SUMMARY BY CHATGPT

In this episode, Tom Antion explains "If Then Marketing," a strategy for creating highly targeted marketing based on specific user behaviors. Instead of relying solely on general demographics or psychographics, this approach focuses on actual actions users take (or don’t take), like opening an email, clicking a link, or making a purchase.
Key Points:
• "If Then" Logic:
Tailor marketing based on user behavior:
o If a user opens an email but doesn't click the link ? send a new email with a different subject line and body.
o If a user doesn’t open the email ? resend with a new subject line (body can stay the same).
o If a user clicks through but doesn't buy ? send them a different sales message or sequence.
o If they do buy ? thank them and begin upselling or additional nurture sequences.
• Different Sales Angles Work for Different People:
Use varied messaging (e.g., emotional appeal vs. financial impact) to see what resonates with each individual.
• Marketing Tools Matter:
Implementing this strategy requires capable tools. Tom recommends Kartra for its ability to automate these sequences and integrate email and SMS.
• Benefits of If Then Marketing:
o Increases engagement and conversion rates
o Reduces unsubscribes
o Personalizes communication based on real behavior
• Tom’s Offers:
He promotes his mentor program and Kartra discount link, noting that while the discount is standard, his personal support and training is exclusive.

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Episode 991 – If Then Marketing
[00:00:08] Welcome to Screw the Commute. The entrepreneurial podcast dedicated to getting you out of the car and into the money, with your host, lifelong entrepreneur and multimillionaire, Tom Antion.

[00:00:24] Hey everybody! It's Tom here with episode 991 of Screw the Commute podcast. Today we're going to talk about if then marketing. This is like super, super targeted marketing. I know people throw that word around or that phrase around all the time, but this is about as super targeted as you can get. All right. Hope you didn't miss episode 990. That was online survival tips. You know, I'm kind of an amateur survivalist, so I thought, you know, you should have a survival kit for online marketing. So that's a fun one on 990. It tells a lot of the tools I use, and make sure you pick up a copy of our automation book at. But I will warn you, I'm right in the the middle of editing a new version. So anything where you see kickstartcart ignore even though some of the techniques are still the same. But now we're promoting Kartra and you go to screwthecommute.com/kartra if you want my discount that I negotiated for you. Okay, let's see what else. Check out my mentor program at GreatInternetMarketingTraining.com and my school, the only licensed dedicated internet and digital marketing school in the country, probably the world. IMTCVA.org. It's licensed to operate by SCHEV, the State Council on Higher Education in Virginia. But you don't have to be in Virginia because it's distance learning. All right. Let's talk about some targeted marketing if then marketing now.

[00:01:57] The phrase targeted marketing has been thrown around for many, many years, and traditionally it has been used with regard to someone's demographics and psychographics. Now, demographics are stuff like their age and their gender and their income and where they live and stuff like that. Psychographics are a little more difficult to to figure out, and that's people's values and people's personality traits. And so it's kind of, uh, that's a little woo woo for me. But, it is important in marketing. They, you know, if you're trying to market something to someone that has opposite values of what you're trying to sell, you're not going to sell anything. Right? So so it definitely has value. But as always I'm going to be nuts and bolts kind of guy. And End this. If then marketing is really an exact method to do targeting or target people that have done something or haven't done something. So you know exactly what they did or what they didn't do, and then market to them on that basis. For instance, I'm going to give you several if then scenarios. So if and I'm going to go if someone opens the email you sent but doesn't click the link in it, then if then right, then you send a different email with a different subject line and different body text to get them to try to click the link to keep them moving where you want to go.

[00:03:51] And the reason when you stop and think of this stuff. So they opened the email. So the subject line was probably pretty good. It got them to open the email right. But the body text didn't get them excited enough to click on the link. So my then thing is to email them a different subject line. Well you say, well Tom, the subject line worked before. Well yeah. But they already saw it. Okay. So they're going to think it's the exact same thing. So if you just on this basis, if you sent the same subject line, they probably wouldn't open it because they'd already seen it. See. So if then if someone opens the email but doesn't click the link, then you send a different email with a different subject line and different body text because they had already seen what didn't work. Okay. All right. Let's do another example. If they don't open the email then. Send another email with a different subject line. But you probably could keep the same body text. So you say, well, what's going on there? Well, they didn't open it, so the subject line didn't get them excited enough to open it. And that means they didn't see the old body text.

