Email Marketing in 2022 Workshop - How to Grow and Use an Email List

Hello and welcome to the email marketing workshop thank you so much for joining me today we have a lot to cover but one thing that i want to make sure is happening correctly is that you can hear and see me so if you happen to be dropping in make sure to say hello in the chat i'd love to say hi to you really quick and if you do want to say hello and make sure other people see your comments as well uh make sure it Says um to everybody right to everyone not just to host

and panelists uh we got sheep in the house what's up shiva good to see you as well or shilpa katie great to see you from san diego lynn deanna honey smith great we have a lot of amazing people here and we have uh wow hundreds of people actually which is cool kevin what is up i hope you're having a great start to the week i know it's monday and we're talking about email it's like wow first of all it's Monday we're talking about email how dry is this going to be well i'm going to take

something like email and make it exciting i want to teach you something because the whole idea here is that right under our noses is this thing called email that if we start utilizing it correctly we can actually start to see some results what does results look like result means growth in your email list so we're going to cover both basic and advanced strategies for doing that Today growth looks like revenue and income coming in from your email list i'm going to show you a email sequence that i use to generate over six figures in my

in in my business and the exact emails that we send out and then finally i'm going to give you a framework to help you understand how to actually approach email in a way that's going to make it of value to those who are on your email list i think again a lot of us are on a lot of email lists And a lot of us have received emails that just don't make us feel really great and we don't want that to happen now one thing i want to do is share my screen with you really

quick and i want to see if it works out the way i'm hoping it will so if i press play here are you seeing the full screen or are you seeing the screen and the next screen so my vision shows me that you might be seeing full screen so that is good okay we are On our way so thank you chat i appreciate you and let's get started so what you are seeing on the screen right now is actually interesting this is a wall street journal article and i'm going to have a little game with

you i want you to tell me what year this was published you can see that the title here is the hot new channel for reaching real people email give me a guess on what year this was published Jay says 1978 we got 2021 1999 20 22 1978 that's kind of that's still early right uh 2014 1980 so we got a big range here we have people who are doing this as soon as that uh technology came out and there's people who are sharing this as of uh more recent well here is the date it's january

19 2019 and some of you were around the right era others were kind of way off and it's really interesting right because email is not a new channel It's been around for a very long time as many of us know however it's new because a lot of what used to be working isn't working anymore if you think about the 2010s right 2010 through 2015 a lot of what was working to help us reach our audience was social media and i remember let me know if you created your own facebook page back when that was a

thing right you'd create a facebook landing page and you'd invite all these people over you get so many Fans to like your facebook page i know i spent a lot of time and effort doing that and then all of a sudden one day boom facebook was like you know what we're not going to promote pages anymore it's all about groups and all these other things and just like that all that hard work and the 100 000 plus people who were fans of my facebook page they just were not going to see any of my posts

anymore and it felt like a waste we see algorithm changes on platforms All the time which is very disheartening especially because a lot of us are pouring a lot of time and money into playing in other people's sandboxes which is unfortunate and i wanted to share with you a tweet actually which was also recent this is from the founder of basecamp he said email is the next big thing we're finally realizing just how precious these open standards were all along open meaning well yes you are competing Against other emails that are in a person's inbox

but there is no algorithms there's no sort of giant corporation that's saying oh these are the things we want to get through and these are the things that we don't want to get through here's the founder of shopify toby who said email lists in your website are the two only things you can own on the internet everything else is just rented which is so true it's also scary Because maybe you've already felt a little bit of something in your gut or your throat with relation to all this work that you're putting into even youtube or

tick tock or instagram like what platform are you primarily posting on right now i'd love to see in the chat uh where you are posting but the truth is we need to bring those people into our email list so that we can continue to have That controlled conversation and the truth is if something were to happen to one of those platforms right sarah says instagram linkedin says insil the truth is if something were to happen on those platforms if you have those emails well at least you can move them to the next thing right and

to the next thing i remember in 2013 my website was hacked i had a what was called a ddos attack and my entire server was down for two weeks But thankfully i had an email list to not just tell people what was going on but i was still able to provide value to them and i was never totally upset because i always knew that well if my website and that particular server went down i could always start somewhere else and be fine or at least you know not 100 but at least i have this thing

