June 4, 2025

S2 Ep 41 From Forgotten to Fully Booked, an inbox goldmine with Zac Garside

S2 Ep 41 From Forgotten to Fully Booked, an inbox goldmine with Zac Garside

Most electricians quote, wait, and walk away. Then wonder why their calendar stays light and their revenue flat. In this episode, Zac Garside reveals why follow-up is the forgotten fortune in your electrical business and how a simple, respectful email system can turn “ghosted” into “booked.” Zac Garside is the CEO of Power Selling Pros and the voice behind This Call May Be Recorded. With over a decade of experience coaching home service pros in phone and sales performance, Zac is known for h...

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Season 2

Most electricians quote, wait, and walk away.
Then wonder why their calendar stays light and their revenue flat.

In this episode, Zac Garside reveals why follow-up is the forgotten fortune in your electrical business and how a simple, respectful email system can turn “ghosted” into “booked.”

Zac Garside is the CEO of Power Selling Pros and the voice behind This Call May Be Recorded. With over a decade of experience coaching home service pros in phone and sales performance, Zac is known for helping contractors connect deeply with customers — without scripts, pressure, or gimmicks. His work turns average follow-up into remarkable service moments that close.
Explore Zac’s world: zacgarside.com

You’ll learn:
Why most shops lose thousands by doing nothing
How email isn’t marketing. It’s memory.
The system Zac uses to turn cold leads into $48K calls
How to install it without tech overwhelm or spammy vibes
You don’t need more leads.
You need to show up again, this time with a plan.

Notable Quotes from Zac:

“You don’t need better closers. You need better systems.”

“The problem isn’t that they didn’t buy, it's that they forgot you existed.”

“Email isn’t marketing. It’s memory.”

00:00 – Intro & the real reason your quotes are getting ghosted

07:12 – The mindset shift from “more leads” to “more follow-up”

14:37 – How to use email to serve, not to sell

23:44 – Real-world example: $48K from a simple email

32:19 – How to install this system without more tech overwhelm

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00:00 - Welcome to Million Dollar Electrician

09:06 - Email Marketing: The Overlooked Communication Tool

19:22 - Quality Lists vs. Crappy Lists

28:49 - Crafting Irresistible Offers That Convert

36:42 - Anatomy of a High-Converting Email

47:53 - Permission and Relationship: The Foundation

01:00:49 - Email Marketing Metrics That Matter

WEBVTT

00:00:00.739 --> 00:00:12.313
Hello, hello, hello and welcome to the Million Dollar Electrician podcast where we help home service pros like you supercharge your business and spark up those sales.

00:00:13.160 --> 00:00:20.646
I'm Joseph Lucani and, together with my co-host, Clay Neumeier, we're here to share the secrets that have helped electricians sell over a million dollars from a single service van.

00:00:20.806 --> 00:00:30.943
Now it's time for sales, it's time for scale, it's time to become a million dollar electrician.

00:00:30.943 --> 00:00:50.429
Hello, hello, hello and welcome back, guys, to another episode of the Million Dollar Electrician podcast with me, as always, my esteemed co-host, joseph Lucchini, but we also have another great guest today Zach Garside with Prolific Marketing.

00:00:50.429 --> 00:00:51.229
Is that right, zach?

00:00:51.229 --> 00:00:51.972
Did I say it right?

00:00:51.972 --> 00:00:57.268
Yes, sir, here's what we're going to do, guys, unheard of in 2025.

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We're going to bring you a bunch of free value on a podcast.

00:01:00.384 --> 00:01:02.271
No one's ever done this before, I'm sure.

00:01:02.271 --> 00:01:03.837
Right, this is the first one.

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However, here's what's special about this one specifically, we're going to go into a topic that is often overlooked, and it's email marketing and the sales copy and, more specifically, the communication with your current and prospective clients, which is largely overlooked.

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In fact, if I can recall it correctly, jacob, who you recently just heard of on the podcast, one of our coaches said this.

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He actually typed this to me in a Slack message and I haven't let go of it since.

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He said the biggest problem in communication today is the illusion that it's taken place.

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That really sat with me, and so today we're going to deep dive on this.

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I want to help you guys communicate.

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That's why we have Zach on the show.

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So big, warm intro for Zach.

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Zach, how are you doing today, brother?

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I was doing okay, but now that I'm here, I'm doing fantastic.

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I am feeling electric Electric.

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Ooh electrified.

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All right, there you go.

00:02:06.427 --> 00:02:06.888
Awesome.

00:02:07.108 --> 00:02:07.968
And how are you doing, Joe?

00:02:08.868 --> 00:02:10.069
I'm doing amazing right now.

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I got arborists outside of my house pumping away on some awesome projects I'm doing.

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I'm having a great day.

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It's a great day, hydrated and happy.

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And Zach, I don't know if you caught a recent podcast, but those listening and watching here, youtube, whatever podcast channel you're on if you haven't listened to that Arborist episode or the follow-up to it yet, please go back and listen to that thing.

00:02:31.461 --> 00:02:33.587
What you're experiencing today?

00:02:33.587 --> 00:02:35.561
Well, you're not experiencing it, but Joe is.

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He's finally getting the help he needed and, let me guess, just an 11 out of 10 service now, joe.

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Honestly, they've been phenomenal.

00:02:43.504 --> 00:02:46.792
They're working in the pouring rain right now and I asked why are you working in the rain?

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This because we said we'd be here.

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Wow, and I'm just like, oh, like they're literally laying mulched or planting trees or digging it by hand.

00:02:53.640 --> 00:02:59.823
They ripped out like maybe 15 trees at this point the debt, like they've done so much work, and they were honestly the craziest thing.

00:02:59.823 --> 00:03:09.841
I got home from drop my girls off and I saw the guy under my tree, just like two legs, sticking out from under the trees and he's like I want to get a headstart, so I want to get started before you got here.

00:03:09.841 --> 00:03:12.007
Like that's the kind of service I've received.

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It's been awesome, all right.

00:03:13.752 --> 00:03:15.064
Well, that's actually a turnaround.

00:03:15.788 --> 00:03:16.312
That's a great.

00:03:16.312 --> 00:03:18.360
That's a great story, because we said we'd be here.

00:03:19.201 --> 00:03:27.194
Yeah Well, actually, if you would have heard the other podcast, you would have been blown away by the lack of service, lack of communication, lack of follow through.

00:03:27.194 --> 00:03:29.867
And then again it's 2025 again.

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So we're not really not to be arrogant with this, but there's crappy service all around and crappy communication.

00:03:35.673 --> 00:03:37.064
So, Zach, let's jump into this.

00:03:37.064 --> 00:03:44.473
Brother, how important is it to just communicate with our clients and prospective clients?

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Let's just start there, man, Open us up.

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And why are you on this journey?

00:03:48.649 --> 00:03:51.722
That's an excellent question, and the answer, on a scale of one to 10, is 11.

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It's very important.

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I mean the question I always pose to people who are skeptical, because I specialize in email marketing, and when people say email doesn't work I don't like email, I don't know if I could come up with ideas.

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I ask one question.

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I say if you had a list of 10,000 people who you knew were your dream customer, these are the people that you want to work with, and all 10,000 of them have given you permission to send them emails Are you telling me you wouldn't do it?

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10,000 dream customers who've given you permission?

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Of course you would.

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It would be ridiculous not to send them emails, even if it was just hey, it's Clay, I need some jobs this week.

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Are you interested?

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Like anything would be better than nothing, and that email would actually pull a pretty good response if you have a permission list.

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What it gets to, though, is the fact that most people with communication in general, but email marketing specifically, they focus on the least important part, which is the content.

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When it comes to email marketing, the content of the email is what everybody likes to talk about, but it's only 20% of the equation.

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The other 80% is the list and the offer.

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Do you have a quality list of people who want to hear from you?

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Do you have a quality offer they want to buy?

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That's 80% of the equation, right there.

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Then it becomes a matter of putting together good content.

00:05:19.651 --> 00:05:30.375
But most of the time when people say, oh, it doesn't work, or I don't like it, or it's never worked for me, it's generally because you either have a crappy list or you have a crappy offer that no one wants to buy.

00:05:33.382 --> 00:05:34.245
Can we go deeper on that?

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I was just thinking that what's a crappy list?

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How do you end up with a crappy list?

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What's a crappy email list?

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First of all, a list that you bought but didn't earn.

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This First of all, a list that you bought but didn't earn.

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So if you go online to a website like Coldlytics is a really popular one and you purchase 10,000 homeowners and I'm putting up air quotes for those who can't see me in your service area, that is a crappy list.

00:06:04.072 --> 00:06:05.875
I almost guarantee that.

00:06:05.875 --> 00:06:09.204
That's a really bad list with really inaccurate data.

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Not only that, though these people don't know who you are.

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They didn't invite you into their inbox.

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They didn't invite you into their lives, so anything you send them is going to be unwelcome from the start, and you know what button they're going to press as soon as they see that Delete spam, spam, spam, spam, spam, spam, spam.

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And that's where you're going to be for the rest of your life.

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So a crappy list is a list you bought but didn't earn.

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Another crappy list is one that you've just neglected.

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It could be that you've earned all your customers, you've earned all the people on your list, but you haven't spoken to them in years or ever, right.

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They haven't talked to you since you went out and gave them a quote or provided them with a service, so they have become an unresponsive or, as we say in the business, crappy list, simply by virtue of neglect.

00:06:56.973 --> 00:06:58.197
Is that the trade term for it?

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Like if you were to physically go and be like we got the different tiers, like this is the crappy level.

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Is there like a?

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What would the other two tiers be on top of this?

00:07:05.648 --> 00:07:13.166
I can only speak for myself, but uh, there's crappy lists, there's lists with potential and there's highly, highly responsive email lists.

00:07:13.166 --> 00:07:15.132
Okay, um like.

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The quality of the list is everything in my opinion.

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You know I'll I'll go into two different service businesses and I'll run the identical email campaign for both businesses same campaign same offer, two different businesses.

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For one business, it will pull a 50% open rate and a windfall of leads and customers.

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For the second business, It'll do a 15% open rate.

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You know, 35% less and crickets like no, no response.

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And I used to wonder why is that?

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Like, what's the difference here?

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Because the content is the same.

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The offer is the same, but the difference is the list and the brand to be honest with you of the company.

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Go ahead, joseph.

