{"version":"1.0.0","segments":[{"speaker":"Simon Harvey","startTime":5.57,"endTime":8.31,"body":"It's no secret that"},{"speaker":"Simon Harvey","startTime":5.57,"endTime":8.31,"body":"our inboxes are battlegrounds"},{"speaker":"Simon Harvey","startTime":8.33,"endTime":11.37,"body":"where hundreds of emails compete"},{"speaker":"Simon Harvey","startTime":8.33,"endTime":11.37,"body":"for our attention every day."},{"speaker":"Simon Harvey","startTime":12.459,"endTime":16.59,"body":"When you're relying on email to grow"},{"speaker":"Simon Harvey","startTime":12.459,"endTime":16.59,"body":"your business though, the question is"},{"speaker":"Simon Harvey","startTime":16.939,"endTime":19.33,"body":"how do you make your email stand out?"},{"speaker":"Simon Harvey","startTime":20.36,"endTime":23.759,"body":"How do you get people to"},{"speaker":"Simon Harvey","startTime":20.36,"endTime":23.759,"body":"open them and make them act?"},{"speaker":"Simon Harvey","startTime":24.249,"endTime":26.989,"body":"That's exactly what we're going"},{"speaker":"Simon Harvey","startTime":24.249,"endTime":26.989,"body":"to cover in today's episode."},{"speaker":"Simon Harvey","startTime":27.689,"endTime":31.205,"body":"We look at how to create the"},{"speaker":"Simon Harvey","startTime":27.689,"endTime":31.205,"body":"perfect subject line and guide"},{"speaker":"Simon Harvey","startTime":31.205,"endTime":34.735,"body":"your readers into a narrative"},{"speaker":"Simon Harvey","startTime":31.205,"endTime":34.735,"body":"that compels them to take action."},{"speaker":"Simon Harvey","startTime":35.975,"endTime":39.065,"body":"So without further ado, let's get started."},{"speaker":"Simon Harvey","startTime":42.785,"endTime":47.035,"body":"Hi there and welcome to the Authentic"},{"speaker":"Simon Harvey","startTime":42.785,"endTime":47.035,"body":"Marketing Podcast in association"},{"speaker":"Simon Harvey","startTime":47.035,"endTime":51.285,"body":"with Demodia, where we give you"},{"speaker":"Simon Harvey","startTime":47.035,"endTime":51.285,"body":"actionable advice and help you"},{"speaker":"Simon Harvey","startTime":51.285,"endTime":53.315,"body":"to create marketing that works."},{"speaker":"Simon Harvey","startTime":53.934,"endTime":57.125,"body":"It's so often that I hear people"},{"speaker":"Simon Harvey","startTime":53.934,"endTime":57.125,"body":"tell me that email's dead."},{"speaker":"Simon Harvey","startTime":57.44,"endTime":59.57,"body":"People no longer read emails, I hear."},{"speaker":"Simon Harvey","startTime":59.59,"endTime":61.37,"body":"It's not worth sending them out."},{"speaker":"Simon Harvey","startTime":61.69,"endTime":63.43,"body":"I'm sure you've heard that as well."},{"speaker":"Simon Harvey","startTime":63.84,"endTime":66.74,"body":"And I must say, I couldn't disagree more."},{"speaker":"Simon Harvey","startTime":67.1,"endTime":69.33,"body":"Email is far from dead."},{"speaker":"Simon Harvey","startTime":69.619,"endTime":73.34,"body":"In fact, it's still one of the most"},{"speaker":"Simon Harvey","startTime":69.619,"endTime":73.34,"body":"effective ways to reach your audience."},{"speaker":"Simon Harvey","startTime":73.9,"endTime":79.41,"body":"In a recent survey that HubSpot did,"},{"speaker":"Simon Harvey","startTime":73.9,"endTime":79.41,"body":"for example, 77 percent of marketers"},{"speaker":"Simon Harvey","startTime":79.55,"endTime":84.08,"body":"said that their email engagement had"},{"speaker":"Simon Harvey","startTime":79.55,"endTime":84.08,"body":"actually increased in the last 12 months."},{"speaker":"Simon Harvey","startTime":85.44,"endTime":87.309,"body":"And that's not a freak accident."},{"speaker":"Simon Harvey","startTime":87.88,"endTime":91.509,"body":"The only thing I think that's"},{"speaker":"Simon Harvey","startTime":87.88,"endTime":91.509,"body":"changed over recent years is that"},{"speaker":"Simon Harvey","startTime":91.509,"endTime":93.0,"body":"people are now being more picky."},{"speaker":"Simon Harvey","startTime":93.78,"endTime":97.46,"body":"They want to be able to choose what"},{"speaker":"Simon Harvey","startTime":93.78,"endTime":97.46,"body":"they spend their time reading, and"},{"speaker":"Simon Harvey","startTime":97.47,"endTime":101.059,"body":"if it's not of interest, then they're"},{"speaker":"Simon Harvey","startTime":97.47,"endTime":101.059,"body":"actively going to unsubscribe."},{"speaker":"Simon Harvey","startTime":101.72,"endTime":105.739,"body":"So the question you're asking now then is"},{"speaker":"Simon Harvey","startTime":101.72,"endTime":105.739,"body":"how do you talk to the right people about"},{"speaker":"Simon Harvey","startTime":105.749,"endTime":107.4,"body":"the things that they're interested in?"},{"speaker":"Simon Harvey","startTime":108.11,"endTime":110.78,"body":"And that's what we're going"},{"speaker":"Simon Harvey","startTime":108.11,"endTime":110.78,"body":"to look at on today's episode."},{"speaker":"Simon Harvey","startTime":111.32,"endTime":112.97,"body":"Storytelling in emails."},{"speaker":"Simon Harvey","startTime":113.38,"endTime":116.02,"body":"It's not just about weaving a narrative."},{"speaker":"Simon Harvey","startTime":116.419,"endTime":119.85,"body":"It's about creating a"},{"speaker":"Simon Harvey","startTime":116.419,"endTime":119.85,"body":"connection with your audience."},{"speaker":"Simon Harvey","startTime":120.37,"endTime":125.539,"body":"The goal is to turn your emails from"},{"speaker":"Simon Harvey","startTime":120.37,"endTime":125.539,"body":"promotions and announcements into stories."},{"speaker":"Simon Harvey","startTime":125.73,"endTime":129.299,"body":"Things that resonate, engage"},{"speaker":"Simon Harvey","startTime":125.73,"endTime":129.299,"body":"and compel your readers to act."},{"speaker":"Simon Harvey","startTime":129.759,"endTime":134.43,"body":"The reason that storytelling is such"},{"speaker":"Simon Harvey","startTime":129.759,"endTime":134.43,"body":"an effective tool in email marketing"},{"speaker":"Simon Harvey","startTime":135.02,"endTime":137.569,"body":"is that stories evoke emotions."},{"speaker":"Simon Harvey","startTime":137.849,"endTime":139.999,"body":"They make your content memorable."},{"speaker":"Simon Harvey","startTime":140.579,"endTime":142.69,"body":"So let's talk about some of the specifics."},{"speaker":"Simon Harvey","startTime":143.24,"endTime":148.065,"body":"The first thing that people see when it"},{"speaker":"Simon Harvey","startTime":143.24,"endTime":148.065,"body":"comes to your emails is the subject line."},{"speaker":"Simon Harvey","startTime":148.595,"endTime":152.335,"body":"So when we're writing a subject line"},{"speaker":"Simon Harvey","startTime":148.595,"endTime":152.335,"body":"our job is to get people to stop"},{"speaker":"Simon Harvey","startTime":152.345,"endTime":156.315,"body":"scrolling through their inbox and"},{"speaker":"Simon Harvey","startTime":152.345,"endTime":156.315,"body":"click on that email and open it."},{"speaker":"Simon Harvey","startTime":156.824,"endTime":161.235,"body":"The way that I found works best of"},{"speaker":"Simon Harvey","startTime":156.824,"endTime":161.235,"body":"all for this is to add suspense."},{"speaker":"Simon Harvey","startTime":161.325,"endTime":162.875,"body":"People hate suspense."},{"speaker":"Simon Harvey","startTime":163.285,"endTime":167.135,"body":"You think about it if you go to the"},{"speaker":"Simon Harvey","startTime":163.285,"endTime":167.135,"body":"doctors and you have some sort of test"},{"speaker":"Simon Harvey","startTime":167.135,"endTime":171.325,"body":"done there you hate the days that you're"},{"speaker":"Simon Harvey","startTime":167.135,"endTime":171.325,"body":"waiting for the results to come back."},{"speaker":"Simon Harvey","startTime":171.755,"endTime":175.064,"body":"In fact there were surveys done"},{"speaker":"Simon Harvey","startTime":171.755,"endTime":175.064,"body":"of people that were waiting"},{"speaker":"Simon Harvey","startTime":175.065,"endTime":176.355,"body":"for medical results back."},{"speaker":"Simon Harvey","startTime":176.63,"endTime":181.34,"body":"for fairly serious illnesses and they"},{"speaker":"Simon Harvey","startTime":176.63,"endTime":181.34,"body":"found that people were more concerned"},{"speaker":"Simon Harvey","startTime":181.34,"endTime":184.27,"body":"and more worried during the waiting"},{"speaker":"Simon Harvey","startTime":181.34,"endTime":184.27,"body":"phase than when they were actually"},{"speaker":"Simon Harvey","startTime":184.27,"endTime":186.609,"body":"diagnosed as positive with that illness."},{"speaker":"Simon Harvey","startTime":187.269,"endTime":189.22,"body":"We hate tension."},{"speaker":"Simon Harvey","startTime":189.26,"endTime":194.389,"body":"We hate having to wait for things"},{"speaker":"Simon Harvey","startTime":189.26,"endTime":194.389,"body":"and that's what makes storytelling"},{"speaker":"Simon Harvey","startTime":194.389,"endTime":198.25,"body":"so effective and how you can use it"},{"speaker":"Simon Harvey","startTime":194.389,"endTime":198.25,"body":"within the subject line of your email."