called email which was sort of acting like insurance to me right kim says facebook i'm on no social says uh patrick wanting To email wanting email to be my place nice patrick mostly ig says shilpa so here's what we know like we're talking about email now right here's what we know you know you need an email list let me know in the chat if you already have one give me a yes if you do give me you know if you don't it's okay if you don't either because we're gonna get you started the right way

here's the unknown well how do we grow Our email list right we're picking up strategies here and there about how to do this but what grows our list right number two how do we use the email list this is also what's unknown more because many people teach how to grow an email list not as many people teach you how to use it and number three how do we automate the email list and by automate i mean how do we kind of set things up in a way where okay they're working now and then we can

kind of remove ourselves From that never forever right i think upkeep is important but we can set up these systems of emails in place so that a person can come in as a subscriber and get certain messages automatically sent to them they can get certain pitches automatically set to them we can do some customer discovery automatically as a result of that as well so here's the plan for today we're just going to dive right in i Go on webinars a lot and you know i find that if a person's telling their life story for the

first 15 minutes i'm kind of already tuned out right and you may or may not know who i am my name is pat flynn i have a brand at smart passive income i help entrepreneurs like you succeed and i take these very difficult topics sometimes very dry topics like email and i don't just make them like fun i'm not here to just be like the hype up guy like email let's go it's so Fun i actually make it easy for you to do and so we're going to talk about these things today we're going to

uncover the plan right now first we're going to talk about two strategies to grow your list we're going to talk about a beginner strategy something very simple if you're an advanced person already this might be a great reminder for you to do something that was once working for you before And then we have an advanced strategy as well that if you're a beginner you can lead up to it or if you are advanced perhaps you're not doing it and you can think of a campaign that you can do the difference between beginner and advanced is

really just actually it's just a little bit of extra time to put into something and a little bit more complicated but i'm going to share with you both of those things next Two powerful ways to use your list so now that we've grown our list or are growing our list how do we use that list again we're going to uncover a beginner way to use the list something that's actually going to be probably one of the most helpful things you could ever do with an email list especially if you're just starting out and you're not

quite sure what direction to go or even what to sell these beginner strategies are going to help you understand with the First few subscribers that you have how to do that and then secondly i want to take you into a six figure more advanced email sequence of here's what it is it's a five day promotional sequence using email and what goes in each of those emails that's where i'm gonna invite you to take a screenshot i will send you a replay after this is over but this is where you can kind of literally copy and

paste the structure and use it for Yourself and then finally a framework about approaching email so that everything just becomes a lot easier everything from getting higher open rates higher click-through rates the language to use how to automate it a little bit better so that's what we're going to start with right so let me know in the chat if you are ready to move on because we're just diving right in give me a give me a yes in your favorite language and then we'll go from There so let me do a little stretch okay yappers

somebody said yappers okay so most of us know english i see a wii i see a yahoo or wahoo okay cool so if you're a beginner cool this will help you right from the start if you're advanced again sometimes going back to the basics it's where it's at so let me tell you the secret to email the secret to emails Nobody wants more emails i don't know anybody who wakes up in the morning and says i want more emails what people want is not the email that gets put into their inbox it's a very important

thing to recognize what they want is the results that the email will give them especially if they are subscribed to you they don't want to get more emails from you they want more of what you can offer and they want transformation they want Some promise that you've offered them and they want to know what's on the other end right so here's the solution that can also help incentivize people to grow or to get put onto your list right not just the here's what you get in the emails right many of us do join our exclusive

newsletter for tips that you'll never get anywhere else cool but the newsletter comes every once in a while what's going to help me right now The solution is to offer a lead magnet now during this particular promotion i offered a lead magnet and it was a lead magnet to help you with email 10 different emails that you can write that can help you understand more about who your audience is and to help fill in the gaps of well what do i communicate with them after they subscribe on the list i gave you that up front

and i recommend that you create a lead magnet for your audience as well if you're not sure Where to start pick one simple thing and create a document about that it could be a document a video or some sort of piece of content that they immediately get in exchange for coming onto your email list well there's some nuances that need to be said about this this is a version of the lead magnet that you got before coming into this workshop called the ebooks of smart way or actually another i gave you email the smart way

