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hello and welcome to video number six we're going to talk about congruency and how that can impact the initial offer and how the beginning and the end must connect let me explain to you what congruency is all about congruency is everything should line up with the same topic from the beginning to the end so from the point of the person being interested in your initial offer from the solo ad email they sign up for the offer that topic should be the same topic that you include in your follow-up series as well as the future offers that you sell so from signing up to training to tips to what you sell let me give an example of congruency now this formula here may look a little complicated but really really is not if you notice a parenthesis here we've got parentheses a parentheses b parentheses c and parentheses d this is basically means that okay if if you give that initial offer and then they sign up on your their email and you give the initial offer in the first email you want to make sure that you give that initial offer that you promised to them but then at the end of the email you have b here b is basically connects to over here so we've got a and b and then b basically states what's going to be ahead so let me give you an example here email number one says welcome thank you for signing up on this list here's the initial offer to let's say this wordpress tips now you're going to receive in another email email number two which is b and this is kind of like sets the tone for what they're about to receive in email two which you'll be receiving in one week this is going to be about b okay so now email number two they receive email number two now in the email number two i'm going to say something like a i hope you received the gift if you didn't here's a link to it in this email we're going to talk about b so grab beat so this first beginning middle end and then c is basically okay email number three you're going to receive is going to be on this specific topic so as you can see they're just connecting this one to this one and then to this one and then over here we're gonna say okay if you didn't read the email b then here's a link to it so we link back here and then here's c gift and then here's d where d is going to be the feature email this email so as you can see all it does is just connects here and it connects here and then here connects here and here so it connects to the before and after if you can do that and use that formula that will greatly increase your conversion rate so another example you got offer x they sign up for offer x you give the offer x and all the other emails that you give relate to offer x and then when it comes to time to sell you sell topics that are related to offer x so throughout the whole process you've got congruency and consistently all throughout the whole thing the whole process the whole system that's the secret formula so three-step process the initial offer should be as what is promised your follow-up emails should be related to your initial offer and your promotional offers should relate to your initial offer if you can understand that concept it's going to be super easy for you every single time you try to build a list now let me give you an a real life example so that you can take this formula and see it in real life so for example wordpress let's say for example i want to build a list around wordpress blogging because that will enable me to sell things on wordpress wordpress plugins and anything that relates to blogging so that's a pretty general topic so the solo ad is going to be about wordpress blogging and how to set it up and drive traffic and before i do that i want to do research on affiliate offers so there are a lot of affiliate offers relating to wordpress blogging wordpress plugins and more so therefore the initial offer needs to be about wordpress in terms of tips a plugin or something related to what you're going to promote later on so i could say grab this ebook or grab this video series where i'm going to talk about wordpress and then the follow-up training should be tips that are relating to areas of wordpress so remember balance is key you want to educate educate educate about four to five times and then promote because everybody else tends to promote promote promote they don't really offer value and then what happens it just turns everybody off because you look like everybody else but if you do add value then that that's great and it can increase your conversions so promoting time to promote you can promote on wordpress blogging wordpress plugins wordpress themes or stuff that is related but make sure when you promote something to review it in detail unless it's of course your own product so if you're promoting somebody else's product that's not your own then i would advise you to review it in detail either through a video through a blog or something so that way you can show that your list that you truly care about them enough that you're not just promoting it because you want to affiliate commissions you're promoting it because you truly believe in the product itself so on another note do not promote products that are not related to wordpress blogging unless it is something that usually boosts it like traffic sales or increasing conversions for example what i remember when i created a list long long time ago of course at the time i would say yes because i was thinking okay bigger lists probably means more conversions not necessarily and that's going to simply just piss your customers off they're going to think why in the world do i need this click unsubscribe so just remember congruency congruency congruency