},{"speaker":"Simon Harvey","startTime":199.19,"endTime":203.0,"body":"So the first thing that people see"},{"speaker":"Simon Harvey","startTime":199.19,"endTime":203.0,"body":"is your subject when they open it."},{"speaker":"Simon Harvey","startTime":203.34,"endTime":207.26,"body":"The subject line is where"},{"speaker":"Simon Harvey","startTime":203.34,"endTime":207.26,"body":"you're going to open your story."},{"speaker":"Simon Harvey","startTime":207.31,"endTime":209.91,"body":"And it's where you're also"},{"speaker":"Simon Harvey","startTime":207.31,"endTime":209.91,"body":"going to open a narrative gap."},{"speaker":"Simon Harvey","startTime":210.36,"endTime":214.69,"body":"It's where you're going to invite"},{"speaker":"Simon Harvey","startTime":210.36,"endTime":214.69,"body":"curiosity and where you need to prompt"},{"speaker":"Simon Harvey","startTime":214.69,"endTime":216.36,"body":"your readers to explore further."},{"speaker":"Simon Harvey","startTime":216.989,"endTime":219.89,"body":"So, how about this, let's give"},{"speaker":"Simon Harvey","startTime":216.989,"endTime":219.89,"body":"it a try and see which of the"},{"speaker":"Simon Harvey","startTime":219.89,"endTime":222.64,"body":"following that you think you're"},{"speaker":"Simon Harvey","startTime":219.89,"endTime":222.64,"body":"going to be more inclined to open."},{"speaker":"Simon Harvey","startTime":223.17,"endTime":227.019,"body":"If I put these two subject lines in front"},{"speaker":"Simon Harvey","startTime":223.17,"endTime":227.019,"body":"of you, which one are you going to open?"},{"speaker":"Simon Harvey","startTime":227.41,"endTime":229.24,"body":"So the first line I put to you."},{"speaker":"Simon Harvey","startTime":230.04,"endTime":233.48,"body":"This one question won JFK the election."},{"speaker":"Simon Harvey","startTime":234.07,"endTime":235.35,"body":"That's subject line one."},{"speaker":"Simon Harvey","startTime":235.95,"endTime":237.49,"body":"The second subject line."},{"speaker":"Simon Harvey","startTime":237.89,"endTime":240.529,"body":"The reason JFK beat Nixon in the election."},{"speaker":"Simon Harvey","startTime":241.579,"endTime":242.579,"body":"That's line two."},{"speaker":"Simon Harvey","startTime":242.61,"endTime":244.93,"body":"Which one do you think you"},{"speaker":"Simon Harvey","startTime":242.61,"endTime":244.93,"body":"would open more likely?"},{"speaker":"Simon Harvey","startTime":245.85,"endTime":247.29,"body":"The first subject line."},{"speaker":"Simon Harvey","startTime":247.81,"endTime":249.85,"body":"leaves an open question in your mind."},{"speaker":"Simon Harvey","startTime":249.92,"endTime":254.37,"body":"You know, your mind hates suspense, so it"},{"speaker":"Simon Harvey","startTime":249.92,"endTime":254.37,"body":"just has to know the answer, and you're"},{"speaker":"Simon Harvey","startTime":254.39,"endTime":258.05,"body":"compelling your readers to click on that"},{"speaker":"Simon Harvey","startTime":254.39,"endTime":258.05,"body":"and open it up and see what's going on."},{"speaker":"Simon Harvey","startTime":258.519,"endTime":262.579,"body":"The second one in there, well, you know,"},{"speaker":"Simon Harvey","startTime":258.519,"endTime":262.579,"body":"it's just like every other email you get."},{"speaker":"Simon Harvey","startTime":262.72,"endTime":265.66,"body":"It doesn't really mean anything,"},{"speaker":"Simon Harvey","startTime":262.72,"endTime":265.66,"body":"so you can forget it and move on."},{"speaker":"Simon Harvey","startTime":266.009,"endTime":267.379,"body":"So that's the subject line."},{"speaker":"Simon Harvey","startTime":267.875,"endTime":270.155,"body":"But storytelling doesn't"},{"speaker":"Simon Harvey","startTime":267.875,"endTime":270.155,"body":"stop at the subject line."},{"speaker":"Simon Harvey","startTime":270.635,"endTime":273.705,"body":"The body of your email needs to"},{"speaker":"Simon Harvey","startTime":270.635,"endTime":273.705,"body":"continue the narrative as well."},{"speaker":"Simon Harvey","startTime":274.095,"endTime":277.805,"body":"So here is where you need to weave the"},{"speaker":"Simon Harvey","startTime":274.095,"endTime":277.805,"body":"parts of your brand script together in"},{"speaker":"Simon Harvey","startTime":277.805,"endTime":280.095,"body":"a way that feels natural and relevant."},{"speaker":"Simon Harvey","startTime":280.385,"endTime":283.514,"body":"I'm certainly not recommending that"},{"speaker":"Simon Harvey","startTime":280.385,"endTime":283.514,"body":"you use all of the talking points from"},{"speaker":"Simon Harvey","startTime":283.515,"endTime":285.924,"body":"your story in one email, far from."},{"speaker":"Simon Harvey","startTime":286.495,"endTime":291.924,"body":"Instead, what I want you to do is to think"},{"speaker":"Simon Harvey","startTime":286.495,"endTime":291.924,"body":"of your emails like chapters in a story."},{"speaker":"Simon Harvey","startTime":292.645,"endTime":297.215,"body":"So the first chapter in a book"},{"speaker":"Simon Harvey","startTime":292.645,"endTime":297.215,"body":"typically introduces the hero, and"},{"speaker":"Simon Harvey","startTime":297.255,"endTime":301.105,"body":"that chapter closes with an event"},{"speaker":"Simon Harvey","startTime":297.255,"endTime":301.105,"body":"that's going to change their world,"},{"speaker":"Simon Harvey","startTime":301.405,"endTime":303.205,"body":"the problem that we're introducing."},{"speaker":"Simon Harvey","startTime":303.664,"endTime":307.664,"body":"In the next chapter we see them struggling"},{"speaker":"Simon Harvey","startTime":303.664,"endTime":307.664,"body":"to overcome this challenge until"},{"speaker":"Simon Harvey","startTime":307.664,"endTime":312.174,"body":"eventually they meet the guide in the"},{"speaker":"Simon Harvey","startTime":307.664,"endTime":312.174,"body":"story and they learn about the solution"},{"speaker":"Simon Harvey","startTime":312.195,"endTime":314.515,"body":"that they need to overcome this problem."},{"speaker":"Simon Harvey","startTime":315.095,"endTime":317.745,"body":"And then the chapters go"},{"speaker":"Simon Harvey","startTime":315.095,"endTime":317.745,"body":"on through there until they"},{"speaker":"Simon Harvey","startTime":317.745,"endTime":319.515,"body":"finally come to some resolution."},{"speaker":"Simon Harvey","startTime":320.224,"endTime":325.434,"body":"So with your emails, it's about striking"},{"speaker":"Simon Harvey","startTime":320.224,"endTime":325.434,"body":"the right balance between introducing"},{"speaker":"Simon Harvey","startTime":325.434,"endTime":329.574,"body":"the information that you need to get"},{"speaker":"Simon Harvey","startTime":325.434,"endTime":329.574,"body":"across to your customers and telling it"},{"speaker":"Simon Harvey","startTime":329.585,"endTime":334.974,"body":"in a narrative format, in the format of"},{"speaker":"Simon Harvey","startTime":329.585,"endTime":334.974,"body":"a story that guides them from one email"},{"speaker":"Simon Harvey","startTime":334.974,"endTime":337.234,"body":"or one point of your journey to the next."},{"speaker":"Simon Harvey","startTime":337.535,"endTime":341.664,"body":"And you need to ensure that your message"},{"speaker":"Simon Harvey","startTime":337.535,"endTime":341.664,"body":"is both persuasive and enjoyable."},{"speaker":"Simon Harvey","startTime":342.295,"endTime":346.015,"body":"So it's probably time in the show now"},{"speaker":"Simon Harvey","startTime":342.295,"endTime":346.015,"body":"that I think we should bring back Daniel."},{"speaker":"Simon Harvey","startTime":346.37,"endTime":350.159,"body":"And let's talk a little bit more about"},{"speaker":"Simon Harvey","startTime":346.37,"endTime":350.159,"body":"the practical ways of how you create"},{"speaker":"Simon Harvey","startTime":350.349,"endTime":352.18,"body":"and send emails for your business."},{"speaker":"Simon Harvey","startTime":361.28,"endTime":362.31,"body":"So welcome back again."},{"speaker":"Simon Harvey","startTime":362.53,"endTime":363.659,"body":"And hi, Daniel."},{"speaker":"Simon Harvey","startTime":363.67,"endTime":364.95,"body":"Thanks for joining us once again."},{"speaker":"Simon Harvey","startTime":364.95,"endTime":365.25,"body":"How are you"},{"speaker":"Daniel Kleber","startTime":365.25,"endTime":365.659,"body":"today?"},{"speaker":"Daniel Kleber","startTime":365.849,"endTime":366.76,"body":"Hi, Simon."},{"speaker":"Daniel Kleber","startTime":366.88,"endTime":367.9,"body":"Thank you very much."},{"speaker":"Daniel Kleber","startTime":368.01,"endTime":369.15,"body":"Yes, I'm feeling great."},{"speaker":"Daniel Kleber","startTime":369.5,"endTime":369.9,"body":"Good."},{"speaker":"Simon Harvey","startTime":370.13,"endTime":370.359,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":370.359,"endTime":371.769,"body":"Last week we were talking about personas."},{"speaker":"Simon Harvey","startTime":371.77,"endTime":373.539,"body":"So how did your homework go last week?"},{"speaker":"Simon Harvey","startTime":373.539,"endTime":374.679,"body":"How did it all work"},{"speaker":"Daniel Kleber","startTime":374.679,"endTime":374.949,"body":"out?"