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I’ve had to put on my best armour today.

Why? Because I’m no doubt gonna get one hell of a backlash from certain people. After all, email marketers are supposed to love autoresponders.

Aren’t they?

Well, hold your horses. Because I’m here to tell you why you should be sending daily emails (as daily broadcasts) as opposed to relying on an autoresponder sequence.

Ready? Let’s get straight into it…

1) You can’t be «current» with an autoresponder

One of the best things about daily email, is that you get to talk about current events.

And when you talk to your prospects about current things that are happening in the world, they’re gonna pay attention.

Want an example? Okay then. When Leicester won the Premier League, it gave me something current to talk about. And it turned out to be one of the most profitable emails I’ve written. I reckon this was just because people could relate to it, as it had only just happened.

TV series’ and films also make for great email fodder. Again, clearly you have to be current when talking about these.

But if you relied on an autoresponder, you couldn’t exactly be «current», could you…

2) You risk «losing» a lot of people because of one email

Look, even I write a poor email once in a while (I know, shock horror, right?!).

But that doesn’t matter. Because I can just make sales the next day with a better email. And that poor email would then be consigned to history.

But if that same email was in an autoresponder sequence, every single person who joined my list in the future would also receive it. Yes, I know you could take it out or change it. But that’s making things harder than they need to be. Sending daily emails is just so less complicated.

3) Autoresponders don’t tend to «pitch» in every single email

Look, I know you can easily make an autoresponder with a sales pitch in every email.

But the fact of the matter is, most autoresponders don’t. Instead, they tend to tell a story that is told over the course of numerous emails, before then pitching a product/service.

Now, listen.

I’m sure this works.

There are certainly guys who do successfully use autoresponders. Andre Chaperon and John McIntyre spring to mind.

But I believe Ben Settle is the best email marketer in the world. And he does daily email. And, yes, he pitches every single day – without having to take anyone through a long-winded story sequence. Clearly, you’re gonna make money faster doing it Ben’s way. And I like fast. I’m sure you do, too.

Anyway, I’m not saying autoresponders are the devil.

Far from it.

In fact, they do have some advantages over daily broadcasts.

But you know what? For me personally, nothing has come even close to beating daily email when it comes to making sales.

And trust me, if you do it right, it’ll be the same for you, too.

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If you are a keen football punter then no doubt you’ll have sifted through multitudes of online soccer tipping websites to see what services are out there. Frankly, it’s difficult to avoid misleading terms such as ‘sure bet,’ ‘banker,’ ‘dead cert’ or ‘guaranteed winner.’ Many tipsters actually incorporate these terms into the URL of their sites in the hope of increasing the number of sign ups. As a punter and tipster this hugely frustrates me. Without opening up the cans of worms that are the laws of mathematics and statistics, the simple indisputable fact is that there is no such thing as a sure outcome in soccer, or sport. If a dead cert outcome did exist there would be no bookmakers in business to cover our bets. Sometimes I read the introductory few paragraphs which insist that the professional tipster possesses a unique secret method for picking guaranteed winners. I believe that it should be illegal to make such misleading claims.

Having more than 20 years of trials and tribulations as a football or ‘soccer’ punter, I can categorically tell you that the whole notion of a dead cert is not only false, but is in itself a contradiction. If the outcome of a particular soccer match was a guarantee, then surely there would be no need for the teams to do battle for ninety minutes. Also, bookmakers would be clinically insane to cover bets on a game whose result was a certainty. I realise that I’m possibly being facetious in my last few sentences, but it’s scary to note the amount of reasonably intelligent people that will believe anything that’s written in print by a so-called ‘expert’.

When I began providing tips to the public via my website, I incorporated a ‘Banker Section’ every week. Now, the idea of this section was to suggest that, having done hours of research and analysis on various games, I really couldn’t see any other outcome than, for example, a home win. If a game from the Banker Section resulted in a shock outcome, I’d suffer as both a tipster and a punter. It effectively made my tipping skills seem incompetent to some my members, not to mention I’d also have personally had a sizable bet on the game. Two games still stick in my mind and bring back uncomfortable memories.

