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What Expert Authority World™ is saying about the show:

  • Amazing Interviews not to miss!!!
    by Jbower1282 from United States

    Consistantly uniques interviews or amazing people really making it happen.

  • Mario is a great host with great questions!
    by alexdesigns from United States

    Take a few minutes out of your day to listen to Mario. He is a super smart guy and I love the questions he asks his guests.

  • A great podcast for dreamers and do-ers!
    by Chiquita2727 from United States

    Lots of great information and inspiration for anyone who wants to turn dreams into reality. Mario brings a lot of spot-on information to this podcast.

  • Great Show
    by Palminchen from London from United Kingdom

    Love the broad selection of topics for inner

  • Amazing inspirational stories
    by colas_18 from United Kingdom

    This podcast is so good. The stories from the people sharing their stories about their struggles in life and how they overcame these struggles is just inspirational and helped me push harder when things get tough. Keep up the good work with these amazing interviews Mario.

  • Fantastic
    by sttoggyigctdrvy from United States

    Mario goes above & beyond on his show. Lots of great information for his listeners!

  • Top Learning
    by BLNT PPTT from Hungary

    Love hearing these great interviews with a great host. Keep up the good work!

  • Mario inspires!
    by Fatherof10yrold from United States

    These interviews are fantastic. Mario inspires with great questions that draw out great answers from his guests!

  • Expert authority!
    by Tara Williams Phone from United States

    Mario shares some amazing people on this podcast and they have some gold to share!

  • Great show!
    by Karen @ Interview Valet from United States

    Mario is an awesome podcast host! I love the FB Live interviews and the opportunity for listeners to engage in real time. The audio and video quality is spot on every time. Be sure to subscribe so you don't miss anything! You won't be sorry.

  • A Podcasters Inspiration!
    by JamieKullman from United States

    Mario has so much insight and delivers such incredible value through his show. I just started listening, but I've already learned so much from him and his wonderful interviews. Keep up the awesome work!!

  • Quality professionalism
    by VirtForce from United States

    I can’t say enough about how pristine and professional Mario is in his interviews. He truly wants his guests to have the best experience and recording possible. And not to mention he is fun and knows how to put people at ease in front of the camera.

  • How to conquer your limiting beliefs
    by Dave4syth from United States

    Listen to episode 103 an dlearn how to overcome your limiting beliefs. Great advice.

  • I can’t believe how much I learned in just one episode
    by AwesomeMontana from United States

    Mario is knowledgeable, curious and able to bring great guests that deliver value that every business needs to understand! Outstanding podcast!

  • Great content!
    by Cory Lee Leadership from United States

    Mario does a great job of providing relevant information and bringing on guests to share their expertise in a variety of fields. Highly recommend his podcast!

  • Fascinating interviews
    by Bill Ringle from United States

    Mario brings on accomplished guests and draws out their expertise and stories in a way that leaves me on the edge of my seat. Keep up the great work, Mario!

  • Love It!
    by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Love It!
    by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Flawless interview style
    by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Great and insightful!
    by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    by Cliff Duvernois from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    by from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    by BestMorningRoutineEver from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    by Real Estate Journeys Podcast from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    by KatieHBrooks from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    by from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Great Content! Great Interviews!
    by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    by PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

Watch The Episode

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Resources Mentioned

Business Book Checklist
Expert Authority Checklist

Books Mentioned

The Ultimate Sales Letter | Dan Kennedy

The Ultimate Marketing Plan | Dan Kennedy

How to Win Friends and Influence People | Dale Carnegie

Good to Great and Built To Last | Jim Collins

People Mentioned

Dan Kennedy

3 Expert Authority Insights™ To Apply Now

  • Good quality and qualified leads is the lifeline of the business.
  • There is no one way that is the best for everybody.
  • If you have a product or service that can change somebody’s life or solve a problem, you owe it to them to do your very best to help them. And helping them is to get them to pay attention and then to engage you.


• Acorns: To learn how Acorns simple & easy investment account will help you create a compound interest snowball, visit: !

What You’ll Learn In This Episode

**Click the time stamp to jump directly to that point in the episode.**

[0:45] We thank our sponsor, Acorns

[1:40] How Doug started

  • Doug had the desire to do his business
  • Doug started with general marketing and direct mail
  • Doug moved along with the digital age
  • Doug tried to be six months to a year ahead of the marketplace

[2:45] Pros and cons of direct mail

  • Less competition
  • Regular traffic but bombarded with advertising
  • How many first class letters do you get that have a stamp and have your name on the front?

