Any small business that survived 2020 needed to be adaptable, needed determination and needed a little bit of luck. This episode of the Magnetic Marketing Podcast highlights a pandemic business story that has a happy ending, and it all started with four words: Make it rain Russell. This week, Joe is joined by the team at eLaunchers, Parthiv Shah, the President of eLaunchers and Russell Martino is a copywriter and a direct marketing specialist. Parthiv and Russell share the story of how eLaunchers was able to help their clients and their company survive the pandemic thanks to their grit, creativity, and Dan Kennedy.
About Parthiv Shah:
Parthiv is the President of eLaunchers.com, a locally grown & internationally know marketing automation company serving small & mid-sized businesses, professional service practices (dentists, orthodontists, CPA’s, attorneys, etc.) and elite information marketers. Parthiv has been an implementation craftsman & data scientist practicing big data in small business.
About Russell Martino:
Russell is a copywriter and a direct marketing specialist. He writes response-pulling sales copy, and develop marketing-systems that explode sales and methodically move your sales-and-profit needle higher and higher.
Specialties: Writing sales letters that sell. Building entire sales campaigns, online and off line, that pull a huge response. Developing marketing strategies that generate leads and establish new revenue streams that may add substantially to your bottom line. Finding untapped opportunity to generate a huge surge of business and cash flow in a short time.
Parthiv Shah & Russell Martino
- Magnetic Marketing Podcast Transcription
Joe Pardavila: This is Dan Kennedy's Magnetic Marketing podcast. You'll meet folks that are using the Magnetic Marketing principles to take control of their advertising and marketing dollars. I'm Joe Pardavila. Let's do this.
Any small business that survived 2020 needed to be adaptable, needed determination and needed a little bit of luck.
And I'm just going to come out and say it, spoiler, this episode, all highlight a pandemic business story that has a happy ending, and it all started with four words, Make It Rain Russell. This week, I'm joined by the team at eLaunchers, a marketing automation company that serves small and mid-sized businesses and professional practices like dentists, orthodontists, CPAs, and attorneys.
Their names are Parthiv Shah, the president of eLaunchers, and Russell Martino, a copywriter and direct marketing specialist. Parthiv, hello, how are you?
Parthiv Shah: Wonderful. How are you doing? Thanks for having me.
Joe Pardavila: I'm doing great. And Russell, how are you?
Russell Martino: Doing great, Joe. Thanks for inviting me to the podcast.
Joe Pardavila: The reason I had to get you on this podcast is that I saw an email with the title that said Make It Rain Russell.
So I was like, this sounds like a really cool story. So Parthiv, take me back to March of 2020, the dark old days of 2020, and what inspired that message Make It Rain Russell.
Parthiv Shah: I have been in the Kennedy world since 2009, my background, my passion, my profession are done for you implementation.
I've worked for physicians, dentists, orthodontists, attorneys, financial advisors. 2/3 of my clients are dentists and Covid-19 shut them down. I lost 84% of my revenue in two and a half days in March. So I had a family meeting. I put everybody on a Zoom call and I said, look, we are going to make this. Nobody's getting laid off.
Nobody's getting fired. We are going to fight this beast. Head-on. And I pray that we run out of the Coronavirus before we run out of cash.
Joe Pardavila: And so that's what inspired the message that you sent to Russell? Make It Rain Russell. Russ, take us back to when you received that message from Parthiv. What were your initial thoughts?
Russell Martino: As always, when someone wants me to do something, I listen very carefully to what they say, what they want. What they're really asking and so on. And it was abundantly clear that eLaunchers had gotten into a real bind, the same bind so many other businesses in the United States were in. And some of them survived.
A lot of them didn't. Some are coming out of them. It just depends on what they do. So when Parthiv called me up and sent me the email and said, make it rain, please make it rain. I'm a master copywriter, so I did what a master copywriter does. I ask a lot of questions and then it was just about getting business.
It was about getting people to say yes. And perhaps the most complex problem-ridden economic conditions since probably the 2008 recession. So I came up with a really intense headline. I called out the prospects. I did everything that a really good copywriter should do.
