Lesson 5. Build Automatic Post-Procedure/Product Emails that Increase Compliance and Outcomes, Bring Referrals, and Sell More Services and Products

Here’s the summary outline for lessons 5 and 6 (as a PDF)<–

Video

Supplement about how to embed a video on an ONTRAPORT page:

Ways to put a video on your web page using Ontraport:

1. You can put the share link to YouTube or Vimeo. I recommend Vimeo—less censorship. I trust it to stay up on YouTube only for the benign, non-sexual, non-medical. At the very least, they will often blacken it out, so the viewer must leave your webpage and go to YouTube to see the video.
2. HIPPA compliance. Ontraport is HIPPA compliant, as is the enterprise version of Vimeo and DropBox. iCloud is not HIPPA compliant, and neither is YouTube
3. As long as I am only teaching and have a consent form to show the picture and not private data without consent, I do not need to be HIPPA compliant. I solve this problem of HIPPA compliance by not having any private videos online that need HIPPA compliance.
4. If you need to be HIPPA-compliant, I would use the link to a Dropbox account and not embed the video anywhere.
5. I normally use the Business version of Vimeo (not Enterprise) and mark most of my videos as private so they only show up on the pages where I embed them (unless I want the video to be widely viewed)>

Here’s a page that is supposed to show you how to embed a DropBox Video; I could not get it to work: https://support.whatfix.com/docs/embedding-a-dropbox-video-using-embed-code

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All of the following is demonstrated in the above video: this just summarizes the options…

 

 

 

 

 

 

 

 

 

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The bottom line is to use Vimeo, the business version, for most of your videos and copy the share link into the Ontraport page.

If you have a lot of content on Dropbox, use the simple link (not the embed code) to connect the Dropbox video to a button or a word on the web page. 

If the video is short and benign (not about sex or medicine), nobody cares (Big Brother will leave you alone); put it on YouTube, Vimeo, or let ONTRAPORT host it.

THE 5 KEYS (THE COMPONENTS OF THE MACHINE)

1. Button
2. Form
3. Email
4. Web page
5. Video

The 12 Buttons (the needed buttons to build the Life-Changer Email Machine)

The assumption is that you can use Word and type; the letters on your keyboard and the icons at the top of the page when using Word (like italicize, bold, etc.) to type text are not counted as part of the 12).

1. Add an automation: the components assembled for a purpose. (Button 1)
   1. Wait/End: timing of the components. (Button 2) 
   2. Add an email: the message. (Button 3) 
2. Add a page: To place to assemble other components to make the promise (offer to help) and give the visitor a chance to accept the offer. (Button 4)
   1. Add a block: an orderly way to add the components of the page. (Button 5)
   2. Add an image/video: grabs attention and says 10,000 times more than words. A picture is worth a thousand words; a video can be worth more than a book. (Button 6) 
   3. Add a form: people trade their information for something you offer to do for them (a promise). (Button 7)
      1. Settings: tells the form what to do with the information). (Button 8)
   4. Add a button (pay): People offer their money in exchange for a promise. (Button 9) 
      1. “Settings” tells the button (really, just a type of form) how to collect the money and what to do with it after it is collected. Another variation of Button 8
   5. Publish: puts your page of assembled components out where people can see your promise and decide if they will accept it. (Button 10) 
   6. Add a tag: allows you to sort people so that they receive exactly the message they need at exactly the correct time. (Button 11)
   7. Add a rule: to direct every component of the machine in very beautiful ways. (Button 12)

Things to Do

1. Watch the video of the lesson.
2. Watch the video about installing videos.
3. To monetize this lesson, you can install a 3-email follow-up automation for someone who received cosmetic botulinum toxin from you for the first time (click). Be sure to edit the emails in the automation with your information (click this while your ONTRAPORT account is open on the same computer.).
4. Here’s where you can install a page that enrolls your patient into a $ 25-a-month BoNT Club that gives them a friendly discount every month and takes some of the sting out of the monthly charge. (Click this while your ONTRAPORT account is open on the same computer, and it will automatically install.) Then edit the information. You can change the monthly charge. And so that you actually collect the money, connect it to your credit card processor.

Helpful Links and Tips

• Brendan Dubbels, from ONTAPORT, has offered personalized attention to those in our course. Here’s where to set up a phone appointment with him if you want VIP treatment<–
• The following video shows the psychology and the mechanics built into the 3-email post-BoNT treatment email automation and the BoNT Club Enrollment page (and how to use the same ideas for every procedure to get referrals and to market. your other procedures:

Transcript (Edited)

Thank you, guys, for hanging in there. I think you’ll find today’s lesson and the following lessons less tedious than the previous lessons.

The hardest part, I think, is that first part where you jump into the software, figure out where the buttons are with any software, and make that first attempt to create a webpage. I know it sounds outrageous, but it really is true that my intention today is to show you a process that you can follow to use these email machines to literally change your life.

When I say “your life,” I mean what you do during a day. T

hat’s what we have, right?

Our life is one day at a time.

If you haven’t read it, William Osler did a commencement address to the graduating class of medical students at Johns Hopkins. He started internal medicine at Johns Hopkins, and he wrote his commencement address while traveling there. The main gist of the address was his secret to life, which was living a day at a time. Every now and then, you climb the mountain and see what’s around and where you’re headed, but then your life is lived in what he called “day-tight compartments.”

You really can change what you do during a day by plugging away, never getting in a hurry, but relentlessly and persistently adding to your email machine.

We have finally made it to the place where there are enough components on the table that I can show you how that could happen. For example, an internist in Alabama could just fire insurance in a county where the whole county has only the equivalent of about four square blocks in New York City in terms of the number of people, including tourists passing through, and create a different life. I could not have done it without what I’m about to show you, and I could not have built what I’m about to show you with MailChimp or Infusionsoft, which drove me batty. Salesforce and all the other stuff didn’t work either. So, I want to show you the buttons just to review the buttons that we’re going to cover for the whole course. We’ve already covered most of them, and the keys—the components of the machine—are what I’m calling the keys.

