshua: Right and you’re pushing people back to your platform which is Facebook.

Paul: Yup. There’s that timer start tags. Again, any link that’s meaningful gets that and the course. Even though this is an image, it is still also linked to the campaign link.

Joshua: Sorry. Just to reiterate the timer tags that using a market place app to adjust something?

Paul: Yeah. We’ll pull that up. It’s actually really cool. If you ever want to learn how to do any looping.

Joshua: Yeah, looping is huge.

Paul: This is a great model to learn how to do it safely. Because you can do it but you can also set something up and is it going to work it’s going to create a weird experience. Track email engagement here. It’s a tag. These are both tag goals set for the same tag that timer start. When the tag gets applied, this stop goal is going to fire first and pull them out of the sequence. Then this start will pushing back in. Then the sequence itself is simply, I should have … Wow, this is really old. It basically switches between, I’ll just show it to you. I don’t know why I’m sitting here.

Joshua: Just a campaign that you built and that’s one thing. Every stop action happens before every start action in a campaign, correct?

Paul: Yeah. Absolutely. That’s a really good thing to be aware of because then, because now, you know how to control it more. Here’s how it is. Great times and change. These are both configured for the timer start tag.

Joshua: Yeah, cool. That’s what I was going to ask. That is the tag that you’re using is the same on both ends but you do have it. So that anytime someone has applied …

Paul: If they are in a sequence, this will pull them out.

Joshua: Pull them out, yup, okay.

Paul: Which marks them as done. That way, when this goes in, again, Infusionsoft says, “Well hey. They demo that sequence. We can put them back in again. They can be active again.” That’s why it works. Then what this timer does is it applies the hot tag and then it doesn’t a reset so it removes the other tags as well as the functional tag of time starts. The next time they do it, this whole thing resets. We apply a little note and then wait 30 days. Switch warm for hot, wait 30 days, switch warm for cold. That what you can do is you can actually put it on your dashboard and track how engaged your list is. Which is really cool. Because again, it’s all tag based. You notice that it’s switching out to tags. Even though there’s like 5 tags being used in that campaign, it still only has one …

Joshua: One at a time.

Paul: I’m just going to go back here. Again, and this is the flyer that was designed for the show. We didn’t do it. I just pulled it off of Facebook and there you go. We’re linking to the Facebook event.

Joshua: You’re using a pretty tight dimension there. Is that because to make it mobile friendly?

Paul: Yeah.

Joshua: Is that a 600 or a …

Paul: No. I think it’s 350.

Joshua: Oh. 350. Okay.

Paul: That’s usually what I use.

Joshua: I’m just curious because I know it’s really important and it’s like a good …

Paul: Yeah, 350.

Joshua: 350, okay, cool. Awesome.

Paul: That doesn’t look too stupid on a desktop and then it also looks good on mobile too.

Joshua: Right on.

Paul: Live this Friday at metal hits, Clubhouse. Then the seventh was what day of the week was that? That was Thursday. This would be one day before in the evening because I know that people are up. Now, here’s problem on number two. They haven’t click through or look at anything yet. $5 show, Clubhouse on Friday. Oh, okay, great. What a better way to kick off the week with metal. It’s all super contextual.

Joshua: I love it.

Paul: If you have plans, we only cancel them because we have to do it. It’s $250 a band. Pretty sure worth of this ten quarters. Then it’s everything is the exact same here.

Joshua: Awesome.

Paul: Yeah. Then what we also do is say, “If you can’t make it, hey, go ahead and check out all our coming shows.” Here’s something that I’m particularly proud of. What we’ve done is we’ve created a photo album on Facebook that is specifically flyers for the shows that we have coming up next. These are next two shows. We are going to Tucson next Friday and then we’re opening for really big act. These guys in [inaudible 01:04:24], they are from … They’re black metal from Romania. They’ve been doing this since like ’94. It is an insane honor to be opening for this and we are at the very bottom.

That’s like, it’s wild. That’s the cool thing. Hey, you didn’t click through, maybe you can’t make it. Hey, by the way, if you can’t show up. That’s cool. Look at our upcoming shows. Everything is a fun, it’s a loop so check it out. All of the descriptions, they’re saying, “Hey, market here. Here’s the official event where you can go RSVP.” Same thing with this. Here it is. RSVP here. It’s fun. It’s just driving everybody to where they need to get to go.

Joshua: That’s amazing.

Paul: They should never be any dead ends here. I think Tyler Garns has a great webinar, video summer about talking about dead ends. You never want to have those. Then there’s a course way. It’s basically until show time. Because again, we’re tracking our people going to click through.

Joshua: Maybe if you wanted to add something, you could always add something, right? Like right before or something like that?

Paul: We’ll check it out. That’s, because we don’t spam people blow up people up here. If they click on either the flyer link or the Facebook event link, then there’s the day of promotion. You are 30 in a day of the show because we know that have clicked, here’s a cool little reminder. It’s not just a reminder. See you tonight. Hey, we’re playing tonight. You know this but here’s why I want to tell you about the scene. Here’s actually why you’re getting this email. We do have some shift left off from show summer sold out. Click here to see what they look like and get some of the surprise details.

Joshua: I love it, man.