April 10 2010, Scottish Cup: Glasgow Celtic 0 – 2 Ross County.

Premier League giants Celtic were unceremoniously dumped out of the cup by First Division side Ross County, completing one of the biggest upsets in Scottish football history. Many soccer accumulator or multi-bets were subsequently torn up in disgust by outraged punters.

February 21 2010, Dutch League: PSV Eindhoven 1 – 1 Sparta Rotterdam.

This game had been priced as low as 1.09 by bookmakers for a home win, such was the ‘certainty’ of the outcome. PSV had won eleven league games in a row in Eindhoven and were facing a Sparta side who had already lost twelve of their away games that season, and who also went on to be relegated. To add insult to injury, Sparta scored their equalizing goal three minutes into injury time.

Huge upset results like these obviously ruin accumulator bets, but more significantly they highlight the fact that you can never ever be certain about the outcome of a soccer bet.

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Liverpool surged into the semi-finals of the Carling Cup with a comprehensive 2-0 victory over Chelsea at Stamford Bridge.

Just 9 days after meeting them In the Premier League, Chelsea sought revenge for a late Glen Johnson winner. But a goal for Maxi, his second within a fortnight against the blues, and a debut goal for Martin Kelly continued Kenny Dalglish’s unbeaten managerial record against the London outfit.

With the Reds playing just 48 hours earlier, Dalglish introduced a host of changes to the starting line up. Jamie Carragher returned after sustaining an injury, along with Craig Bellamy. There were also starts for Martin Kelly, Andy Carroll, Sebastian Coates, Maxi Rodriguez and Jay Spearing, all looking to impress for forthcoming league games. Ex red Fernando Torres also found himself in the Chelsea starting line up after being left out in the previous fixture.

Before kick off, both sets of fans and teams preserved an emotional minute’s applause in memory of Gary Speed.

The game got off to a controversial start, within just 3 minutes on the clock, David Luiz appealed for a penalty for a foul by Coates. But referee Phil Dowd waved away the claims and booked the Brazilian for simulation.

On the opposite end it was role reversal, Andy Carroll went down in the penalty area appealing for a penalty under David Luiz’s challenge, but the referee once again dismissed the claims.

Approaches from both sides were tentative; neither teams looked to take a risk, resulting in limited opportunities. The game was far from a classic as of yet.

Then on the 22nd minute, Alex handled Jose Enrique’s cross inside the area from pressure under Andy Carroll. Liverpool were rewarded a penalty. Liverpool’s number 9 stepped up to the spot but saw his fierce drive saved by the dive of Ross Turnbull. A let off for the Blues.

Romelu Lukaku then came close, narrowly heading wide from Jose Bosingwa’s cross. Leaving both teams level entering half time.

Liverpool started the second half with a high tempo, Craig Bellamy led various counter attacks as Chelsea and Liverpool pushed forward in search for an opener.

11 minutes after the restart, Chelsea’s best chance of the match was hustled off the line. Florent Malouda headed Frank Lampard’s deep free kick, his effort looping onto the crossbar falling to David Luiz. But the Brazilian’s effort was instinctively stopped on the line by Uruguayan Coates.

Chelsea were then made to pay for their miss. With Liverpool opening the scoring on 58 minutes. Jordan Henderson superbly sliced through the Chelsea defence with an accurate pass picking out Craig Bellamy, the Welshman ran clear of the Chelsea defence and fired a low cross across the face of goal for Maxi Rodriguez, leaving him the simple task of tapping in a simple finish. The Argentine continuing his free scoring run.

The Reds then added to their lead 5 minutes later. Martin Kelly headed home from close range after a precise Craig Bellamy free kick. The 21 year olds first goal for the club was enough to send the 5000 travelling Kop into ecstasy.

Celebrations were soon reduced to anxious worrying, as an injury to Lucas dampened moods. The Brazilian has been a pivotal figure within this Liverpool teams and everyone will hope the injury picked up is not serious.

Chelsea then had two late chances to get back into the game. Anelka couldn’t get round the on-coming Reina, followed by the Spaniard then smartly saving a Fernando Torres header.