},{"speaker":"Daniel Kleber","startTime":375.52,"endTime":377.4,"body":"Um, it worked out pretty well."},{"speaker":"Daniel Kleber","startTime":377.44,"endTime":382.66,"body":"I had to do a little bit of research"},{"speaker":"Daniel Kleber","startTime":377.44,"endTime":382.66,"body":"in HubSpot's learning pages, but, uh,"},{"speaker":"Daniel Kleber","startTime":383.229,"endTime":385.33,"body":"in the end I managed to set it all up."},{"speaker":"Simon Harvey","startTime":385.63,"endTime":386.08,"body":"Good."},{"speaker":"Simon Harvey","startTime":386.26,"endTime":389.419,"body":"So this week, yeah, we've been"},{"speaker":"Simon Harvey","startTime":386.26,"endTime":389.419,"body":"talking about emails particularly."},{"speaker":"Simon Harvey","startTime":389.949,"endTime":392.41,"body":"And, uh, we're going to try"},{"speaker":"Simon Harvey","startTime":389.949,"endTime":392.41,"body":"and set up some emails today."},{"speaker":"Simon Harvey","startTime":392.449,"endTime":394.489,"body":"So you've been sat down at"},{"speaker":"Simon Harvey","startTime":392.449,"endTime":394.489,"body":"the side of me earlier as we"},{"speaker":"Simon Harvey","startTime":394.489,"endTime":395.609,"body":"were going through the intro."},{"speaker":"Simon Harvey","startTime":395.609,"endTime":399.659,"body":"So, uh, far away, what questions have"},{"speaker":"Simon Harvey","startTime":395.609,"endTime":399.659,"body":"you got with regards to setting up"},{"speaker":"Simon Harvey","startTime":399.71,"endTime":403.169,"body":"emails and how to use storytelling"},{"speaker":"Simon Harvey","startTime":399.71,"endTime":403.169,"body":"within your email structure?"},{"speaker":"Simon Harvey","startTime":403.69,"endTime":404.12,"body":"I've got"},{"speaker":"Daniel Kleber","startTime":404.12,"endTime":406.28,"body":"some questions"},{"speaker":"Daniel Kleber","startTime":404.12,"endTime":406.28,"body":"that I think everybody would"},{"speaker":"Daniel Kleber","startTime":406.29,"endTime":407.68,"body":"like to hear the answers to."},{"speaker":"Daniel Kleber","startTime":407.9,"endTime":408.39,"body":"Uh huh."},{"speaker":"Daniel Kleber","startTime":408.75,"endTime":413.719,"body":"So, as you mentioned in the intro,"},{"speaker":"Daniel Kleber","startTime":408.75,"endTime":413.719,"body":"this is about telling a story with"},{"speaker":"Daniel Kleber","startTime":413.719,"endTime":415.96,"body":"an email or a series of emails."},{"speaker":"Daniel Kleber","startTime":416.0,"endTime":416.729,"body":"Yep, mhm."},{"speaker":"Daniel Kleber","startTime":416.92,"endTime":421.2,"body":"So, what's the first step to take"},{"speaker":"Daniel Kleber","startTime":416.92,"endTime":421.2,"body":"to create something like that?"},{"speaker":"Simon Harvey","startTime":421.69,"endTime":424.829,"body":"So I think as we talked"},{"speaker":"Simon Harvey","startTime":421.69,"endTime":424.829,"body":"about earlier, it's back to your story."},{"speaker":"Simon Harvey","startTime":425.155,"endTime":426.875,"body":"And using the elements of your story."},{"speaker":"Simon Harvey","startTime":426.875,"endTime":430.635,"body":"So if you recall, your story starts"},{"speaker":"Simon Harvey","startTime":426.875,"endTime":430.635,"body":"off with the hero, and that's going"},{"speaker":"Simon Harvey","startTime":430.635,"endTime":433.715,"body":"to be the person that you're going"},{"speaker":"Simon Harvey","startTime":430.635,"endTime":433.715,"body":"to write the email to, and that"},{"speaker":"Simon Harvey","startTime":433.725,"endTime":434.904,"body":"the email is going to be about."},{"speaker":"Simon Harvey","startTime":435.044,"endTime":436.754,"body":"And then you've got the"},{"speaker":"Simon Harvey","startTime":435.044,"endTime":436.754,"body":"other elements in there."},{"speaker":"Simon Harvey","startTime":436.755,"endTime":440.185,"body":"So you've got the problem, and that's"},{"speaker":"Simon Harvey","startTime":436.755,"endTime":440.185,"body":"the key thing, I think, that you're"},{"speaker":"Simon Harvey","startTime":440.185,"endTime":441.754,"body":"going to use quite a lot in the email."},{"speaker":"Simon Harvey","startTime":441.764,"endTime":445.565,"body":"So you've got the external"},{"speaker":"Simon Harvey","startTime":441.764,"endTime":445.565,"body":"problem and the internal problem."},{"speaker":"Simon Harvey","startTime":445.565,"endTime":449.045,"body":"So the internal problems, a little"},{"speaker":"Simon Harvey","startTime":445.565,"endTime":449.045,"body":"bit like the symptoms of the illness."},{"speaker":"Simon Harvey","startTime":449.26,"endTime":452.99,"body":"And the external problem is the big thing"},{"speaker":"Simon Harvey","startTime":449.26,"endTime":452.99,"body":"that's actually wrong with the company."},{"speaker":"Simon Harvey","startTime":452.99,"endTime":456.57,"body":"So we can talk about those within the"},{"speaker":"Simon Harvey","startTime":452.99,"endTime":456.57,"body":"email, and that's going to be a great"},{"speaker":"Simon Harvey","startTime":456.57,"endTime":459.519,"body":"hook to the subject line as well."},{"speaker":"Simon Harvey","startTime":459.93,"endTime":462.039,"body":"And then you want to think"},{"speaker":"Simon Harvey","startTime":459.93,"endTime":462.039,"body":"about what they want."},{"speaker":"Simon Harvey","startTime":462.049,"endTime":467.77,"body":"So again, within the story script, we"},{"speaker":"Simon Harvey","startTime":462.049,"endTime":467.77,"body":"talk about what the customer wants at"},{"speaker":"Simon Harvey","startTime":467.78,"endTime":471.76,"body":"the end of this journey, where they're"},{"speaker":"Simon Harvey","startTime":467.78,"endTime":471.76,"body":"going to be, what's their aspiration."},{"speaker":"Simon Harvey","startTime":472.37,"endTime":475.78,"body":"So we want to talk about"},{"speaker":"Simon Harvey","startTime":472.37,"endTime":475.78,"body":"those things within the story."},{"speaker":"Daniel Kleber","startTime":476.455,"endTime":478.835,"body":"Alright, so"},{"speaker":"Daniel Kleber","startTime":476.455,"endTime":478.835,"body":"you said there's an external"},{"speaker":"Daniel Kleber","startTime":478.855,"endTime":481.205,"body":"and internal problem, right?"},{"speaker":"Daniel Kleber","startTime":481.414,"endTime":484.805,"body":"Can you be a little bit"},{"speaker":"Daniel Kleber","startTime":481.414,"endTime":484.805,"body":"more specific about that?"},{"speaker":"Daniel Kleber","startTime":484.815,"endTime":488.734,"body":"Like, what do you mean exactly"},{"speaker":"Daniel Kleber","startTime":484.815,"endTime":488.734,"body":"by external and internal problem?"},{"speaker":"Simon Harvey","startTime":489.224,"endTime":492.834,"body":"The internal problem"},{"speaker":"Simon Harvey","startTime":489.224,"endTime":492.834,"body":"is, it's like going to a doctor's,"},{"speaker":"Simon Harvey","startTime":492.834,"endTime":494.055,"body":"you can think of it this way."},{"speaker":"Simon Harvey","startTime":494.745,"endTime":498.695,"body":"When you go and sit down with"},{"speaker":"Simon Harvey","startTime":494.745,"endTime":498.695,"body":"a doctor, the doctor says, Hi"},{"speaker":"Simon Harvey","startTime":498.695,"endTime":499.994,"body":"Daniel, what's wrong with you?"},{"speaker":"Simon Harvey","startTime":500.479,"endTime":500.9,"body":"Yes."},{"speaker":"Simon Harvey","startTime":500.94,"endTime":504.37,"body":"And you talk back to the doctor"},{"speaker":"Simon Harvey","startTime":500.94,"endTime":504.37,"body":"and you give him a whole load of"},{"speaker":"Simon Harvey","startTime":504.38,"endTime":505.34,"body":"things that are wrong with you."},{"speaker":"Simon Harvey","startTime":505.34,"endTime":508.729,"body":"You know, aches and pains, cuts,"},{"speaker":"Simon Harvey","startTime":505.34,"endTime":508.729,"body":"bruises, whatever it happens to be."},{"speaker":"Simon Harvey","startTime":508.729,"endTime":510.0,"body":"They're the symptoms."},{"speaker":"Simon Harvey","startTime":510.85,"endTime":512.769,"body":"The symptoms of the internal problem."},{"speaker":"Simon Harvey","startTime":513.049,"endTime":515.939,"body":"It's the thing that the"},{"speaker":"Simon Harvey","startTime":513.049,"endTime":515.939,"body":"external problem makes you feel."},{"speaker":"Simon Harvey","startTime":516.51,"endTime":516.75,"body":"Okay."},{"speaker":"Simon Harvey","startTime":516.8,"endTime":519.81,"body":"The external problem is then"},{"speaker":"Simon Harvey","startTime":516.8,"endTime":519.81,"body":"what the doctor is going to turn"},{"speaker":"Simon Harvey","startTime":519.82,"endTime":521.48,"body":"around to you and say is wrong."},{"speaker":"Simon Harvey","startTime":521.66,"endTime":525.85,"body":"So, you know, we were talking earlier, you"},{"speaker":"Simon Harvey","startTime":521.66,"endTime":525.85,"body":"were out last week because you were off"},{"speaker":"Simon Harvey","startTime":525.85,"endTime":529.879,"body":"ill, so you were saying, you know, I've"},{"speaker":"Simon Harvey","startTime":525.85,"endTime":529.879,"body":"got a cough, I've got a headache, runny"},{"speaker":"Simon Harvey","startTime":529.879,"endTime":532.54,"body":"nose, you know, they're the symptoms."