By the way, this is in your handout if you want to print it out or pull it up on another screen. It’s there. I’m going to pull up the chat so that I can see it. Again, if you guys have questions, type them into the box. I promise I’ll answer every question at the end of our sessions, and I won’t leave until they’re all answered. If I happen to push the wrong button and you’re not seeing my screen or something, put it in the chat box, and I’ll stop and fix things so that I don’t do what I did two lessons ago and talk to you with a blank screen.

The 5 Keys

So, the keys are a button and a form. The way I think about both of those is that there is a way to exchange—the person gives you something in exchange for something. Then there’s an email, a webpage, and a video.

Those are all the components/keys.

The 12 Buttons

Now let’s go through the buttons, and then I’ll show them to you. I really do have them narrowed down to 12 buttons that I think are all you need to know to do the things we’re talking about.

The first button—I’m going to flip over and show you my whole screen so that you can see me find the buttons as I talk about them. In case it sometimes gets confusing, this wasn’t playing the first time around. Two things prevent doctors from doing what we’re doing: One, there’s a lot more functionality in all the software that I’ve used than what I really need to build what I want to build. The other is, as you know, you can sometimes search for half a day, and then you get on tech support, and they say, “You click here, you click there,” and in two seconds, they show you where the button is.

So, I’m going to show you where the buttons are, and then I’ll go over that system for changing your life. I’m just going to show you the buttons as I talk through them. All right. Good. So here’s my Virgin account, which looks like yours when you first open up an Ontraport account.

I know there are other software options out there. Again, you do not have to get an Ontraport account. Software changes so fast, you may have something that does all this as easily as I’m showing you. But this is the best combination of ease of use and functionality that I’ve found.

How to Add an Automation

Think of automations as the music that strings the notes together.

So let’s go. This would be starting from contacts. I put one contact in here, me. Why do I center around contacts? Because that’s what it’s all about. This list is your treasure. The relationship with the people on this list is your treasure. When people go away, it hurts your feelings just like with any other relationship. Some of them may just be readers of your emails, some may become critics, and if they become vicious, you have to kick them out of your universe just like with other people who become toxic in your life. But if you treasure this list, you don’t have to build something outrageously big to change your lifestyle in dramatic ways. A list of about 300 people will replace the income of a very hard-working primary care doctor. Okay?

So the first thing on the list is how to add an automation. You click automation, do automation. All right? Now, I’ve given you some… See? I have it shared with me, and I’ll keep putting those… So I shared this one with my Virgin account. This is the birthday club I shared with you guys in the first one. But there are other templates that you can import, but I’m just going to show you from scratch. So, new automation, and then if you hit from scratch, right? Then the next button is wait or end, and to add an email. Think of the emails as the messages. We’ll call this demo automation. Another way to think of this is if you had a stack of letters and you just sent them all at once, your lover might sit and read them all, but if they were spaced out over time, your lover would have time to read them, respond to them, and think about them.

If you were playing the piano and you played through three chord changes, it would be beautiful. But if you just smashed all three chords at the same time, it would be not only not beautiful, but it would also be impossible to interpret. These automations create that flow that gives meaning and persuasion to make things happen. One way to add someone to the automation is to find their contact and click ‘add an automation.’ So, go back here to… If I’m on my contact, I would click my name. Remember, I like to see everything, so I click ‘view details,’ and that’s the button. So, that’s button number one: you can add an automation to a person. That’s add an automation. The other ‘add an automation’ would be you click ‘new automation.’ Simple.

Now, we put this as, say, this automation is demo. The second button was wait or end. So it’s just the timing and adding an email. So, let’s add. So, they get added, and it could be added by—you’ll see—by a form, by a button, by a purchase, by you just doing what I just showed you, which is adding an automation. I don’t want to get too far ahead of myself, but if I wanted to add an email, I would click that. Okay? That’s button number two. Then to edit that email, I would just come over here and click… If there’s not one that I’ve already written—because some of your emails may function in more than one automation. That’s the beauty of Ontraport: you can have multiple automations, and you can take them from one to the other.

For example, I’ll show you later, you can have an automation where someone inquires about a product or procedure, and then you can make it automatically so that when they buy the product or procedure, that automation stops and now it starts telling them about what they bought or starts giving them post-op instructions. All that’s going out simultaneously at just the right time. So, if I wanted a new message, I would click ‘new message.’ At this point, it just becomes… I would name it, and when you click ‘save and edit,’ you’re back to just using a word processor. Then, when you save it, it’s going to make that the first email in your automation, right? Then, I can add more emails, but I wouldn’t want them to come all at the same time.

The button number two: one, I should put that in a different order. One would be to add an email, and the other one would be either wait or end. If you put ‘end’ and they make it to that, it pulls them off the automation. A better way to do it, I think, is just to put ‘wait,’ and then for the period of time, put ‘forever.’ Then, if you want to add something to the automation, say another email, you could come up here and click that and add another email. This one you might have wait whatever amount of time you want it to be by putting… So, that’s email number two, but I don’t want them to come at the same time, so I might put another wait symbol right there and make them come a week apart or two weeks apart or five minutes apart. See that?

So, in automation, you send an email. Button one was add an automation. Button two was add pauses between things that are happening. Button three was… Well, that’s it. Automation, wait or timing, and add an email, right? So, that’s those three buttons. The other button that we did was add a page and put some pages in your account. If you haven’t found them, go back and look at the… Oh, I’ve put the course up too. I haven’t password-protected it yet because there’s enough frustration getting started. I’ll probably password-protect it between now and the next class. Make sure you have a password in my [inaudible 00:11:31], and I’ll be available somehow that slows you down. I don’t want that slowing you down. The emails are delivering the information to you pre-editing, so if you’re eager to get going, you’ll have it before I edit it.

Adding a New Landing Page

To add a page, you click ‘new landing page.’ That’s button number three. You have templates that are already made for you. You have templates that I’ve given you. I gave you one for a new product with a picture and without a form, and a new product with a form. If I select this or I could select another one, it doesn’t matter, I’ll just pick one of the free ones. All templates—we’ll pick something that I haven’t even given you before. So, something new. Let’s pick this one. There’s a homepage, an about us page—you get the point. I’m going to go ahead and pick one that I shared with you. So, we’ll select that one. Now, what you might want to do since you’re about to edit this would be to make a copy of it.

