Your Very Own E5 Method Campaign
The following page will take you through the E5 method for campaign engineering.
This is the exact method that I have taught thousands of entrepreneurs to successfully deploy successful campaigns.
Chang Oh was one example of a person who tried the E5 Method. He went from being anxious and worried constantly about where his next sale would come from to scaling up to $100,000 per month to $100,000 per year.
And Nacho Munez from Spain, who used the E5 Method, went from being a stressed-out, burned out entrepreneur to take his business to $500,000 in initial sales, then to $1,000,000 in annual sales. He is now on track for doubling his sales this year.
There are many case studies that we have, and more than we can handle. Some of these are in this book.
The E5 method has been used by me to successfully launch five successful businesses and generate tens of thousands in personal sales.
The E5 Method is the name I use to refer to my five-stage process when creating or publishing any frontend marketing campaign.
The E5 Method
This is the first stage, which we call the examination phase.
Here we conduct all research about the prospect, product and competitors. Next, we move on to the second E: engineering.
This is the focus of this page.
Next, we move on to evaluating. This is where we evaluate the new campaign we have just created as a minimum viable channel.
We move on to the enhancing stage after the evaluation.
This is where we convert the minimum viable funnel that has proven profitable into an entire campaign with all our follow-up sequences, segmentation and all our sequences for transaction maximization.
The fifth and final stage is the expanding stage. This is where we increase our reach and acquire new customers.
This is how I proceed with every new frontend campaign I publish.
This process is unique because of the way we design campaigns using the E5 method.
This unique approach can transform your business, life and income. This is something I don’t take lightly.
Let’s look at the key elements of an E5 Campaign.
This is the timeline image I use to teach. This is the same timeline I used with my E5 Acquisition Accelerator students.
The campaign’s first section is divided into two sections. The first is the marketing section, which accounts for 75% of the campaign. The final 25% is the selling part of the campaign.
We discussed earlier in the book the differences between selling and marketing. Selling is all about the product and the service. The deliverables, benefits, price, terms and everything else related to it. It is for prospects who are interested in what you have to offer.
Marketing is about prospects. It’s about their situation, their problems, their frustrations and their needs, and finding the best solution for them.
Marketing, or the job of marketing, is, as Peter Drucker stated, to make selling redundant, to make it non-essential.
Or, to put it another way, our marketing creates demand for our product/service before we even present it.
We listen to the prospects’ needs and turn them into demand before you even launch your product.
When it comes to “selling”, all you have to do is introduce the offer.
Let me show how I do it and what components we use.
E5 Marketing Campaign Components:
The Big Marketing Idea
The Unique Mechanism and Primary Promise
The Marketing Argument
The S.I.N. The S.I.N.
The big marketing idea is the first component we use.
The big marketing idea is used to attract attention and create engagement. It also serves as a pattern interrupt in a market. We don’t need to use exaggerated claims or hyped-up copy. It’s possible to still grab the attention of our target market, and do so in a way that appeals both to their hearts and their heads.
The second component is a combination between what we call the unique mechanism and primary promise.
The main promise is the ultimate, the major, overall, overarching, big, overarching outcome, transformation, improvement in prospect’s lives that they can expect after going through your entire campaign and responding with your offer.
Unique mechanism refers to the unique piece, component, or process aspect of your product/service that fulfills this.
Next, we move on to the lead. The lead is what opens up the marketing campaign. It includes not only what you say but also the type of lead that we use.
In a few pages, you’ll learn more about each type of lead.
Next is the marketing argument. This is the bulk of the content of your marketing section.
Finally, we have an offering. We have an offer that is unique in this context. It’s called a S.I.N. Offer.
These five core elements are the five components of an E5 campaign. Here is how they are broken down.
The big idea at the start of your marketing campaign is ours.
Let me walk you through each component so you can understand their construction. This is just an overview. The E5 Acquisition Accelerator coaching course, which covers the entire process, all five stages and all engineering components, takes place over ten weeks.