this is ebooks the smart way There's one big problem with this lead magnet this was a book that was created to teach people how i wrote an ebook because that was the first thing i created can anybody see what the problem is with this particular lead magnet it's right there it might be it'll be a little bit hidden but there's a problem with offering a guide like this away for free dana says no cta biggie got it right right off the bat no cta there that that's a good call and as far As no cta

like what's the call to action but here is the problem so this is the book that you get once once you kind of subscribe the fact is it is 72 pages long this book worked in 2009 and 2010 and 2011 but it will not work today because nobody wants no beard nice ansel no beard that is a problem as well uh i've had this thing for two and a half years now and i'm getting i'm just Now understanding this is now who a part of who i am but that thank you for that that made

me laugh people don't have the time to read 72 pages so maybe this does incentivize a person to join your email list but even then it's going to take 72 pages until they get the results not okay too long back in the early 2000s there wasn't a lot of information available therefore the more Information the better keep this in mind when you're creating courses or writing your emails as well back in the day more content equals more value today more content equals less value because it takes more time time is becoming more and more valuable

in a human's life today it seems because of everything that is available to us Already so how might we get a person a result much faster right that is what is going to be most valuable if you call somebody for a tire change right you hit a nail on the side of the road and you're safely on the side but you call somebody to change your tire for you because you don't know how to do it yourself or there's some issue is it more value if they can come in and Do it for five hours

or more value if they can come in and do it in 10 minutes 10 minutes obviously yet for whatever reason a lot of us in this space as entrepreneurs go ah oh okay it takes this long therefore we need to get paid for that much time this was similar to more content equals more valuable more content equals i could charge more no people want the result faster right thank you dana thank you uh you tune So here's a list of the different kinds of lead magnets that you could offer that i want you to imagine

simply putting together right you can make these as complicated and as long or as short and as simple as you want but the end result being the transformation or the guidance in their hands or the thing delivered to their email after they subscribe that gets them the promise faster the better so a resource Or a tool list a quick start guide this is a great one especially if there are certain tools that your audience needs to use in order to get a result a cheat sheet we do this on the podcasting front a podcasting cheat

sheet right podcasting sounds very complicated it is a very complicated thing but if i can offer a cheat sheet which is literally a couple pages of a to z everything that needs to happen well it's going to be of massive value The cool thing about a cheat sheet and a checklist like that which is next is that people see the checklist and now they go how do i mark those things off teach me what do i need to do to fill in this entire checklist and that's when they start getting value from you in your

further emails or going onto your website or listening to certain podcasts that help fill in those gaps for them will i share the slides after sure i can do that i'll Share a link to the slides and a replay after this thing is over for you and after the recording process is processed right shirley says this reminds me of never mind the quality feel the width i like that number five a mini email course this is one where you have a person go through uh and they subscribe because they're getting essentially like a mini course

taught to them how to do something and it might take two emails Over the course of two days or maybe it's a seven day email course this is really nice because it's very simple to create you don't need to create anything other than emails to deliver that a sample chapter if you have a book a sample chapter is so so easy to offer because a you already have it and b it is of value because it's a part of something that is actually sold like people can go and see the book on amazon Or wherever

else you have it a sample chapter is great and plus this allows for more sales to your book seven any templates or worksheets you might be in a space where let's say you're in the personal finance space great here's my budget worksheet that i've created for myself and for you you can download it and get access to it for free but you got to put your name name and email and boom they get it immediately offered to them right there worksheets are Fantastic because it helps organize a messy how-to and this is this is a

great thing to offer and then eight any hidden bonus content let's say you have a podcast and you have additional interviews that are maybe only hidden for those who subscribe to your email list or perhaps you do a video and you have to cut it short but there's an extended version of that that a person can get bonus content like that can be a really really great Way so this is a this is a screenshot moment if you want to take a list of this and what i would do is i'd circle the one just

the one that you know would best insert itself into what it is that you have to offer cool cool i'm also gonna escape really quick because i want to really make sure that i am recording this okay i am recording it just i had a little heart attack moment sometimes that happens and i'm Like please please please let this be recording okay cool we are recording so here's that list there we go working on a quick start guide yeah quick start guys are great because people want to get through again something much faster and you

can help them do that and then it's about the follow-up okay after you give them that result what's the next step how might they go on to the next part or what else Do you have to offer that relates to that and you can go from there right now let's talk about the advanced strategy those are beginner strategies right just one simple strategy let's create a lead magnet please not make it very long and make it something that can help a person on the other end right just like the lead magnet i created for you