The button (or form) matters most. Without the button, you are masturbating. If you have a page with just a button, you can write a compelling email that takes people to the button, and you can change their life (when you keep your promise). If you have a page without a button, you are Wikipedia–free, sometimes interesting, but not life-changing, i.e., worthless.

Start with the button, then build the rest.  If you do not know what the button is (what promise will be made and what they will give you to encourage you to keep the promise), you do not know what to put on the page.

With ONTRAPORT, the “button” will be on a block that you slide over into your page. Then you use the “settings” button to tell the button what to do with what the person gave you when they clicked the button. 

If you go here and you find that template, you click that and then click ‘copy,’ and then still have your template available. We can call this a ‘copy of the template,’ and then you would fill in. Remember how I showed you how to create content? You put the content there, and then there’s the form, and you’ve made a page. That’s how to add a page. I like starting with the template most of the time. I’ve given you the simple template that I created that follows my five-step outline. That’s button four.

Blocks, Videos, and Forms

Button five was how to add a block. If you want to put something else in here, click ‘add a block,’ and then we could pick what it’s going to be. We’ve got headers, banners, footers, order forms, images, and I’ve shown you images. If I click that, there’s an image block, so I could pick this one, and now it’s in there. There’s an image that I could swap out and swap out the words, right? So, that’s button number five: add a block.

Button number six was add a video. I’ve fudged a little bit because… Let me take that block out and I’ll show you. So, click that and then boom, that takes it out by clicking the garbage can. So, that button adds them, and then you can edit them by clicking the gear sign. So, you hover over the block, click the gear sign, and you can take it out.

Okay, so we added a page, we added a block, we added… And adding a video is just as simple. We’ll add a block and we’ll make it a video. There’s videos, we’ll pick one. Let’s pick… That’s a nice one. All right. So now, to put it in here, you click into the thing. There, that gear sign. You can see that’s YouTube, and you can decide whether it plays automatically, which I usually don’t do because it’s a little outrageous since they might be at work or in bed with their spouse or something. So, that right there is what you need. With a picture, you just upload the file. For the video link, you go to wherever your video is. It could be YouTube, Vimeo, or whatever. You go and you find it, and then you click… Actually, that’s showing you my account. I want to show you how you don’t even have to have… It can be somebody else’s video.

No matter whose video it is, people worry about copyright law, but if they have the share button active, not only do they not mind if you share it, they want you to share it. So, we’ll go here and find… Let’s go to that—

There. There’s the share button right there. So, when I click on that, that is all I need, that link right there, copy. You’ll see places in Ontraport where it asks for an embed code. There’s that. So, if you just wanted the video, sometimes that’ll be the option. But all you really need is that link right there.

So, we copy that and we go back over here to Ontraport. Where it asks for a link, we put it right there. So, it’s just a share button, it’s the same share button you would use if… There you go. And now we save it, and we can look at it. There’s your video sitting in the middle of your page.

Buttons and Forms

Okay, so that’s the other button. I put those in one category so I could make it come up to a good Bible number of 12. But you add an image and you add a video, and they both work the same way. You just come over here and you could pick a block, add a block, and then find one that has a video on it. The other way you can do it is just right here. Just click ‘add a block’ and then let me go back. Just go ahead and you’re not even adding a block, you just take the video and drag it over here. See what I’m doing? So, I could put it wherever I want to put it. I’m having trouble scrolling, it’s going faster than I want it to, but whatever. I find a place and just drop it. There’s my video. So, you can add a block, use the ‘add a block’ button, or you can just click and drag, just like you click and drag… Get that out of there. You can click and drag an image. Either way works fine. So, we can edit that and get rid of that video.

The buttons we’ve done are add a block, add an image or a video. To add a form, it’s the same way. You can click it and drag it over and drag it into your page. It goes faster than I want it to go. It asks you what you want to do. I think for the forms especially, it’s better to just come over here and click on ‘add a form,’ wherever that is. You’ve got upsell forms, order forms, and inquiry forms. So, there you go. Pre-designed blocks. So, add a form. So, we have now add a block, add an image, and add a form. Now, when you add a form, the other button to know—let me just add a form so you can see. We’ll take… That was a whole form field. I want to add the whole form. So, that would just be a name and whatever. That was wrong. We want the whole form. So, we add a block, add a form, lead capture form. Usually, you’re going to be using either a lead capture form or an order form.

We’ll use this one because it asks for questions. So, we’ll say, yeah, we want that one. All right. So now you’ve got the form in there. Now, what do you want it to do with the information? So, the other thing is that the other button, and we’re down to button number seven, is settings. Once you have it in here, you want to tell it what to do with the form. That’s where you go to this little button down here. This one they hide from you. So right there at the bottom. You have what the form… It’s the button that tells them, “Okay, I will let you have this information. In return, I want something for that information.” Yes, they’re not giving you money, but they’re giving you their name. I like taking the last name out because a lot of times, that’s a bigger investment that they’re giving you, and maybe they don’t want to tell you something. They just want to give you their first name and email address. But if they’re not willing to give at least their first name, I won’t give them much of anything.

Then, you need to tell it what to do with that. So, that’s where the settings come in handy. That would be button number eight. This will cover what we’ve done so far. So, button number eight, you would click settings. This is where you would tell it to, “Okay, add it to one of my automations.” When I click it, so if I click the birthday club, they could do that. I could add another one, have them subscribe to my newsletter. By clicking that one button, they went on my general newsletter. If I had a place for them to put their birthday in here, they’d be on the birthday club too. So, that’s add settings. All right. I know that’s tedious, but that’s almost all of them.

Publish

We have… Oh, I went over publish.

I’ll show you that one again. Once you’re done with it, you click publish, and it’s going to give you the chance… They actually recently updated this, so you have a chance to come up with your own custom domains, and it gets more complicated than it needs to be. Basically, you just get to fill that out and new custom domain. I’m in the free version, so it’s going to ask me to give it money. But when you get to the paid version, it’s going to give you different things. You won’t have to click anything else. You’ll just pick one of the ones that you like the best and save and publish, and it will be on the internet.

