The Fortune Is In The Follow Up

The Fortune Is In The Follow Up

The Fortune Is In The Follow Up
by Ken Newhouse

Over the last 19 years I’ve generated millions of dollars in sales for myself and my clients by using automation to follow up with people who said “No” to the initial offer. Below you’ll find a half-dozen of these…

Strategies I’ve used to generate record sales from this vast storehouse of individuals who are ready, willing and able to buy tons of your stuff online

Much of my success has come from the understanding that there are untapped millions which can be mined from the prospects who say “no” to your offers.

This article is especially important to you and your ability to uncover (and produce) record levels of profit from your existing leads and customers because I’ve taken the most important follow up strategies and tactics I’ve learned over the last two decades and created a handful of internet-based methods so you can generate record sales of your products and services.

So, if you’re ready to get started… I’m going to show you the framework for transforming all those “no’s” you’ve heard from your prospects and customers into PURE PROFIT.

Whether you’re selling products and services in face-to-face meetings, from the platform, over the phone, on webinars or using sales copy the facts are clear: 95-98% of your prospects are going to say “no” the first several times you present an offer to them.

You’re selling amazing stuff that genuinely helps your ideal prospects achieve their goals… you’re selling your stuff at a price that screams value and yet, most folks are simply telling you, “No.”

Would you like to know why?

Because of human nature… people are supposed to say “No”.

Think back to when you were a kid and try to remember what good ole’ Mom and Dad told you about dealing with people that we don’t know.

If your parents are like my parents, they told you to be leery of strangers.

They told you that they’re a lot of crackpots in the world who are just sitting around waiting to take advantage of you.

They basically told you the scariest thing possible in the hopes that you’d be more aware of your surroundings and come home each night… alive.

When you got a little older, got a job, started making some money and got ready to buy your first house (or anything expensive for that matter) they probably told you to avoid making a rash decision.

So, doesn’t it make sense (if you’ll stop for a moment and think about it) that it’s a bit naive to expect that a huge percentage of your prospects are going to ignore the warnings ingrained deep into their psyche from their youth?

Now that you’ve thought about it… probably not.

Knowing that most of your prospects are going to say “No” the first several times you present an offer to them tells us that we should (before we make the very first pitch) … get the prospect’s contact information, right?

Automation and technology has given us tremendous power to leverage our sales and marketing efforts and as such the first piece of contact information that you’ll (obviously) want to get is your prospect’s email address.

I’m about to tell you something that’s pretty important so after you read it you’ll want to stop and actually think about it, right?

In the paragraph above I told you (and if you’re a real business person you’ll most certainly agree) that, “Most of your prospects aren’t going to buy your products or pay for your services the first several times they see your offer and or hear your pitch.”

OK… you’ve thought about what I’ve just said and you get it.

You now understand that focusing 100% of your effort on trying to sell your stuff on the front end is not the best way to go about this.

If your goal is to actually sell stuff online (and lots of it) … and if your goal is to “get” their email address…wouldn’t it make sense to offer your prospects something (100%) free… something they’d find value in… exchange for their email address?

By giving them something that (in their estimation) is valuable and (100%) Free … something that will truly help them… you’ll be starting your relationship by giving them value and demonstrating your trustworthiness right out of the gait.

This approach is going to make your job of selling to them in the future a whole lot easier.

Now I’m pretty sure that you’ve heard that before, but it’s not what you think.

This has nothing to do with “conversion funnels” or email marketing. In fact, internet conversion “funnels” are supposed to be the hottest new thing in the digital marketing world… but the data tells an entirely different story.

It’s clear that the vast majority of them are simply worthless.

If you’re wondering why I’ve come to this conclusion, stop and think about this from a common-sense standpoint.

We’ve all seen how internet marketing “gurus” teach you to send your prospects to a landing page where they’ll “opt-in”.

Once they’ve opted into your list… you’re instructed to put them into a sales “funnel”, which is designed to sell them your stuff as quickly as possible.

Their idea of a sales “funnel” is typically comprised of a series of “chest-thumping” emails (that shout “Look how great I am”) sent out by an autoresponder.

Each of these emails (mind you) sends the prospect back to the original sales page, which is lame.

This approach hasn’t worked (well) for several years now and if you use it you’re doomed to fail because most prospects who opt in to a sales “funnel” today simply will not buy initially.

So, no matter how persuasive your copy or your offer may be, the vast majority of them are not going to give you money this early in the relationship.

“But my product is awesome… and I’m awesome… why won’t they give me money up front”, you decry.