I don’t care if you choose to take the next class, but I want you to get a complete breakdown of everything you need in order to craft your E5 campaign.
The S.I.N. The S.I.N.
As we mentioned earlier, whenever we create a marketing campaign, it is always about engineering the offer.
Every campaign should have an offer as its ultimate destination.
When designing a marketing campaign, it’s what we want to create a response for. So we always start by creating a S.I.N. Offer.
S.I.N. S.I.N. stands for Superior Irresistible No-brainer
What does it mean to be superior? Superior to your competitors.
We’re talking here about creating an offer that’s far more valuable than your competitors in all other aspects.
We do this because the E5 process includes the examination stage. This stage is used to evaluate competitors.
We look at the offers of competitors as part of our analysis. We look at the various components of their offers. The deliverables and the benefits are all part of what we do.
After examining all the components, it’s up to us to create a better offer.
Is it really that irresistible?
It’s easy to see why, and how we explain them. What is F.D.E? will be explained to you later. Benefits or Functional, Dimensionalized and Emotional
The benefits are what make the offer irresistible. It is important to show your prospect how your product or services can improve their lives.
We use a process to make the benefits irresistible.
We have it!
With a combination price, terms, guarantee, it becomes an easy decision.
This means that they have every reason to affirm yes and no reason to decline.
This type of offer is constructed by explaining the deliverables. What are the deliverables’ features? What are the benefits of these features? We then go through. The FDE benefits are laid out, along with the dimensionalized and emotional benefits for each deliverable and feature.
We also have the terms, price, risk reversal and bonuses. You are now free to respond.
We are winning over all of our competitors in terms of deliverables, bonuses, terms and risk reversal.
To make it irresistible, we are using the benefits and how we’re articulating them.
It’s easy to see why it is so attractive: the price, the terms and the risk of reversal.
Always start your E5 campaign with the most compelling, no-brainer offer you can.
Your goal is to gather, to create a compelling offer to your prospect. This opportunity is too good to miss.
It should be so valuable, compelling, and so easy to start that it becomes a no-brainer.
Clayton Makepeace, my friend and one of the most highly paid copywriters ever to have lived, would tell me, “You want it be an IQ exam.” Test. Take the Test. This is how good it is.
Components of the A.S.I.N. Special Offer:
* Superior, irresistible, no-brainer
* Features, Deliverables, and Advantages
* FDE Benefits
* Risk Reversal
* Reason to Respond Now
Once the S.I.N. has been created, we can start to market it. Once we’ve created the S.I.N., then we can start to develop our big marketing plan.
The Big Marketing Idea
As I said earlier, the main marketing idea is the overall theme of your campaign.
It is the idea behind the marketing message.
It is not the headline. It is the headline that communicates and articulates your idea. Your big marketing idea is the idea that underlies and supports your entire marketing message.
One idea is all it takes to make a big marketing plan.
It is one core idea. It’s one core idea. Usually, it’s introducing a new angle or perspective to your market that other competitors haven’t done before.
We want them stop and ask, “Well, is this really about?” This is something I have never heard of. This is the first time I’ve heard of it. “Why hasn’t someone else shared this information with me?”
We want our idea to be original, to be different.
We’re talking about differentiation. This is about differentiation. Differentiation gets attention. Better doesn’t always. This one idea should be original, fresh, different, unique and something your prospects have never heard of.
It is important to have a fresh marketing strategy.
It is appropriate for the present moment. It refers to something that is happening now or about to happen. This is why the idea of “new” is so important. It’s brand new and fresh.
One marketing strategy that is big is specific.
It is not vague. It is not general. It’s specific, especially when it concerns the promise portion. Specificity is a selling point. Vague generalities do not.
Vague general statements, vague, broad claims, vague general promises do not convert. Specifics do.
Specifications are what make your ideas and claims believable.
Your big marketing idea should pique curiosity.