},{"speaker":"Simon Harvey","startTime":532.93,"endTime":536.379,"body":"The actual problem that I'm going"},{"speaker":"Simon Harvey","startTime":532.93,"endTime":536.379,"body":"to come back to you and say is"},{"speaker":"Simon Harvey","startTime":536.38,"endTime":539.14,"body":"you've got the flu or you've got"},{"speaker":"Simon Harvey","startTime":536.38,"endTime":539.14,"body":"COVID or something like that."},{"speaker":"Simon Harvey","startTime":539.15,"endTime":541.21,"body":"So that's the, the external problem."},{"speaker":"Daniel Kleber","startTime":541.71,"endTime":546.34,"body":"Okay, so the external"},{"speaker":"Daniel Kleber","startTime":541.71,"endTime":546.34,"body":"problem is what's causing the emotions"},{"speaker":"Daniel Kleber","startTime":546.34,"endTime":551.1,"body":"that you feel, and the internal"},{"speaker":"Daniel Kleber","startTime":546.34,"endTime":551.1,"body":"problem is what you actually feel."},{"speaker":"Simon Harvey","startTime":551.61,"endTime":552.299,"body":"Yeah, exactly."},{"speaker":"Simon Harvey","startTime":552.3,"endTime":555.9,"body":"The external problem is the thing that's"},{"speaker":"Simon Harvey","startTime":552.3,"endTime":555.9,"body":"causing the issue in the first place,"},{"speaker":"Simon Harvey","startTime":555.9,"endTime":559.429,"body":"and the internal problems is the actual"},{"speaker":"Simon Harvey","startTime":555.9,"endTime":559.429,"body":"feelings that that makes you have,"},{"speaker":"Daniel Kleber","startTime":559.44,"endTime":559.74,"body":"yeah."},{"speaker":"Daniel Kleber","startTime":559.809,"endTime":561.449,"body":"Alright, I understand."},{"speaker":"Daniel Kleber","startTime":561.479,"endTime":563.229,"body":"Thanks for clarifying this."},{"speaker":"Daniel Kleber","startTime":563.429,"endTime":567.759,"body":"Can you explain how you would create"},{"speaker":"Daniel Kleber","startTime":563.429,"endTime":567.759,"body":"a subject line using storytelling"},{"speaker":"Simon Harvey","startTime":567.909,"endTime":568.519,"body":"methods?"},{"speaker":"Simon Harvey","startTime":568.8,"endTime":569.45,"body":"Yeah, okay."},{"speaker":"Simon Harvey","startTime":569.47,"endTime":573.19,"body":"So when it comes to creating an"},{"speaker":"Simon Harvey","startTime":569.47,"endTime":573.19,"body":"email, the subject line has got to"},{"speaker":"Simon Harvey","startTime":573.19,"endTime":576.61,"body":"be one of the most important things,"},{"speaker":"Simon Harvey","startTime":573.19,"endTime":576.61,"body":"if not the most important thing."},{"speaker":"Simon Harvey","startTime":577.03,"endTime":580.149,"body":"People have got loads of emails coming"},{"speaker":"Simon Harvey","startTime":577.03,"endTime":580.149,"body":"into their inbox every day and you've got"},{"speaker":"Simon Harvey","startTime":580.149,"endTime":583.75,"body":"to convince them to open that and actually"},{"speaker":"Simon Harvey","startTime":580.149,"endTime":583.75,"body":"read your content to start off with."},{"speaker":"Simon Harvey","startTime":583.985,"endTime":588.235,"body":"So there's a whole load of best practices"},{"speaker":"Simon Harvey","startTime":583.985,"endTime":588.235,"body":"that people can go and read with"},{"speaker":"Simon Harvey","startTime":588.235,"endTime":591.185,"body":"regards to creation email subject lines."},{"speaker":"Simon Harvey","startTime":591.185,"endTime":595.295,"body":"But when it comes to story, I would"},{"speaker":"Simon Harvey","startTime":591.185,"endTime":595.295,"body":"say that the things that you really"},{"speaker":"Simon Harvey","startTime":595.295,"endTime":599.785,"body":"want to do, you want to talk about,"},{"speaker":"Simon Harvey","startTime":595.295,"endTime":599.785,"body":"for example, number one, the problem."},{"speaker":"Simon Harvey","startTime":600.2,"endTime":604.65,"body":"So if you highlight their problem"},{"speaker":"Simon Harvey","startTime":600.2,"endTime":604.65,"body":"in an email, and talk about the"},{"speaker":"Simon Harvey","startTime":604.65,"endTime":608.21,"body":"fact that we know you're suffering"},{"speaker":"Simon Harvey","startTime":604.65,"endTime":608.21,"body":"from this, here's the solution."},{"speaker":"Simon Harvey","startTime":608.52,"endTime":608.94,"body":"Yes."},{"speaker":"Simon Harvey","startTime":609.249,"endTime":612.079,"body":"That could be a way of getting"},{"speaker":"Simon Harvey","startTime":609.249,"endTime":612.079,"body":"people to actually read more."},{"speaker":"Simon Harvey","startTime":612.079,"endTime":614.789,"body":"So talk about the problem and"},{"speaker":"Simon Harvey","startTime":612.079,"endTime":614.789,"body":"the challenges that they've got,"},{"speaker":"Simon Harvey","startTime":614.789,"endTime":616.51,"body":"and introduce that in the email."},{"speaker":"Daniel Kleber","startTime":616.909,"endTime":620.59,"body":"And would you say In"},{"speaker":"Daniel Kleber","startTime":616.909,"endTime":620.59,"body":"the subject line, you would address"},{"speaker":"Daniel Kleber","startTime":620.64,"endTime":622.97,"body":"the external or the internal problem?"},{"speaker":"Simon Harvey","startTime":623.66,"endTime":624.57,"body":"I don't think it matters."},{"speaker":"Simon Harvey","startTime":624.57,"endTime":626.02,"body":"I think you can use both of them."},{"speaker":"Simon Harvey","startTime":626.02,"endTime":629.92,"body":"And I think the key thing with"},{"speaker":"Simon Harvey","startTime":626.02,"endTime":629.92,"body":"email subject lines as within emails"},{"speaker":"Simon Harvey","startTime":629.92,"endTime":631.63,"body":"generally is you test those things."},{"speaker":"Simon Harvey","startTime":631.639,"endTime":634.399,"body":"So you're going to try it out"},{"speaker":"Simon Harvey","startTime":631.639,"endTime":634.399,"body":"with different people and see what"},{"speaker":"Simon Harvey","startTime":634.399,"endTime":636.06,"body":"works best with your audience."},{"speaker":"Simon Harvey","startTime":636.42,"endTime":636.91,"body":"Okay,"},{"speaker":"Daniel Kleber","startTime":636.92,"endTime":641.25,"body":"so you do A B testing"},{"speaker":"Daniel Kleber","startTime":636.92,"endTime":641.25,"body":"to see what has the better effect."},{"speaker":"Simon Harvey","startTime":641.33,"endTime":642.35,"body":"Yeah, exactly."},{"speaker":"Simon Harvey","startTime":642.71,"endTime":646.43,"body":"The other thing I would say in the"},{"speaker":"Simon Harvey","startTime":642.71,"endTime":646.43,"body":"email subject lines is to think about,"},{"speaker":"Simon Harvey","startTime":646.46,"endTime":648.26,"body":"again, what does a customer want?"},{"speaker":"Simon Harvey","startTime":648.34,"endTime":653.069,"body":"For example, they might want a new"},{"speaker":"Simon Harvey","startTime":648.34,"endTime":653.069,"body":"garage door, they might want a new gate"},{"speaker":"Simon Harvey","startTime":653.069,"endTime":654.619,"body":"for their garden, something like that."},{"speaker":"Simon Harvey","startTime":654.62,"endTime":656.62,"body":"So you could talk about"},{"speaker":"Simon Harvey","startTime":654.62,"endTime":656.62,"body":"those sorts of things."},{"speaker":"Simon Harvey","startTime":656.95,"endTime":659.77,"body":"Just some more general topics"},{"speaker":"Simon Harvey","startTime":656.95,"endTime":659.77,"body":"outside of the story side."},{"speaker":"Simon Harvey","startTime":659.97,"endTime":662.67,"body":"You want to be able to"},{"speaker":"Simon Harvey","startTime":659.97,"endTime":662.67,"body":"personalize the headline."},{"speaker":"Simon Harvey","startTime":663.329,"endTime":665.41,"body":"I think personalization"},{"speaker":"Simon Harvey","startTime":663.329,"endTime":665.41,"body":"is very key in there."},{"speaker":"Simon Harvey","startTime":665.41,"endTime":670.22,"body":"So include the name in there, or you"},{"speaker":"Simon Harvey","startTime":665.41,"endTime":670.22,"body":"could talk about the fact that, you"},{"speaker":"Simon Harvey","startTime":670.22,"endTime":674.47,"body":"know, you're going to give them five"},{"speaker":"Simon Harvey","startTime":670.22,"endTime":674.47,"body":"steps for improving email deliverability"},{"speaker":"Simon Harvey","startTime":674.48,"endTime":679.085,"body":"within the pharmaceutical industry, for"},{"speaker":"Simon Harvey","startTime":674.48,"endTime":679.085,"body":"example, and you could personalize the"},{"speaker":"Simon Harvey","startTime":679.085,"endTime":683.095,"body":"email subject line by putting the specific"},{"speaker":"Simon Harvey","startTime":679.085,"endTime":683.095,"body":"industry of their customer in there."},{"speaker":"Simon Harvey","startTime":683.115,"endTime":685.425,"body":"So that's something that"},{"speaker":"Simon Harvey","startTime":683.115,"endTime":685.425,"body":"HubSpot can do very well."},{"speaker":"Simon Harvey","startTime":685.635,"endTime":690.105,"body":"You can put personalization"},{"speaker":"Simon Harvey","startTime":685.635,"endTime":690.105,"body":"tokens into the email subject line"},{"speaker":"Simon Harvey","startTime":690.335,"endTime":691.915,"body":"to make that relevant to them."