[3:51] How Doug works

  • Do all testing on digital 
  • Big sales would start with email
  • Take the profits from the email and roll it into direct mail to take it to the next level

[5:38] Why use several medias together

  • You have this multiplier effect where one plus one equals five
  • Get a way bigger lift than taking any one of those items and putting 100 percent budget into one channel

[6:32] How to select the media to use

  • Know who your audience is
  • Know where your audience is
  • Know who your avatar is
  • Know what websites your audience go to

[7:44] Technology and direct mail

  • You’ve got the ability to put a piece of tracking code on your website
  • When somebody visits your website, it can identify who that person is
  • It can automatically send off a piece of direct mail based on the parameter

[9:46] Advantages of direct mail

  • You design what you want to be mailed out
  • You set the criteria
  • You install the tracking pixel
  • You decide what you want to spend on a budget

[11:11] Doug’s sneak up approach

  • The envelope is a lady’s handwriting with a real stamp
  • A return address with no company name
  • Smells a little bit like perfume and says private

[11:11] Why sneak up approach

  • The mailroom won’t sort it out
  • The secretary won’t open it
  • It will show up on the recipient’s desk

[12:17] Why send mail three to four times

  • The biggest payoff comes with letter three
  • If you’re trying to solve a problem they have, they probably just file that aside and they’re going to look at it later
  • Magic in the follow up
  • It takes time to build a relationship

[13:21] What Doug does in the email world

  • Partner with large publishing companies that have a digital and a print publication
  • Gives access to phone numbers
  • Gives me to the direct mail
  • Gives access to their email list

[15:37] How long to test

  • It depends on the volume
  • You got to have enough data to make it statistically valid
  • How quickly do you want to get the answer to your question

[18:01] Problem-Agitate-Solve

  • If you don’t address the problem, it’s going to get worse. Here’s the solution.
  • Have a compelling message

[18:01] If you have a product or service that can change somebody’s life or solve a problem, you owe it to them to do your very best to help them. And helping them is to get them to pay attention and then to engage you. 

[20:23] Doug’s process

  • Test the copy
  • Test the content
  • Test the subject line
  • Test the landing page
  • Test the media 
  • Test all the medias to find out which one should we spend money with

[23:13] Doug’s success story

  • A lithium company that was raising money
  • They raised about $40 million

[23:56] Why quadruple budgets

  • The publishers won because they stayed in business. 
  • We won because we made money. 
  • Our clients won because they made money.

[25:12] Doug’s tips in making headlines

  • Write out a bunch of headlines
  • Use an AI software
  • If your message inside doesn’t match your headline, you’ve lied to them
  • Spend some time
  • Look online for some copywriters
  • There’s lots of tools that give you ideas for headlines
  • Look for people that are smarter
  • Look at your direct mail, what intrigues you and gets you to open it
  • Copy other headlines
  • The headline and the subject line have to match the content

[28:14] What Doug does in email marketing

  • Don’t mail to anybody who hasn’t opened email in the last 60 days
  • Encourage people to unsubscribe
  • Change the way newsletter are written to be super blunt and really short

[30:17] How to improve deliverability

  • Grow your list
  • Get new subscribers
  • Send them a welcome message

[31:49] Wheel of Whatever

  • How old do you think the earth is?
  • I would guess and say that it’s millions of years old, just based on artifacts and stuff they found. But I really don’t know.

[32:53] Time out to thank sponsor, Acorns

[34:05] Imperfect Action Round

    • The fastest path to the cash is Reaching out to your existing network and asking people for feedback and help
    • The biggest problem prospects are making is They need to get out of their own way and they need to realize that not everything’s free
  • The best way to maximize customer lifetime value is build a deep relationship with your customer and fully understand what they need and how you can help them in all areas

[36:32] Thanks to our sponsor, Business Book Checklist

[36:48] Let’s take a moment to thank our sponsor, Acorns


Episode Transcript

Read Full Transcript

Intro [0:00]

EA Interviews Episode 162. Inspiration, transformation, success stories, and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview. 

Mario Fachini [0:14]

We are in for a treat today, everyone. I don’t know about you, but I’m always looking for ways to generate leads for my business, get more high quality leads. And there’s so many ways to do this. Have you ever considered doing it with email? Have you considered it with Facebook? I’m excited to have Doug Morneau here, who is an author, speaker, and host of Real Marketing Real Fast podcast. aAd he’s going to be sharing with us ways we can get more leads for our business. And I’m going to bring him up right after we thank our sponsor. 

SPONSOR Acorns [0:45]

How would you like to grow your wealth easier than you think with the change you probably don’t notice anyhow automatically? That’s why I started the compounding interest snowball investing with Acorns and advise you do too. Get started simply and easily today at 

Mario Fachini [1:02]

Here he is, ladies and gentlemen, Doug Morneau. Doug, how are you feeling today? 

Doug Morneau [1:07]

I’m feeling good. Thanks, Mario. 

Mario Fachini [1:09]

I’m excited for you to share about leads and marketing because so many people – I can’t think of a single business right now that couldn’t benefit from more leads and higher quality leads. Would you agree? 

Doug Morneau [1:22]

Yeah. I totally agree. I mean, I think sales and marketing obviously is super important to the company. But making sure that you’ve got good quality, qualified leads, is kind of the lifeline of the business. 

Mario Fachini [1:33]

Out of all the aspects of business, what made you want to go down this path? 

Doug Morneau [1:40]

To be honest, it wasn’t something I had entirely planned. I mean, my goal really was to be an entrepreneur. I’d seen my grandfather be quite successful what he had done. My dad was not in the – you know, he wasn’t self-employed. He worked for the city. And I just had a desire to do this. So I mean, I’ve transitioned my business and I’ve changed a bit with the times. I really started with general marketing and direct mail. And then as the digital age came in – I mean, you can see I’ve got gray hair, so yes, direct mail. And then as the digital moved along, I just moved with it. And try to be plugged in and try to be six months to a year ahead of the marketplace testing stuff. 