And I wrote a letter. And then Parthiv, as he mentioned, is a private client with Dan. And so Dan critiqued my letter, and Dan got back with me and he said, Russell, it's a good letter. He said, I only found five things that will make it a whole lot better. And I took copious notes and he was right on every single one of them.
And it ended up being a 20-page letter.
Joe Pardavila: Wow. Is that normal?
Russell Martino: For long-form sales. Everybody says long copy is dead. That's crazy. It's insane. Anybody who believes that is completely out of touch with reality. Long-form is alive and well. And yes, people will read it. If you're interested in something, as long as the copy is not boring or confusing or redundant, you can't put too much information into it.
And if you're not interested, it doesn't matter how short it is. You're not interested. And so I write to people who are interested. That's why list research is so important. Part of this letter, Parthiv calls it the prism letter because essentially, after I dimensionalized the problem and just told the truth about how bad the situation is.
And how, if you don't do something different, you're going to just suffer and die as a business. So what is the something different in this case is something that probably nobody in the country is better at, than Parthiv Shah. And that is granular list research that lets you identify the top 5% of the pyramid that Dan talks about so much, because who can afford to do business with people who sell expensive products and services in a down economy.
If not when the top 5%. Dan said something, and Dan is so brilliant. it just blows my mind. Every time I listen to him, he said, if you don't work on the top 5% of the pyramid, you're just going to lose out. He said, if a guy has $10 million and if he loses $5 million, guess what. He still has $5 million.
If a guy has a million dollars and he loses half of it, he's basically broke. He doesn't have any money for marketing. He said, so focus your marketing on the top percent of your pyramid in order to do that, you've got to have excellent list research. Otherwise, you're just wasting your marketing dollars, whether you're online or offline.
And the letter that I wrote was designed to be direct mail and then we've repurposed it and put it online. So we're using it in multiple formats, but the message was excellent list research combined with excellent copy that really connects with the prospect. For the Dan Kennedy fans out there, if that doesn't sound strangely like a message-to-market match, you're not paying enough attention today.
Joe Pardavila: And Parthiv, so you get Russell, you let them go to work, you connect him with Dan Kennedy. He puts together this sort of a 20-page tome that will help your customers. What was your initial reaction?
Parthiv Shah: While the letter was being built I went to work, putting together our list of people I want to send this letter to, it took them about six weeks to build out the letter.
They began sending out the FedExes in June. We stopped losing money in August. October was our first month approaching our pre-COVID news. Russell made a trade.
Joe Pardavila: Wow, gentlemen, the terms life or death, get thrown around all the time in business. This is going to be a matter of life or death.
Literally in 2020, what you do is a matter of life and death. So Russell, talking about the initial message you got from Parthiv, to then writing the letter, teaming up with Dan Kennedy and then it turning into a success. Tell us what your emotions were like when that all came full circle there.
Russell Martino: First of all, working with Dan is always a very high point for me. I love Dan. Before I ever met Dan and got to know him, he was one of my true business heroes. I'd probably listen to a thousand hours of Dan Kennedy products before I ever shook hands with him in person. And so getting pulled into his world and then having him actually critique my copy.
It was like a kid who idolized Mickey Mantle and all of a sudden Mickey Mantle's teaching him out of the bat. The fact is I wasn't surprised at all that it was a success, but I was delighted it was a success. Not because, Oh, Russell, look, you did it again. The heck with all that, I was delighted because it meant that it helped eLaunchers considerably.
And more important for me, the eLaunchers clients that came on board because of my writing. They benefit a lot. And when they benefit, guess what? Their families benefit, their children benefit, their employees benefit. So I don't look at this as, yeah I write letters. I look at this as I have an opportunity to have a real positive effect on a lot of people's lives.
And my real client is usually in my mind, not the man or woman who's signing the check for me. They're just the conduit that makes it possible for me to do what I do, which is to write persuasive copy that when people agree to buy my client's products, their life somehow improves.
And so I look at my client's clients, our customers, they're the ones I'm really writing for. And I take it seriously.