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I was going to say I'm so excited about this because you're speaking about something that not enough service providers pick up on and that really comes down to it's not just the offer and it's not just a location.

00:08:11.685 --> 00:08:13.151
You know how Clay some people will be, like you can't sell in our area.

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Everyone's like this.

00:08:14.334 --> 00:08:35.822
That immediately defeats it, because if you're like one company in your exact area with the exact same offer and the exact same pitch did 50%, and your thing with the exact same area and the exact same pitch did 50%, and your thing with the exact same area and the exact same pitch produced 15%, now it's okay, the economy can bear it, your demographic can bear it.

00:08:35.822 --> 00:08:38.028
It's you that's failing here.

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I think that's going to hurt a lot of people, but it's the reality it seems like Like one little microcosm environment where you can actually see the difference even in the same place.

00:08:47.284 --> 00:08:51.350
And, by the way, I mean we didn't even pick a win of the week before this yet.

00:08:51.350 --> 00:08:53.988
But like I'll throw a little one in here right now.

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Bailey is a guy who jumped in class again the other day rural area we're talking not in the hundreds of thousands around them, but maybe the tens of thousands and a mile between each of them.

00:09:04.807 --> 00:09:14.591
Right, and still pulling massive, great work from a service call 30, 40k projects routinely, and he's been that way for 18 months.

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It's just incredible.

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Zach, back to you in this.

00:09:17.602 --> 00:09:24.470
Take us on this journey, then, of what's a quality offer, what's a 10 out of 10 offer that you see versus the bad one.

00:09:26.380 --> 00:09:28.369
I mean, the short answer is something that people actually want.

00:09:28.369 --> 00:09:31.501
I don't.

00:09:31.501 --> 00:09:45.227
I'm trying not to overthink this, right I, if I don't know what a good offer is, I'll call the last 10 people that you did business with who are happy like five-star reviews and I'll ask them how did this service change your life?

00:09:45.227 --> 00:09:51.696
And the first answer to that question is generally not that good, you know no, it gave me peace of mind.

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Or now the lights come on and now I have a new outlet.

00:09:55.008 --> 00:09:57.153
Like, yeah, but why does that matter to you?

00:09:57.153 --> 00:10:00.655
And then they start to tell me things that actually are important.

00:10:00.655 --> 00:10:09.090
They're like well, because I'm really busy I don't have time to do it myself, or because, you know, my spouse was counting on me to get it done and I was able to show that it was done by the time he or she got home.

00:10:09.090 --> 00:10:13.789
So those kind of things tell me what the customer actually wants.

00:10:13.789 --> 00:10:18.191
And then there's just like the urgency of the offer.

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So if you're running a promotion or discount, for example, you got to put a real deadline on it like an actual real deadline and and stick to it, and if anybody comes in after the deadline that they don't get it.

00:10:35.666 --> 00:10:43.354
So talk to your market, yeah, but an offer is simply something that people actually want A lot of home service businesses, a lot of electricians, for example.

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I have a client who, when we first started working together, they said we want to sell more electrical panels.

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I was like that sounds great.

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Why would someone want a new electrical panel, though?

00:10:59.662 --> 00:11:01.684
Because the wrong way to look at it is to say how do we sell.

00:11:01.684 --> 00:11:06.072
The right way to look at it is to ask what do people want to buy?

00:11:06.072 --> 00:11:08.095
Why do people buy?

00:11:08.095 --> 00:11:10.806
That's the proper frame of mind to look at things through.

00:11:10.806 --> 00:11:12.429
How do I sell?

00:11:12.429 --> 00:11:12.951
How do I sell?

00:11:12.951 --> 00:11:13.500
How do I sell?

00:11:13.500 --> 00:11:15.652
I'll give you all kinds of advice on how to sell right.

00:11:15.652 --> 00:11:27.163
I could point you to books, I could point you to videos, I could give you my two cents on how to sell, but none of that's going to tell you anything nearly as valuable as calling up your customers and asking them why did you buy from me?

00:11:27.163 --> 00:11:30.111
It's remarkable you do that with enough people.

00:11:30.111 --> 00:11:30.562
Then you can.

00:11:30.562 --> 00:11:32.812
You can find the themes, you can find the patterns.

00:11:32.812 --> 00:11:34.421
You can put together some irresistible offers.

00:11:34.421 --> 00:11:46.634
Think about it this way if I'm an electrician, I don't have an electrician business, but if I was an electrician, I know exactly what I would do, from like an ongoing marketing to my existing customer standpoint.

00:11:46.634 --> 00:12:03.149
Every time I visit a customer's home, every single time, I would walk them through the job, make sure they were satisfied with the work that we did Right, typical like an end of job expectations make sure they're happy, and then I'd say Mr Neumeier, you know again, my name is Zach.

00:12:03.149 --> 00:12:15.788
I'm the owner of the company and I like to send an email to my customers once a week or so letting them know what discounts, what promotions, what offers I reserve specifically for them.

00:12:15.788 --> 00:12:26.947
You might not need service again for me for six months, but would it be all right if I just sent you a quick message once a week with new offers, new promotions that we're putting out there to provide you additional value in the following areas?

00:12:26.947 --> 00:12:32.465
If you've done a good job, nine out of 10 customers are going to say yeah, sure, no problem.

00:12:32.465 --> 00:12:36.082
And then you don't even need to do like a fancy design email.

00:12:36.082 --> 00:12:42.927
You can literally send a plain text email to that list of people that you're doing that for every week with hey John, it's Zach.

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Thanks so much for allowing me to come out to your home and serve you recently, just so you know, this week I'm doing a special on electrical panels.

00:12:49.831 --> 00:12:52.105
You know a lot of people's electrical panels.

00:12:52.105 --> 00:12:53.470
They get really, really old, they're dated.

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Most people never think about them until something goes wrong.

00:12:55.671 --> 00:13:03.186
So I'm running a special where I'll do an electrical panel safety inspection for 50 bucks and wave 10% if we decide to install a new one for you.

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Would you like to claim one of these spots on my calendar?

00:13:05.027 --> 00:13:07.230
Full stop.

00:13:07.230 --> 00:13:08.350
I do that once a week.

00:13:08.350 --> 00:13:11.514
I personally ask every single person to opt into my list.

00:13:11.514 --> 00:13:14.297
Think about what you're going to have in five years.

00:13:14.297 --> 00:13:25.392
You're going to have your own personal ATM machine in the form of an email list, because every single time you went to a customer's home, you got express permission to send them a message once a week with some friendly advice and offers.

00:13:25.392 --> 00:13:35.591
You were consistent with it and did it every week, and in five years you're going to have several thousand people on that list receiving personal offers from you once a week.

00:13:35.611 --> 00:13:37.519
You know what.

00:13:37.558 --> 00:13:47.028
I'm saying you said something that really, really caught my attention and, like I don't know if you can tell the grin just immediately turned on me too is you also created a scarcity?

00:13:47.028 --> 00:13:49.461
Would you like to claim your place on this?

00:13:49.461 --> 00:13:55.739
Because what that's doing like what's that doing is I'm hearing there's limited spots.

00:13:55.739 --> 00:14:04.683
You didn't say there's limited spots, but I interpret there's limited spots and most people are motivated by not losing, like someone would say you know what?

00:14:04.683 --> 00:14:06.046
Here's $100.

00:14:06.046 --> 00:14:06.466
Do this?

00:14:06.466 --> 00:14:07.106
You got 100 bucks.

00:14:07.106 --> 00:14:08.288
No, I'm not interested.

00:14:08.288 --> 00:14:10.030
Do this and you lose 100 bucks.

00:14:10.030 --> 00:14:11.011
What do you got to do?

00:14:11.011 --> 00:14:16.933
So if you're like I don't want to lose my spot, I'm going to sign up to this meal and at least talk to you Loss aversion.

00:14:17.259 --> 00:14:18.600
That's what keeps people in casinos.

00:14:18.600 --> 00:14:33.216
The other thing I'm that I grinned so loud is we literally just got off a client call with our platinum level client and we were just discussing reverse engineering options based on the human being in front of you.

00:14:33.216 --> 00:14:41.341
So exactly what you said, but in inverse order.

00:14:41.341 --> 00:14:46.772
How do we upfront train our teams to explore those places with the human beings, to get away from the human doing the technical side that electricians are stuck on?

00:14:46.772 --> 00:14:52.230
Right, don't just focus on three different generator sizes in your offers.

00:14:52.230 --> 00:15:01.335
Focus on what does the human appreciate the human being appreciate about having a generator and how can we optimize that experience.

00:15:01.919 --> 00:15:08.711
And then, from what Zach's saying, then include that in your emails, then use that in your marketing, then talk about that.

00:15:08.711 --> 00:15:10.599
And we're just getting to know Zach.

00:15:10.599 --> 00:15:14.510
But what's really interesting is I think we're going to do something pretty cool together.

00:15:14.510 --> 00:15:24.804
Zach, you don't know a ton about our process, but what we do is solve these problems by actually offering multiple options and we don't expect them to take the top option.

00:15:24.804 --> 00:15:48.562
And so, within your CRMs, guys, imagine a future where you actually have tags on the options provided under each homeowner's file and then you can sort and filter by tags and send specific offers via email to the person who wants the panel or was offered a panel and didn't take it yet.

00:15:48.562 --> 00:15:54.041
Think about the remarkable accuracy of that and tell me there's not fortune in that follow-up?

00:15:54.041 --> 00:15:55.686
Yeah, 100%.

00:15:55.706 --> 00:15:56.467
Yeah 100% is.

00:15:57.429 --> 00:15:59.294
Incredible stuff Incredible stuff.

00:15:59.335 --> 00:16:03.687
The two big things, though, more than anything else permission and relationship.

00:16:03.687 --> 00:16:11.383
If you have permission to send them a message and you have a good relationship with them, you can literally send them anything you want to send them.

00:16:11.383 --> 00:16:20.065
If you've got permission to send and a relationship, I could send an email that says hey Joseph, quick question for you.

00:16:20.065 --> 00:16:22.168
It's Zach, the electrician in town.

00:16:22.168 --> 00:16:25.874
Have you ever thought about getting a generator send?

00:16:25.874 --> 00:16:27.419
That's the full email.

00:16:27.419 --> 00:16:27.961
That's it.

00:16:27.961 --> 00:16:31.509
That works if you have permission and a relationship.

00:16:31.509 --> 00:16:32.753
Those are the two big things.