Mario Fachini [2:16]

Well, I appreciate the jokes you’re making. But I actually want to talk about the direct mails because so few people – let me not pigeonhole that. But I would say there’s a lot more people now – I mean, I was saying this ten years ago when we were doing direct mail. But so many people don’t want to try it or do it. And it’s such a good thing. What would you say the pros of direct mail are versus the cons of not doing it? 

Doug Morneau [2:45]

Well, there’s less competition. So if you’re thinking of your advertising message, all you need to do is log on to any of your favorite social media platform. And you’ll get all the regular traffic, if you want to call it that, from your friends and the people that you’re following. But then you’re also getting bombarded with advertising. And then that just think for a minute when you go to your mailbox, how many pieces of – now, I’m talking about direct mail. I’m specifically talking about addressed direct mail. And typically what we do is first class. So how many first class letters do you get that have a stamp and have your name on the front? I can’t speak for you. But for me, not very many. 

Mario Fachini [3:20]

Well, I’d have to agree. It’s far and few between. And I know the shift around the 2000s was everyone was transitioning into direct mail. And they’re like, “Oh, we can do email. It’s so cheap. It’s so inexpensive.” But now everyone’s doing it and the marketplace is crowded. Then it was Facebook, LinkedIn. And they all still have their place and everything, but I think people forget there are billion dollar companies that were built just a few years before the internet. How did they do it is the question I asked myself. 

Doug Morneau [3:51]

Yeah. And we would often use digital to raise capital or to generate sales for clients where direct mail is the ultimate goal. So we might, want to do a direct mail piece, like a 15 or 16, page magalog, that we’ve mailed out across the US, but do a million pieces of direct mail. So at $1 and a quarter a piece, that’s a big budget. So what we do is we do all our testing on digital. Then we do all our big sales would start with email. And then we would take the profits from the email and roll it into direct mail to take it to the next level. 

Mario Fachini [4:24]

You just shared about three or four good Experts Authority insights that I could catch there. And you were saying test it first with digital before you roll it out with physical. 

Doug Morneau [4:35]

Yeah. Absolutely. I mean, I don’t want to sound like an ancient dinosaur. But before we had digital, I would run test ads in the classifieds and run them to a phone and just count how many calls came in to test headlines for direct mail. 

Mario Fachini [4:50]

That’s a good way to do it. Would you go to a local market before you roll it out? regional or national? 

Doug Morneau [4:56]

Yeah. Absolutely. And then now, obviously, we’ve got the ability with Facebook and Google to test headlines as well. And you know, even in the email space now, I mean, I’m using artificial intelligence to test subject line. So I sent – my daily email went out today. And I think there was like 850,000 emails that my headline was compared against. And that gave me a score of opens, deliveries, and pixel. So there’s a lot of technology that you can use today digitally that I think you can transfer into direct mail or other mediums or even writing ad copy. 

Mario Fachini [5:32]

So it sounds like the best way to do this is really take the best of both worlds and leverage them. 

Doug Morneau [5:38]

Yeah. And what I found really – and this is just my my personal opinion – is that I haven’t discovered the Holy Grail. There is no one way is the best for everybody. It depends on your situation, your market, who your target customer is. But what I have found is that when you couple several medias together, you have this multiplier effect where one plus one equals five, or six, or seven, instead of one plus when equals two. We would run email, run paid search, run Facebook ads, run video ads, do direct mail, do them all at the same time. We get a way bigger lift than taking any one of those items and putting 100 percent of our budget into one channel. 

Mario Fachini [6:20]

Do you find that there’s a better platform to test the ads with Facebook versus LinkedIn versus Google versus YouTube ads when you’re talking on the strictly digital side? 

Doug Morneau [6:32]

This is going to sound a bit weird. But again, it’s kind of the testing. Know who your audience is. And it really depends where your audience is. So you know, I’m a big Twitter fan. But if my audience isn’t on Twitter, then there’s no sense me testing my offer there. I mean, one of the advantages of Twitter is that’s where the media are. So if you want media coverage and you want to know where the reporters are, go there. But if that’s not your target audience, find out where your audience is, who your avatar is, what they do in the morning. You know, when they get up in the morning, have a cup of coffee and a bagel. You know, do they listen to a podcast? Or are they listening to your podcast? They listen to the radio. What websites do they go to? And if you get a really clear picture of what your potential customer does for the entire day from the time they wake up until they go to bed, then it’s very easy to select the media that you should be testing. 

Mario Fachini [7:19]

Do you find that when you’re talking to your clients, is it a hard sell that talk to them about direct mail? Because I know there’s people listening that are going – maybe they’ve never tried direct mail, maybe they’ve tried it with no success. And of course, there’s a lot of people who have had success with it. Do you find it to be a hard sell? Or do you just explain the process and break it down for them? 

Doug Morneau [7:44]

For some of them it’s definitely a hard sell. And some of them it’s a hard no. But that’s no different than if you think back a few months ago, there were companies that said there’s no way I’m going to have an e commerce store. Guess what? Times changed. And so with direct mail, the other thing you need to remember is that, often in the marketing world – and I’ve noticed the same around other industries – we say, “Oh, this is dead.” And what we’re saying is because it’s old, it doesn’t work. And that’s not necessarily true. Just because something is shiny and new. My clients aren’t on TikTok. TikTok is new. But if I market my business there, my clients aren’t there. So technology comes along and makes the old media better. So with direct mail now, you’ve got the ability to put a piece of tracking code on your website or my website. And when somebody visits your website, it can identify who that person is. And it can automatically send off a piece of direct mail based on the parameter. So if they spent a minute on your About Us page, it will put a postcard in the mail the next day, with no intervention, without them having to fill out a form. So direct mail has evolved, if you look at it that way. 