I just told you the reason why… it’s simple human nature… which we (who make our living selling stuff online) refer to as REALITY.

People aren’t supposed to buy at first because we’re all taught not to do it.

Ironically, this is exact type of sales “funnel” that virtually every internet marketer uses (and teaches his students to use) today, which is good news for you and me.

The sales funnel they’re telling you to use is designed to focus on the tiny percentage of “outliers” who defy human nature and buy quickly, but it ignores (and usually irritates) the remaining 95-98% of prospects who aren’t buying immediately.

Way back in 1994 I began working with Dan Kennedy and it was then that he opened my eyes to the real reason I was in business.

He said, “Ken, I’m in business to make a profit… on purpose. Why are you in business?”

So, let me ask you…

“Why are you in business?”

If you’re like me (and the fact that you’re reading this article suggests that you are), you’re in business to make a profit (on purpose) too.

You need to comprehend the fact that the big money… the substantial money… your greatest opportunity for success (and a whole lot of profit) resides with all those prospects who initially said “no”.

That’s just great, Ken…

You’re telling me that I’ve been tripping over dollars just to get a few pennies here and there.

So, how do I access all this profit that’s tied up in the prospects who tell me, “no”?

That’s a great question, so, let me show you how to get it:

Instead of building and using the outdated “sales funnel” approach, you’ll want to build “response-indicator-driven” multi-phased campaigns.

This is sophisticated, but you’ll see the genius in it once I break it down for you.

In every sales situation that occurs online, there’s always an action (or series of actions) your prospects must take before they buy.

We call these actions “response indicators”, and they are the key to your success.

Here’s an example of a response indicator (in action):

When a patient is looking for a new Dentist, she rarely schedules an appointment without first checking out the doctor online (i.e., “testimonial videos”, “complaints”, etc.).

Therefore, doing a bit of research is the response indicator.

This is why when you call a Dentist’s office with questions, the office manager’s “first priority” should be to get you in for a new patient appointment.

So, how does this apply to you and your desire to sell your stuff online?

For the sake of my example, let’s say that you’re sending traffic to a page that advertises a free lead magnet (report and/or white paper) in exchange for your prospect’s email.

Let’s also assume that for this prospect to trust you enough to buy, he needs to consume (i.e., “read”, “use”, etc.) the lead magnet he’s opted in for.

Makes sense, right?

So, the act of him consuming your lead magnet (i.e., “reading your report) is the “response indicator” in this example.

Shocking Statistics Uncover A Major Opportunity

Now this may come as a surprise to you, but research clearly shows that over 50% of the prospects who opted in for your lead magnet NEVER download and/or consume it.

The fact that they’re not consuming it tells us that they’re saying “no” to the thing the just requested from you.

Sound crazy?

It is…

It’s human nature…

Otherwise known as… REALITY!

So, what does this mean for you moving forward?

This means that your chances of getting this prospect to buy your stuff are instantly cut in half because (statistically speaking)…

…half of your prospects aren’t making it through the first “response indicator”.

This statistic also tells us that you’re wasting over 50% of your marketing budget when you’re using this type of sales funnel to sell your stuff.

Another way to look at this is to realize that not only does using this outdated sales funnel model cost you twice as much to operate…

… it also results in you missing out on 95-98% of the prospective new customers (and their money) available to you.

Is there a solution to this problem you’re facing?


The way you remedy this problem is by creating and building behaviorally-triggered response sequences into your campaigns.

Their sole purpose is to move your prospect from one response indicator to the next …until he buys.

Like I said, this is very sophisticated stuff, which is great.

The foundation for this sophisticated methodology is Progressive Adaptive Response™, which many experts feel is the “holy grail” for selling your stuff online.

Progressive Adaptive Response™ works (so well) because it progressively tracks and adapts to what individual prospects are doing in your campaign, sending them customized marketing messages based on their unique behavior.

Let me give you an example (you’re gonna love this).

A few months back we created a captivating video series designed to attract clients who wanted us to create marketing campaigns for their small businesses.

The 2-part video series used a step-by-step approach… walking prospects through the exact process for creating profitable, winning-campaigns for use in their own business.

At the end of the 2nd video, they were offered an opportunity to apply to work with me.

Here are the initial response indicators we used for the campaign:

1. Begin the videos.
2. Watch both videos in their entirety.
3. Complete an online application (i.e., “apply”) to have me build their campaigns… for free.

Successfully achieving my goals then meant that the campaign had to be designed to get as many prospects through each of these response indicators as possible, in the shortest amount of time.

So, the first thing I did was to track how many people were beginning the video series.