[00:05:20] So it's okay to just use the same body text because they haven't seen it yet. All right. Let's do another one. If they open it and they click the link in it, then show them what you wanted to show them. Probably a sales letter. Now you can take this further. All right. In this same this same example here if they buy from the sales letter, then thank them and use thank you page selling which I teach, and put them into another sequence to lead them eventually to buy something else. All right, if they don't buy, then send them to another sequence that doesn't quite look like the last one that they went through to get them going again, even to a different sales letter with different emails, because you don't know exactly if you don't know their psychographics exactly. And nobody ever does if they claim they do. If you got 1000 people and you claim that you know exactly what each one is thinking, put your wallet in your pocket and run because that guru is trying to hoodwink you. You don't know for sure what's going to push somebody's emotional buttons enough to get them to pull out their wallet and give you money. So that's why there's no trouble. And people are too lazy to do this frequently is to send them to a different sales letter that emphasizes different things.

[00:07:06] I've talked about this in other episodes where, let's say this one guy I know has books on how to keep from getting divorced and, uh, even before marriage and so on. Some of his sales letters, he might emphasize the fact that it emotionally tears you to pieces. And it's bad emotionally for the kids. And that's what he emphasizes in that sales letter. Another sales letter might emphasize the financial part that everybody loses. And it's a mess financially. And and, uh, your lifestyle goes down, you know, see. So it's a different angle. And so one of those might mean more to another to get them to buy your product, say so. So this is if then marketing and any of the times I said send them an email. You could substitute text in the sequence. So if they didn't respond to your email, maybe they'd respond to a text message. All right. Now you have to have the capability of doing this. And we use Kartra as our shopping cart system. And it has the ability to connect to a SMS broadcast system so that you can mix and match these emails and texts, and you'll start seeing which people respond to to which format. Some people don't want to get text. Some people don't want to get emails. Some people don't want to get either.

[00:08:38] And they're going to unsubscribe. Right? That's just the nature of the beast. But this if then marketing is highly targeted based on nuts and bolts. What exactly they did. And I could go on for ten hours with different possible scenarios of if they did this, go ahead and do that and just keep going on and on and on until they unsubscribe or hate you or whatever or whatever. But this is if then marketing very powerful. But you have to have the capability of doing this. And I know in the old days before I got kartra, I spent hundreds of dollars because this no email programs would do this. And so I had to get an external program and get people to connect it to my email. And it was hundreds of dollars in geek time and programming and all kinds of crap to get it to do it. But now a good system, email system, shopping cart system overall will do this for you. So so that's if then marketing put that to play and you will get much higher open rates on things. You'll get much less unsubscribes because you're giving people exactly stuff based on what they did, you know. Like I said, if they don't open one email but they don't unsubscribe and you give them another email that's got a subject line they like better, you start seeing trends over time with that particular person and you give them what they want.

[00:10:12] Okay, so so there you go. If then marketing. So that's my story and I'm sticking to it. Check out my mentor program. GreatinternetmarketingTraining.com. And if you'd like to have a system that'll do this stuff for you. I'm currently promoting after 24 years with another system that's now gone under. Uh, I'm promoting Kartra after 100 hours of evaluating 44 other shopping cart systems. So check it out. Uh. You can. I negotiated a discount. You can get it at screwthecommute.com/kartra. And it'll give you whatever the best discount I can. They can give you, uh, based on, um, my negotiation prowess. How about that? Yeah. Bullshit. They give everybody the same discount. Uh, that's an affiliate. But anyway, uh, the one thing you can't get anywhere else is unlimited. One on one tutoring and consultation from me and my staff, which is how I was the biggest reseller for the previous thing for 20 some years. So there you go. Check it all out at, uh. And if you want help on this and the other million things you got to do to be successful online, then check out my mentor program at GreatInternetMarketingTraining.com, and I will catch you on the next episode. See you later.