Mario Fachini [8:53]

That’s awesome. I did not know that aspect of it. One of my favorite things to do with it is, take a copy of my book and drop that in the mail to someone. I mean, that’s good direct mail. Obviously, you’re not going to do that 2 million homes just for the first reason. But when you can automatically trigger that. Let’s talk about the distribution. Because there’s a lot of people who even asked me as far as books go when I’m publishing for them, they go, “Well, who’s going to distribute these? Who’s going to print them?” And they don’t realize you can print on demand or you can – that’s really cool. You got my wheels spinning about that. Or they click on your website and it will trigger a postcard. So how much of this process can you offload where it’s like, “Hey, let’s just put it in place.” And you really don’t need to maintain it anymore. 

Doug Morneau [9:46]

Oh, that process I’m talking about is a 100 percent outsource. So really, you design what you want to be mailed out, you set the criteria, you install the tracking pixel, you decide what you want to spend on a budget. So let’s say for argument’s sake, I want to spend USD1,000 a month on this. You set your budget. And it will send out the direct mail until you’ve reached your budget. So it’s almost like a pay per click. But it transfers to direct mail. So there’s lots of that technology that you outsource. So yeah, those postcards don’t reside in your office, my office. They sit in a mailing house someplace. And they track, they get the download, they send that out. You just get the reporting. 

Mario Fachini [10:27]

See, and that’s what I find exciting because I love systems in the organization. And just systematizing things for increased profit. And there’s a lot of cool stuff you can do. But so many people come up with these ideas, we can do this, that, the other thing. And it’s like, yes, it can work. Yes, it might work or will work. But you’re also creating this 10X multiplier of work. And if you don’t have that time freedom, in my opinion, it’s like you’re going to be increasing not only the profit, but you’re increasing the time. So what I love about what you’re sharing is it’s not. You still have that time freedom. What are some other advantages that you found with direct mail? 

Doug Morneau [11:11]

Well, like I said, again, it’s very sophisticated. Now, you can create custom direct mail pieces. So you know the envelope – my favorite way to send direct mail, honestly, is a handwritten envelope with a real stamp. And a return address with no company name. I call it the sneak up approach. And if if I’m going to – people go, “Well, my clients are CEOs of these big companies.” Like, “Okay. I’ve done direct mail to those guys before as well.” So the envelope comes to them in a handwritten in a lady’s handwriting. It smells a little bit like perfume and says private. What I can guarantee you is the mailroom won’t sort it out. His secretary won’t open it. It will show up on his desk. Now, you can’t do that at scale. But if you’re going to be super fine, targeted and get to people. And then when they open the envelope, instead of having a brochure in there, it’s  your picture, attention getting headline. And then I follow a very basic copywriting rule, which is problem-agitate-solve. The problem you have, if you don’t address the problem, it’s going to get worse. Here’s the solution. And then we will mail to that individual three to four times. 

Mario Fachini 12:1

Why not five or six? 

Doug Morneau [12:17]

I just haven’t tested that far. To be honest, the biggest payoff so far has come with letter three. So sometimes it takes a bit of discussion with the client to convince them, “Hey, look. Hang in there.” “Well, I didn’t get all my money back in letter one.” “That’s right. You’re going to get the biggest payoff.” So my experience has been I get about 75 percent of my payoff on the third letter. Because people are busy. No different than when you open your inbox or somebody sends you a message on Facebook, you’re busy you put it aside. But if you’re a welcome guest and not a pest, if you’re trying to solve a problem they have, they probably just file that aside and they’re going to look at it later. Well, sometimes later never comes because they get distracted. So by sending another one and another one another one, eventually they go, “Okay. Fine. I got to deal with this. This guy is right, my problem is getting way worse. I got to resolve – fill in the blank. I need more leads. I need the staff. I need whatever.” So I haven’t tried five or six to answer your question. 

Mario Fachini [13:12]

And that just answered the other side of the coin, why not one or two? Because your biggest payoff is on three?

Doug Morneau [13:21]

Yeah. It’s the magic in the follow up, right? And it takes time to build a relationship. So if you can move digitally and direct mail at the same time, I mean, if you look at the ability to, – you know what I do in the email world is I partner with large publishing companies that typically have a digital and a print publication. And that gives me access to phone numbers. That gives me access to the direct mail. And that gives me access to their email list. Because all of these guys have subscribers that subscribe to their email list. So I can now get the publisher to send out your advertising message saying, “Hey, Fast Company subscribers, listen to Mario’s podcast. This guy is really cool,” or whatever the messaging is. If I want, I’ve got the ability to mail them and also to phone them. So if you’re going to take seven to nine times to connect with somebody before they buy from you, I want to shorten up that timeframe as quickly as possible. 