Liverpool held on to march into the semi-finals, where they will find out their opponents on Wednesday evening.

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The most prestigious and lucrative football competition in Europe is the UEFA CHAMPIONS LEAGUE. Real Madrid, Manchester United, Liverpool, Barcelona, AC Milan, Ajax, FC Porto, Bo Russia Dortmund and a host of others having a taste of the soccer experience. The 2006/2007 edition of the championship with AC Milan in a battle for supremacy with Liverpool, AC Milan lost to Liverpool in 2004/2005 edition in what is referred to as a fight to finish comeback. AC Milan leading by three goals to nothing were shocked by Liverpool equalizer in the second held which take both sides to a penalty shoot out with the polish international Jerzy Dudek winning the day by saving three of AC Milan’s penalty.

«2006/2007 is year of revenge!» this is what most AC Milan players and fans were saying. The Liverpool side is replying is a repeat of 2004/2005 with both side making few changes in their side. Both manager Carlos Ancelotti and Rafael Benitez are assumed to have known the weaknesses of one another. AC Milan qualified from their group alongside Lille ahead with ten points, winning three matches drawing one and losing two. They came out on top of the group AC Milan had a humble start which make many people think they are not capable of getting to the final of the champions league, luckily winning Celtic with an extra time goal by Brazilian born Kaka, won the match 1 – 0 on aggregate for them. The went to play Bayern Munich, that sent Real Madrid (another strong team) packing.

The case was clear and everyone was saying Bayer will go pass AC Milan after a 2 – 2 first leg draw at the San-Sirs stadium home of A C Milan . A C Milan also shocked many by turning the table to win away in Bayern home stadium with goals coming from Clarence Seedorf and Fillippoinzaghi. The won 2 – 4 on aggregate. They met another strong side with that greatest defeat margin in the 2006 – 2007 champions leagues Manchester United in a highly explosive semifinal. The first leg ended 3 – 2 with goals from Kaka for A C Milan, united did well by coming back from one goal down to end the march with a win, with goals coming from Cristiano Ronald and Wayne Rooney’s brace. The second leg was great for AC allowing united no space and ensuring they did not concede goal. They defeated United with goals coming from Clarence seed off, Kaka and the substitute Gilargino to end the march 5 – 3 on aggregate.

Liverpool in their side tops their group convincingly with 13 points from 6 matches alongside PS V ahead of Bordeaux and Galatasaray. Liverpool was drawn alongside Barcelona the defensive championship. Liverpool were spectacular with their away match by 2 – 1 with goals coming from Craig Bellamy and Jean Arne Riise. They played in the second leg and did not concede too many goal, they were unlucky not to score, because most of their shots on goal hit goal post. The only goal from Eidur Audhonsen could not help Barcelona the crashed by away goal rule (2 – 2) was the aggregate. Liverpool went to the quarter to meet PSV again. They defeated PSV at home 3 – 0 and also defeated them at a field (their 45, 362 home ground). They won 1 – 0 to end the match 4 – 0 on aggregate.

It was the turn of Chelsea, co English side to pack the load from the champion’s league when they met Liverpool. Chelsea wont he first leg to Anfield conceded a goal to make it 1 – 1 on aggregate. This lead to a penalty and Chelsea were on the packing side. It is A C Milan and Liverpool final.

All roads led to Athens the venue of the champion’s league 2006/2007 final on the 23rd of May 2007 where A C Millan will play Liverpool. Betting went on all round the world as people were betting that their preferable side will win. Both side wanted to win both managers playing on techniques which will work, the time did the judgment of technique when Fillipo Inzagbi converted a free kick that took a deflection on Liverpool player into the net and Liverpool tried to create to equalize but to no avail in the other hand A C Milan are looking for a chance to double their lead, all efforts by A C Milan to double the lead were caught offside.