00:16:32.753 --> 00:16:33.701
Everyone's missing, though.

00:16:33.701 --> 00:16:44.547
People are always trying to like backdoor and find hacks, for how do I send the perfectly designed email promotion to my email list?

00:16:45.288 --> 00:16:51.336
Big headline, catchy things yeah big banner, discount, right, all these things.

00:16:51.336 --> 00:17:33.315
But really all that is is that's just like, that's just a facade to hide behind, because you know you don't have permission, you don't have a good relationship, so you're trying to manufacture some kind of good response when the person with permission and relationship is going to out, out, out, out, out, out, out, out, out, out, out, out, out out out out, out, out, out, out out out, out, out, out, out, out, out, out, out, out, out, out, out, out out the calendar, and it usually ends with some variation of would you like to claim one of these spots?

00:17:33.434 --> 00:17:34.695
Reply and let me know ASAP.

00:17:34.695 --> 00:17:42.142
That's that is my most successful call to action on emails for service businesses Wow, businesses.

00:17:42.142 --> 00:17:48.074
I have a client right now, an HVAC, home electrical company in New Jersey.

00:17:48.074 --> 00:17:55.513
We just got started with them about a month ago and this guy is fantastic at customer service.

00:17:55.513 --> 00:18:01.211
He personally has a relationship with thousands of these customers.

00:18:01.211 --> 00:18:05.428
They've been in business for 70 years and they just have a fantastic reputation.

00:18:05.428 --> 00:18:16.993
When you take a great reputation like that and a personal relationship with all your customers and then you add email marketing to that, it's just like rocket fuel.

00:18:18.020 --> 00:18:19.103
We warmed up their list.

00:18:19.103 --> 00:18:28.941
We started sending a basic reply campaign to start warming it up and they have been inundated with replies for service calls for the last four weeks.

00:18:28.941 --> 00:18:32.365
In fact, the other day he messaged me and said hey, can we pause on email campaigns?

00:18:32.365 --> 00:18:38.644
My, my customer service reps are trying to get caught up and I'm like that's the best feedback I could possibly get.

00:18:38.644 --> 00:18:41.152
Like, yeah, of course we can.

00:18:41.152 --> 00:18:45.000
We can stop sending emails for a couple of days so that you can get on top of all this.

00:18:46.022 --> 00:18:47.546
You've given me too much work.

00:18:47.546 --> 00:18:49.009
Can I please stop?

00:18:49.009 --> 00:18:50.532
That's amazing, clay, go ahead.

00:18:57.780 --> 00:19:01.799
There has to be a call to attention on this because literally we get this question all the time when it comes to Google.

00:19:01.799 --> 00:19:08.484
Can I pause my Google LSA, can I pause my Google investments without repercussions?

00:19:08.484 --> 00:19:10.289
And the answer is pretty unanimously no, because Google's trying to make money.

00:19:10.289 --> 00:19:15.886
They're prioritizing who pays and if you're the wishy-washy customer, guess who's going to be top of the list?

00:19:15.886 --> 00:19:17.630
Not you.

00:19:17.630 --> 00:19:24.867
When you move to your channel and just have open, honest conversations with your customers that you've earned.

00:19:24.867 --> 00:19:27.251
It's this little baby chick concept again.

00:19:27.251 --> 00:19:34.066
Like this thing's in your hands, you have to nurture this to become a chicken.

00:19:34.066 --> 00:19:43.309
There's no harm, no foul to just not send an email and you know, because you have a proven track record, that you could just send another one and likely see equal or maybe even better results.

00:19:43.309 --> 00:19:46.200
Yeah, cool thing about email from a cost standpoint is, every time you publish an ad, other one and likely see equal or maybe even better results.

00:19:46.220 --> 00:19:52.166
Yeah, cool thing about email from a cost standpoint is, every time you publish an ad, each additional ad costs more money.

00:19:52.166 --> 00:19:58.230
But with email you can send one email, you can send 10 emails.

00:19:58.230 --> 00:20:03.964
You can send a hundred emails in a month and for the majority of email platforms your bill stays the same.

00:20:03.964 --> 00:20:08.329
My email platform that I use for my business I pay $49 a month.

00:20:08.329 --> 00:20:13.005
I can send as many emails as I want in a month I can send 30.

00:20:13.005 --> 00:20:14.805
I can send 10.

00:20:14.805 --> 00:20:16.546
And my bill does not change.

00:20:16.546 --> 00:20:35.083
Which again brings me back to why would you not want to do that, why would you not want that kind of asset, a permission and relationship-based asset that you can send a message to any time you want because you need jobs, and they will reply and say sure, sign me up, put me on the calendar.

00:20:35.083 --> 00:20:35.743
Yeah, I'd love one.

00:20:35.743 --> 00:20:36.465
Here's my address.

00:20:37.670 --> 00:20:46.813
I'm listening, but I'm still hearing you pause someone's email because they were getting too many customers Like I'm stuck on just talking to your customers.

00:20:46.813 --> 00:20:52.487
So, zach, why don't we, why don't home service providers email their customers?

00:20:54.150 --> 00:20:54.611
Good question.

00:20:54.611 --> 00:21:01.528
Well, yeah, I mean, I think people overthink this stuff, like I think it has to be complicated.

00:21:01.528 --> 00:21:16.976
I have a hard time answering the question because to me no-transcript when I think why would you not send an email?

00:21:16.976 --> 00:21:19.251
One is just bad experience.

00:21:19.251 --> 00:21:21.431
You've tried in the past and it didn't work.

00:21:21.431 --> 00:21:21.992
It didn't pan out.

00:21:22.785 --> 00:21:28.634
So, in your mind, email as a platform doesn't work, which is just patently false and ridiculous.

00:21:28.634 --> 00:21:32.836
You could say that about any platform Facebook doesn't work, instagram doesn't work, email doesn't work and they do.

00:21:32.836 --> 00:21:34.789
Knocking doors doesn't work.

00:21:34.789 --> 00:21:36.049
All of these things work.

00:21:36.049 --> 00:21:45.775
There are certain foundational elements, though, that need to be in place for it to work, for you and for email.

00:21:45.775 --> 00:21:46.617
That's permission and that's relationship.

00:21:46.617 --> 00:21:50.856
If you don't have those two things, yeah, it might not work, but that's not because of the channel, that's because of your approach to it.

00:21:50.856 --> 00:21:53.046
You know, same with knocking doors.

00:21:53.807 --> 00:22:00.498
If you're knocking doors in your neighborhood to try to drum up business and you're dressing your street clothes, you look kind of grungy.

00:22:00.498 --> 00:22:01.640
You're not professional.

00:22:01.640 --> 00:22:05.576
It doesn't matter how many doors you knock or how good your pitch is.

00:22:05.576 --> 00:22:18.349
You've totally skipped the foundation of success, which is look professional, look like you know what you're doing, approach it with care and compassion, enthusiasm In every endeavor.

00:22:18.349 --> 00:22:23.294
There are first principles, there's foundational principles that lend themselves to success.

00:22:23.294 --> 00:22:27.971
But if you skip those things, that's where people start to talk themselves into.

00:22:27.971 --> 00:22:29.876
It doesn't work, it's not effective.

00:22:29.876 --> 00:22:30.486
I don't want to try.

00:22:30.486 --> 00:22:31.548
It's too complicated.

00:22:31.548 --> 00:22:35.837
It's only complicated when you bypass the fundamentals.

00:22:35.837 --> 00:22:46.029
Fitness is only complicated because you're going to the gym for an hour a day but you're eating like crap the other 23 hours of the day, or you're eating like crap.

00:22:46.029 --> 00:22:46.932
You're not sleeping well.

00:22:46.932 --> 00:22:55.030
It doesn't matter how hard you work out for an hour if your nutrition is crap and I keep saying crap, why is crap the word of the day on this podcast?

00:22:55.251 --> 00:22:56.214
I don't know it is what it is.

00:22:56.234 --> 00:22:59.988
Man, let's crap the word of the day on this podcast, I don't know let's.

00:22:59.988 --> 00:23:00.730
Let's switch it up to to all right.

00:23:00.730 --> 00:23:06.791
If you're garbage, if your nutrition is garbage and your sleep is garbage, that one hour in the gym is not going to do you very much good.

00:23:06.791 --> 00:23:14.034
Email, marketing, relationship or reputation, sales options and professionalism right.

00:23:14.034 --> 00:23:19.384
If you don't have good options and you don't have professionalism, you could have the best script in the world, but people are not going to trust you.

00:23:19.384 --> 00:23:20.686
They're not going to listen to what you have to say.

00:23:20.686 --> 00:23:25.317
So that's, I think, for me, the thing that I look at.

00:23:25.317 --> 00:23:32.329
When people don't want to do something or aren't doing it is well, they probably just don't have the foundations in place, because again.

00:23:33.132 --> 00:23:34.515
I'll just continue to come back to this.

00:23:34.515 --> 00:23:49.605
If you had 10,000 people in your market who are your dream customers, who had given you permission to email them, and you had a platform, you could easily send them emails in like two clicks from, and you knew it was going to land in the inbox, not the spam folder, every time.

00:23:49.605 --> 00:23:52.050
Why would you not?

00:23:52.050 --> 00:23:55.699
And the answer is because you don't have those things.

00:23:55.699 --> 00:24:01.593
You don't have a list, you don't have a very good offer and your emails are probably just landing in the spam folder.

00:24:03.205 --> 00:24:04.692
Two things stuck in my brain with that.

00:24:04.692 --> 00:24:14.959
One is that when we first met, we actually had a bit of a laugh and you described a meme in what they call sales copywriting, which is essentially a lot of what email marketing is right.

00:24:14.959 --> 00:24:16.151
Just that journey.

00:24:16.151 --> 00:24:18.028
Would you try to explain that here?

00:24:18.028 --> 00:24:23.721
I think it's quite funny and it fits this overcomplication of something very simple.

00:24:24.884 --> 00:24:26.708
Yeah, have you guys seen the Joseph?

00:24:26.708 --> 00:24:28.010
Have you seen the Midwick meme?

00:24:28.010 --> 00:24:28.932
Do you know what I'm talking about?

00:24:29.534 --> 00:24:30.394
Midwick meme.

00:24:31.037 --> 00:24:31.376
Midwick.

00:24:31.376 --> 00:24:32.298
Hold on, I'm going to pull it up.