},{"speaker":"Simon Harvey","startTime":691.915,"endTime":693.235,"body":"I understand."},{"speaker":"Daniel Kleber","startTime":693.514,"endTime":697.395,"body":"So within the subject"},{"speaker":"Daniel Kleber","startTime":693.514,"endTime":697.395,"body":"line, to summarize this, you can talk"},{"speaker":"Daniel Kleber","startTime":697.405,"endTime":701.285,"body":"about the problem that they have, but"},{"speaker":"Daniel Kleber","startTime":697.405,"endTime":701.285,"body":"you can also mention the solution."},{"speaker":"Daniel Kleber","startTime":701.555,"endTime":707.155,"body":"To their problem and you want to"},{"speaker":"Daniel Kleber","startTime":701.555,"endTime":707.155,"body":"personalize it exactly right so"},{"speaker":"Daniel Kleber","startTime":707.195,"endTime":712.005,"body":"first i thought that it's going to be"},{"speaker":"Daniel Kleber","startTime":707.195,"endTime":712.005,"body":"quite tricky to create a subject line"},{"speaker":"Daniel Kleber","startTime":712.444,"endTime":717.564,"body":"that is part of a story but hearing"},{"speaker":"Daniel Kleber","startTime":712.444,"endTime":717.564,"body":"your explanations it really starts"},{"speaker":"Daniel Kleber","startTime":717.564,"endTime":720.01,"body":"to feel like It's doable with ease."},{"speaker":"Simon Harvey","startTime":720.18,"endTime":721.87,"body":"Good, I'm"},{"speaker":"Simon Harvey","startTime":720.18,"endTime":721.87,"body":"glad you think so, yeah."},{"speaker":"Daniel Kleber","startTime":722.67,"endTime":725.96,"body":"So, after creating"},{"speaker":"Daniel Kleber","startTime":722.67,"endTime":725.96,"body":"the subject line, how do we"},{"speaker":"Simon Harvey","startTime":725.96,"endTime":726.58,"body":"proceed?"},{"speaker":"Simon Harvey","startTime":726.93,"endTime":731.019,"body":"So the next part is to think about"},{"speaker":"Simon Harvey","startTime":726.93,"endTime":731.019,"body":"what the body content of your email is."},{"speaker":"Simon Harvey","startTime":731.32,"endTime":732.8,"body":"The story is the key thing here."},{"speaker":"Simon Harvey","startTime":732.8,"endTime":737.435,"body":"If you've introduced the problem within"},{"speaker":"Simon Harvey","startTime":732.8,"endTime":737.435,"body":"the headline You could expand on the"},{"speaker":"Simon Harvey","startTime":737.435,"endTime":741.625,"body":"problem within your email so you can have"},{"speaker":"Simon Harvey","startTime":737.435,"endTime":741.625,"body":"a whole email is just about the problem"},{"speaker":"Simon Harvey","startTime":741.635,"endTime":746.085,"body":"and then you call to action at the end"},{"speaker":"Simon Harvey","startTime":741.635,"endTime":746.085,"body":"of the email is get in touch with us"},{"speaker":"Simon Harvey","startTime":746.085,"endTime":752.014,"body":"to find out the solution if you talked"},{"speaker":"Simon Harvey","startTime":746.085,"endTime":752.014,"body":"about something that the customer wants"},{"speaker":"Simon Harvey","startTime":752.075,"endTime":757.054,"body":"in the headline again use that part of"},{"speaker":"Simon Harvey","startTime":752.075,"endTime":757.054,"body":"the story in there so what I would say."},{"speaker":"Simon Harvey","startTime":757.295,"endTime":760.765,"body":"With an email, it's about being"},{"speaker":"Simon Harvey","startTime":757.295,"endTime":760.765,"body":"relatively short and concise."},{"speaker":"Simon Harvey","startTime":760.775,"endTime":764.555,"body":"Stay with one idea, maybe borrow"},{"speaker":"Simon Harvey","startTime":760.775,"endTime":764.555,"body":"one or two sections from your brand"},{"speaker":"Simon Harvey","startTime":764.555,"endTime":768.414,"body":"script, and just in one or two"},{"speaker":"Simon Harvey","startTime":764.555,"endTime":768.414,"body":"paragraphs, introduce those and"},{"speaker":"Simon Harvey","startTime":768.414,"endTime":770.164,"body":"tell us bits of the story in there."},{"speaker":"Simon Harvey","startTime":770.385,"endTime":773.284,"body":"And don't try and tell the whole"},{"speaker":"Simon Harvey","startTime":770.385,"endTime":773.284,"body":"story inside your email, because"},{"speaker":"Simon Harvey","startTime":773.285,"endTime":775.075,"body":"otherwise you'll just confuse people."},{"speaker":"Daniel Kleber","startTime":775.614,"endTime":777.274,"body":"Okay,"},{"speaker":"Daniel Kleber","startTime":775.614,"endTime":777.274,"body":"well that makes sense."},{"speaker":"Daniel Kleber","startTime":777.895,"endTime":782.145,"body":"So that's how you create the subject"},{"speaker":"Daniel Kleber","startTime":777.895,"endTime":782.145,"body":"line and the main content of your email."},{"speaker":"Daniel Kleber","startTime":783.505,"endTime":786.615,"body":"Let's keep the focus on the"},{"speaker":"Daniel Kleber","startTime":783.505,"endTime":786.615,"body":"personalization for a bit."},{"speaker":"Daniel Kleber","startTime":786.854,"endTime":787.485,"body":"Okay, yeah."},{"speaker":"Daniel Kleber","startTime":787.975,"endTime":791.795,"body":"I know you can do personalization"},{"speaker":"Daniel Kleber","startTime":787.975,"endTime":791.795,"body":"with HubSpot for your website"},{"speaker":"Daniel Kleber","startTime":791.855,"endTime":793.205,"body":"and for your email content."},{"speaker":"Daniel Kleber","startTime":793.635,"endTime":799.155,"body":"How would you use HubSpot in order to"},{"speaker":"Daniel Kleber","startTime":793.635,"endTime":799.155,"body":"specifically personalize your emails?"},{"speaker":"Simon Harvey","startTime":799.745,"endTime":802.735,"body":"So there's a couple of"},{"speaker":"Simon Harvey","startTime":799.745,"endTime":802.735,"body":"technical bits that you can do with"},{"speaker":"Simon Harvey","startTime":802.735,"endTime":804.965,"body":"HubSpot to personalize email content."},{"speaker":"Simon Harvey","startTime":804.975,"endTime":807.395,"body":"So I mentioned one of them"},{"speaker":"Simon Harvey","startTime":804.975,"endTime":807.395,"body":"just a few minutes ago."},{"speaker":"Simon Harvey","startTime":807.755,"endTime":812.115,"body":"Within the subject line of any"},{"speaker":"Simon Harvey","startTime":807.755,"endTime":812.115,"body":"email, you can insert what HubSpot"},{"speaker":"Simon Harvey","startTime":812.155,"endTime":814.035,"body":"calls a personalization token."},{"speaker":"Simon Harvey","startTime":814.585,"endTime":817.874,"body":"So you can put your cursor into a"},{"speaker":"Simon Harvey","startTime":814.585,"endTime":817.874,"body":"point in the actual subject line,"},{"speaker":"Simon Harvey","startTime":817.905,"endTime":818.644,"body":"and then there's a drop down."},{"speaker":"Simon Harvey","startTime":818.645,"endTime":821.314,"body":"down at the side of the subject"},{"speaker":"Simon Harvey","startTime":818.645,"endTime":821.314,"body":"field where you can go and select a"},{"speaker":"Simon Harvey","startTime":821.314,"endTime":825.314,"body":"personalization token and put in, for"},{"speaker":"Simon Harvey","startTime":821.314,"endTime":825.314,"body":"example, the name of the person that"},{"speaker":"Simon Harvey","startTime":825.324,"endTime":828.855,"body":"you're typing to, you could go and select"},{"speaker":"Simon Harvey","startTime":825.324,"endTime":828.855,"body":"the industry of the company that they"},{"speaker":"Simon Harvey","startTime":828.855,"endTime":834.494,"body":"belong to, or you could use any other,"},{"speaker":"Simon Harvey","startTime":828.855,"endTime":834.494,"body":"uh, data that HubSpot knows about that"},{"speaker":"Simon Harvey","startTime":834.494,"endTime":836.605,"body":"specific contacts to personalize it."},{"speaker":"Simon Harvey","startTime":836.614,"endTime":841.025,"body":"So it could be that, you know, you're"},{"speaker":"Simon Harvey","startTime":836.614,"endTime":841.025,"body":"talking to, uh, customers that have"},{"speaker":"Simon Harvey","startTime":841.025,"endTime":844.405,"body":"purchased a specific product and you"},{"speaker":"Simon Harvey","startTime":841.025,"endTime":844.405,"body":"can put the name of the product in"},{"speaker":"Simon Harvey","startTime":844.405,"endTime":847.364,"body":"there that they've purchased or the"},{"speaker":"Simon Harvey","startTime":844.405,"endTime":847.364,"body":"service that they've purchased in there."},{"speaker":"Simon Harvey","startTime":847.465,"endTime":851.345,"body":"So personalization tokens is"},{"speaker":"Simon Harvey","startTime":847.465,"endTime":851.345,"body":"the first thing you want to use."},{"speaker":"Daniel Kleber","startTime":852.345,"endTime":855.305,"body":"Do you have to"},{"speaker":"Daniel Kleber","startTime":852.345,"endTime":855.305,"body":"create these personalization tokens"},{"speaker":"Daniel Kleber","startTime":855.335,"endTime":860.714,"body":"beforehand or can you just create those"},{"speaker":"Daniel Kleber","startTime":855.335,"endTime":860.714,"body":"ongoingly while creating the email?"