leading up to this which was 10 quick email templates that you can use Here's a more advanced one and again this is advanced because it takes a little bit more coordination a little bit more planning but it can definitely fast forward a lot of growth and this is a challenge by creating a challenge you can get people to sign up for something because it happens either on a specific day or there's a even more specific result and i mean it has to be specific and it has to be achievable right this is our 100 emails

challenge This is what we use to often grow our email list and then promote our course email marketing magic which you'll hear about a little bit later and as you can see here it's pitched as a 72 hour email list building challenge what does it do it helps you go from zero emails to a hundred emails in three days michelle's asking which lead magnet seems to work best well honestly they all work and they all work for Different reasons some are more emotional some are more logical some are challenge driven like this one summer because

a person just needs a solution right now and wants to download that one page pdf so they all work and they all should be used because that is of massive value to offer all kinds of different ways to get people to come in but start with the one first but if you're a little bit more advanced planning for a day in the future to Offer this challenge that on may 5th of 2022 this challenge happens you let people know about it ahead of time they get in the email list because they want to get that

first email of the challenge on that day may 5th and then boom the next email comes out the next day the next email comes out the next day and the challenge is over and here's what happens the challenge brings more people with them so people will often especially if It's like a you know you've probably seen things like this before a weight loss challenge or a no sugar for seven days challenge a green smoothies challenge those are like health based ones there is a um no spending challenge there's a get rid of things you know

uh purging challenge for for those who are home organizers these are great because people literally feel the result and the transformation after it's over and not only that they go Wow what else do you have and this is where an offer could come about this is where you can have a program come out or what have you or an affiliate offer to something that relates to the next steps because that's what we do here and this works really really well free training challenge had a broken link when i tried it ah thanks for letting me

know it might have gone through something when we migrated Servers or something like that uh is there a specific number of days that work best i created a six day challenge and on the seventh day i explained how the info from the previous six days worked together that could work the shorter the better though right in many cases you're gonna i mean a a lose 10 pounds in two hours challenge would obviously be an extreme and not healthy and probably not real so you want to be real you want To be authentic but you also

want to make it a challenge and have it the first time you do this happen on a specific date because that's what gets people excited that's like like everybody's rallying you can create a facebook group or a circle group in order to kind of bring everybody together and share wins and share results and it becomes really fun after you do this for the first time guess what you can automate it just like we Have now if you go to 100 emails.com you'll see this there and the other thing about this is you have to sell

it right show people getting results here are results of people who've gone through that challenge just past 100 better late than never finally got 101 students just passed 100 today 115 right which is really cool and the other thing about this is even though some people will not get that specific number or That thing that you were shooting for the fact that you've helped them got started is huge too right and the fact that this is wrapped around a challenge that there's three days to do it that there's some yes motivation that comes along with

it but very specific steps they're gonna see that they were able to take steps that they hadn't taken in years because of this challenge that you created and it takes them to the next step and oftentimes they ask okay where Do i go from here are these emails with videos in the emails uh for this particular challenge no absolutely not in fact it is literally like day one welcome here's the goal do these five things day two all right here's the goal here are three things to do today and a link to a spreadsheet to

put all those things in or something like that right you can structure however you want i would use Like a whiteboard or post-it notes but again make it very simple make it achievable and the more that you can have bigger results with less time the the better but that's a great question michelle thank you now let's talk about using your list right we talked about getting people into your list we talked about lead magnets that were quick one to three page pdf files or quick videos or Something like a bonus chapter in your book or

what what not uh we talked about a more advanced strategy like a challenge i would highly recommend creating a challenge in the next couple months to get and mobilize your audience it could be really great now let's do using your list jen says this is where i fall off let me know in the chat if you have an email list and you you don't feel like you're really Even using it right you've collected your subscribers but you don't really know what to do with it or how to utilize it and it's just kind of feeling

like okay well i got part one but part two is not here and it feels like a waste that would be me me says enzil yep uh le la diana yup me says robert bobby t what's up yup okay cool well let's use your list and again let's start from the beginner level so This was this is probably the simplest thing you can do that has the biggest impact and that is to use your email list not to broadcast but as i like to say broad ask that's right broadcast no broad cask cast that sounds