Your most powerful marketing tool is curiosity. It should be interesting to market a big idea. It should spark curiosity.
The prospect should be able to say, “I want to hear more.” This is what I need to know. This is what I want to know more about. By piquing curiosity.
One core emotion is also tapped into by a big marketing strategy.
It is designed to harness one emotion. It’s not intended to stimulate a multitude of emotions: sadness, joy, greed, fear and envy.
One core emotion is being tapped. It could be fear or greed. However, the idea triggers one primary emotion.
We will use different emotions to convey the marketing message.
We tap into one emotion when it comes to the idea and then the headline.
All major marketing concepts are easily understood.
They aren’t creative enough to make prospects need to continue reading, listening or watching to find out more.
They are easy to understand.
They are instantly recognizable and resonate on both a superficial and deep level. It is immediately apparent to your prospects.
The components of a Big Marketing Idea:
* Your campaign’s overall theme/hook
* One Idea
* A New Perspective/Another Angle
* Unique and Different
* Urgent and Fresh
* Please refer to the Specifications
* Piques Curiosity
* Taps Into One Core Emotion
* Instantly Understandable
Let me share a simple example to show the power of big marketing ideas. Below is the cover of a book I found on Google.
As you can see, the book’s title is How to Outsource, Outsourcing Business for Profit Explained. There is nothing extraordinary, nothing unique, nothing surprising, nothing novel, or intriguing. It’s very straightforward.
It’s clear what it is. It’s very simple and easy to learn.
Below is Tim Ferriss’s book The 4-Hour Workweek Escape 9-5, Live Anywhere and Join The New Rich.
It’s funny, the first book is all about outsourcing. What’s The 4-Hour Workweek all about? Outsourcing is also possible.
The 4-Hour Workweek is about how to outsource your business and your life so that you have more time for the things you love. It covers the same subject.
How did Tim Ferriss sell 1.5 million copies of The 4-Hour Workweek, a book that is estimated to have sold over 1.5 million copies?
He was able sell so many copies because he took an average idea about outsourcing and turned it into a big idea that was novel, unique, and different.
It attracted attention and created engagement. You also know the sales numbers it generated.
Tim Ferriss’s net worth today is close to $30 Million. The 4-Hour Workweek was the beginning of it all. It is a book about outsourcing that has the exact same content and material as the first book. There are also dozens of books on the subject.
He took an ordinary idea and turned it into a big idea. The results are now history.
After we have gone through the other components of an E5 Campaign, the next chapter will give you a formula to create your Big Idea.
You will also find real-world examples of Big Marketing Idea, and I’ll break them down step by step.
The Unique Promise and Primary Mechanism
The primary promise and unique mechanism are the next parts of an E5 campaign. Your primary promise is the boldest, most audacious, and largest promise.
It is the only big promise of transformation, change, and the result. It is not weak. It is not small. It is not small. It’s bold and big. It is bold and daring.
What is the one thing that really matters?
What would your outcome be if you could give your prospects results that would make them crazy?
You can start there, then go back to it until you reach a promise that is both credible and undoubtedly true.
How does that promise get fulfilled and delivered to the prospect
A different mechanism allows the prospect to experience bold, big-hearted, and audacious promises.
They can experience the promise in a completely different way. This is how your product/service fulfills the promise.
This is how and why your product delivers on its promise to the prospect.
You have three options to create a unique mechanism.
An actual unique mechanism
It could be an algorithm that you have created in your software. This could be the bodywork technique you use to relieve your patient’s pain. You could use it in your birthday cakes. It could be the special combination of nutrients, herbs, and vitamins. Your supplement will help you to lower your cholesterol quickly.
It is the presence of an actual mechanism.
The secret mechanism.
Unspoken is the idea that any product or service that powers your product/service makes it work better than other competitors’ products or services. But nobody is talking about this.
Imagine that you have a unique element, a piece, or a component to your product or service that is not being discussed by other companies. This is your unspoken mechanism.
It must be unique for prospects, that’s what we are referring to.