},{"speaker":"Simon Harvey","startTime":861.615,"endTime":864.514,"body":"No, personalization"},{"speaker":"Simon Harvey","startTime":861.615,"endTime":864.514,"body":"tokens is basically your CRM"},{"speaker":"Simon Harvey","startTime":864.525,"endTime":868.975,"body":"data, so the data that HubSpot"},{"speaker":"Simon Harvey","startTime":864.525,"endTime":868.975,"body":"already knows about your customer."},{"speaker":"Simon Harvey","startTime":869.295,"endTime":874.045,"body":"Okay, so it's the sort of information that"},{"speaker":"Simon Harvey","startTime":869.295,"endTime":874.045,"body":"you can either manually enter in if you're"},{"speaker":"Simon Harvey","startTime":874.065,"endTime":879.364,"body":"going through and updating your pubspot"},{"speaker":"Simon Harvey","startTime":874.065,"endTime":879.364,"body":"sort of CRM data by hand, or you can"},{"speaker":"Simon Harvey","startTime":879.365,"endTime":881.795,"body":"capture that information through forms."},{"speaker":"Simon Harvey","startTime":882.045,"endTime":884.305,"body":"So when somebody fills in a form,"},{"speaker":"Simon Harvey","startTime":882.045,"endTime":884.305,"body":"you know, you could ask them"},{"speaker":"Simon Harvey","startTime":884.315,"endTime":888.265,"body":"some data and then use that to"},{"speaker":"Simon Harvey","startTime":884.315,"endTime":888.265,"body":"personalize the content later on."},{"speaker":"Simon Harvey","startTime":888.765,"endTime":889.185,"body":"All right."},{"speaker":"Simon Harvey","startTime":889.595,"endTime":894.814,"body":"The other way to personalize"},{"speaker":"Simon Harvey","startTime":889.595,"endTime":894.814,"body":"emails is to use dynamic content."},{"speaker":"Simon Harvey","startTime":895.225,"endTime":898.555,"body":"So we talked a little bit about that"},{"speaker":"Simon Harvey","startTime":895.225,"endTime":898.555,"body":"when we talked about segmentation last"},{"speaker":"Simon Harvey","startTime":898.555,"endTime":904.595,"body":"week, but what you can do is within the"},{"speaker":"Simon Harvey","startTime":898.555,"endTime":904.595,"body":"email, you could have like a paragraph"},{"speaker":"Simon Harvey","startTime":904.635,"endTime":909.555,"body":"of text in there, which gets changed"},{"speaker":"Simon Harvey","startTime":904.635,"endTime":909.555,"body":"based on the persona of the individual,"},{"speaker":"Simon Harvey","startTime":909.905,"endTime":912.115,"body":"or you might have a whole block."},{"speaker":"Simon Harvey","startTime":912.115,"endTime":915.195,"body":"So if you've got something like"},{"speaker":"Simon Harvey","startTime":912.115,"endTime":915.195,"body":"a newsletter, you might have a"},{"speaker":"Simon Harvey","startTime":915.205,"endTime":917.355,"body":"promotional block inside your email."},{"speaker":"Simon Harvey","startTime":917.645,"endTime":921.105,"body":"And you can personalize that"},{"speaker":"Simon Harvey","startTime":917.645,"endTime":921.105,"body":"based on content and what you"},{"speaker":"Simon Harvey","startTime":921.105,"endTime":922.425,"body":"know about people in there."},{"speaker":"Simon Harvey","startTime":922.755,"endTime":926.704,"body":"So, in that sense, you'd maybe create"},{"speaker":"Simon Harvey","startTime":922.755,"endTime":926.704,"body":"three or four different blocks,"},{"speaker":"Simon Harvey","startTime":926.745,"endTime":929.774,"body":"and then based on the information"},{"speaker":"Simon Harvey","startTime":926.745,"endTime":929.774,"body":"you know about the person, you'd"},{"speaker":"Simon Harvey","startTime":929.774,"endTime":933.035,"body":"change that block around to show the"},{"speaker":"Simon Harvey","startTime":929.774,"endTime":933.035,"body":"one that's most relevant to them."},{"speaker":"Simon Harvey","startTime":933.245,"endTime":933.615,"body":"Yes,"},{"speaker":"Daniel Kleber","startTime":933.745,"endTime":935.944,"body":"yes, I remember"},{"speaker":"Daniel Kleber","startTime":933.745,"endTime":935.944,"body":"talking about this in the last"},{"speaker":"Daniel Kleber","startTime":935.954,"endTime":937.974,"body":"session, and it makes perfect sense."},{"speaker":"Daniel Kleber","startTime":938.155,"endTime":942.365,"body":"All right, now, we learned how to"},{"speaker":"Daniel Kleber","startTime":938.155,"endTime":942.365,"body":"create the email content itself."},{"speaker":"Daniel Kleber","startTime":942.605,"endTime":942.975,"body":"Mm hmm."},{"speaker":"Daniel Kleber","startTime":943.265,"endTime":945.634,"body":"Let's say our email is"},{"speaker":"Daniel Kleber","startTime":943.265,"endTime":945.634,"body":"ready for the send out."},{"speaker":"Daniel Kleber","startTime":945.97,"endTime":948.56,"body":"How would you recommend"},{"speaker":"Daniel Kleber","startTime":945.97,"endTime":948.56,"body":"to, to send the email?"},{"speaker":"Daniel Kleber","startTime":948.72,"endTime":953.11,"body":"Would you recommend doing this"},{"speaker":"Daniel Kleber","startTime":948.72,"endTime":953.11,"body":"manually or, uh, automated somehow?"},{"speaker":"Simon Harvey","startTime":953.39,"endTime":954.51,"body":"Yeah, great question."},{"speaker":"Simon Harvey","startTime":954.6,"endTime":957.29,"body":"So there's a couple of ways"},{"speaker":"Simon Harvey","startTime":954.6,"endTime":957.29,"body":"of doing that typically."},{"speaker":"Simon Harvey","startTime":957.589,"endTime":961.989,"body":"So number one is you can create"},{"speaker":"Simon Harvey","startTime":957.589,"endTime":961.989,"body":"just a single send type email."},{"speaker":"Simon Harvey","startTime":962.55,"endTime":965.49,"body":"So in that case, basically"},{"speaker":"Simon Harvey","startTime":962.55,"endTime":965.49,"body":"what you're going to do is"},{"speaker":"Simon Harvey","startTime":965.49,"endTime":966.85,"body":"you're going to create a list."},{"speaker":"Simon Harvey","startTime":966.99,"endTime":968.86,"body":"of people that you want to send this to."},{"speaker":"Simon Harvey","startTime":969.21,"endTime":972.41,"body":"And as we talked about in the last"},{"speaker":"Simon Harvey","startTime":969.21,"endTime":972.41,"body":"episode, you know, make sure that"},{"speaker":"Simon Harvey","startTime":972.42,"endTime":975.61,"body":"that list contains a specific segment"},{"speaker":"Simon Harvey","startTime":972.42,"endTime":975.61,"body":"of your audience that's going to be"},{"speaker":"Simon Harvey","startTime":975.62,"endTime":978.04,"body":"interested in the content of your email."},{"speaker":"Simon Harvey","startTime":978.04,"endTime":982.079,"body":"Basically, you don't want to just go"},{"speaker":"Simon Harvey","startTime":978.04,"endTime":982.079,"body":"sending your email out to everybody."},{"speaker":"Simon Harvey","startTime":982.36,"endTime":986.48,"body":"The other thing that you can do"},{"speaker":"Simon Harvey","startTime":982.36,"endTime":986.48,"body":"in there is to use automation."},{"speaker":"Simon Harvey","startTime":988.125,"endTime":993.885,"body":"Again, HubSpot and most automation tools"},{"speaker":"Simon Harvey","startTime":988.125,"endTime":993.885,"body":"have a workflow engine where you can"},{"speaker":"Simon Harvey","startTime":993.885,"endTime":996.074,"body":"actually trigger emails automatically."},{"speaker":"Simon Harvey","startTime":996.074,"endTime":1000.344,"body":"So, for example, when somebody fills"},{"speaker":"Simon Harvey","startTime":996.074,"endTime":1000.344,"body":"in a form to download a specific white"},{"speaker":"Simon Harvey","startTime":1000.344,"endTime":1006.074,"body":"paper or to download a specific template,"},{"speaker":"Simon Harvey","startTime":1000.344,"endTime":1006.074,"body":"what you might want to do is you might"},{"speaker":"Simon Harvey","startTime":1006.074,"endTime":1010.154,"body":"want to send them a sequence of emails"},{"speaker":"Simon Harvey","startTime":1006.074,"endTime":1010.154,"body":"talking about how to use that template,"},{"speaker":"Simon Harvey","startTime":1010.155,"endTime":1012.915,"body":"you know, how to fill it in or how"},{"speaker":"Simon Harvey","startTime":1010.155,"endTime":1012.915,"body":"to use it in their business in there."},{"speaker":"Simon Harvey","startTime":1013.135,"endTime":1017.285,"body":"So in that case, what you would do is"},{"speaker":"Simon Harvey","startTime":1013.135,"endTime":1017.285,"body":"you would have a workflow that triggers"},{"speaker":"Simon Harvey","startTime":1017.295,"endTime":1021.414,"body":"those emails and sends those emails"},{"speaker":"Simon Harvey","startTime":1017.295,"endTime":1021.414,"body":"one after another just to people that"},{"speaker":"Simon Harvey","startTime":1021.414,"endTime":1023.485,"body":"download that workbook or template."},{"speaker":"Daniel Kleber","startTime":1023.844,"endTime":1027.735,"body":"Okay, so you can"},{"speaker":"Daniel Kleber","startTime":1023.844,"endTime":1027.735,"body":"automate it to send out several emails"},{"speaker":"Daniel Kleber","startTime":1027.735,"endTime":1030.305,"body":"when somebody does a specific action."},{"speaker":"Simon Harvey","startTime":1030.745,"endTime":1031.464,"body":"Yeah, exactly."},{"speaker":"Simon Harvey","startTime":1031.464,"endTime":1033.215,"body":"It doesn't have to just be a single email."