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The Goodness Squad Podcast Episode #49
how to perfect the powerful thing that attracts your ideal customer to your email list
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Email marketing is a key tool to help your business gain momentum. But, it only works if you have people on your list who are interested in the solution you provide.
Resources mentioned in this episode:
Food Storage Made Easy
Canva - affiliate link
How To Raise GrownUps - Lynette Sheppard
Sarah Grace Live - affiliate link
The Goodness Squad Podcast episode 39
Product Idea Generator
Subject Line Blueprint
The Goodness Squad: Welcome to the goodness squad. Welcome, welcome, welcome, welcome, welcome, welcome, welcome, welcome. Welcome to the goodness squad.
Misty: This is episode #49 of The Goodness Squad podcast. When I first started with content marketing, I ignored email marketing altogether. I was blogging about emergency preparedness, but I was not building an email list, gathering people's emails so that I could contact them. I wasn't doing that at all.
I remember years into this, I was sitting in a class that was taught by Jodie and Julie, of Food Storage Made Easy, and they were talking about how important it was to have an email list. How that was the most important thing you could do for your business. I remember thinking, I don't have time to do that. I don't want to add that to my list. I didn't do it.
If I could go back in time and change one thing about my business, it would be to start email marketing sooner. But if there were a second thing I could go back and change, it would be to focus on getting the right people on my email list instead of just anyone you see.
When I finally did start email marketing, I was obsessed with building up a very large email list and I was successful at doing that. Unfortunately, I didn't focus on getting the right people on that email list. So in today's episode, we are going to be talking about how do you attract your ideal client to your email list? Your ideal customer, the person who is most likely to purchase from you, how do you get that person on your email list? We're going to be talking about perfecting the tool that allows you to do just that.
This is season 3 of The Goodness Squad podcast. And during this season, we are going to be focusing on all things email marketing as it pertains to your content marketing business. And again, content marketing just means you create content like blog posts, podcasts, Instagram posts, all of that is content.
But this is not going to be the same old stuff that you've heard about email marketing before. My approach to email marketing is unique. I believe that a small list, that you take really good care of, is far more powerful than a large list that feels disconnected from you. When done right, email marketing can help you create personal touches and build meaningful relationships at scale.
My name is Misty Marsh. I have built and sold a profitable online business. And now I am on a mission to help you make money through your own content marketing business. President Kimball and President Nelson have taught us that the good women of the world will be drawn to the church as the women of the church are seen as distinct and different in happy ways.
My goal is to teach you how to use the content marketing business to be seen by women all over the world. And I am grateful for the skills God has allowed me to develop that allow me to help you in this way.
Your business can and should earn you money. If you aren't sure about that yet go listen to episode 30 of this podcast. But above all else, I hope that you remember that what you earn, or even what you teach about in your content marketing business, matters far less than how you interact with those you are teaching and serving.
As you follow the Savior in those interactions, you will be seen as distinct and different in happy ways because He is distinct and different in happy ways. This is what The Goodness Squad is all about.
Let's jump into the difference between a quality email list and just an email list.
A quality email list is full of people who are sincerely interested in what you have to say. An email list, just any old email list, could be full of all sorts of people who may or may not really be interested in what you have to say. Now, that seems really obvious, right? That we want an email list full of people who really want to hear what we have to say. I don't want to discourage putting people on your email list, but it can be so tempting to invite just anyone and everyone to join your email list because well, maybe you'll convince them that they need what you have to say and offer.
Friends, this is a mistake. You only want people on your email list who truly want to be there. Why? Because you will have a much better chance of helping the people who really need your help. Did you know that the lower your open rates on your emails, the more often they're going to get sent to spam? Yes. That is something that spam filters check for. They check for how often your emails are opened. If your emails aren't being opened because people are on your email list that don't really want to be there, well, then more of your emails are going to get sent to spam. And that means that people who do want to be there and do want to hear from you, aren't going to hear from you.
Even more than that, it's simply more fun. You're going to get more quality feedback. You're going to be able to dig deep and build a better community of people who all relate to each other. You want to have a high-quality email list.