like casket no broad ask and what i mean by broad ask is especially with your that didn't go like I thought it was going to sorry um the purpose of this is to understand okay well who's on your list and what are they dealing with what are their challenges what are their struggles so as soon as you incentivize people to come in and you don't have to do this like from scratch if you have an email list right now you can literally send the thing i'm about to share with you to your email list to

do some reconnaissance and understand more about Who they are here's this question use this question what's your number one challenge related to blank right insert this into your autoresponder an autoresponder for those of you who don't know is an email that you could write ahead of time that you can say i want this email that i wrote just now to go out uh one day after a person subscribes whenever they subscribe whether they Subscribe today or next week or next year i want this email to go out one day after that and you can have

that and this is really cool because what is this actually doing for you this is helping you understand what the struggles are of your target audience and not only will they tell you but they're going to tell you in the language that they will respond to right this is a massive massive thing that changed Everything in our business when we started using this because now we are for sure understanding what our audience is going through not guessing we're not assuming we're actually hearing in more detail what the struggles are there were some things that were

very surprising that we understood and there were some things that were confirmed that we now have language that we could bounce back to people just like them and when you use The same language as your target audience that they respond to aka the language that they're using right they're going to respond to you even better they're going to go wow you get me you understand what i'm going through yes only because i've asked people like you what are you dealing with jen asked what percentage of people will actually respond not very many i mean it's

not going to be like 100 not even going to be 50 but you know what it just takes a few emails to represent the major hole to understand exactly what your target audience is going through and this is really really important because now this will give you direction it'll give you an understanding of who's there and for those who do reply i would highly recommend taking it one step further reply back see if you can even get on a Zoom call with them this might be the most helpful thing that you could ever do in

your business it's also something that we as people working online behind a screen with a keyboard in front of us feel as very scary oh you want me to have a real life conversation with people right and laila says and you're getting responses from those who are most engaged that is for sure that is absolutely for sure what i would try to Do gabriel's asking about kpis i would see if you can get on at least two to three calls or zoom calls every single month with new email subscribers i do this 10 times a

month by the way and have continued to do this i've done this for over a decade it has been literally the number one most helpful thing that i've ever done in my business continue to this this day with new email subscribers and i continue to do this because times Change and people's struggles change people's challenges change right now it's not about blogging like it once used to be it's about video it's about podcasting it's about building communities and now we're understanding this and this is why exactly we're leaning more toward building communities and we have

spiro.com now to serve those who are entrepreneurs in our space because we have heard Exactly from them we're not guessing and if you can remove the guesswork in your business it's just going to save you so much time and money like let me say that one more time if you could remove the guesswork in your business you're going to save time and money right so uh manjo or manoj is asking best free autoresponder in Uh is live in world uh i mean there's a lot of different autoresponders that you could or companies that you could

use for email service providers many of you know i'm an advisor for convertkit so just take that in mind but i do recommend them they do have a free plan and you can do a lot of this stuff uh with their free plan and upgrade later so have you had anyone reject your request for a zoom call oh yeah absolutely 100 They say oh no i'm not comfortable or no not right now or that's not anything i want to do and that's totally fine that's totally fine and then i just follow up with okay well

if you could tell me in a reply like why is that such a challenge for you or what have you tried to do to solve that problem before like this is where you can get into sort of your detective mode to understand more about what this person's going through i mean You like it's no pitch it's just discovery that's really what this is about right jen says i take your call pat oh thank you i appreciate that how do you lead the conversation on a zoom call be very curious that's the best advice i could

offer you natasha be very curious try to understand what they're going through and see what else they perhaps have tried to get out of that and i here's one thing that will happen you're Going to find i mean not everybody will be very open not everybody will want to have a call but there will be one person who's gonna be so open with you they're gonna tell you their life story you know what's gonna happen after that you're gonna imagine this person every time you create a piece of content you're gonna imagine this person when

you create a course you're going to perhaps even reach back out to them and say hey i created something i'd love for you to Take a look at it these few people can have the biggest and most dramatic effect on the most people who you will reach it's really amazing what will happen what was that autoresponder convertkit so smartpassiveincome.com convertkit if you want to check it out through my affiliate link so that's that do you see how we just stayed on the screen the whole time that's just the one question and then Take it naturally

