Updated: Jan 10, 2020
I want you to imagine for a second that you went on a group date with someone you just met. You think it’s going well, so at the end of the date… you propose marriage.
My grandfather proposed to my grandmother on their third date, and they’ve been married ever since, but for the rest of us, this could only end badly.
We all know that relationships take time to develop and if you try to rush things, you’re more often than not going to scare the person away.
This is exactly how we need to look at our marketing.
Especially in the online space where you don’t as often have the benefit of one-on-one conversations, it takes time for someone to know, like, and trust you enough to make a sale. If you spring a direct offer on them too soon, you just might turn them away.
That’s the primary mistake I see people make with their email marketing.
They view their emails like mini-billboards rather than like a letter sent to a friend, or to continue the metaphor, someone they’re dating. If you just met someone, sending them a daily marriage proposal probably isn’t going to convince them to marry you.
That’s why I encourage my clients to use the 80/20 rule when it comes to email marketing.
First of all, odds are that 80% of your list at any time is in the “early dating stage” of your relationship. It’s going to take time for them to get acquainted with you and what you have to offer before you can make a sale.
Because of this, it’s a good rule of thumb for 80% of your content you’re sending to be fun and helpful free content & only 20% to ask for a direct sale.
You could enact this 80/20 ratio on a weekly basis, or over the course of a year where you have just a few live launches or promo phases depending on your business model.
Another common issue I hear from clients is that they just don’t know what to send to their list. They (rightly) don’t want to send something to their list just to send something, so they end up sending nothing at all.
That’s why I encourage everyone to create one weekly piece of “anchor content.” It could be an email, a podcast, a blog article, or a live video. But it should be content that’s more of a “meal” than a “snack” (like a facebook post or instagram caption).
For me, my primary anchor content is my solo podcast episodes. I then repurpose that content as a live video on Facebook, an IGTV video, a blog article, social media posts, and a weekly email.
But backing up one more step, I plan my 3-month content marketing calendar by drawing a pyramid diagram. At the top I start with the paid product or service that I’m focusing on promoting that quarter. I ask myself, what does someone need to know or believe to make a buying decision about that product or service? What objections might they have?
From there it becomes easy to come up with ideas for my weekly anchor content. And then when it comes to social media content, it’s even simpler since I’m either expanding upon or pointing to that anchor content with my posts.
So to recap:
The first step is to shift your mindset around email marketing from creating mini-billboards to writing a love letter to your potential clients (metaphorically, don’t be creepy!)
If you don’t know what to write, start with the one product or service that you’re focusing on selling right now.
Create a weekly piece of anchor content that’s entertaining or educational and addresses objections or helps move someone along their journey to make a buying decision.
Repurpose that anchor content into a weekly letter to your email list.
Building an email list is a weird chicken-and-the-egg sort of problem. You need to have something to say to your list (which we discussed today), but you also need to have a list to begin with.
That’s why Monday, January 13th I’m launching a FREE 5-day email list building challenge to help you get your next 500 email list subscribers.
In the challenge, I’ll walk you through my proven process to clarify who you help and why, build a lead generating PDF, and to put that free resource in front of as many leads as possible.
How would your business change in 2020 if you were able to attract 500 new qualified leads?
Sign up today at www.ashleyvogler.com/challenge!
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