Infusionsoft Users: Introducing The Power of the “Anti-Goal” –

Infusionsoft Users: Introducing The Power of the “Anti-Goal”

In my short stint here at AutomationClinic, I've managed to coin a few original terms and philosophies of thinking as it relates to marketing automation. And they've really resonated with folks, so they tell me.

Some include: "Scaling Personal Attention," "The Orbit," "Triangle Stack," "Follow-Up Pyramid," "Ideal Purchase Path,"  and quotes like "The sale doesn't start until they say No."

Today, I want to share something specifically for Infusionsoft customers using the newly updated Campaign Builder. It's what I've coined "Anti-Goals."

As you may know, one of the core ideas of Campaign Builder is the "Goal" and being able to have a sequence lead towards a goal, that when satisfied, stops all remaining actions in the prior sequence(s). Not only does it make visualization of your sales funnel easy and intuitive, but combines two steps (visualizing, then executing) into one.

In this campaign, the prospect is requesting a free report, which puts them on a sequence that delivers the report and offers "product A" through a series of follow up communications. At any time when product A is bought, it satisfies the next goal, which stops the sequence from running.

The only problem with the classic "sequence - goal" setup is that my business isn't this linear. Sure, if someone is brand spankin' new to playing music, it starts off linear with an ideal sequence of products they should acquire. But soon, the freedom to follow the "gospel," "jazz," "latin," and "pop" route, coupled with instrument choice (piano, organ, guitar, drums) makes a product mix of 40 programs pretty difficult to map and organize.

Since I have no control over the customer buying "Jazz 101" or "Drums 102" in any order they want (because I use the catalog site model and it only makes sense for a multi-genre, multi-instrument teaching company), how can I ensure they receive promotions and exposure to the very "next" program in line (or the best suited program for them based on what I know), while not ignoring the future need to bring around promotions for other programs they've skipped? Or how do I stop them from being on a million sequences and campaigns when they buy multiple products out of order --- but still come back to those sequences they never saw or completed later?

In essence, how can I put them in ONE, and only ONE sequence designed to sell them the very next best solution for them? And when that sequence is done or cut short by a successful purchase, how do I do it again, picking the very next best sequence and skipping all others standing in its way?

In a classic "sequence - goal" campaign, if a goal occurs, everything BEFORE it stops and can never be repeated (without tweaks). This means any product promotions set up in the campaign before the most recently purchased product would unfortunately never execute. If you've set up 5 products and their corresponding promotions in a row and they buy the 5th and final program out of order, your entire campaign prior to the 5th product is now stopped. Attempting to solve that problem, if you put each of the products in its own campaign, the customer could potentially get in all 5 of them at once. These are things I've thought about a lot.

Until now.

This is what I call "The Orbit" and it relies on the "Anti-Goal" just as much as the "Goal."

"The Orbit" - The ultimate way to always execute a "next step," regardless of what product is purchased and in what order. The orbit is a self-repeating, self-sustaining organism that serves up the best "next action" while simultaneously skipping or postponing certain untimely or unqualified "next actions," finally reconciling the problem of following up adequately when you have many products.

Now there are some secrets to "The Orbit" that make it work and would take forever to cover here so you'll have to wait for my Home Study Course to get the full breakdown, but the quick idea is...

Every product follow-up sequence has TWO goals:

  • check
    The Traditional Desired Goal (e.g. - "bought product A")
  • check
    The "Anti Goal"

The "Anti Goal" allows you to simply skip a sequence the prospect or customer doesn't qualify for yet. But because "The Orbit" is self-repeating and self-sustaining, the sequence is only really "postponed" and not lost forever.

The traditional goal needs no explanation. The appropriate sequences run until the intended goal is met. Once the goal is met, the sequences are generally stopped (unless you choose the other option that keeps the sequence going, despite attaining goal).

The "Anti-Goal"  involves conditionally applying a tag at the BEGINNING of a newly launched sequence that causes a goal to be satisfied right away. The goal is satisfied so quickly the remaining steps in the sequence are never ran. The end result is a "skipped" sequence.

It relies on a legacy action set that only exists to check whether the prospect or client should stay in the sequence. If they should stay in the sequence, the legacy action set simply does nothing because the disqualifying conditions would have failed. If they shouldn't remain in the sequence, the legacy action set applies a tag that immediately causes the "Anti-Goal" to be satisfied. Since goals stop everything before them, the sequence would stop and the customer would move on to the next sequence in the campaign.