00:24:32.298 --> 00:24:35.494
I found it the other day on my phone because I showed it to someone else too.

00:24:35.494 --> 00:24:47.346
Go for other day on my phone because I showed it to someone else too.

00:24:47.346 --> 00:24:47.259
Go for it.

00:24:47.259 --> 00:24:47.232
Let's see it.

00:24:47.157 --> 00:24:48.912
It's likely I am a meme connoisseur, but at the same time I don't know them by name.

00:24:48.912 --> 00:24:54.085
So so I side side note but also extremely related is one of my favorite sources of inspiration for copywriting and email marketing in general is comedians.

00:24:54.085 --> 00:24:56.190
So I love watching.

00:24:56.190 --> 00:24:57.855
I love Nate Bargatze.

00:24:57.855 --> 00:25:01.092
I love who's the new guy I just got introduced to.

00:25:01.092 --> 00:25:02.676
I can't remember his name.

00:25:02.676 --> 00:25:03.345
He's in Nate Bargatze.

00:25:03.345 --> 00:25:05.305
I love it.

00:25:05.305 --> 00:25:05.866
I love it.

00:25:05.866 --> 00:25:07.814
Dave Chappelle, nate Bargatze.

00:25:09.712 --> 00:25:14.853
I love watching these guys because there's something magical to me about nothing but you, the mic and the crowd.

00:25:14.853 --> 00:25:17.653
No flashing lights, no backup dancers, just the crowd.

00:25:17.653 --> 00:25:20.089
No flashing lights, no backup dancers, just your words.

00:25:20.089 --> 00:25:25.452
These guys have a way of telling stories and framing things.

00:25:25.452 --> 00:25:32.309
It's just so funny and so interesting Little tiny things that you never notice that they point out and just because they pointed it out, you laugh.

00:25:32.309 --> 00:25:34.210
Anyway.

00:25:34.210 --> 00:25:41.036
That's what leads me to memes, is I'm always looking for funny ways to position things that make people have an aha moment.

00:25:41.036 --> 00:25:44.836
One of the best reactions I can get from someone in sales copy is the nose breath laugh.

00:25:44.836 --> 00:25:55.192
If someone reads something and you know what I'm talking about, yeah, you got that little that tiny little chuckle when you see something funny.

00:25:55.992 --> 00:25:56.394
That lets.

00:25:56.394 --> 00:25:59.859
If somebody chuckles like that, that lets me know something's clicking for them.

00:26:00.605 --> 00:26:03.194
It's not a huge reaction, but it's very organic, authentic.

00:26:03.194 --> 00:26:04.892
You don't really fake that.

00:26:05.664 --> 00:26:08.515
I'm adding that to my list of visual cues to look for.

00:26:08.515 --> 00:26:10.791
Now it's into the mental database.

00:26:10.791 --> 00:26:11.513
I'm ready for it.

00:26:12.265 --> 00:26:16.356
Because what is laughter except an expression of connecting the dots?

00:26:16.356 --> 00:26:18.992
When you connect the dots for someone, they laugh.

00:26:18.992 --> 00:26:25.733
If you try to explain something over and over, they're not getting it, and then one day it clicks, they chuckle, they laugh a little bit.

00:26:25.733 --> 00:26:28.271
So I'm always going for that reaction in an email.

00:26:28.271 --> 00:26:33.050
You can see this visual here.

00:26:33.050 --> 00:26:37.640
Hold on, you guys see that.

00:26:37.640 --> 00:26:44.030
Oh yeah, I love this yes this yes, yeah, on the one side you have the dummy right, the guy, the the idiot.

00:26:44.090 --> 00:26:45.996
If you will, the chalice three times faster than working.

00:26:46.016 --> 00:26:49.397
yeah, this is basically the evolution of people in marketing.

00:26:49.397 --> 00:27:01.549
They start out really dumb where they just say horse for sale or electrician for sale for hire, and then you become the overthinker who learns all the tactics and the methods and principles and you're overthinking everything.

00:27:01.549 --> 00:27:10.357
You're the midwit who, instead of simply saying horse for sale, says discover this weird new trick that travels three times faster than walking.

00:27:10.357 --> 00:27:21.396
But eventually, if you stick with it, you make your way across the chasm to where you become the Jedi expert and you end up just doing the same things that the dummy who doesn't have any experience does.

00:27:21.396 --> 00:27:22.669
You say force for sale.

00:27:23.412 --> 00:27:27.173
I mean, the force is a pathway to many abilities Some consider to be unnatural.

00:27:27.173 --> 00:27:28.455
So yeah, I'm with it.

00:27:28.455 --> 00:27:29.178
I'm with him.

00:27:30.986 --> 00:27:33.273
So you also talked about reframes and thank you for sharing that.

00:27:33.273 --> 00:27:35.246
I think that's really fitting the reframe that I'm having.

00:27:35.246 --> 00:27:37.630
I think that's really fitting the reframe that I'm having even during this episode.

00:27:37.630 --> 00:27:38.290
I can't help it.

00:27:38.290 --> 00:27:43.739
Good conversation just leads to these bigger, bigger thinking, bigger 30,000 foot view.

00:27:43.739 --> 00:28:09.924
If all I did as a new service provider or someone who wants to shape up my service, my home service business electrician, specifically here with us, if all I did was race to 10,000 customers served at the highest potential level, with as many five-star reviews as potentially possible and as many thumbs up to yes, please send me stuff once in a while.

00:28:09.924 --> 00:28:13.028
I'd love to hear from you what would happen then?

00:28:15.011 --> 00:28:17.715
You would be able to get jobs on command.

00:28:17.715 --> 00:28:21.540
Whenever you want a job, you could get it Period.

00:28:21.540 --> 00:28:23.211
I really believe that.

00:28:23.211 --> 00:28:25.874
I think reputation is the most important thing.

00:28:25.874 --> 00:28:28.432
Reputation over revenue is a phrase I recently learned from you.

00:28:28.432 --> 00:28:33.570
Guys know Christiano Rhino, strategic solutions yeah.

00:28:33.872 --> 00:28:34.292
Awesome dude.

00:28:34.794 --> 00:28:35.134
Yeah, I've.

00:28:35.134 --> 00:28:37.913
He recently told me reputation over revenue.

00:28:37.913 --> 00:28:42.211
He's got a shirt that has, like the division equation Reputation is on top, revenue is on bottom.

00:28:42.211 --> 00:28:50.930
So I think again 10,000 jobs, five-star reviews permission, you could wake up, you could send an email.

00:28:50.930 --> 00:28:58.334
Take five minutes to send an email to that list of 10,000 five-star reviews and I bet you'd be booked for the rest of the week.

00:29:00.952 --> 00:29:05.528
Interesting, that's what I call to go to, if nothing else and like I feel like that's also where it ties into.

00:29:05.528 --> 00:29:10.368
The second factor is, once you adopt the process that allows you to start becoming consistent.

00:29:10.368 --> 00:29:13.459
Now these aren't just tire burners or time wasters.

00:29:13.459 --> 00:29:20.773
You're going to a call that has intention and you have trained yourself to an extent that the more doors you get into, the more you're closing.

00:29:20.773 --> 00:29:23.212
You're over that 50, over 60, over 70.

00:29:23.212 --> 00:29:25.910
I see them working hand in hand perfectly.

00:29:25.910 --> 00:29:31.710
When your marketing is good and your process is good, they naturally help serve the client at a higher level, which leads to repeat business.

00:29:31.710 --> 00:29:32.712
I love it.

00:29:33.684 --> 00:29:35.868
And let's just suppose for a second that it doesn't work Because?

00:29:35.868 --> 00:29:38.073
And let's just suppose for a second that it doesn't work Because nothing's perfect.

00:29:38.073 --> 00:29:39.434
Nothing works 100% of the time.

00:29:39.434 --> 00:29:49.657
Let's suppose you build it, you do 10,000 jobs, you get five-star reviews and you get permission from 9,000 of those people to send them a weekly email with what your offer is.

00:29:49.657 --> 00:29:52.633
That week, you send that email and you don't get a response.

00:29:52.633 --> 00:30:01.351
Somehow, out of 9,000 people who have given you permission to email them, zero of them Do you see how ridiculous that sounds, though that zero would respond.

00:30:01.351 --> 00:30:03.288
Well, let's say zero responded.

00:30:03.288 --> 00:30:04.612
Who cares?

00:30:04.612 --> 00:30:06.517
Try it, send it.

00:30:06.517 --> 00:30:07.869
That means your offer didn't work.

00:30:07.869 --> 00:30:09.710
Send another one next week.

00:30:10.365 --> 00:30:15.833
Like, you got to take a five year view of these things, not a five week view, and that's where everybody screws up too.

00:30:15.833 --> 00:30:28.118
Name your game SEO, google, business profile, lsas, email, social media, pay-per-click ads all of these platforms right?

00:30:28.118 --> 00:30:30.087
People take a five-week view.

00:30:30.087 --> 00:30:33.116
They needed to turn around and deliver results immediately.

00:30:33.116 --> 00:30:53.135
But if you take a five-year view, then you're focused on getting the foundational pieces right so that for the next five years, you're going to get a high response there, as opposed to scrambling and needing something to work because you know what success is a factor of Honesty, consistency and non-neediness.

00:30:55.470 --> 00:30:58.952
You combine those three things and it's like impossible not to succeed.

00:30:58.952 --> 00:31:01.924
Be honest, be consistent.

00:31:01.924 --> 00:31:04.971
Don't be needy people.

00:31:04.971 --> 00:31:15.513
People have a sixth sense for liars, for people who are inconsistent and for people who, quite frankly, are needy.

00:31:15.513 --> 00:31:21.113
We just I need you to help me out again, joseph.

00:31:21.113 --> 00:31:22.035
Can you explain more by?

00:31:22.365 --> 00:31:28.611
Explain what you mean by needy, because I can imagine it almost like an emotional thing, but is it more like a professional thing?

00:31:28.611 --> 00:31:29.453
In what context?

00:31:30.384 --> 00:31:32.933
Desperation is a stinky cologne Bingo.

00:31:32.933 --> 00:31:36.193
Is that what you mean, too, by needy?

00:31:37.689 --> 00:31:38.069
Exactly.

00:31:38.069 --> 00:31:41.275
You're desperate, you're needy for a job, you're desperate.

00:31:41.295 --> 00:31:42.161
Okay, that makes sense.