We are not referring to unique competitors or products or services that are unique.
It is unique in the eyes and minds of prospects.
The transsubstantiated mechanism.
Transsubstantiated mechanisms are those that transform the mundane into the extraordinary. Your method would be taken and given a name. It would be given a name. Name what you do, how you approach it, your framework and your method.
This is an example of the transsubstantiated mechanism.
You need to know that the E5 campaign gives prospects hope.
I wish they could finally achieve the results they desire.
They are excited to experience the promise of hope because they have never experienced it before.
“Well, maybe that’s what made me fail before. Perhaps that’s why none of my exercise programs work, or any other diets I tried have failed, or because no other fat burners work, as they didn’t have this mechanism. This could be the solution.
It’s extremely powerful when you can make a bold, big promise and back it up with a different mechanism.
Primary Promise And Unique Mechanism:
* One Big, Bold, Audacious Promise
* A Different Mechanism (How your product/service fulfills its primary promise).
* The “Actual Mechanism”.
* The “Unspoken Mechanism”
* The “Transubstantiated Mechanism”.
Let me show you some unique mechanisms.
2Quiet.com: “Living Hinge Technology.”
2quiet.com offers a mouthguard that people who snore may wear at night to stop their snoring. This product is sold by many companies.
You can see their Living Hinge Technology on their website. It’s called that. It’s so comfortable and easy to wear that it reduces snoring. It is their unique mechanism.
Frog Tape – “Paint Block Technology”
Frog Tape is a company that is publicly traded.
Frog Tape can be used to protect walls from paint drips.
They call it Paint Block Technology. This is not just a claim. It doesn’t just stop paint from entering other areas. Paint Block Technology is the reason for their product’s success.
Living Hinge Technology is the reason 2quiet.com works.
P90X – Muscle Confusion
P90X is the home exercise program by Beach Body. They talk about how P90X works, because it is based on muscle confusion.
It stimulates continued results by keeping your muscles confused, guessing and never adapting. It was the original mechanism that made P90X so popular years ago.
Conversion Fly – “Lossless tracking”
Then there’s Conversion Fly, a software company. This was a company I used to be a part of; it was purchased a while back.
Conversion Fly was an application that allows you to track marketing across all platforms. You can track your marketing across mobile, tablet, or desktop. It contained Lossless Tracking, which is why it provided accurate data. Lossless tracking was an original mechanism.
Proactive – Smart Target Technology
Then there is Proactive, a skincare cream company. Smart Target Technology is what they call it. You can see some of their infomercials and you’ll learn why Proactiv is so efficient because it uses this Smart Target Technology.
This is what makes it unique. It’s more than just “Hey, our acne medication or acne cream are better.” Our skin cleaner is better.” Proactiv will give you clear skin. It’s a promise.
This has already been done. It’s been said. When you read the chapter on the promise exposure spectrum, you will understand why you cannot make the same promise.
Proactiv can tell you that clear skin is possible because of the Smart Target Technology. Smart Target Technology is the reason our product is so powerful. They can then educate others on the benefits of Smart Target Technology.
Glucerna – “Carb Steady”
Glucerna is a beverage you can consume to manage your blood sugar. It contains Carb Steady, which is why it works.
Deadline Funnel – “Fingerprint Technology”
Deadline Funnel is a software program created by Jack Born. It allows you to create dynamic deadlines and countdown timesrs. It uses Fingerprint Technology to work.
It can monitor multiple options to ensure that each person is given the right deadline.
General Motors – StabiliTrak
General Motors offers StabiliTrak. Some models of their cars come with it, while others have it.
Invisalign – “Smart Track” material, “Smart Force”, features clinically proven to achieve 75%
Invisalign is the teeth straightening device. Smart Track material is used in the construction of Invisalign. Smart Force features have been clinically shown to increase tooth movement predictability by 75%. This makes it more efficient than any other product or mechanism.
The lead is the first 350-800 words of your campaign.