If prospects opted in but didn’t begin the first video, I would send them email reminders to go and watch it.

These reminders, however, were amazingly effective because of one small addition I made to them.

I stumbled across this trick several years ago, and it’s pure genius.

These reminders also came with a countdown timer, which limited their window of access (to both videos) to three literal days.

If they didn’t begin the videos they opted in for, they would get email reminders telling them their access was about to expire, which is cool.

I created each of these reminders so that they would automatically calculate the date their access would expire.

This meant that instead of saying, “Your access expires in three days”, these reminder emails would say, “Your access expires on Saturday, August 10th at 11:00 .m.”

I called this strategy pure genius because (by using it) it got 76.7% of the prospects (who opted in to access these two videos) to watch them.

This is a whopping 26.76% increase (over the typical 50%), which is huge!

This is an immediate 53.4% increase in the number of prospects who actually consume the free content they requested, right?

We achieved these appreciable (i.e., “frigging awesome!”) increases after implementing a few key steps.

First, we identified the first response indicator and created a specialized sequence that tracked our prospect’s behavior and responded accordingly.

Assuming that every other factor in the campaign remained constant would mean that this one tweak would yield a 53.4% increase in sales.

Amazingly, this was only the start of great things to come.

The next response indicator was to get them to watch both videos (in their entirety) which would result in the prospect seeing my offer.

This resulted in a MASSIVE problem for me because these two videos were very, very long (57-minutes in total)…

And to make matters worse, they were videos of me drawing all manner of weird shapes and lines on a giant whiteboard while I talked about marketing.

Don’t get me wrong here…

… the content I delivered was usable, actionable, 100% awesome content.

Just good ole’ Ken, a few Expo markers and a giant whiteboard…

… no animation

… no special affects

… nothing.

Now, my ego isn’t too big to admit that you’ve got to be a unique, special, “cut-from-a-different-mold” type of person to invest 57-minutes of your to watch me talk about the marketing methods that are selling tons of stuff online.


…if that many small business owners will invest (essentially) an hour of their (limited) time…

… I think it’s important to point this out to you.

You need to know that video has become the preferred method people use to consume content online.

I should also point out that if you’re using video to sell your stuff online, your viewers will need to watch your video in its entirety so that you can make your presentation effectively, right?

Tell me something I don’t already know, Ken!

OK… here’s the real bombshell:

According to Wistia:

“Less than half of the people watching videos (that are an average of 2-minutes or less) make it to the end.”

This means that over 50% of your prospects are bailing before they finish a short, 2-minute presentation.

Go longer than two minutes and it gets even worse.

You can imagine how big of a challenge it was for me to get my prospects to watch the entire 57-minutes of video.

If you can’t, let me tell you…

…it was a huge challenge that had to be overcome because my offer didn’t come until the end of the 2nd video.

If you’re wondering how I could have made such a rookie mistake…

…how I could have created two lengthy videos without making an offer till the end, understand this:

This was done by design…

…a strategically deliberate move on my part.

I spent the first 50-plus minutes delivering incredible value to my prospects and it was only at the end…

…the last 7-minutes in fact, before I made my offer.

Now, I’d like to share with you how I accomplished this impossible feat and the blueprint you can use to do the same!

Step #1: Track every response your prospect takes then create the appropriate response.

A non-response is a response, so keep that in mind.

If you’ll remember, I told you that we tracked every prospect after they opted in to first determine if they began watching the videos or not.

I also kept track of how much of the two videos they watched, so if they left before the reaching the end I’d send them a series of follow up emails.

These emails told them what they were missing out on and then sent them back to a page where they could finish watching them.

In other words, I progressively tracked their behavior and then adapted my response by creating customized messages that (very successfully) moved them through to the next step in the campaign.

I created special follow up sequences based on where in the video they bailed.

I made a series for those who bailed prior to the 14-minute mark…

…the 27-minute mark…

…the 39-minute mark and a series for those who reached the end (but didn’t buy).

Each sequence was slightly different and included specific references to the content they’d seen up to that point.

Each sequence also referenced what they’d missed, which was simply based on how much of the video they had watched.

Lastly, each sequence sent them back (using compelling copy) to finish watching the videos.

By creating and using these behaviorally-generated follow up sequences I was able to get 33.2% of everybody who opted in to (ultimately) watch the entire 57-minute video series.

This level of response is unheard of today… literally.

Remember, the three response indicators I built into this campaign were to get the prospects who opted-in to:

1. Begin the videos.
2. Watch both videos in their entirety.
3. Complete an online application (i.e., “apply”) to have me build their campaigns… for free.