Mario Fachini [14:16]

Yeah. And that’s the thing, if you know it’s going to take seven, nine, or 13, or 21, or whatever the case is, maybe that’s where you supplement some of the direct mail with the online and the email. Because there is a point in any sales cycle where you want to keep it affordable and profitable. But there’s no point in doing 14 messages if it’s going to take 15 or 16. 

Doug Morneau [14:41]

Yep. And there’s no sense doing 14 or 15, if you can get it done in 10. So you’re right, it’s really about testing. And so to your point about it takes up lots of time, you need to set aside some of your budget for testing. So I’m not suggesting that people go, “Hey. Oh, great. Now I got to go ask my VP of Marketing for new budget.” What I typically with my clients, I’d say, “Okay. Let’s carve off a piece of your budget 5 percent, 8 percent, 10 percent, whatever the number is. Then let’s use that just for testing. So we’ve got our baseline and you’re happy with the results you’re getting. But what if we could increase that, increase the conversion by 1 percent, or 2 percent,, or 3 percent. And if you can make those small, little adjustments, and that becomes the new norm. So I’m always, always recommending test, test, test. 

Mario Fachini [15:28]

Here’s the million dollar question, How long? Are we testing it for a week, two weeks, 30 days, 45, 60, 90? 

Doug Morneau [15:37]

Well, I’ve got the half million dollar answer to a million dollar question. And that is, it depends on the volume. You’ve got to have enough data to make it statistically valid. So if you’re saying, “Hey, I like the idea of running your email campaign and direct mail. I want to talk to 1,000 people.” I’m going to tell you that’s not enough. So if I tell you that you should probably talk to 50,000 people, the question then becomes or over what period of time? So if you can do that in the course of 30 days, then that will give you enough data. Or you could do it over six months. But again, it’s going to take you six months to achieve it. So it really comes down to how quickly do you want to get the answer to your question. 

Mario Fachini [16:16]

And the reason I wanted to ask that is because I know one of the frequent ones I get as far as Facebook ads are concerned, a lot of people don’t realize you need to be willing to test for 30 to 60 days, let’s say, with Facebook ads to figure out what’s working before you scale it up. And most people, that may be their only budget or that might be half a day’s budget, depending on who you’re talking to. But the test, test, test phase, everyone thinks you can just jump right in. Either pour a whole lot of money at it or a whole whole little bit at it. And magically it’s going to work. And it’s like, “Nothing works that way.” I mean, you’re a cool and everything person but there isn’t anyone pulling it off in 24 hours. Like, try riding a bike like that. Why am I not a NASCAR driver? Because you’ve been at this about two hours. 

Doug Morneau [17:08]

Yeah, you’re right. And people don’t want to hear that. What they want to hear is, “Hey, you’re the marketing guy. So I just expect you to write out a prescription and solve my problem in a day.” It’s like, “Well, you’ve had this problem for longer than a day. We need to investigate, look at what you’re doing, try and test some new – maybe some new tactics. Or maybe it’s just changing your copy, whatever it is.” There’s a lot of moving pieces. And nobody’s got it all figured out. And the people that are really seriously crushing it that are doing this seven, eight figure, nine figure businesses, they spent a lot of money with people testing copy, content, images, colors all the time. 

Mario Fachini [17:46]

Well, I want to dive into what you alluded to earlier – you’re sharing a lot of Expert Authority insights – but the one you mentioned, problem-agitate-solve. Why do you use that formula? 

Doug Morneau [18:01]

Because it’s a formula that I like. And it’s gotten good results for me. So I’ve used that across a variety of different industries and it works. So I learned it from a copywriter who passed away this year, Dan Kennedy. And what he talked about is imagine your prospects sitting in their lazy chair, they’re sitting down, they’re having a beer, they’re watching the football game, and it’s snowing outside, there’s a foot of snow on the ground. You know, how compelling would your message need to be to make that person shut off the game, put down their beer, put on their coat, and leave their apartment and come to your store? It have to be pretty darn compelling. And what I do know is that it’s easier to sell aspirin than vitamins. So people know that they should exercise, know they should eat well. They believe they need the supplement. But typically, they don’t make a change until something happens. For me, I nearly died from pneumonia. I was three months in bed because I was unhealthy. That was a wake up call, “Hey, I better get my life in order.” So the same thing happens when you’re trying to advertise to somebody. They’re busy. You’re an interruption to them. And so I say, problem-agitate-solve. But I like to pour salt in the wound and like to grind it in so it really hurts. So my style doesn’t fit everybody. I tell people, my goal with you is to find your ideal customer. Take a really big stick, whittle down one end so I can get a grip on it with two hands, hit your customer over the head, pick them up by their pant legs, shake them upside down until all their money comes out. Now, obviously, that’s a made up example. But I like to be fairly aggressive, because if you have a product or service that can change somebody’s life or solve a problem, you owe it to them to do your very best to help them. And helping them is to get them to pay attention and then to engage you. 

Mario Fachini [19:58]

Well, it may have been a made up example, but it still seems like a little bit of work. You got a grind down the stick. You know, they have aluminum bats, right? 

Doug Morneau [00:20:06]

Yeah, I do. 

Mario Fachini [20:07]

No, but that’s good. Because, again, with the process, so many people think they can just put one ad out one time without doing any research. Forget the testing. Who are you even talking to? And then are you taking them psychologically through the process? 