},{"speaker":"Simon Harvey","startTime":1033.285,"endTime":1037.155,"body":"You can automate and send out"},{"speaker":"Simon Harvey","startTime":1033.285,"endTime":1037.155,"body":"numerous emails one after one another."},{"speaker":"Simon Harvey","startTime":1037.155,"endTime":1037.785,"body":"Exactly."},{"speaker":"Simon Harvey","startTime":1038.285,"endTime":1038.415,"body":"All"},{"speaker":"Daniel Kleber","startTime":1038.415,"endTime":1038.655,"body":"right."},{"speaker":"Daniel Kleber","startTime":1039.034,"endTime":1043.425,"body":"So now we know how to create personalized"},{"speaker":"Daniel Kleber","startTime":1039.034,"endTime":1043.425,"body":"email content for different segments"},{"speaker":"Daniel Kleber","startTime":1043.425,"endTime":1048.435,"body":"of your audience and how to send those"},{"speaker":"Daniel Kleber","startTime":1043.425,"endTime":1048.435,"body":"emails out or how to use those emails."},{"speaker":"Daniel Kleber","startTime":1048.725,"endTime":1054.235,"body":"Let's say we created our email and sent"},{"speaker":"Daniel Kleber","startTime":1048.725,"endTime":1054.235,"body":"it to a specific segment of our audience."},{"speaker":"Daniel Kleber","startTime":1054.664,"endTime":1057.594,"body":"Now, how can I be sure"},{"speaker":"Daniel Kleber","startTime":1054.664,"endTime":1057.594,"body":"that my efforts are."},{"speaker":"Daniel Kleber","startTime":1058.005,"endTime":1058.835,"body":"Really working."},{"speaker":"Simon Harvey","startTime":1059.535,"endTime":1062.105,"body":"This is"},{"speaker":"Simon Harvey","startTime":1059.535,"endTime":1062.105,"body":"basically down to metrics."},{"speaker":"Simon Harvey","startTime":1062.275,"endTime":1067.385,"body":"So you can track a number of"},{"speaker":"Simon Harvey","startTime":1062.275,"endTime":1067.385,"body":"different key metrics in here."},{"speaker":"Simon Harvey","startTime":1067.385,"endTime":1072.575,"body":"So the main ones that you're looking"},{"speaker":"Simon Harvey","startTime":1067.385,"endTime":1072.575,"body":"at is number one, the deliverability."},{"speaker":"Simon Harvey","startTime":1072.575,"endTime":1078.605,"body":"So how many of the emails that you"},{"speaker":"Simon Harvey","startTime":1072.575,"endTime":1078.605,"body":"sent out actually received that email?"},{"speaker":"Simon Harvey","startTime":1078.665,"endTime":1081.605,"body":"So that will give you a good idea to"},{"speaker":"Simon Harvey","startTime":1078.665,"endTime":1081.605,"body":"start off with the quality of your list."},{"speaker":"Simon Harvey","startTime":1081.605,"endTime":1085.195,"body":"You know, if only 40 or 50 of those"},{"speaker":"Simon Harvey","startTime":1081.605,"endTime":1085.195,"body":"people received the email, then"},{"speaker":"Simon Harvey","startTime":1085.195,"endTime":1088.064,"body":"you've got some serious problems"},{"speaker":"Simon Harvey","startTime":1085.195,"endTime":1088.064,"body":"with the quality of your email list."},{"speaker":"Simon Harvey","startTime":1088.94,"endTime":1091.53,"body":"The second thing that you want"},{"speaker":"Simon Harvey","startTime":1088.94,"endTime":1091.53,"body":"to look at is then how many of"},{"speaker":"Simon Harvey","startTime":1091.53,"endTime":1094.69,"body":"those people that received the"},{"speaker":"Simon Harvey","startTime":1091.53,"endTime":1094.69,"body":"email actually opened the email."},{"speaker":"Simon Harvey","startTime":1095.44,"endTime":1098.169,"body":"So most of these tools will give"},{"speaker":"Simon Harvey","startTime":1095.44,"endTime":1098.169,"body":"you some sort of statistic called"},{"speaker":"Simon Harvey","startTime":1098.18,"endTime":1101.229,"body":"the open rate that will tell"},{"speaker":"Simon Harvey","startTime":1098.18,"endTime":1101.229,"body":"you how many people opened it."},{"speaker":"Simon Harvey","startTime":1101.689,"endTime":1105.479,"body":"One thing to be aware of with that"},{"speaker":"Simon Harvey","startTime":1101.689,"endTime":1105.479,"body":"though, there's been various changes"},{"speaker":"Simon Harvey","startTime":1105.499,"endTime":1107.949,"body":"going on in email tools over recent years."},{"speaker":"Simon Harvey","startTime":1108.225,"endTime":1112.425,"body":"And it makes those statistics a bit less"},{"speaker":"Simon Harvey","startTime":1108.225,"endTime":1112.425,"body":"reliable than maybe they used to be."},{"speaker":"Simon Harvey","startTime":1112.735,"endTime":1119.365,"body":"So for example, anybody using Microsoft's"},{"speaker":"Simon Harvey","startTime":1112.735,"endTime":1119.365,"body":"email tools, Microsoft doesn't show"},{"speaker":"Simon Harvey","startTime":1119.404,"endTime":1124.694,"body":"opens for many of the emails that"},{"speaker":"Simon Harvey","startTime":1119.404,"endTime":1124.694,"body":"people look at, and for Apple's email"},{"speaker":"Simon Harvey","startTime":1124.724,"endTime":1126.244,"body":"tools, they do exactly the reverse."},{"speaker":"Simon Harvey","startTime":1126.274,"endTime":1129.924,"body":"They trigger the opening code"},{"speaker":"Simon Harvey","startTime":1126.274,"endTime":1129.924,"body":"in all of the emails, basically."},{"speaker":"Simon Harvey","startTime":1129.924,"endTime":1133.024,"body":"So it looks as if every single email"},{"speaker":"Simon Harvey","startTime":1129.924,"endTime":1133.024,"body":"that you've sent has been opened."},{"speaker":"Simon Harvey","startTime":1133.32,"endTime":1136.15,"body":"So open rates are a little"},{"speaker":"Simon Harvey","startTime":1133.32,"endTime":1136.15,"body":"bit dubious these days."},{"speaker":"Simon Harvey","startTime":1136.63,"endTime":1139.77,"body":"The one to really look at though,"},{"speaker":"Simon Harvey","startTime":1136.63,"endTime":1139.77,"body":"and the one that's most important,"},{"speaker":"Simon Harvey","startTime":1139.84,"endTime":1143.82,"body":"particularly when it comes to your"},{"speaker":"Simon Harvey","startTime":1139.84,"endTime":1143.82,"body":"storytelling, Is click through rates."},{"speaker":"Simon Harvey","startTime":1144.52,"endTime":1148.5,"body":"So click rates basically is the"},{"speaker":"Simon Harvey","startTime":1144.52,"endTime":1148.5,"body":"thing that's going to tell you how"},{"speaker":"Simon Harvey","startTime":1148.5,"endTime":1151.68,"body":"many people clicked on any links"},{"speaker":"Simon Harvey","startTime":1148.5,"endTime":1151.68,"body":"in your email versus how many"},{"speaker":"Simon Harvey","startTime":1151.68,"endTime":1153.41,"body":"people actually opened your email."},{"speaker":"Simon Harvey","startTime":1153.82,"endTime":1157.089,"body":"And that's a really important statistic"},{"speaker":"Simon Harvey","startTime":1153.82,"endTime":1157.089,"body":"to look at because that's going to tell"},{"speaker":"Simon Harvey","startTime":1157.09,"endTime":1161.179,"body":"you how many people are actually engaged"},{"speaker":"Simon Harvey","startTime":1157.09,"endTime":1161.179,"body":"with your content and are interested in"},{"speaker":"Simon Harvey","startTime":1161.409,"endTime":1165.34,"body":"taking action based on the content that"},{"speaker":"Simon Harvey","startTime":1161.409,"endTime":1165.34,"body":"you've provided and are interested in"},{"speaker":"Simon Harvey","startTime":1165.35,"endTime":1167.58,"body":"going further into the story basically."},{"speaker":"Simon Harvey","startTime":1167.84,"endTime":1168.32,"body":"Mhm."},{"speaker":"Daniel Kleber","startTime":1168.799,"endTime":1172.149,"body":"So when you send out the"},{"speaker":"Daniel Kleber","startTime":1168.799,"endTime":1172.149,"body":"email you first want to check how many"},{"speaker":"Daniel Kleber","startTime":1172.149,"endTime":1177.84,"body":"people actually received it and then"},{"speaker":"Daniel Kleber","startTime":1172.149,"endTime":1177.84,"body":"you also want to check How many people"},{"speaker":"Daniel Kleber","startTime":1177.86,"endTime":1182.389,"body":"out of those that received it actually"},{"speaker":"Daniel Kleber","startTime":1177.86,"endTime":1182.389,"body":"opened the email and then you say the"},{"speaker":"Daniel Kleber","startTime":1182.389,"endTime":1189.009,"body":"most important one is to see Out of those"},{"speaker":"Daniel Kleber","startTime":1182.389,"endTime":1189.009,"body":"who opened the email who actually clicked"},{"speaker":"Daniel Kleber","startTime":1189.069,"endTime":1194.249,"body":"on something like a CTA or a button"},{"speaker":"Daniel Kleber","startTime":1189.069,"endTime":1194.249,"body":"or a link Yeah, right exactly, right?"},{"speaker":"Daniel Kleber","startTime":1194.249,"endTime":1194.509,"body":"Yeah."},{"speaker":"Daniel Kleber","startTime":1194.749,"endTime":1195.47,"body":"All right, Simon."},{"speaker":"Daniel Kleber","startTime":1195.98,"endTime":1198.009,"body":"Thank you very much for those insights."},{"speaker":"Daniel Kleber","startTime":1198.649,"endTime":1200.169,"body":"I Think they're very helpful."},{"speaker":"Daniel Kleber","startTime":1200.469,"endTime":1200.579,"body":"You're"},{"speaker":"Simon Harvey","startTime":1200.579,"endTime":1201.049,"body":"welcome."