Up to this point we had done a great job moving the prospects through step #1 and step #2.

We go them (in huge numbers) to start (and finish) both videos and the feedback, which was great, but I still had one hurdle to get over.

The prospects were finishing (and loving) the videos, yet only 2.7% of them were applying to talk to us about becoming clients.

On the surface this might seem like a number I could live, namely because our services aren’t cheap and because of their level of sophistication…

…they’re definitely not a good fit for everyone.

Oh, and lest I forget…

…I was totally straightforward and upfront about my fees in the video.

So, why wasn’t I satisfied with a 2.7% response (completed applications) when most business owners would be doing back flips with that result…

… especially when you consider our price point.

I wasn’t satisfied because I never settle for good or good enough.

That’s like telling me:

“Hey Ken… there are 100 solid gold bars on that table over there and you can have all of ‘em… if you can carry ‘em” and then I say, “Dang it! I can only carry 12 of them at once… I want all of them so I’m going to figure out how to make this work!”

And then you say:

“Hey Ken… you’re a big dude… most folks can only carry eight of them there gold blocks. Why aren’t you satisfied with the 12 you can carry now?”

My response in conclusion would be:

“Because I not going to settle for only getting 12 of them when I can get a whole lot more using my brain and a little ingenuity.”


I insist on exceptional results… every time.

How We (Almost) Quadrupled Our Paid Applications (And The Secret To Increasing Your Response) …

If we look at this from a slightly different angle we’ll see that we got an initial 2.7% conversion rate of prospects (who had opted in, watched the videos and then applied), which means that a whopping 97.6% of the prospects who watched both videos ended up saying “No” to my offer.

What’s interesting about this is that they didn’t say “No” because they weren’t interested in what I was offering.

Heck, they also didn’t say “No” because they didn’t want the outcome I could help them achieve.

If they weren’t interested and didn’t want the results I was promising they would have all bailed before the videos ended, right?

So, when you’re getting prospects to go through your campaigns…

…they’re reading your messages and watching your videos but still saying “No” to your offer, it’s almost always for one of the following reasons:

#1: They’re Sloth Like (Really)
A good percentage of your prospects simply don’t buy because they’re sluggards.

It’s literally too much effort for them to get off their couch, find their wallet, weed through all the garbage in their wallet and pull out the plastic.

Of course, we can’t overlook all the work they’ll be required to do when they type in their information to complete the order, which is (once again) …

…human nature (AKA: “REALITY”).

I don’t know about you, but for me, personally…

I don’t want these folks as clients.

They’re better off heading over the one of those “get rich quick” websites that promise instant wealth with zero effort.

#2: They Procrastinate (With Everything)
These folks are definitely interested and undoubtedly want the results I promised…

…but they just can’t pull the trigger.

Maybe you know someone like this?

They’re always making big plans, but never doing anything with them.

They’ll never realize how close they came to transforming their life…

…maybe tomorrow they will. (NOT).

#3: They Need More Data
These folks are the ones who will make you rich.

They’re 99.9% of the way there, and all they need is a tiny nudge to take them over the top where they’ll buy.

It may be a question about this or a concern about that or maybe they just need a day or two more to conclude that this is best opportunity to transform their business and their income.

Think about it for a minute.

My example above outlined how our prospects opted in and watched two videos (totaling and) including a combined 57-minute case study about the exact thing I’m offering to do for them.

You know they’re interested because their behavior has demonstrated it.

This is the same as having a clothing store and being with a prospect who saw your ads, drove to the store, came in, and tried on a suit.

As far as prospects go, they don’t make ‘em any better.

If you want to make a (whole) lot more money in your business…

…focus almost all your efforts on these prospects so you can turn them into customers.

The way you do that (using the internet) is to create multiple conversion points.

This discovery was another (major) breakthrough for us.

So, what’s a conversion point you ask? It’s any point in your campaign where you ask for the order.

This can be your sales letter, your webinar, your sales video, doesn’t matter.

It can be at any place and/or any time during the campaign.

The majority of your competitors (the ones selling their stuff online that is) are using only one conversion point, which is great for you.

Now here’s something they don’t know (and if they did, they’d have multiple conversion points in every campaign they run from here to eternity):

More conversion points = more money… period.

So, in this example, only 2.7% of the people who completed the first and second videos were applying to talk to my office.

I don’t settle…

I wanted more… and here’s what I did to get it.

I wrote a PDF sales letter outlining the offer I’d made at the end of the video.

The letter was compelling, covered every benefit, question and objection they’d have. It concluded with a powerful call-to-action.