Doug Morneau [20:23]

Absolutely. And the other thing that  I didn’t talk about is that’s just testing one media. So for example, in the email or direct mail space, I may buy several direct mail lists. Or I may rent several email lists from several publishers. So once we test the copy, the content, the subject line, the landing page. Then I’m going to test the media to see which media gives me the best ROI. Which is different than Facebook or Google, because on Facebook or Google, you’re changing your ads but it’s still Facebook or Google. So a fair comparison would be, “Well, what if there was five other competitors to Facebook that had the same type of product? Or five other competitor’s search engines to Google? And so what you do, in my scenario, because there’s that many media opportunities is, once we get the message and the conversion rate, then we test all the medias to find out which one should we spend money with. 

Mario Fachini [21:16]

That is a great way to do it. Because it really is about the testing, which takes a little bit of time. But as you alluded to earlier, we can go hit up 50,000 people in 30 days or six months. It’s still the same 50,000 people. And that’s what you’re going to get your data set from. 

Doug Morneau [21:35]

Yeah. And the reason I like emails because they’re all contained. So if you compare what I do with email to Facebook or Google – now, we use Facebook and Google as well for retargeting. But I couldn’t phone you up and say, “Hey, Mario. You have Facebook agency. I want you to reach 100,000 people on Monday morning for me for my offer.” You couldn’t do it. I could go to – are you familiar with a publication called Social Media Examiner? 

Mario Fachini [22:00]


Doug Morneau [22:01]

Okay. So you may or may not know this, but you can actually get them to send your advertising message out to their subscribers. 

Mario Fachini [22:07]

No kidding. 

Doug Morneau [22:09]

No kidding. So you pay them and 350,000 people on Monday morning at 8:00 a.m. will receive your message all at once. So in terms of scaling from going from zero to here or testing, now you’ve got the ability to. And you can’t do that with other media. Like, I’ve run larger ad budgets on Google. We’ve had clients who are spending like $50,000 or $60,000 a day. We still can’t reach the volume that I can partnering with a well-known publisher that’s got a great relationship with their subscribers and having them introduce me. 

Mario Fachini [22:46]

I got to ask you about your success stories. bBt you are giving so much value here and I just want to say thank you because you got my wheels spinning again. I did not know that either. So I got to stay focused on the show, but you’re creating more questions here. So tell me about your success stories. Who would you say is the biggest success story you’ve had so far? 

Doug Morneau [23:13]

It was a lithium company that was raising money at the time when lithium was a very hot commodity. So it’s a publicly traded company and they were trying to raise capital. And they were very successful. I think they raised about $40 million. 

Mario Fachini [23:28]

And what did you do? What process did you take them through? 

Doug Morneau [23:33]

Pretty much what we talked about. So identified a number of publishers. We hired a copywriter. We wrote copy. We tested copy. We tested subject lines. We rented. We partnered with publishers with email lists. We sent out email. We did remarketing, retargeting on Google and Facebook.

Mario Fachini [23:50]

Wow. That’s fantastic. So it sounds like they were pretty happy with what you did for them. 

Doug Morneau [23:56]

Yeah. They were pretty happy. I mean, the biggest thing we had for testing our media, to be honest, was the 2008-2009 crash. So all my clients were venture capital guys, money guys in the market. We’re helping them raise money and the market crashed. And so I did what my approach, you know, the big stick. I hit them over the head. I said, “Hey, you should just double your budget. And I’ll go back to the suppliers and I’ll renegotiate all the prices.” So a lot of the suppliers I deal with, I’ve still kept the prices at the half price that we negotiated back 2008, 2009. And so we doubled the budget. And they went “Wow. That really worked well. What should I do?” “Double it again.” So we quadrupled our clients budgets and everybody won. The publishers won because they stayed in business. We won because we made money. Our clients won because they made money. 

Mario Fachini [24:42]

Win-win-win, that’s the way to do it. Well, I want to ask you one more thing – actually, two more things. But one of them is another question and it deals with the headline, the sub-headline. You kept saying have an attention grabbing headline. What is the format of an ad that you follow? So the process is, you have the problem, you agitate it, and then you solve it. But when you have the actual copywriting, what have you found works best as far as the format for the headline and then the rest of it? 

Doug Morneau [25:12]

Well, I’ll come back to the the test again. But what I will typically do is I’ll write out a bunch of headlines. So last night, I was getting ready to publish my newsletter. And so I use this AI software and I wrote four headlines. And the software told me that each of them were going to deliver subpar. So they were going to deliver 25 percent less results than the threshold. So I actually had to write a dozen different subject lines last night to find one that would produce it 80 percent better than threshold. So don’t think you’re going to get it right the first time. I spent a lot of time writing headlines or writing subject lines. And it’s not to be clickbait. I’m not talking about trying to trick somebody into opening something, whether it’s email, direct mail. Because if you do that, and they open it, and your message inside doesn’t match your subject line or your headline, then you’ve lied to them. And they’re going to know that right away. So it needs to match what you put inside. So again, spend some time. I would really recommend looking online for some copywriters. There’s lots of tools that give you ideas for headlines. So let me see if I have Dan Kennedy’s book here, Ultimate Sales Letter. There’s a ton of headlines in here. It will walk you through all the formulas and the formats for the headlines. And he’s got another one, The Ultimate Marketing Plan. So you notice these are my quick – they’re right beside my desk because I refer to them. So I look for people that are smarter. I would say look at your direct mail. Look what comes into your house, what intrigues you and gets you to open it and copy those. I mean, really, can we write an original headline or subject line that hasn’t been used and overused? I mean, the best headline I wrote or something I wrote last year was, “I’m sorry.” That was it for my subject line in my email. I got a ton of feedback. But when you went inside I was sorry. I had promised my subscriber list that I would mail to them once a week, and I was mailing to them once a month. So it was, “Hey, I’m sorry. My promise is this. This is what I’m going to do to rectify it.” But they opened it. So the headline and the subject line have to match the content. 