If you want it to integrate with your WordPress website or your doctorjones.com website, you can do that and not have it hosted directly on Ontraport. That is called a tech support. I’m going to teach you that because it’s one call, one setup, five minutes on the phone, and you’re done. But it’s more tedious and it’s a phone call. You don’t have to do that to make this work. Again, there are many features in this software that are unnecessary. I have webpages out there for which I never did that. Unnecessary. They get lots of traffic and they help to change my life. So, you’re just going to have to pick the name that comes down from this pop-up menu that you like the best, then hit save and publish, and it will be on the internet. Those are the buttons that we have covered so far. That’s it.

When you’re done, then this thing that pops up here is going to be the thing that goes into your email, and you can make your automations hook to it. So, thank you for hanging. That’s a tedious review, but I wanted you to have in one place where to find those buttons because there are only two or three left to look at. Now I want to go back over… Today, you can probably guess how to do what today’s next thing is, which is how to make it so that someone automatically gets a message every time they buy something, book a procedure, or have a procedure done. It’s already pre-written, exactly the right message that tells them how to use the product, what to do to get ready for the procedure, and what to do after the procedure.

I’m going to give you guys, in one of my emails that will be coming in the next week, copies of my three emails that go out. I quit doing it because I didn’t want to grow my practice any bigger, but I have three emails as an example scheduled for the first-time botulinum toxin person. The first one. All I have to do, you can imagine, someone comes in, they get put in as a contact. When they get their botulinum toxin done, I just go to their contact page, click on automations. I still have sequences, but you would click automations. If you don’t have it, you could just import it and make it the first email. But it’d be Automations, and you would click ‘first-time Botox or botulinum toxin person.’ When you did, the first email I’ll give for you to edit will say:

“Thank you for coming for your Xeomin treatment today. Hope you like the results. If you see anything that looks not straight, I’ll touch that up for free. If you want something new, you can come in. Full effect is two to four weeks. After four weeks, the touch-up deal is off because by the strictest package insert pharmaceutical data, it really starts to wear off at two months. But remember, have it every three months and you’ll get to where it lasts sometimes four or five months. Sincerely… PS: Check out my Botox club. PS: You might like the Vampire Facelift®.”

That goes out after the first patient automatically for the first visit for a Xeomin treatment automatically.

Then they get another email at two weeks that is timed according to that wait period button that I showed you and the email. I’ll give it to you, you can copy-paste it into your thing. Then another one comes into your automation, and then the next one comes at three months to tell them it’s time to come back. Then it stops. It never runs again because that’s just for the first-time visit.

You can imagine if you just do labioplasty, you can have an email that says, “Thank you.” Then “Here’s what to watch for.” You can have it linked to a video on the webpage. “Here’s my post-op instructions just to remind you, here’s what to watch for. If you have a problem, text my cell phone.” Whatever you want them to do. Then another one at three days that says, “Yeah, by now it’s tender, but if you have a question, text me a selfie of your vagina,” and so on. All that happens by just adding them to an automation that you’ve structured in that way.

But I’ll show you more about how to make it happen automatically in a second. First, I want to go over my process for using this machine. I know it still sounds outrageously exaggerated. So, I want to show you my process for using this machine to literally change your life by William Osler’s definition. Let’s see how we’re doing on time. Then I’ll demonstrate what today’s lesson is about the post-product automations.

Process for Using the Machine to Change Your Life!

Here’s the process for using it to change your life.

I see a question; Okay, yeah, that’s a good question. The handout is, if you click the flower icon or click the three buttons, depending on what you’re looking at, it’ll be under materials. Anyway, I’m showing it to you now. This is the process.

I’m not trying to go guru on you. This is truly practical.

First, play the game

I think it helps to think, “Well, what is your perfect day?”

I will show you how practical it gets in a second. So, you just close your eyes and think, “I’m waking up, it’s going to be my perfect day.” My perfect day includes being productive. If yours includes not doing medicine and walking the Appalachian Trail, then you still might be able to make an income by doing this to allow you to do that freely.

But whatever it is, you wake up. Are you in a tent on the Appalachian Trail? Are you in a larger house with a different spouse?

Are you on the moon?

Where are you?

Look around the room in your imagination.

Who’s there? Who’s there with you?

Now, you get out of bed. Where do you go?

What do you do?

What’s the next thing you do?

Do you go for a walk?

Do you go to the OR?

Do you go lecture?

Do you work on your book?

What is it you do?

Now, the next question is, what promise… Remember, no one has a reason to give you anything unless you’ve offered to fulfill some sort of promise.

We’re not trying to get anybody to do anything.

It can be so compelling that you persuade people to do things that are not good for them. We are using tools to first help people who have the pain we want to help go away understand our possible solutions and then offer to help them. That’s what you’re doing.

It feels, I think, very frustrating to feel as if you’re trying to get someone to do something because you have no control over what people do. The best we can do is offer to help them and then let them decide. But we must be able to offer them in such a way that they understand and they trust us. So, if I say to you, “I will give you $50 if you give me $5,” if you don’t take $5 out of your pocket, it means either you don’t understand that I really am going to give you $50, or you don’t know what $50 is because you’re from India and you’re not sure what the value of a dollar versus a rupee is, or you don’t have the $5. But you have to make a promise to someone before they give you anything, including their first name and email address, or you’re stealing.

So, what promise would you make that would take you closer to your perfect day if offered and accepted more often? For example, if you promise to do some sort of procedures, click a button and I’m going to do this procedure, but you don’t like doing those procedures. They take a lot of time. The phone calls keep you up at night. You have better ways to help that problem. You’ve done it ten zillion times and you think your helper needs to do it or another doctor needs to do it, or it doesn’t even need to be done anymore, then don’t talk about that. But it could be something that you don’t do. It could be that you make a promise to deliver a product and that physical product is delivered by someone else, and the income gives you more time to do the next thing. But what promise would you make?