Why does this matter?

Because not all prospects and clients will be suited for all steps in your campaign. And even when you use the decision diamond, you decide between two or more sequences. What if they don't qualify for either? That means your campaign comes to a screeching halt unbeknownst to you. And if you try to use a decision diamond to send them one of 12 ways (or directly to future steps), they could end up on multiple sequences all at the same time!

This idea of simply skipping a sequence or a series of them in a row is so basic but not easy until now. So now, I'm able to predetermine an "Ideal Purchase Path" and be assured that they will only get promotions they're inclined to buy. If they've never clicked on a link pertaining to the next product in line, why offer it now? Wouldn't it be better to offer something they've shown interest in, NEXT?

Anti-Goals allow you to do that. The campaign builder will keep skipping sequences until it lands on one that qualifies. And it gets better --- because I teach you in my Home Study Course how to make it a self-repeating, self-sustaining process, it will repeat itself once it gets to the end. And guess what happens when it gets back to one of the sequences it skipped the last time around only to find out the person is now interested (i.e. - has clicked something indicating interest, has watched video samples, etc)? It will keep them in the sequence this time rather than satisfy the anti-goal.

Make sense?

Now, there is some ninjary needed when it comes to setting it up but it's very easy (mainly involves timing and when to remove tags that were used as past goals)... but once you understand it, you can apply it in so many ways.

For example, coupled with my plugins that determine customer behavior (total spent, buying cycles, last activity, click score, etc), you could have sequences in your campaign that do nothing more than check to see if the customer has passed a particular threshold. If they've passed, say, 3 purchases, it could keep them in the sequence. If the legacy action set determines they haven't passed 3 purchases, tag is applied, anti-goal is satisfied, and they are on to the next sequence.

In the past, there was only ONE way out of a sequence. Once in a sequence, the only way out was through the satisfaction of a positive, intended result. Adding the anti-goal gives you flexibility to do almost anything you want.

Note: Every advanced setup I've developed, including the "Anti Goal," "The Orbit," and "Follow-Up Pyramid," is covered in the upcoming home study course.

Click here to receive more information on my home study course.

Hope you enjoyed.

  • Edward says:

    Hi Jermaine!

    This is a great article. Coincidentally I was thinking about how to make this work in the campaign builder.

    In just a couple of days I must start working on this project and will incorporate all my products.

    We also need to know the statistics as it relates to customer purchases, order amount, etc.

    There’s a product in the market right now that one of my colleagues was checking that does that and we were considering it as we have to get started.

    My question to you is, could you give me, please, and estimated time as to when your home study course and plugin will be available?

    This will help us determine if we should wait for it or continuing with the project now.

    Your answer is very important.



  • J Griggs says:

    Hi Edward,

    Thanks for your comments.

    We are VERY close — as in starting to launch the course through a series of mini-videos I’ll put out there starting in a 1.5 week. If this is agreeable, your patience is appreciated. If not, I hope to have an offering and information so unique that you’d consider it, even if you have another service that does part of what I will share. Because I’ve gone so deep to develop things that extend the functionality of infusionsoft so much, I doubt half of it is 80% of it is out there (perhaps the stuff I’ve shared publicly at past events but it gets deeper than that). So I’ll leave that decision up to you and others once you see my overview, Edward.


  • edward says:

    Thanks Jermaine.

    Perfect Jermanine, it it is 1.5 weeks, then I will wait for you to “wao” us with your offering…..looking forward to it.

    Thanks Again.

  • edward says:

    Jermaine I hope all is well.

    I have a question for you.

    On your videos, where you ask your members to rate them, how do you implement that on infusionsoft without sacrificing many of your custom fields?

    Thanks Jermaine.

    • J Griggs says:

      Unfortunately, those are 4 separate custom fields. We all have 100 available and I think I’m using 90 of the 100.

      You could technically use ONE but you wouldn’t know which video they rated. I guess it all depends on what’s important to you.

  • edward says:

    wao, no good. I have 12 videos I would like to incorporate your idea of rating as well was asking some questions under a few of them. I will see what I can do.

