With Email Marketing - a step by step written essay.
No crazy headline from me today - I have to get this out.
Grab a coffee and a notepad, this one’s an essay.
I just finished up a consulting session with a friend who wanted to start streaming on YouTube.
He builds cars with parts from Facebook Marketplace.
I walked him through setting up OBS Studio and making sure he had his ‘Go Live’ checklist up to date.
‘So how are you planning on marketing your memberships?’ I asked him.
‘Uh, well I plan to talk to a bunch of people and make more YouTube videos talking about it.’ He said.
‘Oh right, makes sense. How are you reaching them when they aren’t on YouTube?’ I asked.
‘I didn’t think that far ahead.’
In all honesty, his reply was relatable.
We usually don’t plan every aspect of our businesses when we have a new idea.
Thing is though; he has a whole platform filled to the brim with insanely valuable content.
Everything from how to register as a tradesman for discounts to step by step troubleshooting a wiring loom to fit a completely different car.
HUGE value.
I couldn’t help myself, I had to tell him everything I knew.
So we sat down and I explained the following:
“Email has an ability many channels don't: creating valuable, personal touches—at scale.”
Lead Magnet:
Firstly, we spoke about exchanging some free value email addresses, simple enough.
In his example, we brainstormed what that could look like.
I explained that it has to be a no brainer for his potential customers.
We came up with something along the lines of:
‘10 things you need to check before purchasing a car on Marketplace.’
‘My 3 secrets to getting cheaper parts from /insert local auto store/.’
‘The Ultimate Marketplace Car Buyers Guide - for those on a budget.’
His mind was racing.
‘Ok, so we have our lead magnet, now what?’ He asked, excitedly.
Well, we need to add that to ALL of your video descriptions, and you need to mention it in every video from here on out.
Email Marketing:
Now that we have your irresistible free, high value offer and the leads are pouring in, let’s make them work for you.
I walked him through signing up to Active Campaign for easy email marketing and Zapier to push new leads into his new list.
We crafted 2 emails a week, one on Monday night and the other on Thursday.
This is what they looked like:
Email #1:
Email #1 was used to provide some tips and tricks that he had learned or questions that were asked in the group of existing people throughout the week.
We structured the email like this:
Intriguing subject line
Hook
Value/story
Pitch/call to action
P.s w/ scarcity
This helped solidify his authority and ensured that he was selling in each Monday.
Email #2:
Email #2 was used to promote the weekly Saturday night live streams where he would provide free walkthroughs of his process of researching, sourcing and negotiating parts.
He would then put the VOD into his private group, locked behind the membership.
This allowed him to promote last week’s archived live stream in each Thursday email (Email #2).
This was the whole strategy.
Once we had finished setting this system up, he leaned back in his chair and said:
‘So all I need to do is write two halves of an email each week, and my membership will grow automatically?’
‘Yes, all you need to then focus on is creating your videos on the front end - simple!’ I told him.
‘That’s crazy, I never looked at it that way.’
He paused for a few seconds and continued:
‘Ok but I actually don’t know how to write effective and interesting emails, how do I go about that?’
I chuckled.
My sales brain was waiting for this question, I knew I had something prepared right from the beginning.
‘Well, I wrote an eBook that explains the in-depth theory on Copywriting and it includes an Email Marketing guide that will help you write your emails weekly, if you follow the steps. Does that sound like something that would benefit you?’
His eyes lit up.
‘Heck yes, that would make it so much easier!’
So I gave him my eBook and he skimmed through it all immediately with a smile on his face.
He was ecstatic knowing he had all the tools and a straightforward plan on how to execute it.
He wasn’t overwhelmed, it was all laid out for him, step by step.
This is the key to consulting; you have to empower your client.
Now all that’s left is for him to stay consistent with uploading videos - which he absolutely loves doing, so that won’t be an issue.
The Takeaway:
You can use this exact strategy to sell Online Courses and Memberships online:
Organic content creation > Lead Magnet > Email Marketing > Sales Page.
I’m such a great artist, but the above image visualized exactly how it’s worked for decades.
Every internet marketer from the dawn of time has used this strategy - they still do.
You can implement the exact same strategies I’ve outlined here into your business and you’ll make money.
And the best part?
The better you are at selling to your email list, the more money you will make.
It all comes down to Lethal Copywriting.
I’m glad that I could help out my client and show him exactly how to monetize his paid community more efficiently using simple tools step by step.
I hope you’ve enjoyed this post and got a lot out of it.
Let me know in the comments if you’re struggling to monetize your online products and I’ll do my best to assist.
Have a great week.
Cheers,
Mike.
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