This is where you put, if it’s a procedure, “I would make your dyspareunia go away, for example, by giving you an O-Shot® procedure for your lichen sclerosus.” That would be the promise, for example, if you wanted to do more of that procedure. Or it could be that you have a nurse practitioner working for you who needs more people on her schedule so she doesn’t get a job with someone else, and her income is supporting her family and part of that income is supporting your freedom to go to the next lecture and teach people about what you do. Then you might build a page that talks about the weight loss program or the botulinum treatment that your nurse practitioner is doing. So, this promise may not be something that you fulfill directly, but it’s something that if more people accepted that promise, you would be one step closer to your perfect day.

All right?

Then, is there a promise that, if made, would make the other promise more likely? For example, you may need more people on your list so that you can make the dyspareunia promise. So, maybe you promise an ebook for someone that teaches about dyspareunia for someone who’s willing to give their first name and email address. For that promise, now you have a larger number of people on your list that you’re going to treasure to whom you offer the promise of the O-Shot® procedure for their lichen sclerosus. Right? So, you trace it back now, and you get the root problem that will take you closer to your perfect day.

Building Pages and Buttons

Here’s where I hope to clarify your thinking about how the buttons fit together.

You make a webpage, and the reason I put the order of buttons… There’s a reason for these buttons. I haven’t taught you the manufacture of the components in the same way that I sequentially build it. Because you can’t think about A sometimes until you know B. I’ve taught you B, but really I start with A. I’ve taught you to make a webpage and where to add an email that goes to an automation that strings all these five keys together. But when I start to do this thing, I start with the button. You can think about a form as a button too because both of those components—somebody clicks a button, and they give you something in exchange for the promise.

For example, if it’s a form, they give you their first name and email address in exchange for your ebook. A weak promise, I think, is just to be on your newsletter. They may want your newsletter, but give them something else upfront for subscribing to the newsletter, and it’s much more compelling. It could be their first name and email address in exchange for my five tips for doing a labioplasty in the safest way with the least chance of infection. Now you’re more likely to get their… They see the value of that because it’s immediate and it’s free. But it’s immediate.

So, if it’s just to collect their first name and email address, preferably some information that gets delivered for free by the form, and now they’re on your automation that’s just your general list. Okay. The other button is, give me your credit card, and in return for that, I’m going to deliver a product, or I’m going to schedule an appointment at which time I’m going to do this procedure for you. That button could just be the appointment, but it could also be money to get the appointment all with the same form. Right?

The Promise and the Offer

Back to our process.

Once you figure out what the promise is, then you make a page.

Think about the page as a presentation by which you present the promise. “Yes, I truly have $50 in my pocket. Here’s a video of me showing you the $50. Here’s the FedEx express envelope I’m going to put it into. If you’ll click the button and give me $5, I’m going to print the address label and stick this $50 cash into that envelope and ship it to you overnight. Please push the button.” A video saying that would be… So back to the promise. I want to start with the button, and the button would say, “Click here to buy $50 for $5.” Now that I have the button on the page, or the form on the page—the button that collects the money or the form on the page—now everything else on the page and all the emails that go to that page are for one purpose: to teach that person the benefits of clicking that button and teach them why whatever they’re giving to me is worth… At least they’re going to get something back for whatever they give to me that’s worth at least ten times what they exchanged.

So, for this course, you click the button, and you gave some amount of money. For that amount of money, you were promised a weekly webinar that would teach you to make at least ten times that and change your life. If I don’t deliver that, you’ll never click another button that I have, and you’ll probably unsubscribe from my list because I didn’t keep my promise. So, you can use the $50 and the $5 as a metaphor, and you check every page like that.

So, you make a webpage, you put a button or form on it that allows them to accept their promise.

Then you put everything you need on that page to help the person understand the offer so well that they would eagerly click your button.

If people go there and do not click your button, then they either do not understand the offer or your offer does not deliver value that is worth ten times what they’re exchanging—personal info or money.

So, make the offer better or lower the price.

Now you build your page as if your life depends on someone accepting your offer. Because in our case, we’re not selling shoes. Their life might truly depend upon it, and yours, at least how you’re spending your days, also depends upon it. Because the more they click this button, of course, the closer you come to spending your days fulfilling this promise that leads to your perfect day.

Then you build automations that bring people to that page. Then you repeat, you rinse and repeat. You test and repeat. It could be repeating with another page that you test against it, and I can show you that later in the course. But these are functions you don’t really need. But you could repeat for, say, a different indication. For example, you might like doing labioplasties, and you have one button for the woman who’s embarrassed because her labia falls out of her thong bikini, and another one for the woman who has dyspareunia because of her labia, and another woman who has atrophy of her labia majora, and you tell her about the Vampire Wing Lift® combined with your labioplasty.

When I say “Repeat,” you’re repeating for different problems that might allow you to keep doing the same thing that gives you soul satisfaction and grows your practice in ways that help your lifestyle and support your family and your staff. The soul satisfaction, of course, comes from the patient’s benefit from what you did.

That’s how you weave it in. As you make a page and think, “Well, whatever,” and you send an email out and a few people click it, but the difference now between you and other… This is why you can only now, I think, maybe if you’re new to these ideas, see where we’re headed because doctors would send out that one email about their O-Shot® for dyspareunia for lichen sclerosus. But you now stack that in your automation, and the next time you get… Every day this week, you get a new patient, they get the first email on that automation, which takes them back to the same page. Then all those people get that automation. Next week, all those people get that first email of that automation. Then two weeks later, they’re all getting your second email. You have so many different emails, and then one of them has it, and they come off of the thing, this one, and they get put on the post-op one, but they’re all on your general newsletter automation, which pulls them into the specialty automations to buy the procedure or whatever.

That part probably sounded like a lot of rambling, but I think you can see once you have just a birthday club, a general newsletter automation, and a page for your favorite procedure that you like to do with a post-op, a pre-op, and then you start making some of the emails in your general newsletter go to that page. Maybe there’s another opt-in form if they’re interested just in that. Before you know it, there’s really no way to even sit down. Literally, when I say “Before you know it,” I mean within a few weeks, you can’t even really sit down and visualize what’s happening because there are so many different specialized timed messages going out to different people at different times. All right. So, that gets to a few. I want to demonstrate how to trigger an automation by a purchase and an automation directly, which I just showed you, but I’ll redo that.