Benitez introduced Peter Crouch for his head and height advantage. AC Milan continued to press forward surprisingly a chance was created again by A C Milan, this time not in an off side position. Dirk Kuyt late goal could not save the Reds as the Liverpool go down by 1 goal to 2. an AC Millan day people call it. Analyst have their saying, many blamed Rafael Benitez late substitution of Mascherano of Crouch. No matter to what they say A C Milan has added another feather to their cap. Good play to both side for giving us good final both played well but a side will Liverpool were in the receiving side congratulations to the players, coaching crew, officials, board members and fans of AC Milan Worldwide.

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In recent years the evolution of gambling has been such that people have started to move away from traditional betting of Win, Loss and Draw and into other different markets. This was first realised by the popularity of the First Goalscorer market, but people soon realised that this market was too much of a lottery in order to profit.

Now the bet is the 2.5 goals market. It’s popularity is because of the high strike rates that can be attained if you know what you are doing.

2.5 goals can be confusing to those of you who are knew to football betting because we all know that there is no such thing as 0.5 of a goal. This figure is just there to split the difference between 2 goals and 3 goals ie. if you backed over you have effectively backed that there will be 3 or more goals, if backed under you have effectively backed that there will be 2 or less goals.

This market is not quite as easy as people starting out think it is however. People just starting out will just look for two teams playing against each other who have scored a huge amount of goals in their past couple of games.

There are so many more variables at play than that, firstly is the defense of the two particular teams. The two teams may have both scored lots of goals in their last few games but it could also be that they have not conceded any goals either in their last few games meaning that their defense is solid as a rock at the time.

Just remember to think about more than just how many goals have been scored, think more of how many goals can be scored in the next match instead!

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Having won 10 Premier League titles, three FA Cups, two League Cups, two Champions League titles and five FA Community Shields, Paul Scholes’s passion for Manchester United is unequivocal. He made a winning return to the side last season but will his decision to put his boots back on prove to be the right one? Let’s look at other athletes that have made comebacks with contrasting fortunes…

Michael Jordan

Michael Jordan retired from basketball in 1993. Whilst he cited lack of desire and ambition after leading the Chicago Bulls to three championship titles, it was suggested that the decision was based on the recent murder of his father. Jordan returned to basketball in 1995 and led the Chicago Bulls to three more championship titles. He was inducted into the NBA Hall of Fame in 2009 with its website declaring him «… the greatest basketball player of all time.»

Lance Armstrong

Cycling legend, Lance Armstrong, was diagnosed with testicular cancer in 1996 aged only 25, with a chance of survival at less than 40%. However, two years later he returned to the sport and went on to claim seven Tour de France titles, creating a rivalry with Jan Ullrich that is viewed as one of the greatest conflicts in sporting history.

Kim Clijsters

At 24 Kim Clijsters retired from professional tennis in 2007 having won three Grand Slams and been runner up in four more. She stated that her health and private family life were more important to her as she was constantly beset by injuries. After becoming a mother in 2008 she returned to the sport the very next year winning The US Open in 2009 and 2010 and the Australian Open title in 2011. She now boasts a total tournament tally of 41 WTA singles titles and 11 WTA doubles titles and is the only mother to have won a major title since Yvonne Goolagong in 1980.

Michael Schumacher

Few people have dominated their sport in the way Michael Schumacher did. Not only did Schumacher win the World Championship an unprecedented seven times, he continues to hold many driver records including most race victories, fastest laps, pole positions, points scored and most races won in a single season (13). He became the only driver in Formula One history to finish in the top three in every race of a season and then also broke the record for most consecutive podium finishes. Having retired in 2007, two years later he made a comeback with Team Sauber Mercedes but his former success has eluded him. Last season he failed to register a podium place and finished 316 points behind eventual winner, Sebastian Vettel.

Mike Tyson

Mike Tyson burst into boxing by becoming the youngest boxer to conquer the WBC, WBA and IBF heavyweight titles. His sporting career halted in 1992 when, following a very high profile trial, he served three years in prison for rape. Tyson made a series of comebacks but lost his heavyweight crowns to Evander Holyfield and Lennox Lewis. Despite earning over £300 million dollars during his boxing career he was declared bankrupt in 2003.

So was Paul Scholes’s decision the right one? As a Football PR agency we would love to hear your thoughts – tweet us @ENSLtdsportPR

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