},{"speaker":"Simon Harvey","startTime":1201.049,"endTime":1201.909,"body":"No problems"},{"speaker":"Daniel Kleber","startTime":1202.305,"endTime":1205.415,"body":"Yeah, I now have"},{"speaker":"Daniel Kleber","startTime":1202.305,"endTime":1205.415,"body":"a very clear image on how to use"},{"speaker":"Daniel Kleber","startTime":1205.415,"endTime":1209.935,"body":"storytelling and also HubSpot to get"},{"speaker":"Daniel Kleber","startTime":1205.415,"endTime":1209.935,"body":"the most out of my email campaigns."},{"speaker":"Daniel Kleber","startTime":1210.175,"endTime":1210.575,"body":"Good,"},{"speaker":"Simon Harvey","startTime":1210.625,"endTime":1213.224,"body":"so you can go away"},{"speaker":"Simon Harvey","startTime":1210.625,"endTime":1213.224,"body":"and build the next part of your"},{"speaker":"Simon Harvey","startTime":1213.224,"endTime":1216.304,"body":"campaign this week then, and I look"},{"speaker":"Simon Harvey","startTime":1213.224,"endTime":1216.304,"body":"forward to seeing how that's going."},{"speaker":"Daniel Kleber","startTime":1217.574,"endTime":1220.234,"body":"Yeah, that will"},{"speaker":"Daniel Kleber","startTime":1217.574,"endTime":1220.234,"body":"be my next homework, I guess."},{"speaker":"Simon Harvey","startTime":1220.554,"endTime":1221.064,"body":"Exactly."},{"speaker":"Simon Harvey","startTime":1221.399,"endTime":1222.55,"body":"Take care, have a good week then."},{"speaker":"Daniel Kleber","startTime":1222.939,"endTime":1224.1,"body":"Thank you very much, and"},{"speaker":"Simon Harvey","startTime":1224.11,"endTime":1224.52,"body":"yourself."},{"speaker":"Simon Harvey","startTime":1234.01,"endTime":1237.769,"body":"Thanks again for that Daniel, and I hope"},{"speaker":"Simon Harvey","startTime":1234.01,"endTime":1237.769,"body":"that's helped you listeners out there too."},{"speaker":"Simon Harvey","startTime":1238.339,"endTime":1242.769,"body":"If you're having challenges getting people"},{"speaker":"Simon Harvey","startTime":1238.339,"endTime":1242.769,"body":"to open or interact with your emails"},{"speaker":"Simon Harvey","startTime":1243.155,"endTime":1246.895,"body":"I'm offering you this, just drop me a"},{"speaker":"Simon Harvey","startTime":1243.155,"endTime":1246.895,"body":"note on LinkedIn, tell me what you've"},{"speaker":"Simon Harvey","startTime":1246.915,"endTime":1251.165,"body":"tried, maybe send me an example of some"},{"speaker":"Simon Harvey","startTime":1246.915,"endTime":1251.165,"body":"subject lines or something like that."},{"speaker":"Simon Harvey","startTime":1251.665,"endTime":1255.384,"body":"And what I say we'll do is we'll"},{"speaker":"Simon Harvey","startTime":1251.665,"endTime":1255.384,"body":"include those questions and the"},{"speaker":"Simon Harvey","startTime":1255.385,"endTime":1257.855,"body":"answers to those in our next episode."},{"speaker":"Simon Harvey","startTime":1258.075,"endTime":1260.825,"body":"So I think that'll give Daniel some"},{"speaker":"Simon Harvey","startTime":1258.075,"endTime":1260.825,"body":"bits that we can talk through there."},{"speaker":"Simon Harvey","startTime":1261.429,"endTime":1265.94,"body":"On the other hand, if you don't want to do"},{"speaker":"Simon Harvey","startTime":1261.429,"endTime":1265.94,"body":"all of that yourselves, then you can hire"},{"speaker":"Simon Harvey","startTime":1265.94,"endTime":1267.87,"body":"a member of the Authentic Engagement Team."},{"speaker":"Simon Harvey","startTime":1268.28,"endTime":1270.07,"body":"Just go to wantauthentic."},{"speaker":"Simon Harvey","startTime":1270.109,"endTime":1273.689,"body":"com to hire a coach that will show"},{"speaker":"Simon Harvey","startTime":1270.109,"endTime":1273.689,"body":"you how to increase the effectiveness"},{"speaker":"Simon Harvey","startTime":1273.689,"endTime":1277.39,"body":"of your emails and give you an"},{"speaker":"Simon Harvey","startTime":1273.689,"endTime":1277.39,"body":"easier way to grow your business."},{"speaker":"Simon Harvey","startTime":1278.09,"endTime":1282.51,"body":"So we're at the point in the show again"},{"speaker":"Simon Harvey","startTime":1278.09,"endTime":1282.51,"body":"where I like to give you a set of concrete"},{"speaker":"Simon Harvey","startTime":1282.51,"endTime":1286.77,"body":"actions that you can take away to help"},{"speaker":"Simon Harvey","startTime":1282.51,"endTime":1286.77,"body":"you improve your marketing and drive"},{"speaker":"Simon Harvey","startTime":1286.81,"endTime":1288.89,"body":"business through your sales pipeline."},{"speaker":"Simon Harvey","startTime":1289.499,"endTime":1292.99,"body":"Today I want you to"},{"speaker":"Simon Harvey","startTime":1289.499,"endTime":1292.99,"body":"write and send an email."},{"speaker":"Simon Harvey","startTime":1293.529,"endTime":1294.769,"body":"It's as easy as that."},{"speaker":"Simon Harvey","startTime":1295.149,"endTime":1296.56,"body":"So remember these things."},{"speaker":"Simon Harvey","startTime":1297.305,"endTime":1300.125,"body":"Think about who you're"},{"speaker":"Simon Harvey","startTime":1297.305,"endTime":1300.125,"body":"sending your email to."},{"speaker":"Simon Harvey","startTime":1300.785,"endTime":1303.245,"body":"That's going to be the hero of your story."},{"speaker":"Simon Harvey","startTime":1303.695,"endTime":1308.344,"body":"And then make the subject"},{"speaker":"Simon Harvey","startTime":1303.695,"endTime":1308.344,"body":"something that they care about."},{"speaker":"Simon Harvey","startTime":1309.015,"endTime":1311.055,"body":"So, open a story loop."},{"speaker":"Simon Harvey","startTime":1311.874,"endTime":1314.904,"body":"Think about that within the"},{"speaker":"Simon Harvey","startTime":1311.874,"endTime":1314.904,"body":"subject and hook your readers in."},{"speaker":"Simon Harvey","startTime":1315.385,"endTime":1318.365,"body":"And then in the body content,"},{"speaker":"Simon Harvey","startTime":1315.385,"endTime":1318.365,"body":"build on the problem."},{"speaker":"Simon Harvey","startTime":1319.02,"endTime":1322.23,"body":"And if you're feeling really adventurous,"},{"speaker":"Simon Harvey","startTime":1319.02,"endTime":1322.23,"body":"maybe you could create two or three"},{"speaker":"Simon Harvey","startTime":1322.23,"endTime":1323.85,"body":"emails and put them into a sequence."},{"speaker":"Simon Harvey","startTime":1324.39,"endTime":1328.309,"body":"Once you've done that, you could follow"},{"speaker":"Simon Harvey","startTime":1324.39,"endTime":1328.309,"body":"some of Daniel's advice and you could"},{"speaker":"Simon Harvey","startTime":1328.31,"endTime":1333.47,"body":"set that up in HubSpot and send it to"},{"speaker":"Simon Harvey","startTime":1328.31,"endTime":1333.47,"body":"the list that we set up last week that"},{"speaker":"Simon Harvey","startTime":1333.47,"endTime":1337.719,"body":"relates to the hero or the persona that's"},{"speaker":"Simon Harvey","startTime":1333.47,"endTime":1337.719,"body":"relative to this particular problem"},{"speaker":"Simon Harvey","startTime":1337.76,"endTime":1339.46,"body":"and this particular email subject."},{"speaker":"Simon Harvey","startTime":1339.95,"endTime":1342.22,"body":"One other added bonus I"},{"speaker":"Simon Harvey","startTime":1339.95,"endTime":1342.22,"body":"want to offer you this week."},{"speaker":"Simon Harvey","startTime":1342.63,"endTime":1343.73,"body":"Send it to me too."},{"speaker":"Simon Harvey","startTime":1344.12,"endTime":1346.73,"body":"My email address is simon at demodia."},{"speaker":"Simon Harvey","startTime":1346.78,"endTime":1351.659,"body":"com and if you send me the email, I'll"},{"speaker":"Simon Harvey","startTime":1346.78,"endTime":1351.659,"body":"critique it for you and I'll send you back"},{"speaker":"Simon Harvey","startTime":1351.659,"endTime":1353.95,"body":"some ideas as to how you can improve that."},{"speaker":"Simon Harvey","startTime":1354.36,"endTime":1357.109,"body":"So I think together we're going"},{"speaker":"Simon Harvey","startTime":1354.36,"endTime":1357.109,"body":"to have you growing your business"},{"speaker":"Simon Harvey","startTime":1357.119,"endTime":1359.29,"body":"through email within days."},{"speaker":"Simon Harvey","startTime":1359.989,"endTime":1363.169,"body":"So that's all for today's episode"},{"speaker":"Simon Harvey","startTime":1359.989,"endTime":1363.169,"body":"of the Authentic Marketing Podcast."},{"speaker":"Simon Harvey","startTime":1363.59,"endTime":1366.46,"body":"Thanks as always for listening"},{"speaker":"Simon Harvey","startTime":1363.59,"endTime":1366.46,"body":"and don't forget to book the"},{"speaker":"Simon Harvey","startTime":1366.46,"endTime":1368.58,"body":"podcast and follow me on LinkedIn."},{"speaker":"Simon Harvey","startTime":1369.08,"endTime":1372.52,"body":"I love to hear about the things"},{"speaker":"Simon Harvey","startTime":1369.08,"endTime":1372.52,"body":"that you want to know and how I'm"},{"speaker":"Simon Harvey","startTime":1372.52,"endTime":1374.189,"body":"helping your business succeed."},{"speaker":"Simon Harvey","startTime":1374.689,"endTime":1375.58,"body":"See you next time."}]}