00:31:42.161 --> 00:31:42.664
I didn't understand.

00:31:43.888 --> 00:31:45.212
Your marketing comes off as desperate.

00:31:45.212 --> 00:31:50.108
You send an email that's like, hey, 50% off for the next seven days.

00:31:50.108 --> 00:31:52.051
Please, let's back on.

00:31:52.051 --> 00:31:53.353
A thing can work, don't get me wrong.

00:31:53.353 --> 00:31:57.077
But if you do it again and again and again, you're becoming needy.

00:31:57.077 --> 00:31:59.161
The market perceives you as desperate for work.

00:31:59.161 --> 00:32:13.555
You're a low-quality service provider because you're always offering 50% off or some low deal and to give proper credit, I learned that combination from Ben Settle is his name Honesty, consistency, non-neediness.

00:32:13.555 --> 00:32:14.676
Don't be desperate.

00:32:19.184 --> 00:32:33.974
Yeah, that kind of thing can work, as you said, but but it can also work against you and it will in the long term the short-term, long-term pain in that circumstance you know, it almost seems like the rule of three things, like you can have something that's good, you can have something that's fast, you can have something that's cheap, and you can only pick two of them.

00:32:33.974 --> 00:32:41.376
And if you're constantly saying I could do it fast and I could do it cheap, then you clearly can't be doing it good quality.

00:32:41.376 --> 00:32:47.816
And if I'm going to do it with good quality, then, and I'm going to do it quick, then it's likely not going to be cheap.

00:32:47.816 --> 00:32:54.027
So I can see that just by doing that, by pushing this quick and this cheap deal, you naturally are alienating yourself from quality.

00:32:54.027 --> 00:32:58.471
Yeah, 100% yourself in quality yeah 100%.

00:32:58.491 --> 00:33:03.817
Let me say this, in fact, let me ask this Out of the 10,000, let's keep using that number.

00:33:03.817 --> 00:33:14.787
Walk me through the overcomplication of this in the sense of well, what's the average Actually?

00:33:14.787 --> 00:33:16.570
Let me start with this one how many times should I email them a week?

00:33:16.570 --> 00:33:16.991
What's the right?

00:33:17.031 --> 00:33:17.633
number of emails.

00:33:17.633 --> 00:33:20.019
It depends on your relationship with them.

00:33:20.019 --> 00:33:24.612
At minimum, weekly, I think.

00:33:24.612 --> 00:33:24.992
You can go.

00:33:24.992 --> 00:33:30.007
More than weekly, I think you can go two or three times a week, or daily if you want.

00:33:30.007 --> 00:33:34.684
It really is all about your relationship and how many services you can offer.

00:33:34.684 --> 00:33:42.036
If you've got a full stack of services HVAC, plumbing and electrical you can send more emails because you have more to offer.

00:33:42.036 --> 00:33:53.306
But if you have less to offer, then start with once a week, send a again a super easy, plain text like it comes from a friend.

00:33:53.306 --> 00:33:59.145
So oftentimes what I'll do is you got to look at the email and its component parts right Again.

00:33:59.145 --> 00:34:01.513
First principles what leads to success?

00:34:01.513 --> 00:34:08.197
You have the from name, the subject line and the body of the email and the PS.

00:34:08.197 --> 00:34:11.833
Those are like the four key components of the email.

00:34:11.833 --> 00:34:13.931
So we start with the from name.

00:34:13.931 --> 00:34:15.510
Who is the email coming from?

00:34:15.510 --> 00:34:19.724
It probably shouldn't be coming from service loop electrical.

00:34:19.724 --> 00:34:30.411
It should come from either clay or joseph at service loop electrical so there's a person okay okay, that's the first part.

00:34:30.451 --> 00:34:30.972
The from name.

00:34:30.972 --> 00:34:50.231
The from name is important because consider this if your mother sent you an email today and there was no subject line in that email, it literally said no subject, because she didn't put one, but the from name is your mom, are you opening that email?

00:34:50.231 --> 00:34:52.317
Two things are happening.

00:34:52.958 --> 00:34:54.882
One is I'm thinking boomer can.

00:34:54.882 --> 00:34:57.271
Second thing is yes, yes, I would.

00:34:57.271 --> 00:34:58.394
I would 100% answer that.

00:34:58.764 --> 00:35:00.550
I might also think mom got hacked again.

00:35:02.735 --> 00:35:03.376
Also possible.

00:35:03.376 --> 00:35:06.871
And if you're saying no, I would not open an email from my mom.

00:35:06.871 --> 00:35:15.692
Replace mom with someone in your life who you trust and have a relationship with, who they could send you anything, and you'd open it.

00:35:15.692 --> 00:35:17.592
So that's the importance of the from name.

00:35:17.592 --> 00:35:22.128
Yeah, then you've got the subject line.

00:35:22.128 --> 00:35:31.266
The subject line is let's create curiosity, let's give a little taste, a little teaser, a little preview of what's inside, because the job of the subject line is to get the email opened.

00:35:31.266 --> 00:35:43.210
Okay, then we have the body of the email, which is a tip or a story of some kind that we're sharing with the customer, which segues naturally into our call to action.

00:35:44.235 --> 00:35:50.755
The other day I was at this house doing an electrical panel safety inspection and I noticed that this electrical panel was installed in the 70s.

00:35:50.755 --> 00:36:03.728
Most people don't realize that the 70s was dot, dot, dot 50 years ago or, even more effect, I'd say 2000, because people still look at the 2000s as recent.

00:36:03.728 --> 00:36:14.400
I'd say this electrical panel was installed in the year 2000, which may not seem that crazy, but dot, dot, dot, that was 25 years ago.

00:36:14.400 --> 00:36:17.268
And then you segue into a call to action.

00:36:17.268 --> 00:36:28.670
A nice segue would be something like this is one of the reasons why I love doing our $50 electrical panel safety inspections for Salt Lake homeowners.

00:36:28.710 --> 00:36:38.126
These electrical panels reveal things that you may not even know were happening in your home how old your panel is, when you didn't even realize that this thing is basically older than dirt.

00:36:38.126 --> 00:36:44.836
So that's the body of the email, and then you've got the PS, because when people open an email, what do they do?

00:36:44.836 --> 00:36:52.983
They scan all the way to the bottom and if there's a PS, they'll generally read that before anything else.

00:36:52.983 --> 00:37:00.744
So the PS will be basically a summary of the email on offer From name.

00:37:00.784 --> 00:37:02.025
Subject body PS.

00:37:02.025 --> 00:37:03.288
Is the ps below the signature line?

00:37:03.288 --> 00:37:06.693
Or like your name sincerely, or or zach, or is the ps above it?

00:37:06.693 --> 00:37:15.492
Uh, yeah, it's usually below, so um, everyone specifically, can I read what is on the bottom of your email?

00:37:15.492 --> 00:37:17.257
I literally have this up for this moment.

00:37:18.420 --> 00:37:18.701
Yeah.

00:37:18.721 --> 00:37:19.222
Let me see.

00:37:19.222 --> 00:37:21.590
I don't know if I have a.

00:37:21.650 --> 00:37:22.815
PS on my recent email.

00:37:22.855 --> 00:37:23.536
I have an email.

00:37:23.536 --> 00:37:27.014
It doesn't say PS, but there is a note at the bottom.

00:37:27.014 --> 00:37:29.432
There's a note at the bottom of mine and it's really nice.

00:37:29.505 --> 00:37:31.211
And it doesn't have to say PS, right?

00:37:31.211 --> 00:37:33.831
So that's my exit note.

00:37:33.831 --> 00:37:35.456
If you will that I change up.

00:37:38.965 --> 00:37:40.809
L note, if you will, that I change up Lately I've just left it.

00:37:40.829 --> 00:37:41.791
as, like this inspirational quote, can I share it?

00:37:41.811 --> 00:37:42.072
Yeah, go ahead.

00:37:42.072 --> 00:37:49.942
Yours says if you're reading this while in a meeting or while spending time with a couple of dudes on a podcast, please put this away and read it later.

00:37:49.942 --> 00:37:52.829
The people you're with are more important than anything in this email.

00:37:52.829 --> 00:37:55.376
That stood out to me.

00:37:55.376 --> 00:37:57.610
I'm someone that pays attention to the details.

00:37:57.610 --> 00:38:04.012
When I read that I did this stood out to me and I paused and I went Zach's a good person.

00:38:04.012 --> 00:38:07.193
There's no other result from that.

00:38:07.193 --> 00:38:09.992
It's just like the thought that you put into writing.

00:38:09.992 --> 00:38:11.016
That was clearly.

00:38:11.016 --> 00:38:17.596
I mean, you're a marketing expert, for sure, but nonetheless there's no other reason I could think about that.

00:38:17.596 --> 00:38:23.460
It's not some reverse psychology ploy because you're telling me to look away and do something else.

00:38:24.724 --> 00:38:24.925
Correct.

00:38:25.266 --> 00:38:28.936
You can't say that unauthentically, because you lose me if you do.

00:38:30.246 --> 00:38:31.088
Yeah, that's fair.

00:38:31.952 --> 00:38:33.115
Important, it's important.

00:38:34.166 --> 00:38:35.271
Yeah, that's my exit note.

00:38:35.907 --> 00:38:39.632
Yeah, it's not always just another call to action or another.

00:38:39.632 --> 00:38:43.409
Hey, here's another reason to give us a call today 50% off.

00:38:43.409 --> 00:38:45.054
I swear this is going away soon.

00:38:45.054 --> 00:38:47.851
It's also about the person again.

00:38:47.851 --> 00:38:51.751
Yeah, you said it.

00:38:51.751 --> 00:38:53.708
Why'd you choose that line?

00:38:53.708 --> 00:38:55.173
Tell us the truth.

00:38:55.173 --> 00:38:57.648
I'll tell you why I chose that.

00:38:57.648 --> 00:38:58.710
Can't handle the truth.

00:38:58.710 --> 00:39:00.936
Hey guys, sorry to interrupt the show.

00:39:01.056 --> 00:39:10.715
Clay here and Zach, such a great guest and really becomes such a great alliance for us, and not only the Million Dollar Electrician podcast, but other podcasts too.

00:39:10.715 --> 00:39:16.351
He only helps home service providers and he only helps those that help home service providers.

00:39:16.351 --> 00:39:21.994
So we really wanted to take this opportunity to express our gratitude, not just for Zach, but for you.