Mario Fachini [27:20]

Because you have that intrigue and it piques human curiosity. But like you’re saying, you can’t lie to them. It was legit for you. You can’t be mailing that out every week, or every day, or whatever. 

Doug Morneau [27:31]

Well, we always get those messages in our email. “Hey, you know, I’m closing my shopping cart. Last minute offer.” Like, “Please, give me a break.” I mean, the urgency stuff that you’re doing doesn’t work because you’re going to email me tomorrow. You’ve just told me you’re taking me off your list. So one guy actually said, “I’m taking you off my list.” So I sent it back and I said, “Thank you.” And guess what? The next day it’s like, “Hey, you’ve got one more chance.” Like, “seriously, dude. You have no credibility. Go away.” 

Mario Fachini [27:53]

So that’s your take on those? Because I’ve asked people about that before where it’s like, “Hey, we’re doing the list, blah, blah, blah. We’re going to take you off.” And I remember one I had just joined after a conference a couple years back. And about 30 days later, they were already purging it. I’m like, I just joined. 

Doug Morneau [28:14]

Well, there’s a difference between purging. I mean, I haven’t done what we would call a reactivation email to my list. But now, when I mail to my list, I don’t mail to anybody who hasn’t opened email in the last 60 days. 

Mario Fachini [28:26]

So you do 60 days. Okay. 

Doug Morneau [28:28]

Yeah. I do 60 days. And I encourage people to unsubscribe. And I’ll tell you why. Because if you don’t like the content that I’m sending you, unsubscribe so it doesn’t fill your email box. It saves you time. Don’t let it just sit in your inbox or move it into the junk, because it affects the email deliverability. So, Gmail is looking at how many of my subscribers have Gmail, how many people open it, how many people put it into junk without opening it, how many people move it into a folder. So they’re watching all these actions. And that affects the ability for me to get my messages delivered to other Gmail users. So it sounds weird. I did a podcast on it. You know, “Please unsubscribe from my list if you don’t like my style and my content.” And I radically changed the way I wrote my newsletter to be super blunt and really short. And I thought, “Great. If people don’t like my style, the best thing we can do is part ways. They’ll find somebody else that fits with the way that they like to work.” 

Mario Fachini [29:25]

Wow. That’s interesting. Again, thank you, personally. I didn’t know Gmail was going to that extent. I sent out an email last Christmas around how to increase your open rate. And everyone was really intrigued by it. And it was basically, purge your list and have people unsubscribe because it’s probably been a year to five since you’ve done it. But the reality is, you can double or triple your open rate just by purging the list and not keeping people on there from a decade ago. I didn’t know there’s all these other things about it. But, like, “I got 100,000 people on my list.” It’s like, “Yeah. But 0.01 are opening it.” 

Doug Morneau [30:04]


Mario Fachini [30:05]

That’s no good. 

Doug Morneau [30:06]

And my my opening rates are pretty consistently between 40 and 50 percent. 

Mario Fachini [30:11]

Well, I got to step it up because I was excited I peaked over 20. I haven’t seen that in five years. 

Doug Morneau [30:17]

Well, here’s another super simple tip that you can do without any money at all. So most people, 75 to 80 percent of people who subscribe to your list. So someone’s listening today live and they go, “Hey, I really like what Mario was talking about.” And they head over to your website and they sign up for your email list. They expect to get a welcome message. I haven’t signed up for email lists. So full disclosure, I will. But I haven’t. So I don’t know if you send one. But most people expect them and most marketers don’t send one. And I’ll tell you why it’s important, it’s because they expect it. So if you don’t send it to them, you’ve already let them down. Secondly, it’s the number one most open email that you’re ever going to send to that person. So if you want to improve your deliverability, grow your list. Get new subscribers and send them a welcome message. You have new blood coming into your system, which is good for you as marketers or people listening. And because they open it, it’s telling the Google gods and the Yahoo’s and AOL and Roadrunners that this is good content because people are opening it and they’re engaging with it. So one of the best ways you can do or things you can do to improve your deliverability is to grow your list, send a welcome message. I normally tell people I set my expectations out. “I’m going to mail you this often. Connect with me on social.” So it’s a great place to ask them for something to take another step. Here’s a download. Connect on social. Or here’s a discount or a coupon. It works. 

Mario Fachini [31:42]

Wow. I’m going to have to go check, to be honest. 

Doug Morneau [31:46]

Well, I’ll check when the podcast is over as well. 