Training Your Forms and Buttons for Fun, Health, and Profit

Let’s go over some of the things that we can do using these same buttons, which is just the setting button on the form for now. I’ll show you the same setting button on the purchase shortly. You can have them buy a product, and it hits a series of emails. The automations are mostly emails that are separated by some amount of time, but they can go to other webpages. So, you have an email where they inquire about your labioplasty, and then they have the labioplasty done, they get put on another automation, and maybe they see four or five of those before they finally schedule the appointment. But then they have the procedure done, and now they’re on a series that are post-op specific. We haven’t gotten to profit model specific, but that’s the last lesson. You can have them personality specific, where they talk about you in such a way that the person gains respect about you.

You might have, say, you are going to be lecturing somewhere, you can have an automation that’s triggered by their attendance at your lecture. You can have research specific, where they’re interested in a certain type of problem in the research you find. Just went over the event specific. You can have a growth specific, where you have a form on your page that’s just bringing new people into your list. Then you can have automations that move them from one to the other. You don’t have to understand how to do all this; I’m just showing you every bit of that would be done by changing the setting button, which I’m about to demonstrate right now—how to trigger an automation by a purchase. All right? We actually may finish a little early.

There’s no rule that says we have to make every part of this course 50 minutes long. It could give me more time for questions and to review whatever else you guys think I glossed over too quickly. So, to trigger an automation by a purchase, let’s go… By the way, the next lesson is going to be how to have a button that makes an appointment or collects money for a product or procedure or all the above. Let me click over where you can see my Ontraport account, and I’ll show you how to trigger an automation by a purchase. Now, why the heck would you want to do that? They already bought your thing, so why would you want to send them an email? I think it’s pretty obvious. But just to re-emphasize what I’m sure you’re thinking about is that if they purchase something, then they’re going to, of course… Let’s say they buy your skincare line, maybe they drop three, five grand, three hundred, or a thousand dollars on your skincare line.

They just bought, say, every product in the old school of Obagi numbers one through six. You could have an email that gets triggered by that purchase that describes the bottles with a video showing you using one of the products. Then you could have another one come three days later that says, “Okay, here’s how to use your sunscreen.” So, it could be a series of emails. Because of that, one thing that will happen is that, of course, they’ll have better results from using the product. The second, they don’t feel dropped. “I just dropped a thousand on this cream, and I don’t even know how to use it, haven’t heard from my doctor anymore.” Of course, they know that it’s an autoresponder most of the time, but they still appreciate that you set it up in this way, which no other doctor has done in their experience in their lifetime.

So, the other thing that happens is because you know the person who bought this six-step Obagi line would likely be interested in your Vampire Facial® procedure, you have, “PS: Check out the Vampire Facial®,” which takes them to that page. Now, you think, “Well, I’m not going to sit down and write all these freaking emails all at the same time.” You don’t have to. You build it as you go. So, I’ll show you how that might work. Let’s say you have a Virgin account like mine, and the only person in here is you. I didn’t sit down and build anything, I don’t think. I have to think about that. But very few things have I built just sit down, and here’s everything. But let’s say you have your first patient tomorrow, you put them into Ontraport. Once they’re in, they have their name, they have their email address, and they have nothing else—cell phone maybe.

Now, they just bought your Obagi line. You don’t even have an Obagi line automation set up. You don’t have an email set up. This is how you would do it using the buttons I’ve already shown you. You realize after you do it for this one patient, now the next time tomorrow when someone buys the same product, you would just click automation and add them to that automation. Let’s say Mary Jane just bought the old-school Obagi numbers one through six. I would click ‘new automation,’ and I’ll call it Obagi one through six. Save and edit. There’s the automation. I’m just going to start from scratch. They can get added by the automation. Here’s what I was going to show you. They can get added by the automation because you add them by just clicking, which I just did by adding the automation. But if they bought it online, you could also add a trigger.

You ready?

So, you could add a trigger so that when they purchase, you add a trigger such that when contact, you can make them do anything. They clicked an email, I mean, they ate Rice Krispies… Not quite that much, but almost anything. A specific date could be their holiday, it could be their birthday, whatever. But we’re just going to make it if they purchase a product. See how I did that? I’m going to back out where you see it again because I did it kind of fast. Make that go away, right? We’re making an automation for someone who bought Obagi one through six. If they bought it in your office, all you would have to do is put their name in and then click ‘add automation.’ Now you’re making the automation. But if I want to make this happen automatically when they buy it, I could say, “Add a trigger.” The trigger’s going to happen.

They’re going to be put on this automation whenever they purchase. I don’t even have the Obagi in here, so I’m going to add a new product, and the product’s going to be Obagi one through six. Save and edit. Now you see we’re two layers deep, and we’re going to charge them $150 for it. You can skip all the rest of it if you want to, then we save it, right? So now they’re going to get added if they purchase Obagi one through six. I could put some other stuff on there unless they’re from whatever, they’re from the North Pole, and I don’t want them as a patient. You could do all sorts of stuff here. So, I can add conditions unless they have a contact tag that says, “This person was rude to me last time, so they don’t get to buy anything from me anymore,” which we haven’t got to tags yet. But the bottom line is you don’t even have to know the rest of that.

All you had to do was know that you added them to the automation, and then you added a trigger because they did something. So, that’s one form of a rule. Let me take that out. So, the other button that we haven’t gotten to yet that we just got to is we’re making other rules. Now, both of them are going to get this email. Remember the other button? Send an email. So, they bought your Obagi one through six, and what email do I want them to get? I haven’t written it yet, so I’m going to write a new message, and it’s going to be, “Obagi purchase.” Save and edit. Another email. “Your new Obagi.” Now, I don’t know if you guys have looked. Last time I looked, you could buy it on Amazon cheaper than doctors can buy at wholesale, so I don’t carry this product anymore. But this would be if you were delivering something they bought by email.