Paul: Then also, hey, check out this trail that we uploaded in YouTube. Again, if they can’t show up, great. Here’s other things for them to do. Then here’s the … This is just a thank you page. This doesn’t make you go anywhere. Like not any particular website but it says, great. We’ve got shirts. You spend ten bucks, you got exclusive access to pre-production download of our AP, no vocals but here it is. Then here’s the shirt. We only printed 50 but there’s 30 left, so run to our booth when it’s done. When they’re gone, they’re gone.

Joshua: Nice.

Paul: That’s in the email. This is only going to be shown to people that click through to the Facebook event. [inaudible 01:06:32] probably they’ll show up, so now, its relevant to say, “Hey, we have shirts. Come by.” Then of course, we track who’s checking out the shirt.

Joshua: Amazing. That’s a powerful little bonus round, Paul. Thank you for that. That’s amazing. I love that this is evergreen. Like you can rinse and repeat for all the other upcoming shows and you have it set up to do. With the campaign links and that sort of thing. Yeah, boom.

Paul: Might as well. Let me get myself set up actually. Let’s do the five, it’s 7:24. Show promo and then I’ve got the model there then I can just … Now, I have to adjust it a little bit. Because again, it’s in Tucson. Most of our people are based here in Phoenix. I’m assuming it and probably the same. Maybe the call to action in this case is share it with your Tucson friends.

Joshua: Yeah. There’s a couple little copy changes and things that you need to do but yeah man.

Paul: Every show is a little different. It’s pretty rad. That’s what we got going on. Let’s get a number here. 36 request, 23 downloads. What’s our, what’s the math here? There we go. 63.88% redemption rate. That’s pretty killer. Wow, that’s 4 poster downloads. I didn’t know there’s that many poster downloads. What I want to look at is the engagement stats and here’s how engaged my list is. 14 people have clicked on the past month. About 60, 30, 60 days and 35 are cold. Now, at any point in time, I can click and see who are these cold people trying to figure out who they are. Try and re-engage them, something like that.

Joshua: That’s so cool, man. That’s so cool. I love to see, I just love to see how you use an Infusionsoft for your band. So cool. A lot of you will just get so business-y with it but man, you can have a powerful experience for any other project too if you just use what you know about marketing automation and apply it.

Paul: Oh, yeah. We throw a festival too and that’s what I used it for to promote the festival. That was fun. That was blast.

Joshua: That’s cool. Paul, thank you so much for taking the time to do … (blank audio)

Paul: Hey, we’re always good to have fans but again, I get it. It’s niche. Not everybody realize heavy metal. Not everybody gets it. That’s cool. I don’t want to push that on me. To each there on. If people appreciate it, give me a shout out on Twitter @voix. I’m on LinkedIn. Feel free to endorse me. Actually, I just added a new skill of automated experience design. Because I’ve firmly believe that just like you know how today, you can go to community college. Take an HTML course and whatever. Well, back in the 80’s, HTML was only for those like super massive nerds but now, it’s like an entire field.

I very much believe that automated experience design is one of those fields. Give it like two, three decades, there’s going to be courses in college about designing and automated experience and what are the tenants to that. I just added that skill to my LinkedIn and feel free to endorse me for that. If and only you think that I actually have experience in automated experience design. I would want you to lie. That’s pretty much it. Tweet me, LinkedIn me. Bug Josh. Joshua for me. Woo. Thanks for having me Joshua.

This has been a blast and thanks for letting me contribute. Because I can’t sit down and do what I just do with my band mates. They don’t get it. They know that I’m doing cool stuff and I can’t really sit down and do it with co-workers or what not. Because they just don’t particularly care. This is the first time I’ve got to give a real, deep under the hood dive and do exactly what we’re doing with somebody that cannot only understand what’s going on but also appreciate it. Thanks for letting me share this with your tribe. It’s been fantastic for me.

Commercial: Thanks for joining us on this episode of Infusioncast. Struggling to embed Infusionsoft web forms in your WordPress website? Head over to and download our free WordPress plugin fusion forms. Fusion forms allows you to easily embed beautiful Infusionsoft forms into any WordPress website with the simple short code. Thanks again for listening and we’ll talk to you in the next episode. (blank audio) [01:11:33-01:29:05]

Joshua: Hey, everyone. Welcome back to another episode of Infusioncast. Today is a jam packed video walk through of my buddy Paul Sokol’s Infusionsoft app and how he sets up for his metal group. I think you’re really going to enjoy it. It’s a pretty interesting how he delivers a demo and that sort of thing. I know a lot of you, you’re probably driving in your car on on a sub way or something like that and can’t watch this. I totally get it. It is really, really worth your time. If you text the word madscientist to 33444.

I’m going to send you a link directly to this interview where you can watch it and download it and that sort of thing. Remember, madscientist. It’s all one word to 33444. It will ask for your email. Send me your email and boom. I will send you a link directly to this video. It’s about an hour plus. There’s a lot of great information here. I learned so much about how I can optimize my own Infusionsoft app and I know you will too. Text in madscientist to 33444 to receive this video. Thank you so much for listening and/or watching and I hope you have a wonderful day wherever you’re at. Let’s get into it.

Commercial: Thanks for joining us on this episode of Infusioncast. Struggling to embed Infusionsoft web forms in your WordPress website? Head over to and download our free WordPress plugin fusion forms. Fusion forms allows you to easily embed beautiful Infusionsoft forms into any WordPress website with the simple short code. Thanks again for listening and we’ll talk to you in the next episode.