    By the way, just as a coment, I really wish customerhub incorporates the “how long someone is in on a page” feature that imember360 has.

    I changed from it to customerhub for ease of use, but we will keep our fingers crossed.

    Thanks Jermaine.

    • J Griggs says:

      But 100 fields is a lot. We literally track and ask for tons of data and we still haven’t run out. Admittedly, I’ve been very selective about what I collect as a approach my limit.

      One thing people don’t know is you have other types of custom fields available. You have order fields, affiliate fields, company fields, opportunity fields, note fields, and a whole lot more. Some data that you do not need to merge back to customers can be stored in the appropriate fields (which you get 100 of each). So there are about 600 fields of information you can store but you just have to be careful about where you need the information to appear (order fields appear as separate tabs on order records, opportunity fields, likewise).

      All the best,

  • Kavit says:

    Hey Jermaine,

    Great to see you writing again.

    The anti-goal and loop could also be used for a year-round holiday marketing campaign mixing in Christmas Thanksgiving Valentines etc and it would essentially keep going round. Do you think that could work?

    How do you trigger date based emails like this so that it doesn’t stop previous or Other communication?


    • J Griggs says:

      Great question Kavit.

      The “loop” and the “anti goal” are actually separate techniques and can exist without each other. Of course, together, they create an infinite sequence that skips certain elements until the right time (anti goal skips sequences they don’t qualify for).

      But for holiday promotions, unless there is a reason to NOT send everyone in the campaign all the holiday promotions, then you don’t need the anti goal. You just need the loop technique.

      Can you clarify your last question a bit more. Not sure if I totally understand. Maybe you can give a real example.

      Remember – There is an option in the lower left of every sequence that lets you keep it running even if a goal is met. That’s one option. Also, you can put all your holiday promotions in one sequence if you wanted without a goal and they’d all run back to back.

      All the best,

      • Kavit says:

        Thanks J.

        Here’s an example: say I had a sequence that had date-based triggers in between holiday promotions for Christmas, Valentines, Easter. Etc.

        How would you structure it so that you could add people to it any time and it would fire off the next nearest date – my challenge is that if they are all in the same sequence one would follow the other. Say Christmas first and Valentines next. If I add someone in Jan, they should go straight to Valentine and not Christmas.

        Does that make sense?


        • J Griggs says:

          If you have Christmas and Valentines, and they join in January, the christmas promotion will be ignored. That’s default functionality. It wouldn’t fire off those old e-mails from Christmas or that would totally make the whole process of setting up date-based actions defunct because no one can control what time of the year someone will join. So it’s only going forward and if you’re getting otherwise, I would speak with them because not only have I tested but I’ve heard this directly out of the mouth of their trainers (Jordan Hatch, etc).

          Hope this clarifies (or else I may still be missing the heart of the matter 🙂 )


  • Edward says:

    Hi Jermaine, hope you had a great Thanks Giving Day with your loved ones.

    Jermaine, your 1.5 weeks is over 😉

  • John says:


    Which module of the current course covers this orbit model in detail?

    • J Griggs says:

      Module 4, Lesson 2, Parts 1 and 2

  • Matt says:

    Hey Jermaine, awesome stuff!

    Question on this: How would you work it where you have a consumption product, i.e. a supplement where they can purchase again once they are out? Would you make sure they never got that promotion again in the Orbit and move them into a specific re-ordering sequence for the product if they’re not on autoship? Reminders perhaps on how they’re out of the supplement now if they’ve been taking it, special to re-order promotion?

    Thanks much!


    • J Griggs says:


      Using one of my plugins in the Peak Potential Profits program, I would track how many times they’ve purchased the consumable. Instead of organizing different products in the orbit, I’d simply organize different frequencies of the same product.

      Product A x 1
      Product A x 2
      Product A x 3
      Product A x 4

      And so on…

      Each campaign is basically another appeal/promotions to get them to keep consuming. Orbit need not be limited to different products organized around the customer but it can be different intensities of the same product, where applicable (i.e. – “consumables”). I also have some other advanced things like an “Offer Rotator” plugin where you just ping this script and it serves up the right action set based on rules and this hierarchy; ensures an offer is sent but what they get depends on rules, what they’ve gotten already, and a number of other factors). If you’re not in PPP, I highly recommend it based on how you think!

      All the best,

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