But this is not a delivery, so we’re not going to mark it as transactional. You’re going to say, “Your new Obagi. Thank you for your purchase.” I haven’t shown you this yet. This is really cool. So, this AI assistant, you can just tell it what you want it to write. “Write a thank you letter after someone purchases Obagi. Tell them to use one gram of number one, or to call the office if their face gets red, and to see me again in six weeks for best results. PS: Tell them about the Vampire Facial® at Vampire Facial®.” Now, I seldom use this. Matter of fact, the only time I’ve ever used this to write an email was this morning when I did a demonstration for you guys on how I wrote the email that came to you this morning. Because it seldom sounds like me. But if you just really don’t want to look at a blank page, just tell the AI, which is embedded in Ontraport, what you want it to say, and then click write.

There it is. “Dear…” and it put the customer’s name. “Thank you for your recent purchase.” So, you wrote a really nice email. “Warm regards…” It’s going to put… Everywhere you see brackets, it’s going to add one of the merge fields. “Have you heard of the Vampire Facial® treatment that complements your Obagi? Learn more about it here.” So, I can copy that to my clipboard and then paste it right up in there, which in this software is command V. See that? You just wrote an email. Then you go back in here and make it sound like you. Now, I’m going to save it, and when I do, it’s taking me back to my… Remember we were building an automation? So, done. This needs to go away. This one, I really want it to go over here, so I’m just going to draw a line.

I’ll show you. Oh, there it is down there. There it is. Sorry about that. So, then I can just drag this over like this and have them go to that same email. So, you can draw lines. Okay. With the birthday club, what I did was have it send a birthday message, and then I just drew a line back to the start. I’ll show you that again. Take that out. So, the thing that happened next is the go-to button. That one. Then I just took it and drew it. So now, whether they come in from the purchase or we add them, they’re still going to get the same email. Remember the other button? We’re going to have them wait right here forever, or in this case, what I would do is have them wait for maybe a couple of days, some time passes.

I could make it two days, and then I could send them another email. This one could be about how to use one of the products. Then make it go wait indefinitely because I don’t want it to stop. Okay. So, that’s how you would take someone who bought it and trigger it automatically. But if they were in your office and they came in and you did a Vampire Facial®, you might have an automation that’s built post-op Vampire Facial®, but they bought your Obagi. So, you’d look in here. I didn’t publish it yet. Let me do that. But it wants me to edit that email. Let me take that out. So, you fix whatever is bothering it, and then you’re going to click publish. What’s happened next needs to be replaced before we can publish. We’re going to put end, and now we can publish.

So, if they bought it, it gets triggered automatically. How do we make that happen? We hit that, and we put when someone purchases that, and we even added the product. Then, after they purchase it automatically without doing anything—let’s say they click the button online—they get that email. Or maybe the purchase was a procedure. Then this email would be the pre-op instructions. Now we publish it. Now, if I just wanted to add it because they came in and bought the thing—let’s say that I came in and bought Obagi in your office—you could just go to my contact and click… Or someone who’s working for you is going to click that, and I just get added to that automation. So, I got volume. I got the first email, it’s going to wait two days, send the second email like that, and then it’s going to wait forever.

If they click the button and bought your labioplasty or your O-Shot® procedure, then it collected the money and put them on the automation for pre-op for an O-Shot®. Okay. So, you don’t have to write them. The point of that is not only to show you how to do it but to tell you that you just do it for the next patient, and now it’s done. So, let’s say Mary Jane is the first person you put in here. “Oh, Mary Jane had that three days ago. Let me send her a message.” You wouldn’t even have to send it out to her. You would just add it to the automation, and it would go out automatically.

Next year, sister Sue comes in, she buys your Obagi, or she gets her O-Shot® procedure, and all you have to do is click and add the automation, and she gets the same emails that Mary Jane got three years ago. I’ve used some of the same emails for almost two decades. I think you can see, as you go along, what happens is you have a growing… Without sitting down and writing a thousand emails, you eventually have a thousand emails or 50 or ten. Even when you start to get five or ten emails that are going out automatically with every new patient and your favorite procedure, then your newsletter is taking them to the page about your favorite procedure that helps you build your new life. That promise starts to take over more and more of your day, and your life starts to look different because this machine is working constantly every day. Not constantly, but firing multiple times every day to just the right person at the right time.

With that, let’s take a five-minute break. We’ve done everything on this lesson, I think. Yep. We showed how to trigger an automation by a purchase, including us adding in the product and the price. We put in how to trigger an automation directly by just clicking on the ‘add automation’ button within a contact. I haven’t shown you tags, and I haven’t shown you how to make a button that collects money. Do I see some questions? I will go ahead and do a few questions about this lesson, and we’ll take five minutes and come back. I think both of these lessons are going to come in under the 50 minutes.

Questions and Answers

“If you’re starting from zero on Ontraport, do we build the contact list first at the same time or build automations?”

There are two ways you can do it.

One is that if you already have a list somewhere, many of you do, it could be living in your Substack account or your Constant Contact account. You can pull them all in at the same time by going… This is one of those things where you probably want to make the call. I’m not going to show you the button because if you import a lot of people, it will sometimes be perceived as spam. You can imagine if you were a spammer, you might buy a list that was generated in Russia somewhere with a hundred thousand people on it. You put it in Ontraport and boom, you shoot out an email to a hundred thousand people. Ontraport has some safeguards to keep that from happening. Your best option is if you have a significant list—and I mean just a few hundred people, I don’t mean thousands. But if you have a significant list, I would hit their support button, set up a phone call for two reasons.

One is so they can walk you through. It’s a one-time thing and you’re done.

The second is so that they are aware of who you are and they’re less likely to flag your account. They actually won’t flag your account if you do it that way. So, that’s one way to do it, to put your people in. Then the second, if you don’t have a list already or it’s not that many people—my list starting off was my mother and one of my sisters, and it didn’t take long until doing parties and other events, I was up to enough to replace my income as an internist before I got to the 300 mark. The other way to do it is just adding people in one at a time as they come to your office or getting them to be on your list by having a sign-in sheet with a name and an email address at your event.

That’s the simplest thing: a physical piece of paper that gets passed around. I think you’re seeing now why since I was first invited to speak for any group—for example, I was just invited to speak at a meeting in Vegas coming up soon and one in Istanbul. Both events I was offered an airplane ticket and a hotel room. I always turn it down. By being able to say, “No one ever pays me to be on stage,” I’m always able to say that I’m not biased. But I will not go anywhere if I cannot collect names and email addresses. Often, it’s just a sign-in sheet at a booth or a piece of paper that gets passed around. Sometimes it’s a slide at the end of a PowerPoint presentation where it asks them to send me an email or a text message with their email address on it.