00:39:21.994 --> 00:39:38.605
As you know, you've probably become accustomed to following our content and realizing that we're giving free value away every single week in our Facebook group, in our SLE Pro app and everywhere that you can follow us or find us, especially the podcast.

00:39:38.605 --> 00:39:46.411
Many of you have commented below on YouTube videos or in our group to grab some of this great content that we share, and this week's no exception.

00:39:46.411 --> 00:39:49.150
Grab some of this great content that we share, and this week's no exception.

00:39:49.170 --> 00:39:55.068
So I wanted to just take this one minute to let you know about this free email marketing tool that you can use courtesy of this interview.

00:39:55.068 --> 00:40:04.576
So all the great notes that Zach shared with us, these great insights along with some of our own, we've combined to create this value piece just for you.

00:40:04.576 --> 00:40:24.391
So, guys, if you want to get this a quick guide to email marketing, as well as a dozen templated emails that you could start sending your customers right now to get already paying clients to pay again and get to hear from you and really increase the length and the value of those relationships, then you're going to want to grab this.

00:40:24.391 --> 00:40:38.699
So go ahead and just send us a comment, either on our YouTube, on our Facebook, at our website, you could go ahead and fill out a contact form at serviceloopelectricalcom, send us the word emails and we'd love to send this out to you.

00:40:38.699 --> 00:40:43.170
Okay, hashtag emails and you'll have that in your inbox in no time at all.

00:40:43.170 --> 00:40:44.771
Back to the interview, guys.

00:40:44.771 --> 00:40:46.012
Cheers to your success.

00:40:46.012 --> 00:40:46.773
Talk to you soon.

00:40:48.114 --> 00:40:50.257
About nine years ago now.

00:40:50.257 --> 00:40:51.918
I can't believe it's been nine years.

00:40:51.918 --> 00:41:05.507
That's insane to say Nine years ago, 2016.

00:41:05.507 --> 00:41:06.427
It was the summer of 2016,.

00:41:06.447 --> 00:41:07.309
Newly married in college, my wife worked.

00:41:07.309 --> 00:41:11.838
Let's see, I worked in the mornings and went to classes, and then my wife worked in the afternoons at the local plasma center.

00:41:11.838 --> 00:41:14.507
She was a phlebotomist.

00:41:14.507 --> 00:41:23.164
So during the afternoons, when I was done with work and school, I was broke so I had nothing going on.

00:41:23.164 --> 00:41:32.132
So I read a lot, I read down a lot of YouTube rabbit holes and just was like chasing my curiosity, you know, like what do I want to do with my career?

00:41:32.132 --> 00:41:34.210
What are some hobbies I can pick up?

00:41:34.210 --> 00:41:37.775
What are some things I can do that I can dedicate a lot of time to?

00:41:37.775 --> 00:41:39.873
This was before I had kids and that took over my life.

00:41:42.126 --> 00:41:48.014
But one day I came across Simon Sinek and I became a huge Simon Sinek fan in 2016.

00:41:48.014 --> 00:41:55.054
I saw his talk how Great Leaders Inspire Actions, the Start With why talk, love it and I was like man, this guy gets it.

00:41:55.054 --> 00:41:55.306
Like.

00:41:55.306 --> 00:42:02.833
I was a huge Simon Sinek fan and I come to find out that one of his right-hand men at the time, david Mead, lived here in Utah.

00:42:02.833 --> 00:42:05.516
Wow, so he helped him write the book.

00:42:05.516 --> 00:42:07.599
Start With why or not Start With why, find your why.

00:42:07.599 --> 00:42:15.650
If you look at the book, find your why.

00:42:15.650 --> 00:42:15.871
You'll see.

00:42:15.871 --> 00:42:17.014
Simon Sinek, david Mead are the co-authors of the book.

00:42:17.034 --> 00:42:25.664
So I reached out to David Mead on LinkedIn and I was like hey, big fan of your work, would love to take you to lunch or something and get your advice on what I should do with my career.

00:42:25.664 --> 00:42:29.684
Take you to lunch or something and get your advice on what I should do with my career.

00:42:29.684 --> 00:42:46.628
And he replied to me via email and he had that in his PS, the exact word for word exit note that you see on the bottom of my emails, and I've used it ever since, ever since, because I thought it was such a profound statement and David and I have become great friends since then and see him quite often.

00:42:46.628 --> 00:42:51.786
But yeah, he's the one who I first read that line from and I just thought it was as you said.

00:42:51.786 --> 00:42:53.228
It was an excellent signal of like.

00:42:53.228 --> 00:43:04.041
Everywhere you can possibly incorporate a signal of what kind of character you have, what kind of person you are or want to be.

00:43:04.041 --> 00:43:06.811
I think you should take advantage of it.

00:43:07.032 --> 00:43:12.721
I think this is a huge opportunity that most business owners in general miss out on.

00:43:12.721 --> 00:43:28.445
They overlook the little details like the email signature, the PS line, the call to let the customer know that you're coming out to their home, the sending of the invoice, the walkthrough at the end of a job to make sure the customer's satisfied.

00:43:28.445 --> 00:43:39.755
All of these tiny little touch points are major opportunities to brand yourself as the kind of service provider that you want to be, the kind that becomes irreplaceable.

00:43:39.755 --> 00:43:49.393
They only think of you when they need service, but we often overlook these things and just focus on the big stuff, and perhaps that's the theme of my work, is I just?

00:43:49.393 --> 00:43:57.802
I try to take all of the things that we're doing to grow and bring it down to what are the foundational principles here?

00:43:57.802 --> 00:44:04.164
What are the things that, if we got them right consistently, would basically make success inevitable?

00:44:07.117 --> 00:44:08.342
would basically make success inevitable.

00:44:08.545 --> 00:44:14.896
You know, something you said that I really feel like stood out almost like a beacon was the character you have or want to have or be.

00:44:15.565 --> 00:44:35.125
And I thought the second part was really, really important, because I'm sure there's some contractor, some electrician who's listening to this right now who's like, yeah, I want to do those things, but I'm not that person, or I don't have that, or I'm awkward, or X, y Z, I want to do those things, but I'm not that person, or I don't have that, or I'm awkward, or X, y, z, whatever the thing is that they're going to say, and the fact that you're saying you don't have to be there right now to be that person.

00:44:35.125 --> 00:44:44.730
Tomorrow, you can put the right steps into place and transition into the person you want to be and using certain things as a lightning rod to say this is where I want to go, who wants to go there with me?

00:44:44.730 --> 00:44:46.291
I, to say this is where I want to go, who wants to go there with me.

00:44:46.291 --> 00:44:49.715
I think it's amazing, because that can inspire people who otherwise would be saying this isn't for me.

00:44:49.715 --> 00:44:54.221
I'm speaking to you specifically, saying this can be for you if you're willing to pick the torch and run with it.

00:44:55.144 --> 00:44:57.634
Yeah, you guys familiar with Dr Benjamin Hardy.

00:44:58.284 --> 00:44:59.789
Yeah, Dan Sullivan's.

00:44:59.789 --> 00:45:01.375
Author.

00:45:01.375 --> 00:45:01.554
Man.

00:45:02.385 --> 00:45:02.905
He's the GOAT.

00:45:02.905 --> 00:45:07.315
All right, dan Benjamin Hardy everything he writes is pure gold.

00:45:07.315 --> 00:45:08.998
But, uh, all his books?

00:45:08.998 --> 00:45:11.990
I love his books because they assert the premise in the title.

00:45:11.990 --> 00:45:13.715
So he has his book.

00:45:13.715 --> 00:45:16.628
Be your future self now, which is exactly what you're talking about.

00:45:16.628 --> 00:45:19.335
Yeah, why are you waiting?

00:45:19.335 --> 00:45:21.628
What are you waiting for to be the person that you want to be?

00:45:21.628 --> 00:45:23.175
Be that person now.

00:45:23.175 --> 00:45:23.958
Who?

00:45:23.958 --> 00:45:25.865
Not how hire people who know what they're doing.

00:45:25.865 --> 00:45:29.974
Don't try to figure out how first 10x is easier than 2x, like he.

00:45:29.974 --> 00:45:39.474
Just he distills these ideas into these concise, compelling titles that tell you what the idea is on the cover yeah it's.

00:45:39.775 --> 00:45:41.278
it's not some lame book like.

00:45:41.278 --> 00:45:48.382
I'm personally a, not a hater, but a, but a doubter.

00:45:48.382 --> 00:45:49.724
I don't know if I should do this, probably a lot.

00:45:49.724 --> 00:45:57.657
I'm kind of a I don't know if you got.

00:45:57.657 --> 00:46:02.769
If you start talking about hustle culture and gurus with me, I probably I probably get pretty fired up.

00:46:02.769 --> 00:46:05.494
But there's, there's certain gurus that publish ideas.

00:46:05.494 --> 00:46:16.077
I'm like this is such BS dude, because again it's all flash and hacks and tricks and tactics.

00:46:16.077 --> 00:46:16.958
There's no substance.

00:46:16.958 --> 00:46:23.836
It's what worked for me yesterday, not what works always.

00:46:23.836 --> 00:46:26.472
I'm a fan of what works always.

00:46:26.766 --> 00:46:31.208
What are the foundations of success in any given domain or discipline or field?

00:46:31.208 --> 00:46:36.398
Not whatever the latest trendy hack.

00:46:36.398 --> 00:46:40.653
It would be like if I tried to start a toilet paper business or a toilet paper coaching business.

00:46:40.653 --> 00:46:41.476
Right, I'm going to.

00:46:41.476 --> 00:46:43.873
I'm going to coach you on how to build a toilet paper company.

00:46:43.873 --> 00:47:01.137
And because I've got a successful I don't actually just for the sake of the example, because I've got a successful, I don't actually just for the sake of the example I've got a multimillion dollar toilet paper empire and people go, oh man, I would love to learn how to build a toilet paper empire from you and I'm like great, let me show you how I did it, but consider the context.

00:47:01.318 --> 00:47:16.231
Okay, I started my toilet paper company in 2020, when this stuff was flying off the shelves, when the world thought that we were going to run out of toilet paper, when the government was stuffing money in all of our checks because of the pandemic and I have a rich family.

00:47:16.231 --> 00:47:18.472
I've got a huge nest egg.

00:47:18.472 --> 00:47:20.532
So if this doesn't work out, I'll move on to the next thing.

