I recently sent out an email that included a survey. The survey consisted of just one question:
What would you like to know about creating, promoting and profiting from your own email list?
I am so grateful to have a list that is responsive. It makes me feel like I'm finally starting to have a relationship with them. And that's a wonderful thing!
I took the responses and put them in a spreadsheet, then I labeled each response with the topic. The responses fell into three categories:
Having this information allows me to see what type of products I need to be creating. It also gives me topics to write about on my blog and tells me what type of information to use for my lead magnets.
I've been focusing on beginner level courses and this information tells me, as soon as I finish a beginner topic course, I need to quickly create the intermediate courses to go with it.
In this case, I'm currently creating a beginner level email course. Now I know, as soon as it's done, to create the intermediate level courses teaching things like:
I want to briefly touch on each of the topics brought up in the survey and give you my insight since I see all three topics as being closely intertwined.
First I want to list the stages of the customer buying cycle.
I had people asking about how to create a funnel.
A funnel should be created for each product or category of products and/or avatar and that funnel will take your avatar through the customer buying cycle.
So, if you have multiple products/product categories, you will have multiple funnels. Likewise, if you have multiple avatars, you may have multiple funnels, even if you only have one product. This is because you may speak differently to each avatar.
The top of the funnel is where you make your prospect aware they have a problem, get them to engage, and then get them to subscribe. At this point, they are cold traffic and don't know you.
I feel like one of the best ways to get new traffic is by advertising to take prospects to a blog post, a Facebook page, or a landing page. I like Facebook for this but I do want to warn, if you don't know what you're doing on that platform, you can spend a lot of money and get no results. So please, don't jump in head first without some training. JonLoomer.com is one of the most complete websites I've seen for free training. The link is not an affiliate link because I have not taken any of his courses.
The flow would be:
This process takes the prospect from awareness (seeing your ad), to engagement (clicking on your ad), to being a subscriber (signing-up for your list). Not everyone signs-up, and for some, it may take a while, but you will, over time, start to see a continuous flow of new subscribers.
Once they are on your list, email them with engaging content and offers. The content should entertain, inspire, or educate and should always include an offer, whether it's your product or an affiliate offer, it doesn't matter, just be sure to make offers. Basically, wrap your content around your offer by having the topic or story lead into the offer.
Then be consistent with your emails, daily is best but if you can't do that, then pick how often you will email and stick to your schedule.
At some point, your subscriber will buy. Then they will become a customer. In this stage, you need to make absolutely sure you take good care of them as these people will most likely buy from you again. Not only will they buy, if you take good care of your customers, they will also become your biggest advocate and promote your products.
One question that came up in the survey was:
How do you sell without being salesy?
I can totally understand why this question would be asked. We all have that vision in our heads of the ‘used car salesman' and no one wants to be that (even though, if there were no used car salesmen, we'd have a hard time buying a used car).
I can't do a copywriting course inside a blog post, but there are a few things I can say on the subject:
Follow these simple tips and you will be okay. Just don't neglect to make offers. If you don't make offers, you will never make sales.
And that reminds me of a story I heard from Kim Roach. She said, when you don't make an offer it's like being in the food court at the mall and getting a sample of a strawberry smoothie. It's so good but the sample only has two bites… you want more! So you look for the smoothie store and when you turn around you see the smoothie store is closed. Ha! Such disappointment.
That's what happens when you don't make offers, the prospect gets a sample of your stuff, but then, they don't know where to get more.
What I've described in this blog post is very basic. It's doesn't cover any of the mechanics of how to do any of the steps. It doesn't tell you what to write in your blog post. It doesn't cover what an ad should look like. It doesn't teach copywriting or how to wrap your offer in your content. It doesn't tell you how to make an offer.
I know, it's totally incomplete, but that's the stuff that would go in a course, not a blog post.
I do hope I gave you enough information to start taking action and get past any fear that might be stopping you from moving forward.
I'll come back and add information about any courses that pertain this subject when they are created.
All my best,
I’m a fifty-something, self-taught, online business geek from Texas and owner of Online To Thrive. A lot goes into creating an online business and it can be a really scary endeavor. I’m here to help make getting started easy and affordable with step-by-step courses that are clear, straightforward, and uncomplicated.
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