Mario Fachini [31:49]

Well, I appreciate everything you’re sharing. We’re going to go to the sponsor. But there’s a fun little thing I started doing and you’re going to – I like you. You’re officially going to be the first one to see it. I call this the Wheel of Whatever. All right. Now, we’re going to pretend that the questions are already on it. And I have a couple, because I’ve asked about who is someone you’d like to have dinner with? What would you do if you’re president? Do you think the moon landing was real? There’s one I think would be a good fit for you. And I’m curious what you think. How old do you think the earth is? 

Doug Morneau [32:30]

I have no idea at all. 

Mario Fachini [32:32]

You don’t? 

Doug Morneau [32:33]

I don’t. Seriously, I don’t. I think, I would guess and say that it’s millions of years old, just based on artifacts and stuff they found. But I really don’t know. 

Doug Morneau [32:43]

Okay. That’s fair. That’s all. I interjected that about 100 episodes ago just for some fun and some lightness. But we’re going to thank our sponsor and come back for the Imperfect Action Round. 

SPONSOR Acorns [32:53]

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Mario Fachini [34:05]

And we are back with the Imperfect Action Round. Doug, are you ready to take imperfect action? 

Doug Morneau [34:12]

I am. 

Mario Fachini [34:12]

First question – 60 second answers – what is the fastest path to the cash? 

Doug Morneau [34:20]

Reaching out to your existing network and asking people for feedback and help. 

Mario Fachini [34:25]

Very good. Two, what is the biggest problem you see prospects making it and the fastest way they can fix it? 

Doug Morneau [34:33]

They need to get out of their own way and they need to realize that not everything’s free. You need to invest in your business, which means your team, your advertising, your marketing. It’s just the way it works. 

Mario Fachini [34:43]

I don’t think anyone has ever said that. I love that. It’s true. That is awesome. Thank you. That’s really good. 

Doug Morneau [34:52]

You’re welcome. 

Mario Fachini [34:53]

Number three, what is the best way to maximize customer lifetime value? 

Doug Morneau [35:00]

I think you need to build a deep relationship with your customer and fully understand what they need and how you can help them in all areas. And if you can’t help them in all the areas they need help, is to introduce other people. So you become the trusted expert and the go to person. 

Mario Fachini [35:16]

Very good. You mentioned two of them earlier, but what are a couple of books that have helped your business? 

Doug Morneau [35:24]

Well, definitely Dan Kennedy’s two books, Dale Carnegie’s book, How to Win Friends and Influence People. I like Jim Collins, Good to Great Built To Last. And I like his books because he isn’t just talking about theory. He’s a scientist and the way he puts the facts together. So they’ve been very helpful. 

Mario Fachini [35:44]

Very good. Well, I appreciate everything that you’ve been sharing with us. Where would you like people to learn more? 

Doug Morneau [35:51]

Just go to my branded websites. It’s just DougMorneau, M-O-R-N-E-A-U, .com. All the details about my business are there. There’s information about my books that are there. All my podcast episodes are there I’m coming up to 180-ish episodes. So there’s lots of resources there. 

Mario Fachini [36:12]

Well, I appreciate it very much, Doug. You still got my wheels spinning. And I know Expert Authority World got a lot out of this. 

Doug Morneau [36:20]

Well, I appreciate it. Thanks so much, Mario. Thanks for inviting me on. I hope I was able to serve your audience. 

Mario Fachini [36:24]

Absolutely. Well, Expert Authority World, we have another great episode here today. I’ll see you tomorrow. Have a great day and God bless. 

SPONSOR Business Book Checklist [36:32]

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SPONSOR Acorns [36:48]

Spare change? How’s that going to make a difference? I know that’s what I thought before I started investing with Acorns. Throwing change in a jar is not very leveraged and time consuming. But what about all the transactions you don’t use cash for? You know, like, majority. Acorns not only invest your spare change automatically with roundups. It also lets you add a preset amount to each transaction, regardless. It’s pretty inspiring to see how quickly and easily you can end up with a pile of cash instead of a pile of receipts. Get started simply and easily today at Once again, that’s [37:24]

Hey, thanks for listening to today’s episode. I hope you got a lot out of it. I know I sure did. If you haven’t done so already, I invite you to subscribe to the show. And also be sure to check out for complete show notes, the full interview video experience, links to the resources we mentioned, and more. Have a blessed day and I’ll see you tomorrow.

Learn More About Doug

Doug Morneau is an author, speaker, podcaster, marketer, and media
buyer specializing in sponsored email. His first book THREE BIG LIES: The
Real Truth About Renting Email Lists to Generate Targeted Leads and Sales
became an International Best Seller. Doug is passionate about helping
his clients with marketing strategy as a media buyer, and he has helped
his venture capital and investment banker clients raise in excess of $100
million dollars in the USA. He does this by leveraging email marketing,
renting/sponsoring third-party permission-based email lists, online PPC
advertising, and paid influencer marketing.

In addition to helping his clients raise money and leverage digital
marketing, Doug hosts the podcast Real Marketing Real Fast, where he
interviews expert guests in order to help his listeners have business
breakthroughs. Doug is a CrossFit and Olympic Weightlifting athlete,
husband, dad, and granddad.

Connect with Doug

  • Website | Public Figure/Speaking Site
  • Website | Company
  • Facebook | Public Figure Page
  • Facebook | Company
  • Linkedin
  • Youtube
  • Instagram
  • Twitter
  • Pinterest

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