Then I emailed it to just the people who’d completed the video …but hadn’t yet applied.

This was only the beginning of my obsession and like I told you earlier…

Progressive Adaptive Response™ is the holy grail of internet marketing and you should use it in everything you do.

Obviously, I tracked whether they clicked to download the PDF or not.

If they didn’t download it, I had an email series that would remind them to go and read it.

But remember…

I’m obsessed with grabbing every gold brick on the table…

…so I took it a step further.

I set up the follow up series so the PDF itself would only be available for a limited time…

…and I let the prospect know when their access was expiring.

I was able to progressively determine the expiration date and adaptively merge it into the emails they were getting which said:

“This letter is only available until Wednesday the 10th” and so on …

…with each user seeing a different date depending on when they’d finished the video.

The result?

We got 96.43% of the people who watched both videos and received my follow up series about the PDF letter to downloaded it.

This is literally unheard of in internet marketing.

The funny part is that is has nothing to do with the copy in the emails.

Instead, it’s working because Progressive Adaptive Response™ is being used to filter out who the most interested prospects are (those who finish both videos)…

…and then putting the most energy towards them.

Incidentally, just adding this one step…

… immediately doubled our sales!

It’s important to remember that your sales are directly proportional to the amount of conversion points in a campaign.

Hmmm… I have an idea.

I wanted more sales so I added more conversion points to the campaign and doubled my sales again.

Here’s how.

I began by shifting my focus from “people who finished the video” to “people who also downloaded the PDF”.

I want to remind you to continually analyze your prospect’s behavior and then focus all your efforts and attention those who demonstrate they’re the most interested by their behavior.

The next step I took was to create another two-part video series that showed them the specific responses to each level of the campaign they were in.

At the end of each video, I created another conversion point by asking them to apply for a consult with my office.

And I used the same “countdown” techniques to get them to watch each new video as I’d used to get them to download the PDF.

Most them watched the videos and I got even more applications.

The overall results from this campaign were astonishing.

Before I even talk about how I benefited new client wise, I want to point out that by delivering so much value in my content to them (before I made an offer) I created a massive quantity of goodwill with all the people who went through it.

They felt like they were receiving very valuable and helpful content…

…not just a barrage of sales pitches.

This is critical because it increases our chances of getting new business from them later in the relationship.

Plus, it helped build our brand and position us as a good company to deal with.

(And it’s just a cool way to do business.)

Most of the people who went through this campaign were already on my email list.

However, I also tested running some “cold” traffic to it from Facebook PPC.

That Traffic Produced A 214.11% return on every dollar invested.

Here’s the bottom line.

The fortune really is in the follow up…

…just not in the way you’re used to.

Simply beating your prospects down with sales pitch after sales pitch isn’t going to make you wealthy and it’s certainly not going to endear you to with your prospects.

But if you have campaigns that are truly adaptive and will track user behavior and responds accordingly…

…you can see your sales grow like nothing before.

If you want something like that for your business I have some great news for you.

I’ve set aside some time for my office to personally review your current sales and marketing process, and design a fully customized Progressive Adaptive Response™ campaign for you …FREE.

This is a genuinely free offer, and there are no strings attached.

In fact, it’s even better than you realize.

Not only do we design the campaign for you, we also create a detailed blueprint of exactly how it works and give you that as well…

…so you can deploy it immediately.

If that sounds interesting to you, I’ve posted a short description of how this works, and my hidden motivation here.

Go to here to read it.

Assuming you’re OK with my “hidden motives”, you’ll want to proceed to the next step.

That’s simply a short video that shows you what a typical blueprint and campaign diagram might look like, and walks you through exactly what will happen during your session.

This is not what you may be thinking.

If you’re skeptical and are wondering if this is some kind of “bait and switch”, that’s understandable.

The good news is, it’s NOT.

In fact – it’s quite the opposite.

As you’ll see on my webpage, I’m willing to pay YOU money in the event you feel this free service was a waste of your time.

No strings attached.

It’s all spelled out in black and white here.

The “Catch” You’ve Been Looking For

There are two.

First, we’re unable to extend this offer to just anybody.

There are some qualifications you’ll need to meet – the “biggest” being that you’re a real business, not a beginner, and not selling anything shady.

The second is this is very time sensitive …for a reason.

We’re a small company (by design) and can only offer a handful of these free blueprinting sessions each month.

They’re all granted on a first come, first served basis.

So, if you found the information in this chapter helpful, and would like to see exactly how these types of strategies could improve your sales on a consistent basis, go here now to get the free marketing blueprint.