It's also going to help you make more money because if the people on your email list actually want to be there, they are going to open your emails more regularly. And that means when you do have something to sell to them, they are going to be far more likely to open that email, read about it, and then purchase.
So, how do we create this? How do we get people on our email list that really truly want to be there? The very first step I want you to take is to stop calling it a newsletter. That is not going to get the people on your email list who really, really want to be there.
Number one, it's probably not going to get a lot of people on your email list at all, because who wants another newsletter? Who wants just another email that is full of random information like newsletter implies? But number two, it's also not clear enough. People may sign up for that newsletter, hoping you solve the problem they have, but they're not sure that you do. This is going to increase your unsubscribe rates. It's going to decrease your open rates and decrease your click rates. All things that you do not want inside of your email list. So stop calling it a newsletter.
So what do you do instead? You think, "Okay Misty, I'll stop calling it a newsletter. Once you tell me what I actually call it."
I want you to offer to solve a problem. If you're not sure what problem you should be solving, go back to episode #41, where we talk about how to figure out what problems people have and then which problem you need to solve.
First, in that episode, we talk about how you can't teach someone Algebra before you've taught them how to count or add and subtract. So the problem that you solve needs to fit in that - counting, addition, subtraction difficulty level. It should be a simple problem. A problem that is preliminary to solving the more complicated problems that you know you can help people solve, but it should solve a problem.
People are willing to invest time and money when you solve a problem for them. They are not willing to invest time and money into your newsletter, but they will invest time and money when you are able to solve a problem that they are facing in their life.
This solution that you are going to give them when they join your email list, it should be something that they might consider paying for. Not hundreds of dollars, but if you were to charge $10 or $12 or $15 for it, they might consider it. "Hmm. Yeah. I might pay for that." It needs to be high enough quality that they might consider paying for it, but you're going to give it to them for free.
This is what we call a lead magnet in the marketing world. You're going to hear it called a lead magnet over and over and over again because you are attracting leads through this solution that you are giving to people. You say, "I will give you a solution if you join my email list." See how that's like a magnet? You're drawing in the right people.
But I do not love the name lead magnet, because to me it takes the focus off what is truly most important. Instead, I like the name freemium. It is something you are giving away for free, but it should be high enough quality that we call it premium. So combine the two and you get freemium. I am not the only one who uses this word. I did not invent it or come up with it, but I love it. I want you to remember that the solution you are giving to people needs to be a premium level solution.
That is step number one, to perfecting this thing that is going to attract the right people to your email list. Okay? And I just realized I messed up those episode numbers a little bit. If you want to know what problems your people have, listen to episode #41. But if you want to know which problem to solve first with your freemium, listen to episode #39.
So what should your goal be with this freemium? Obviously, your number one goal is to solve a basic level problem for your people, an entry-level problem. But should this freemium be something that is going to take them weeks or months? Sometimes that's what people think of when I say make it something people would be willing to pay for, but that is not what I mean.
I have done this before. I have created something that is big and huge and takes people hours to consume and to use as a freemium because that's how I create an eCourse. An eCourse is full of tons of information. That is not the way you want to solve a problem in your freemium. Instead, you want to create a quick win. Your freemium should solve a problem for someone without them having to invest a lot of time.
Here are some examples. Right now I have two freemiums. I have the Product Idea Generator. It has hundreds of ideas for digital products and some tips on how to generate more ideas on your own, but it does not take a lot of time for you to use. You can go through this and scan it. It is set up in such a way that there are headings. It is very well organized and you can find product ideas very quickly. Now does that solve a real problem for you? Absolutely. If you cannot come up with a product, then you cannot move forward in your business. It solves a big problem or a real problem, but it's one of the most basic level problems, right?
Once you have a product idea, you're going to have a whole bunch more problems that you need to solve in order to get that product out to your people. But the first step is the idea for the product. A very simple tool that you can use to solve a real problem without an enormous amount of time.
