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Invisible Selling Machine

Invisible Selling Machine

by Ryan Deiss 2015 184 pages
4.20
100+ ratings
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Key Takeaways

1. Email marketing remains powerful, but requires a strategic approach

"Email is an incredible selling medium, but there's one big, huge glaring problem. According to Fortune Magazine, the average person receives 147 emails per day. Yikes!"

The email landscape has changed. While email marketing remains a potent tool for businesses, the sheer volume of messages competing for attention necessitates a more sophisticated approach. Gone are the days when simply having a large list guaranteed success. Today's effective email marketers focus on engagement, relevance, and strategic sequencing of messages.

Key elements of modern email marketing:

  • Segmentation: Tailoring messages to specific subscriber interests
  • Automation: Creating triggered email sequences based on subscriber behavior
  • Value-first approach: Prioritizing helpful content over constant sales pitches
  • Mobile optimization: Ensuring emails display well on smartphones and tablets
  • Analytics: Continuously measuring and improving email performance metrics

2. The Invisible Selling Machine: A 5-phase email marketing system

"The Invisible Selling Machine will give you an unfair advantage over 98% of your competition by deploying a simple, copy-and-paste "method" I discovered after hundreds of hours and thousands of dollars in trial and error of selling my own products and services."

A systematic approach to email marketing. The Invisible Selling Machine is a comprehensive framework designed to nurture leads, convert customers, and maximize lifetime value. This system recognizes that different subscribers are at various stages of the buying journey and require tailored communication.

The 5 phases of the Invisible Selling Machine:

  1. Indoctrination: Introduce new subscribers to your brand and values
  2. Engagement: Provide value and make relevant offers to interested prospects
  3. Ascension: Encourage customers to make additional, higher-value purchases
  4. Segmentation: Categorize subscribers based on interests and behaviors
  5. Re-engagement: Reactivate dormant subscribers or prune unengaged contacts

By implementing this system, businesses can create a more predictable and scalable email marketing strategy that continuously nurtures relationships and drives sales.

3. Indoctrination: Turn strangers into friends through strategic welcome emails

"If you craft this first Indoctrination email (called the Welcome Email) properly, you'll be much more likely to convert this lead to a customer. More importantly, you'll turn a stranger into a friend of you and your brand."

First impressions matter. The Indoctrination phase is crucial for setting the tone of your relationship with new subscribers. A well-crafted welcome sequence helps build trust, establishes expectations, and primes subscribers for future engagement.

Key elements of an effective Indoctrination series:

  • Personal introduction: Share your story and brand values
  • Set expectations: Explain what type of content they'll receive and how often
  • Deliver immediate value: Provide a quick win or helpful resource
  • Encourage engagement: Ask subscribers to whitelist your email address and connect on social media
  • Create anticipation: Tease upcoming content or offers to maintain interest

By focusing on building a connection rather than immediate sales, you lay the groundwork for a more receptive audience when you do make offers in the future.

4. Engagement: Convert prospects into customers with targeted offers

"The goal of an Engagement Series is to make an initial sale to a prospect that has shown interest in something. They've been segmented by opting in with their email address to receive that 'something' and will now begin receiving an email series intended to sell them a product or service that corresponds with that interest."

Strategic selling through email. The Engagement phase is where you transition from building rapport to making offers. However, it's crucial to maintain relevance by aligning your products or services with the specific interests that led subscribers to join your list.

Effective Engagement strategies:

  • Use Lead Magnets to identify subscriber interests
  • Create targeted email sequences for each Lead Magnet topic
  • Employ the "Gain, Logic, Fear" email sequence:
    1. Highlight the benefits (Gain)
    2. Present a rational argument (Logic)
    3. Introduce scarcity or urgency (Fear)
  • Adjust the length of your Engagement series based on the price point of your offer
  • Continuously test and refine your messaging for optimal conversion rates

By focusing on relevance and value, you can increase the likelihood of converting subscribers into customers without appearing pushy or salesy.