Joe Pardavila: And Parthiv, I know you have a lot of faith in Russell, or you wouldn't have sent that request, Make It Rain, how's it feel now I have to, after you weather the storm and this letter, that Russell and Dan Kennedy crafted became a success.
Were you surprised? Were you elated? Tell me about your emotions.
Parthiv Shah: Russell sounds a lot different about the emotions of success compared to me, I had a genuine, sincere fear about what to expect. I've seen this battle before. Okay. This happened to us in the 9/11, Y2K mortgage meltdown, Iraq war.
We have seen how America suffered and how America rises. I have been through these battles. I'm a battle, hardened soldier. I had confidence in my ability to survive. This time things were a little different. This is the first time I have 15 lives dependent on this to work. I cannot just make money to take care of my family. This time things were different.
I was preserving and protecting the paycheck from the livelihood of 15 families that depend on me. There was more at stake. So then Russell's letter started performing and we started seeing the turnaround. I was happy like a family member whose family is fighting for their survival in the hospital.
This wasn't about growing my business. This was about bringing in enough money before the savings account runs out. 6 out of my 15 people have been here almost a decade. If that's not family, what is? This time, this basically was all about taking care of my family and my company. I did not want to start over.
I did not want to shut down the company. Shrink it down and call it a small consulting practice. I wanted to keep eLaunchers to be eLaunchers, and thanks to this one effort it's going to have a beautiful holiday season in my home and home for 15 that depend on us. So I want to thank Russell and Dan for what they did.
Joe Pardavila: It's a great story. And, as you mentioned that the eLaunchers story is not over, it will continue. Thanks to Russell's ability, Dan's ability, the fact that Parthiv, you had the wherewithal years ago to land on Planet Dan and use his teachings to build this company. I want to congratulate both of you on this amazing effort.
I can't imagine what you were both going through. Russell, it seemed like you were handling it just fine. But Parthiv, I know it was a lot of pressure on you. Russell, thank you very much at the time. And congratulations on that letter.
Russell Martino: Thank you, Joe.
There's one more point, if I may, I'd like to make. Part of the reason that the letter was so successful. Yeah. I wrote a good letter, and yeah, Dan made it better with his critiques. But part of the reason it was so successful, there's a couple of other elements. One, it was so successful because Parthiv was willing to reach out to expertise for help.
He was willing to do that. And he did. And he went to the best people who he knew to reach out to, but then he did something else too. And that is, he did the research and he pulled together a list to send this letter to, which would make a huge difference. If this letter went to the wrong list, nobody would have bought anything.
It wouldn't have mattered who wrote it or how much time it spans or who critiqued it. And Parthiv did a brilliant job getting this in front of the right prospects because he's got thousands of prospects on his list. And that huge growth was the result, not just of the message, but hitting the right market.
And as Dan teaches you to focus on the top 5% of the pyramid and you're probably going to do a lot better. And so Parthiv deserves a lot of the credit for the success of this letter and as the copywriter who understands that but doesn't pick the market. I don't do the list research. I have to give him a big piece of the credit for a success that now I can put a notch on my gun and say, yep, we did this. But with the wrong list, it wouldn't have happened.
Joe Pardavila: It sounds like you agree with that Parthiv. It sounds like the perfect team effort. You've got Russell's writing ability, Dan Kennedy's wisdom, Parthiv's list, and business acumen. And that's why eLaunchers is surviving and thriving into 2021. So congratulations to both of you.
Russell, thank you very much for the time.
Russell Martino: Thank you, Joe.
Joe Pardavila: And Parthiv, thank you so much. It's a great story and I wish I had more time to get into some more Dan Kennedy stories with you, but I'm sure there'll be plenty of time to discuss that in 2021. So thank Parthiv.
Parthiv Shah: You got it, man. Thank you very much.
Looking forward to being on the show again.
Joe Pardavila: Don't miss our first, What's Working Now Day, Wednesday, March 10th, with seven incredible speakers sharing What's Working Now in direct response marketing. You'll come away with exact templates of successful marketing campaigns that you can swipe and deploy for your business.
Register for the virtual event now at WhatsWorkingNowDay.com.