“Invisible Selling Machine” by Ryan Deiss, published in 2015, is a comprehensive guide to leveraging digital marketing automation to create a seamless, persistent sales process. Deiss, a renowned marketer, dissects the strategies and tactics businesses can implement to build a “machine” that sells products and services virtually on autopilot.

Deiss begins with the importance of lead generation and explains how it’s the first critical phase in the customer lifecycle. He emphasizes the need for consistent effort in attracting potential customers.

Concrete Example: Using lead magnets such as free eBooks, whitepapers, or webinars to entice website visitors to share their contact details.
Actionable Step: Create a valuable lead magnet related to your niche and promote it through various channels, like social media, to capture emails.

The second phase involves converting those leads into paying customers. Deiss illustrates various methods, including nurturing relationships through automated email sequences.

Concrete Example: Sending a welcome email series to new leads that tells a brand story and educates them about products/services.
Actionable Step: Develop a 5-part welcome email sequence for new subscribers that gradually introduces them to your offerings and builds trust.

In this phase, Deiss outlines the steps for moving customers up the value ladder, encouraging them to make larger and more frequent purchases.

Concrete Example: Offering upsells and cross-sells immediately after a customer makes a purchase.
Actionable Step: Implement an upsell offer on your checkout page that presents a complementary product at a discounted rate.

Deiss stresses the power of referrals and explains how satisfied customers can become brand advocates, generating new leads organically.

Concrete Example: Creating a referral program where customers can earn rewards for introducing new clients.
Actionable Step: Launch a referral program where existing customers are given a unique referral link and rewarded with points or discounts for every new customer they refer.

The final phase focuses on re-engaging customers who have lapsed or become inactive. Deiss elaborates on the strategies to reignite interest and bring them back into the sales cycle.

Concrete Example: Sending a re-engagement email sequence to customers who haven’t purchased in a while.
Actionable Step: Set up an automated email campaign targeting inactive customers, offering them a special discount or incentive to return.

Deiss extends the five phases into actionable automation through highly effective email sequences. He identifies five specific automation sequences essential for any business:

This sequence welcomes new leads, warms them up, and introduces them to the brand’s core values.

Concrete Example: An email series that shares the company’s mission, history, and customer testimonials.
Actionable Step: Write and automate a series of 3-5 welcome emails aimed at new subscribers, focusing on introducing your brand and establishing an emotional connection.

This sequence is designed to deepen the relationship with leads through ongoing valuable content, ensuring they remain engaged.

Concrete Example: Regular emails that offer industry tips, success stories, and valuable content directly related to the lead’s interests.
Actionable Step: Schedule a bi-weekly email newsletter that delivers value-driven content, ensuring consistent engagement with your audience.

Deiss describes this as the series responsible for turning one-time buyers into repeat customers by encouraging upsells and cross-sells.

Concrete Example: Post-purchase emails that suggest complementary products based on the customer’s previous purchases.
Actionable Step: Develop a post-purchase email campaign that highlights products related to the customer’s recent purchase, offering a limited-time discount.

Segmenting your email list allows tailored content that resonates more with specific audience groups. Deiss highlights its importance in delivering personalized experiences.

Concrete Example: Sending surveys that ask customers to identify their interests or pain points.
Actionable Step: Launch an email campaign that includes a brief survey to better understand your customer’s needs, then use this data to segment your list for targeted messaging.

This sequence actively pursues lapsed customers, aiming to restore their interest and encourage them to re-engage with the brand.

Concrete Example: A “we miss you” email offering an exclusive deal for a limited time to dormant customers.
Actionable Step: Identify customers who haven’t interacted with your communications in a set period (e.g., six months) and send an incentivizing email to re-engage them.

Emails are the backbone of the Invisible Selling Machine, and Deiss provides a formula for crafting compelling emails that drive action.

Deiss emphasizes that the subject line and opening sentence must capture attention immediately.

Concrete Example: A subject line like “You’re Missing Out: See What’s New Inside!”
Actionable Step: Test different subject lines to find which ones yield the highest open rates and adjust based on customer responses.

Clearly communicate what the reader stands to gain from the email. Focusing on benefits helps maintain engagement and makes the email valuable.

Concrete Example: Rather than just saying “New Features Added,” state “New Features to Save You Time and Boost Productivity.”
Actionable Step: Ensure each email outlines specific benefits that solve a pain point or provide value to the recipient.

Every email must have a clear call-to-action (CTA) that guides the reader on what to do next.

Concrete Example: CTAs like “Download Whitepaper,” “Start Free Trial,” or “Shop Now.”
Actionable Step: Incorporate a single, strong CTA in every email, guiding your audience towards taking the next step in their journey.

Deiss explains how personalization and segmentation can significantly enhance the effectiveness of marketing efforts.

Tailoring communication to the individual level can dramatically improve engagement rates.

Concrete Example: Using the recipient’s name in the subject line and email content.
Actionable Step: Utilize data points collected from customers to personalize emails, such as addressing them by name and referencing their past interactions or purchases.

Segmenting your email list ensures messages are relevant to each group’s specific needs and interests.

Concrete Example: Segmenting by purchasing behavior, location, or stage in the customer lifecycle.
Actionable Step: Divide your email list into segments based on factors like demographic information, previous purchases, or user behavior, and create tailored email campaigns for each segment.

Ensuring your Invisible Selling Machine is performing well requires constant tracking and optimization. Deiss advocates for a data-driven approach to continually refine marketing strategies.

Monitor essential metrics such as open rates, click-through rates, conversion rates, and ROI to assess the effectiveness of campaigns.

Concrete Example: Regularly reviewing email campaign performance and adjusting subject lines or content based on what resonates most with the audience.
Actionable Step: Use an email marketing platform that provides detailed analytics and regularly review these metrics to identify areas for improvement.

Testing different versions of emails, landing pages, and CTAs can offer insights into what works best with your audience.

Concrete Example: A/B testing two different subject lines to determine which one has a higher open rate.
Actionable Step: Set up A/B tests for elements such as subject lines, images, and CTAs, and use the results to optimize your email campaigns for better performance.

“Invisible Selling Machine” by Ryan Deiss provides a clear, actionable blueprint for building a successful automated marketing system. By following the structured phases of the customer lifecycle, implementing targeted automation sequences, crafting persuasive emails, and optimizing through data-driven strategies, businesses can create an efficient, effective, and invisible selling machine. This approach not only nurtures and converts leads but also fosters long-term customer loyalty and advocacy.