5. Ascension: Maximize profit by encouraging repeat purchases

"For every offer you make to your audience, there is some percentage of buyers who would buy more."

Upselling and cross-selling. The Ascension phase recognizes that existing customers are often your best source of additional revenue. By strategically offering complementary or higher-value products, you can increase the lifetime value of each customer.

Ascension strategies:

  • Immediate upsells: Offer related products immediately after a purchase
  • Cross-sells: Recommend complementary products or services
  • Bundles and kits: Create value-packed combinations of existing offerings
  • Premium subscriptions: Encourage ongoing relationships through recurring billing
  • Focus on speed and automation: Offer products or services that help customers achieve results faster or more easily

Implement Ascension campaigns thoughtfully, ensuring that each offer provides genuine value and aligns with the customer's needs and previous purchases.

6. Segmentation: Tailor your message to specific subscriber interests

"List segmentation is critical to maintaining a healthy email list with high engagement and a low unsubscribe rate. The fact, is continuing to send a subscriber emails about a topic when they are not engaged (i.e. opening, clicking, buying, opting in, etc.) is the fastest way to lose that subscriber."

Relevance drives results. Segmentation allows you to deliver more targeted, personalized content to your subscribers. This increases engagement, reduces unsubscribes, and improves overall email deliverability.

Segmentation techniques:

  • Use Lead Magnets to identify specific interests
  • Track subscriber behavior (opens, clicks, purchases)
  • Employ surveys to gather explicit preferences
  • Utilize webinar registrations to gauge topic interest
  • Leverage content engagement (blog posts, videos) for insights

By segmenting your list, you can create more focused Engagement campaigns, resulting in higher conversion rates and a more satisfied subscriber base.

7. Re-engagement: Reactivate dormant subscribers and maintain list health

"Setting up a Re-Engagement and Win Back Series is the lowest of low-hanging fruit. If they were interested once, chances are they'll be interested again. You just have to give them something that will re-energize and re-engage their interest in what you have to say."

Don't neglect inactive subscribers. A significant portion of your list may become disengaged over time. Implementing a Re-engagement strategy can help you recover these subscribers, improving overall list health and potentially uncovering missed revenue opportunities.

Re-engagement tactics:

  • Identify inactive subscribers (e.g., no opens or clicks in 60+ days)
  • Create a dedicated Re-engagement email series
  • Offer exclusive content or special promotions to inactive subscribers
  • Ask for feedback or preferences to improve relevance
  • Consider removing persistently unengaged subscribers to maintain list quality

By actively working to re-engage dormant subscribers, you can maximize the value of your existing list while ensuring better deliverability for your engaged subscribers.

8. Craft compelling emails with clear roles for subject lines and body copy

"Each element of your email has a single job, and the smart email marketer employs each element to do its singular job."

Strategic email composition. Understanding the distinct roles of each email component allows you to craft more effective messages that drive opens, clicks, and conversions.

Key email elements and their roles:

  • Subject line: Sell the open (use curiosity or direct benefit)
  • Body copy: Sell the click (provide value and a clear call-to-action)
  • Landing page: Sell the opt-in or purchase (maintain congruence with email content)

Tips for effective emails:

  • Test different subject line styles (curiosity vs. direct benefit)
  • Use multiple links in the body copy, each with a different psychological appeal
  • Maintain "scent" from subject line to body copy to landing page for consistency

By optimizing each element of your emails, you can improve overall campaign performance and drive better results.

9. Create irresistible Lead Magnets to grow your email list effectively

"Lead Magnets don't have to be lengthy. Or complex. Or time-intensive to create. In fact, a long and complex Lead Magnet will likely convert poorly. You simply need to solve a specific problem with a solution for a specific segment of your market."

Quality over quantity. An effective Lead Magnet offers immediate value to your target audience, addressing a specific pain point or desire. By focusing on creating highly relevant, easily consumable Lead Magnets, you can dramatically increase your opt-in rates and grow your email list more quickly.