The second freemium that I am currently offering is called The Subject Line Blueprint. So once again, this freemium is going to be very easy for you to use. There are some tips in there about how to write quality subject lines, but the bulk of this freemium is basically swipe files. Templates that you can just add in your words to a sentence, that you can use as a subject line, a high quality subject line, one that is going to get your emails opened.
Does this solve a problem for you? Absolutely. If you can't get your emails opened, nothing else that you do in email marketing matters. So it is a very entry-level problem. One of the very first things, you need to know how to do with email marketing is to get people to open your emails by creating very high-quality, engaging subject lines. So this freemium takes a lot of the work out of the way for you. You can go in there, pick one, plug in your own words.
For example, one of the items you will find in here says "how to tell if blank." So you would take that and just drop in something in that blank. So for me, "how to tell if you have the right email service provider, how to tell if people are loving your emails," you can simply take these templates and drop in your own topics and have excellent subject lines ready to go.
So those are two examples of how a freemium can create a quick win for your people. This is what you need to figure out. Your freemium must do two things. It must solve a problem and it must do so in a simple way.
Now, why, why does this work? Why is this so important? Well, number one, the fact that it solves a problem that is going to get people onto your email list. Again, people invest time and money in solutions. So your freemium must be a solution to their problem. This is going to attract the right people to your email list. The people who really need what you have to offer, and it is going to get rid of the rest of the people, because the rest of the people, they are not going to benefit from your products later down the line.
You need to get the people on your list who are really going to benefit from what you have further on up in your value ladder. If you were unfamiliar with the term value ladder, go listen to episode number 39. But once again, the reason why your freemium must solve a problem for people is that it is the first step on your value ladder, but why must it be simple? Why does the solution need to be simple? Simple solutions are going to build trust quickly. People invest time in solutions, but typically you have to prove yourself before you're going to get them to invest large chunks of time.
So if in your freemium, they invest minutes, but come away with a problem solved. Next time, they're going to be willing to invest tens of minutes, and then maybe the next time they'll be willing to invest an hour or two. And then maybe next time they're willing to commit to a full course or mentoring program with you. You have to build that trust slowly. And if on day one, the very first day, they join your email list, you ask them to commit to hours before you will solve a problem for them, you are going to lose their trust, and they're very likely to unsubscribe.
So in summary, you get the right people on your email list by telling them exactly what problem you are going to solve for them. And you keep people on your email list by making sure that the solution is very simple and does not take a lot of time for them to use.
Once you've overcome those two hurdles, the problem and keeping it simple, what's next? Well, you've got to package this in a way that looks attractive. It needs to, it does, it needs to look attractive. That's part of what makes it a freemium. It's part of what makes it look like something people would be willing to pay for.
So how do you do that? My very favorite tool is Canva. It's simple to use. There's lots of great tutorials out there. And if you would like some additional help, I have lots of Canva templates that will help you just drag and drop your own content in and have a beautiful freemium.
Recently Lynette, from How to Raise Grownups, used one of these templates to create a freemium. And this is what she had to say. She says, "I just have to tell you, I used your workbook template to create a beautiful new lead magnet within a few hours yesterday. I sent a copy over to Sarah Allred (her coach from SarahGraceLive) so she could give me some feedback and she was like, I'm dying. How did you create all this in an afternoon? It's amazing. And then I told her it was all you, she was blown away. Awesome job my friend, your templates are beautiful and so easy to use."
If you would like to have the same experience that Lynette had and get your freemium ready in just hours, I would invite you to check out the templates you can find them at TheGoodnessSquad.com/templates. If you are a member of Tech School, you likely have enough points to purchase those templates using points and get them for free. So head on over there.
Next episode, episode #50, we are going to be diving deep into email subject lines. Yes, I have a freemium called The Subject Line Blueprint that you can get over at TheGoodnessSquad.com/subjectlineblueprint. But that freemium, it gives you a few tips, really focuses on just swipe files and templates that you can just drop your own words into and have a ready to go subject line.
Podcast episode #50, we're going to dig deep into why those subject lines work and how you can create your own in a very powerful way. I'll see you there.
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