July 28, 2016

Automation vs Broadcasts

This is the temple of Isis in Philae, Egypt. It was built over 2000 years ago on the banks of the Nile, between 380-362 BC.

Temple of Isis

There is something exceptional about this temple.

It no longer sits in its original location.

In 1970 the completion of the Aswan High Dam up-river scheduled the area for flooding. While many smaller temples in the area were abandoned to the water, this one was carefully chopped into 40,000 blocks and moved to higher ground.

40,000 blocks!

You wouldn’t know, right?

Many people build email sequences like they are building an automation temple. What feels like a never-ending 40,000 part email sequence is painstakingly planned out.

The problem with automation temples is they become obsolete over time, and if your business direction suddenly changes they are very difficult to move.

I recently found one of my old Aweber email sequences. Some of the content is still good, but the things I’m writing about have changed. You have moved on. I have moved on. But the temple is left behind.

I don’t completely know what to do with it. I could move it into Infusionsoft. But is it worth the effort?

If your business is in any way unique I think you need to watch out for the automation myth. The automation myth is the idea that you can build out a never-ending ‘evergreen’ sequence of emails and retire to the beach while the orders roll in.

It is scary to commit to sending live real-time email broadcasts, but the advantage of broadcasts is they allow your message to evolve. If your business changes direction you don’t have to attempt to move ancient automation monuments.

You can always cherry-pick the best of your live broadcasts to produce your automation temple later on. This is how I build things out.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.