00:47:20.532 --> 00:47:22.130
I have a great support system.

00:47:22.130 --> 00:47:25.032
Like all of the conditions for success were there.

00:47:25.032 --> 00:47:30.628
Like all of the conditions for success were there, whereas you're starting a toilet paper business in 2025.

00:47:30.628 --> 00:47:32.610
This stuff is not special anymore.

00:47:32.610 --> 00:47:35.813
The government is not stuffing checks in our pockets.

00:47:35.813 --> 00:47:37.014
In fact, inflation is crazy.

00:47:37.014 --> 00:47:46.827
You do not have a support system or a big nest egg to support you if you fail, if this doesn't work, you're hosed.

00:47:46.827 --> 00:47:55.679
That's what bothers me about hustle culture and gurus is just the lack of context, the lack of honesty.

00:47:55.679 --> 00:47:58.927
Again, honesty, consistency, non-neediness.

00:47:58.927 --> 00:48:05.498
It just feels like there's so much dishonesty in guru culture about what actually led to success.

00:48:05.498 --> 00:48:07.936
I'm not going to name names.

00:48:08.440 --> 00:48:10.070
That's okay, but let's go deeper on one thing.

00:48:10.070 --> 00:48:12.748
So you mentioned well, there's this.

00:48:12.748 --> 00:48:18.851
Maybe was truth, and then the truth, truth, the everlasting truth.

00:48:18.851 --> 00:48:19.552
What's the difference?

00:48:21.016 --> 00:48:25.992
I mean, I don't know if I have a good definition for it, except you can feel it in your gut.

00:48:25.992 --> 00:48:34.387
You know um there's.

00:48:34.407 --> 00:48:34.929
There's a great example.

00:48:34.929 --> 00:48:39.144
I'll give you an example, even just to to help you, because I think you've given some on this podcast.

00:48:39.144 --> 00:48:43.092
Just be simple, be human and ask the question.

00:48:43.092 --> 00:48:45.958
That's an example of an everlasting truth.

00:48:45.958 --> 00:48:47.818
Human psychology actually hasn't changed a ton the weight of holding everything.

00:48:47.818 --> 00:48:48.161
That's an example of an everlasting truth.

00:48:48.161 --> 00:48:48.893
Human psychology actually hasn't changed a ton.

00:48:48.893 --> 00:48:54.101
The weight of holding everything that's going on in our environment today has changed.

00:48:54.101 --> 00:49:06.353
But the human psychology, the foundations of what we do and teach, even taking care of the human being, not the human doing, I think actually converts wonderfully with what you're saying here.

00:49:07.635 --> 00:49:32.070
I learned this from a mentor of mine and I actually just did a private we called it a boulder, a little gathering, a mastermind last week about this and some unlocks that I've experienced and this concept of human being versus the human doing is one of the biggest ones I've ever had, because I myself I was in an MBA program, I had my PMP, I was a master electrician.

00:49:32.070 --> 00:50:01.766
I found myself in a trend of academia for the reason of letters beyond my name, for the reason of respect from people that are listening now and from people like you and Joe's act right Like it was, for respect, but the more I had, the less respect I got, because every time you added more initials, you just stepped into another arena of people looking for commanding respect for their accolades, not for being the person and just recognizing the pain of your counterpart.

00:50:01.766 --> 00:50:06.135
So, as a result, we worked with a guy named Stefan for a while.

00:50:06.135 --> 00:50:07.559
You really unlocked this for me.

00:50:07.559 --> 00:50:28.547
I love Stefan for this one simple thing, if nothing else Focus on the human being, not the human doing, because when you're on tour, even with guys like Tony Robbins, they're all nervous as shit, sweating backstage and I think you mentioned this right, like the origin story problem.

00:50:28.586 --> 00:50:31.376
I thought that's where you were going with this actual rant.

00:50:31.376 --> 00:50:50.257
But there's something about just stepping on stage and saying you know how and identifying the pain of a person and what they're going through and then discussing that, having open conversation around that pain and the potential solutions to get you to a place of less pain and more desire.

00:50:50.257 --> 00:50:56.235
It's like human psychology basics.

00:50:56.235 --> 00:50:57.851
That's everlasting to me.

00:50:57.851 --> 00:51:00.914
Is that at all what you were thinking about when you were describing it?

00:51:02.184 --> 00:51:04.875
I think your way of describing it is much more eloquent than mine.

00:51:07.485 --> 00:51:08.389
Okay, I'm flattered.

00:51:08.704 --> 00:51:16.757
What, what, what's, what's going to work and all what transcends the current context.

00:51:16.757 --> 00:51:26.012
Right, what works always in email marketing, which I come back to cause, that's kind of the main service I provide reputation, permission and relationship.

00:51:26.012 --> 00:51:32.771
You just can't fail if you get those things right, If you stick, if you're consistent and you stick with it.

00:51:32.771 --> 00:51:42.789
You know it's not easy, it's not quick, but if you just focus on permission and relationship permission and relationship you know you can, you'll get.

00:51:42.789 --> 00:51:44.715
You'll get as many cracks at it as you want.

00:51:44.715 --> 00:51:48.992
You can send as many emails as you could possibly think of until you get it right.

00:51:48.992 --> 00:52:00.639
If you have permission and relationship, yeah, what are those timeless principles that go beyond whatever the hot, trendy tactic of the day is?

00:52:00.639 --> 00:52:07.978
That's why I love email as a channel, because social media changes its algorithm every half a second.

00:52:08.847 --> 00:52:13.349
The people who build the platforms don't let their own kids use it because they know what kind of damage it can do to a person.

00:52:13.349 --> 00:52:16.119
Uh, same with, like google.

00:52:16.119 --> 00:52:19.009
Google can't decide if it's an ai company or a search engine company.

00:52:19.009 --> 00:52:29.367
The things there's, all these things are just going on and changing and people are so focused on the tactics and the now that they fail to ask themselves what could I do?

00:52:29.367 --> 00:52:40.139
That would just work, no matter what happens to the platforms, and for me it's building a relationship with people, gathering a list of all your customers.

00:52:40.139 --> 00:52:45.907
If you have a list with their name, phone number, email address, you can take it with you anywhere.

00:52:45.907 --> 00:52:47.148
No one one can take that from you.

00:52:47.148 --> 00:52:47.670
You own it.

00:52:47.670 --> 00:52:48.711
You.

00:52:48.711 --> 00:52:53.018
Facebook can't take that from you, uh, google can't take that from you.

00:52:53.018 --> 00:52:53.525
That's yours.

00:52:53.525 --> 00:53:03.634
You can print it off and you can take it to wherever you want to go, you know joe, I want to say one thing, just to, just because it's paraphrasing what you said.

00:53:03.673 --> 00:53:06.507
You said you owned it, but when we started this, you said you earned it.

00:53:06.507 --> 00:53:08.692
You earned it, but when we started this, you said you earned it.

00:53:08.692 --> 00:53:09.032
You earned it.

00:53:09.032 --> 00:53:10.195
I love that, joe, please.

00:53:11.117 --> 00:53:23.494
You know something that sounds really really cool, cause I'm thinking about, like how would someone who is starting today like I'm trying to put this in the context of the lectures and who's really trying to make this work, like right now, and say, okay, I'm going to start getting my customers to do this?

00:53:23.494 --> 00:53:34.456
I'm wondering and I don't know if you think this would be a good idea as well so you know the service you provided for them, you know their name.

00:53:34.456 --> 00:53:43.168
Would you want to go one step further and find something you connected over, so, like, when you're working with your customer, be like this is who I, this is who I worked for, is the address I worked for, is the service I provided and we connected over hunting?

00:53:43.168 --> 00:53:52.367
Like just have the one other thing in there and then find a way to incorporate that into your thing and say you know I think that's the beautiful thing about it is you can put whatever you want in there.

00:53:52.909 --> 00:53:54.572
Right, it's, it's your list.

00:53:54.572 --> 00:53:56.806
You can incorporate whatever details you want.

00:53:56.806 --> 00:54:04.914
Something you connected over how many kids they have their kids birthdays, dude, think about if you got, if you found out their kids birthdays like I don't know how you would work.

00:54:04.914 --> 00:54:06.208
The end of the conversation, exactly.

00:54:06.208 --> 00:54:09.976
But and then you sent their kids birthday cards in the mail.

00:54:09.976 --> 00:54:12.949
You think that person's ever buying from another electrician?

00:54:12.949 --> 00:54:15.309
Ever again, absolutely not.

00:54:15.309 --> 00:54:25.192
If you sent cards on the kids' birthdays, dude, you are the only electrician they're ever calling as long as they live in your area.

00:54:26.135 --> 00:54:26.757
You know what I mean.

00:54:26.757 --> 00:54:36.913
I can agree with that, because what we used to do at my company was, when we recognized it was a customer's birthday, we had a bakery right next door and we'd always bring them cookies and write a card for them.

00:54:36.913 --> 00:54:47.025
And it'd be amazing because you'd find things like one customer would cry and be like no one remembered my birthday, but my electrician who's installing my generator did birthday.

00:54:47.025 --> 00:54:48.289
But my electrician who's installing my generator did.

00:54:48.289 --> 00:54:52.346
So you don't know like how big of an impact it can make, but you're right, like that's a lifetime earned relationship at that point.

00:54:53.148 --> 00:54:53.588
Exactly.

00:54:53.789 --> 00:55:02.338
I'm going to put a disclaimer on that one, though I don't think you should add it to your sales script to ask arbitrarily for your client's children's birthdays.

00:55:03.965 --> 00:55:05.773
I don't know how you, I don't know how you'd work it in.

00:55:05.773 --> 00:55:06.295
You're working it.

00:55:06.315 --> 00:55:07.699
Yeah, I see your point there.

00:55:07.699 --> 00:55:11.954
Nice to meet you, by the way, when your kids oh yeah, for sake of the example.

00:55:12.016 --> 00:55:14.210
I'm like, yeah, two things are true.

00:55:14.210 --> 00:55:19.371
It would be awesome, but also I don't know how you possibly ask that whoever I'll give you the relevant scenario.

00:55:19.391 --> 00:55:20.795
We talked about this in class the other day.

00:55:20.795 --> 00:55:31.257
If you walked in and you knew it's your daughter's birthday today and you saw a daughter birthday card on the table when you're in their home and you said, oh, recent birthday?

00:55:31.257 --> 00:55:33.788
And they said, hey, my daughter's birthday is today actually.