If you have them send… I haven’t shown you that. Some of you have done this already, but if you have an SMS… Well, it’s not in this free account. Once you get a paid account, you can get an SMS number. If they text their email to your SMS number, it automatically puts them on your list. You can have that at the end of a presentation. So, my rule is I will go and have gone to Serbia and New Zealand and Australia and India and London and paid my own way. Always my own airplane ticket, my own hotel room. But I will never go anywhere—in all those cases, I collected names and email addresses. I came home and people were on my list. So, I’ve spoken at churches and swingers conventions in Vegas and every Botox party I’ve gone to, it’s names and email addresses.

I like to get your cell phone number, but if I get your cell phone number and just enter it in here, the rules will not let me text you. So, unless you text my SMS number that lives in Ontraport, I can’t add you to my list. For those of you who speak from the stage, that is a wonderful way to [inaudible 01:00:00] your list is to… Maybe I’ll start with that screen, but you can buy… I’m not going to go there, just know you buy an SMS number under your account. Maybe I can show you that much. You go to your account administration and over here under SMS, manage numbers. Yeah, I can show you that. So, you buy a number. I’m on the free trial, so I can’t get it. But once you’re paying, you would go to administration and then you go SMS, and you buy a number. Once you buy that number…

I have a number for inquiries, and I have one for the people in our group. I have a couple others, but those are my two main numbers. Once you buy that number, now that goes on your PowerPoint slide. The end of your presentation goes something like, “If you’ll text your email address to this number, I will send you the research that supports the presentation I just did. Or I will give you whatever it is.” What I used to do is have people until pretty recently, I would have them just text me their information to my personal cell, and then I would set them up in Ontraport manually. But now you can do that. Then what you can make happen is by sending you their email address and their phone number, you can trigger an automation that says… Put the keyword, whatever meeting you’re at, put the keyword A4M. Then you’re at an A4M meeting, you can have an Ontraport automation that’s triggered.

You remember all those triggers?

When it sees the word A4M, it puts them on that automation. Then they get the first message, which says, “Hey, thank you for attending my lecture at the A4M meeting. Here’s the research I promised you.” It’s a link that goes to your webpage with all the research. Now you’re not done. This is what I used to do manually. I’d come home and I’d send everybody an email, but they go on my inquiry list until they find out more about the Cellular Medicine Association. It doesn’t take that many people to become customers for most of you to buy an airplane ticket to anywhere in the world. So, that’s how you grow your list by using the same things we’ve talked about. You just give them another entry point through their cell phone.

Let’s see what other questions were asked. Let’s see. I’m not sure. Oh, there it is. “If you want to add a video that’s on your hard drive and it’s not on Vimeo or YouTube…” You can do that same thing where if you… There is software to put the video directly hosted, you can host it on Ontraport. But I like to maintain… Really, I like things in three different places. So, I have an Evernote. I’ve lost enough stuff to know I want backups. So, all my websites are backed up two different ways. The most important stuff is on a hard drive on my desk that has lots of storage. It’s also on a Dropbox account, and it’s on an Evernote account. So, the best way to do that is you put it wherever you can generate a link. So, if you can put it in your Dropbox account, then it will generate that same URL share link.

So, I’m afraid to click into my account. I might show naked pictures of a patient or something. But you all know if you have a Dropbox account or an Evernote account, it will generate a link just to that file. When you’re reading my emails, you’ll often see a link that takes you to a video. Oftentimes the video is living on Vimeo, which you can put it there and have it hosted. But oftentimes it’s just going… You can also go to a Google Drive. Wherever you’re storing it on your hard drive, you don’t want people logging into that. It needs to be moved somewhere where they can log in. My favorite, I have stuff there too. I have stuff on the Google Drive. Some is on a Dropbox, some is on an Evernote. Maybe that’s overkill, but at least have one of those accounts. Then take what’s on your hard drive, put it in one of those places, generate the share link, and then put the share link into your Ontraport page.

What happens if people get the link and they steal from you?

This used to bother me, and now it really doesn’t. It doesn’t mean I don’t combat it. Routinely for the past four years, we spent $900,000 to $1.2 million per year trying to beat back the people that are illegally advertising our CMA procedures without having been trained. For example, they have a website or social media account talking about the Vampire Facial®. If we weren’t policing it, we would have people doing all sorts of crazy stuff, like what happened where some people were injured in New Mexico who were not truly in our group. So, I don’t really enjoy people stealing things, but the truth is they always will. The thing I think to remember is that just be glad that they do. Like Bill Gates said, “I know the Chinese are stealing our Word software and our Windows software. I’m just glad they’re stealing from me.”

Because of course, in the stealing of it, they were making it more the de facto standard software, and karma takes care of it. For example, if they’re stealing your video, eventually they’re found out. I use software and policing mechanisms to help with that, like BrandShield and my trademark attorney. So, you’re always beating it back as best you can. But the point is that having a link that people can access without paying you for it, and then some people will access it, but it’s not the end of the world. Eventually, it’s found out, and you can block them, or it’s not found out, and karma blocks them. Let’s see what else. Hopefully, that answered that question. I’ll shoot out… I’m not sure why I’m not able to download the handout, but I’ll put a link to it when we come back from the break.

The link from Dropbox would work just like the one I showed you from YouTube. (this part is incorrect. I made a supplemental video that explains and gives other options based on whether or not you need HIPPA compliance…which I never do for videos…and how long the video is).

Whenever you upload something to Dropbox, there’s a share link. Just like the share link in YouTube, you click the share link button, and it creates a URL just like with YouTube or Vimeo. Okay.

Let’s take a five-minute break. Since the handout is not playing to everybody, I’ll put my PDF file on a Dropbox when we get back, and then I’ll put a link and show you what we’ve been talking about. The next part will be how to make a button that either collects money or schedules an appointment on your new webpage. All right. Let’s take an eight-minute break.