It doesn’t matter if you use a webinar model or a long-form, video-based sales letter.
The lead is the first 350-800 words of your campaign.
The purpose of the lead (the 350-800 words) is to create an emotional hook that gets the prospect excited about the primary promise or the unique mechanism.
This is done by expanding upon the headline’s primary promise and unique mechanism. Remember that the headline communicates the main idea.
Most importantly, any big idea has a primary promise and a mechanism. Then, what we do in the 350-800 words after that is expanding on them.
We are highlighting more benefits. We are stating more positives. We are highlighting more exciting aspects of this unique mechanism. What is the reason? Why do we do this?
This is to create an emotional hook. We want to keep prospects engaged before we present our marketing argument. The prospect should be able to say, “I want the rest of this!”
There are many lead types. There are many themes and structures that you can use in your first 350-800 words.
This was something we discussed when discussing the prospect awareness pyramid. There are direct leads and indirect leads. The type of lead you choose depends on the person you are targeting.
The next chapter will explain the various lead types and give you examples.
The lead is simply the beginning of a campaign.
This is the case. You can see it in our sample sales letter for eliminating weeds that I shared a few pages ago.
It all comes down to setting the emotional hook. It’s about flushing out the primary promise, the unique mechanism.
The Marketing Argument
We have the marketing argument. From the introduction of the offer to the lead, the marketing argument is complete.
Marketing arguments are about showing how and why the unique mechanism delivers the primary promise.
We are introducing a new mechanism and primary promise in our big idea. We’re teasing it in the headline.
The marketing argument is the bulk your marketing message and it demonstrates how and why this unique mechanism works to deliver the prospect that principal promise, that bold, bold, audacious result.
As I help my students in the E5 Acquisition Accelerator Coaching program to build their campaigns, I always explain why they should think like a prosecutor and not like a salesperson.
You should not think like you are a marketer. Instead, think like a prosecutor who presents a convincing, rational and emotional case. This is what we are doing.
Your job as a prosecutor is to make the defendant guilty by presenting an emotionally compelling and intellectually satisfying argument.
You will lead the jury point-by-point, proving the defendant guilty.
You must present a message to the jury that proves the defendant guilty before you make your closing argument.
You’re almost doing the same thing during the marketing argument portion in your E5 Campaign. Your prospect is the jury.
Your prospects will be able to see why the Unique Mechanism is the best solution. Before you give your call-to-action and offer your product, make sure you have already demonstrated why the Unique Method is the solution they are looking for.
There is no selling or pitching involved. Just a simple presentation to show why the Unique Method is the best solution. It’s amazing when you find it.
The E5 Method gives you a real, tangible marketing message that sets up the sale of your product/service through education and builds excitement around the Unique Mechanism.
This can only be found in the product or service you offer!
Understanding what your prospect believes is key to influencing them to purchase. What should they think? They must believe that the unique mechanism is capable of giving them the primary promise.
What are they supposed to believe in order to buy? Once we have established what they believe to be buying, we can then use CPB Chunks to create this marketing argument.
CPB stands to Claim – Proof – Benefit.
You should think about what your prospects must believe in order to purchase.
Imagine, for example, four beliefs they would need to believe the unique mechanism could give them the promise they desire and the result they desire.
Each belief is based on belief number 1. It is true, we claim. We provide proof that the claim has merit, and then we offer the benefit. We will tell you what the benefit is or how much it is if this is true.
Then we move on to the second belief and claim it is true. We then prove it true and give it the benefit.
The next belief is the claim, proof, benefit. Then we move on to the next belief, where we do the exact same thing.
These C.P.B. These C.P.B.s are a string of pieces that lead to the belief in the unique mechanism as the solution in the prospect’s mind.
In the next few chapters we will dive deeper into two components of an E5 Campaign: the Big Marketing Idea and the Lead.
We cover each stage in detail during our E5 Coaching program and help you to implement the entire process from start-to-finish.