00:55:33.788 --> 00:55:34.952
And you went no way.

00:55:34.952 --> 00:55:37.041
My daughter's birthday is today too.

00:55:37.041 --> 00:55:38.606
Guess what I'm doing right after this?

00:55:39.748 --> 00:55:44.836
that's right that that's powerful paying attention huge report.

00:55:44.918 --> 00:55:48.293
Okay, help us with a couple things then we're going to help you get out of here.

00:55:48.293 --> 00:55:51.574
We talked a bit about stats, the 10,000.

00:55:51.574 --> 00:55:55.436
We never really got back to this, but you mentioned 50% open rate at one time.

00:55:55.436 --> 00:55:57.652
Is that good, is that bad?

00:55:57.652 --> 00:56:05.960
Help electricians understand what would be a target that I should even aim for as far as metrics go and evaluating our emails.

00:56:06.784 --> 00:56:08.592
Yeah, 50% open rate is where I like to be.

00:56:08.592 --> 00:56:15.150
Again, if you have permission and relationship, that's easy to do.

00:56:15.150 --> 00:56:19.769
You got to have the right.

00:56:19.769 --> 00:56:22.313
You know this could be a whole other interview.

00:56:22.313 --> 00:56:25.572
I'm like how do you set up the infrastructure to send emails and get high open rates?

00:56:25.572 --> 00:56:32.748
But if you've got the right infrastructure in place and you have a earned relationship with your list, you could do.

00:56:32.748 --> 00:56:35.496
30 to 50% is like we're doing good.

00:56:35.496 --> 00:56:40.474
20 to 20 to 30 is that's.

00:56:40.474 --> 00:56:45.434
That's pretty, that's okay, like I'm not concerned below 20.

00:56:45.434 --> 00:56:46.277
I think we have a problem.

00:56:46.277 --> 00:56:57.913
Either you have an unresponsive list or you're just landing in the spam folder, um, and we need to figure some things out what about that reply rate or click-through rate, depending on what you're sending there?

00:56:58.273 --> 00:56:59.135
what's something you hope for?

00:56:59.155 --> 00:57:07.237
that would be good there um, I'd be lying if I made up a number.

00:57:07.237 --> 00:57:09.159
That's like applies to all businesses.

00:57:09.159 --> 00:57:19.766
And all this comes back to the context question to illustrate I have a client who does uh, I guess they're not a client right now, but I have somebody who does on.

00:57:19.766 --> 00:57:20.530
They sell awnings.

00:57:20.530 --> 00:57:25.264
That's their business and they're based in Chicago Illinois.

00:57:25.264 --> 00:57:32.449
They sell awnings as their product and they have I don't know how many 4,000, 5,000 people on their email list.

00:57:33.211 --> 00:57:37.510
And he asked me the question how, what kind of results should I expect?

00:57:37.510 --> 00:57:39.695
What should my ROI expectation be on this?

00:57:39.695 --> 00:57:47.733
And I said well, it's tough, because there nobody has ever tested email marketing for awning companies in Chicago Illinois before.

00:57:47.733 --> 00:57:54.315
We don't have a case study on this exact situation.

00:57:54.315 --> 00:58:04.494
I can tell you generally 30% to 50% open rate, 3% response rate let's just throw that out there, because if you could do that every email, that would be pretty good, right?

00:58:04.494 --> 00:58:08.534
3% of the people respond positively to the call to action and 50% open.

00:58:08.534 --> 00:58:09.637
That would be great.

00:58:11.585 --> 00:58:18.757
But I never make that promise, I never make that guarantee because there's so many factors that the business is coming in with that I didn't influence.

00:58:18.757 --> 00:58:19.585
Again.

00:58:19.585 --> 00:58:21.472
I'll run the same campaign for two different companies.

00:58:21.472 --> 00:58:23.885
One has run their business so well.

00:58:23.885 --> 00:58:29.117
They've built such a great reputation over the years that email is just like an instant hit.

00:58:29.117 --> 00:58:38.737
They're overwhelmed by leads and another company will get not quite as enthusiastic of a response because they don't have as good reviews online.

00:58:38.737 --> 00:58:43.092
They haven't curated their list quite as well, they don't have the same reputation.

00:58:43.092 --> 00:58:56.998
So there's a lot of factors that go into the success of individual campaigns that make it difficult to say this is exactly what you should expect every time.

00:58:58.346 --> 00:58:59.690
I know for us we see about.

00:58:59.690 --> 00:59:07.228
You tell me if it sounds like this is kind of in that bandwidth, but we see on average, 45% from thousands of emails.

00:59:07.228 --> 00:59:11.572
Some emails though, 0% click-through, nothing happens, nothing doing.

00:59:11.572 --> 00:59:14.795
That said, a lot of them there's no call to action.

00:59:14.795 --> 00:59:17.998
However, we've seen as high as 3%.

00:59:17.998 --> 00:59:23.262
Quite often in the 1% to 2% range there's some response, there's someone clicking.

00:59:23.262 --> 00:59:44.893
But again, bringing this back to the example, even at 1%, if you sent 9,000 emails based on the nine out of 10 that you asked permission for, and even 50% open, you're still talking about 5,000 people and ultimately I mean that could be 50 to 100 people replying to that, yeah, 100% Five-year game, not a five-week game.

00:59:44.913 --> 00:59:48.318
Yeah, that's the way to look at it.

00:59:48.318 --> 00:59:49.847
What should I expect over the next five weeks?

00:59:49.847 --> 01:00:03.684
Let's focus on building something that's going to be making you money and for the next five years, as opposed to just squeezing every last dime we possibly can these people for the next month, because if that's what you want to do I got some campaigns we can run.

01:00:03.684 --> 01:00:04.748
I got some.

01:00:04.748 --> 01:00:06.630
I got some promotions we could test.

01:00:06.630 --> 01:00:10.199
They're not going to like you very much by the time we're done, but probably pick up some quick business.

01:00:11.186 --> 01:00:16.326
You know you're saying something that I always agree with, which is when can you re-approach a customer?

01:00:16.326 --> 01:00:27.373
Because imagine you did sell them, let's say you crushed it out and it was a $7,000 investment they just made and then a week later, you're hitting them up with an offer or calling them with this or calling with that.

01:00:27.373 --> 01:00:33.972
It's like you know, give them some time to recover their assets in order to do it and then they'll succeed at a great level.

01:00:33.972 --> 01:00:38.250
But if you have an offer that makes sense from a character perspective, by all means.

01:00:38.250 --> 01:00:43.570
But if you don't have that character relationship, hold on your offer until you know what you're doing.

01:00:43.570 --> 01:00:45.677
I love that.

01:00:47.706 --> 01:00:49.152
Zach, thank you for joining us today.

01:00:49.152 --> 01:00:53.731
Is there anything else, a message that you wanted to give electricians, something that we weren't able to cover today?

01:00:53.731 --> 01:00:59.228
Maybe your best advice, or something you always say that you didn't get to anything else on your mind today, brother.

01:01:01.414 --> 01:01:02.556
Relationship and permission.

01:01:02.556 --> 01:01:12.351
Every time you do a service call, every time you have a sales visit of any kind, earn the relationship, earn their permission to keep talking to those people.

01:01:12.351 --> 01:01:15.568
With time you will be future.

01:01:15.568 --> 01:01:17.164
You is going to be super happy.

01:01:17.164 --> 01:01:20.224
That present you builds a relationship.

01:01:20.224 --> 01:01:29.965
And earn permission to talk to every customer you interact with, because eventually you're going to have a huge asset of people that you can talk to.

01:01:29.965 --> 01:01:31.474
Think about the value of your business too.

01:01:31.474 --> 01:01:42.735
When someone's looking at your business and you can say, yeah, I have a 5,000 person email list, we get 50% open rate, 2% response rate every time we talk to them and I could send them any emails and they'll respond.

01:01:42.735 --> 01:01:46.186
That's a massively valuable asset right there.

01:01:47.431 --> 01:01:49.094
Yeah, I love that, Zach.

01:01:49.094 --> 01:01:52.793
Please tell everyone where they can find you if they're listening or watching on YouTube.

01:01:52.793 --> 01:01:58.847
We'll add your information below, but what's the best way to reach out to you for more information about email or your services?

01:02:00.108 --> 01:02:03.195
The best place is ZachGarsidecom.

01:02:03.195 --> 01:02:05.739
Go to ZachGarsidecom.

01:02:05.739 --> 01:02:08.532
You can even get my free short book.

01:02:08.532 --> 01:02:14.034
It's 24 pages long how to sell premium services with email there, totally free.

01:02:14.034 --> 01:02:23.420
You can go check that out, download that and then you'll be on my email list and you'll start getting my emails from me.

01:02:24.304 --> 01:02:28.465
And don't worry, right at the bottom he's going to tell you to look away and pay attention to people in front.

01:02:28.525 --> 01:02:30.068
The only emails they'll tell you to look away.

01:02:30.269 --> 01:02:30.911
Yeah.

01:02:31.172 --> 01:02:31.534
You know what?

01:02:31.534 --> 01:02:34.490
Maybe that's my headline, the only email list that'll tell you to look away.

01:02:34.490 --> 01:02:35.213
It's good.

01:02:35.735 --> 01:02:37.309
It's good To find out what I mean.

01:02:38.693 --> 01:02:39.536
There's some curiosity.

01:02:39.536 --> 01:02:48.039
If you guys enjoyed the value Zach brought today, please go see him at ZachGarsidecom and please leave us a review, just like it helps you.

01:02:48.039 --> 01:03:00.514
I know that you all want to keep the Million Dollar Electrician podcast a secret for yourselves, but we are on a mission to rise the tide for home service electricians everywhere and the best way we could do that is if you let us know how we do today.

01:03:00.514 --> 01:03:04.512
Let us know and let your friends know if we did a great job.

01:03:04.512 --> 01:03:07.998
Thank you so much, guys, and we'll see you again next week.

01:03:07.998 --> 01:03:12.916
And that's a wrap for today's episode of the Million Dollar Electrician Podcast.

01:03:13.105 --> 01:03:17.456
We hope you're buzzing with new ideas that charged up to take your business to the next level.

01:03:17.605 --> 01:03:22.186
So don't forget to subscribe, leave a review and share the show with fellow electricians Together.

01:03:22.186 --> 01:03:23.771
We'll keep the current flowing.