8-Point Lead Magnet Checklist:

  1. Offers an ultra-specific solution to an ultra-specific market
  2. Promises "one big thing" (as opposed to a lot of little things)
  3. Speaks to a known desired end result
  4. Offers immediate gratification
  5. Moves prospect down a "continuum of belief"
  6. Has a high perceived value
  7. Has a high ACTUAL value
  8. Rapidly consumable

Examples of effective Lead Magnets:

  • Case studies
  • Cheat sheets or handouts
  • Toolkits or resource lists
  • Short video tutorials
  • Quizzes or assessments

By creating Lead Magnets that adhere to these principles, you can attract more qualified leads and set the stage for successful Engagement campaigns.

Last updated:

FAQ

What's "Invisible Selling Machine" by Ryan Deiss about?

  • Automated Sales System: The book introduces the concept of an "Invisible Selling Machine," which is a systematic approach to automating sales through email marketing.
  • Five Phases: It outlines a five-phase process that includes indoctrination, engagement, ascension, segmentation, and re-engagement to convert prospects into customers.
  • Email Marketing Focus: The primary focus is on leveraging email marketing to create personalized, automatic follow-up systems that drive sales.
  • Real-Life Examples: Ryan Deiss shares personal stories and examples from various industries to illustrate how the system can be applied effectively.

Why should I read "Invisible Selling Machine"?

  • Proven Strategies: The book offers proven strategies for automating sales processes, which can save time and increase revenue.
  • Comprehensive Guide: It provides a step-by-step guide to building an effective email marketing system, making it suitable for both beginners and experienced marketers.
  • Diverse Applications: The methods discussed are applicable to a wide range of businesses, from small startups to large enterprises.
  • Expert Insights: Ryan Deiss shares insights from his extensive experience in digital marketing, making it a valuable resource for anyone looking to improve their marketing efforts.

What are the key takeaways of "Invisible Selling Machine"?

  • Systematic Approach: Implement a systematic approach to email marketing that automates the sales process.
  • Five Phases: Understand and apply the five phases of invisible selling: indoctrination, engagement, ascension, segmentation, and re-engagement.
  • Personalization and Automation: Use personalized, automatic follow-up to engage prospects and convert them into customers.
  • Continuous Optimization: Continuously optimize your email marketing campaigns to improve engagement and conversion rates.

How does Ryan Deiss define the "Invisible Selling Machine"?

  • Automated Sales Process: It's a system that automates the sales process through a series of strategically crafted emails.
  • Five Phases: The machine operates through five phases: indoctrination, engagement, ascension, segmentation, and re-engagement.
  • Personalized Follow-Up: It relies on personalized, automatic follow-up to engage prospects and drive sales.
  • Revenue Generation: The ultimate goal is to generate revenue by converting prospects into customers seamlessly and invisibly.

What are the five phases of the "Invisible Selling Machine"?

  • Indoctrination: Introduce new leads to your brand and build a relationship with them.
  • Engagement: Convert prospects into customers by making relevant offers.
  • Ascension: Encourage customers to upgrade their experience by purchasing additional products or services.
  • Segmentation: Identify and categorize prospects based on their interests and behaviors.
  • Re-Engagement: Reconnect with prospects who have become disengaged to bring them back into the sales process.

How can the "Invisible Selling Machine" be applied to different businesses?

  • Versatile Application: The system can be applied to various industries, including e-commerce, service-based businesses, and B2B companies.
  • Customizable Phases: Each phase can be tailored to fit the specific needs and goals of a business.
  • Scalable System: The machine is scalable, making it suitable for both small businesses and large enterprises.
  • Real-World Examples: The book provides examples from different markets to demonstrate how the system can be adapted and implemented.

What is the role of email marketing in the "Invisible Selling Machine"?

  • Core Component: Email marketing is the core component of the Invisible Selling Machine, used to automate and personalize follow-up.
  • Engagement Driver: It drives engagement by delivering relevant content and offers to prospects and customers.
  • Conversion Tool: Email marketing is used to convert prospects into customers through strategic campaigns.
  • Continuous Communication: It facilitates continuous communication with leads, ensuring they remain engaged and informed.

What are some best practices for crafting emails that convert, according to Ryan Deiss?

  • Subject Line Focus: The subject line should sell the open, using curiosity or direct benefit to entice readers.
  • Body Copy Purpose: The body copy should sell the click, using curiosity, direct benefit, and scarcity to drive action.
  • Landing Page Role: The landing page should sell the opt-in or sale, maintaining scent and congruency with the email.
  • Multiple Links: Include multiple links in the email, each providing a different psychological reason to click.

How does Ryan Deiss suggest optimizing the "Invisible Selling Machine"?

  • Email Crafting: Focus on crafting emails that convert by understanding the role of each element: subject line, body copy, and landing page.
  • Lead Magnet Quality: Ensure your Lead Magnet is specific, offers immediate gratification, and has high perceived and actual value.
  • Landing Page Design: Use a checklist to create high-converting landing pages that are clear, concise, and visually appealing.
  • Continuous Testing: Continuously test and optimize each phase of the machine to improve engagement and conversion rates.

What are some of the best quotes from "Invisible Selling Machine" and what do they mean?

  • "The power was in the system that I had stumbled upon." This highlights the importance of having a systematic approach to sales and marketing.
  • "There’s a tremendous sense of freedom when you have a machine that generates cash." Emphasizes the financial and operational freedom that comes from automating sales processes.
  • "It’s not the size of the list that matters...it’s how you use it." Stresses the importance of effectively engaging and converting your email list, rather than just focusing on its size.
  • "The best Lead Magnets show the prospect something they didn’t know that makes them believe they can finally achieve the result you’re promising." Underlines the importance of creating valuable and belief-building Lead Magnets.

How does Ryan Deiss address common misconceptions about email marketing in "Invisible Selling Machine"?

  • List Size Myth: He debunks the myth that a large email list is necessary for success, emphasizing quality over quantity.
  • Money in the List Lie: Challenges the idea that simply having a list guarantees sales, highlighting the need for a system to monetize it.
  • Follow-Up Errors: Points out common errors like failing to follow up or sending the same email to everyone, advocating for personalized and segmented communication.
  • Engagement Importance: Stresses the importance of engagement and how it impacts deliverability and conversion rates.

What are the benefits of implementing the "Invisible Selling Machine" in a business?

  • Increased Sales: Automating the sales process can lead to increased sales and revenue.
  • Time Efficiency: Saves time by automating follow-up and engagement with prospects and customers.
  • Scalability: The system is scalable, allowing businesses to grow without a proportional increase in workload.
  • Customer Relationships: Builds stronger relationships with customers through personalized and relevant communication.

Review Summary

4.20 out of 5
Average of 100+ ratings from Goodreads and Amazon.

Invisible Selling Machine receives mixed reviews, with an average rating of 4.20 out of 5. Readers appreciate the practical email marketing strategies and templates provided, finding them useful for entrepreneurs and beginners. Many praise the book's simplicity and actionable advice. However, some criticize it for being overly salesy, repetitive, and containing typos. Critics argue it oversimplifies marketing and promotes annoying email tactics. Despite these concerns, many readers find value in the book's email marketing methodology, particularly its five-step approach to building customer relationships.

Your rating:

About the Author

Ryan Deiss is a successful entrepreneur and digital marketing expert known for his expertise in email marketing and online business strategies. As the author of "Invisible Selling Machine," Deiss shares his knowledge on creating effective email campaigns and automated marketing systems. He is the founder of DigitalMarketer, a prominent resource for digital marketing education and training. Deiss is recognized for his innovative approaches to lead generation, customer acquisition, and business growth. His work focuses on helping businesses leverage email marketing to increase sales and build stronger customer relationships. Deiss is also a sought-after speaker and consultant in the digital marketing industry.

Other books by Ryan Deiss

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