from there and be curious right carolina says how long are email is valuable for i mean i know people who created lists a couple months ago and they're probably not valuable because they haven't followed up and i know people have created email lists from over a decade ago and they're the most valuable thing in the world for them because they continue to understand who their Audience is and what they're going through and also uh to to promote their you know to promote their courses with okay now we're going to get into something pretty advanced i

want you to imagine that you promoted something to your email list this is a course or a coaching program or a membership or whatever it might be whether you have that available already Or not doesn't matter you're going to need to use your email list to follow up with your email list after the announcement of this thing maybe you announced it on a webinar maybe you just announced it on email it doesn't really matter you need to use your email to follow up and help convince those people on the other end that this is the

right program for them right So here is a five day you can massage this and make it three you can make it seven but five days my sweet spot that i found three days sometimes works really well um seven and above usually are drawn out too long especially after you make an offer it's like okay i've been hearing about this for a whole week and the idea of this is you're promoting Something with a close date where doors close a bonus goes away or a price goes up or something right really important when you're just

starting out to have some sort of scarcity or urgency or as they say scurgency involved so that it forces a decision and that's the right thing to do if you weren't able to help people make a decision they're always going to be stuck in i don't know moment and you're not helping them whether it's yes or no you want them to Make a decision and that's really important and these emails here will help a person understand which decision to make so here is a five-day launch email campaign you have your launch email right in your

launch email you want to describe well what is this exactly you want to be as clear as a clear day on what this is any sort of confusion on what it is that you just released then it's going to confuse and and people will not uh Even be open to hearing more about it if they just don't know what it is so you need to talk about what is exactly this is a online course to help you launch your podcast and get found so that you can get more exposure in your business and you can

make more sales with the use of a podcast you want to get that specific that's like the call to action or specificity for my course power up podcasting what's in it for them right This is online course to help you start a podcast i could just leave it at that but what is in it as far as starting a podcast not what's in the course many people make this mistake of here's what you get already and now i'm overwhelmed because you haven't even told me okay once i learn all this stuff what am i actually

gonna get on the other end similar to emails how people don't wake up and they want emails no Is with an online course or a program or coaching people don't want that they want the result on the other end so keep that in mind and then a call to action every email should have a cta or call to action to go do the thing and in this case it is to go and purchase the course day two how do i know this is real that's what people are asking themselves they're like okay you position this

well it sounds great but how do i know that this Is real this is where you want to include some proof and proof can come in many different forms it can come in the proof of statistics if there are some articles and other things out there you know 30 of people who start a podcast increase their income by over 25 in the first year or something i'm just making that up but it's actually i think a little higher if you have a business and you Are able to connect with your audience it is going to

be higher but you can go into the stats i wouldn't go too heavy on that because this is where you really want to get into a story of some kind so again you launch the thing on day one the next email that comes out the next day you want to be more into the emotion and bring some story into this so in this case if it was a podcast situation i would tell the story of one of my students for example who did take the Course and how they were apprehensive to take it perhaps they

also struggled with technology they were very afraid to do so but then i take them through the before and then the after here's what happened on the other end and here is exactly what they learn in the course and why that helped them so much and so when you bring a real-life person and this is more than a testimonial jane said that she would recommend this to everybody Those are you can you see those everywhere but jane was afraid of technology she's a mother of two she had very little time to start her podcast but

through power-up podcasting she started her show here's the name of her show here's how many downloads she has here's a little chart boom it's like wow i want to be like jane where did she learn to do that of course power up podcasting with pat Flynn right et cetera et cetera so tell that story this is a perfect time to do this because it makes this thing that you're talking about real right with a real case study in it day three this is a very important email this is one where you call people out on

their objections anything that you know is holding them back from potentially getting in this course you want to talk about so in the case of podcasting for Example in the in the day three email i talk about um people not liking the sound of their own voice like you might not want to start a podcast because you hate the sound of your own voice and then i have to have a counter to that literally in a list or paragraphs right call out each of these objections another objection is well the niche that i want to

podcast in is very small I support that with a story or the case of phil lichtenberger who is a student of mine again who started a podcast in a very small space and is like literally has fans now as a result of this so great you're actually more able to reach an audience because your niche is small you're going to be fighting through less competition right you see how i'm taking that objection and i'm flipping it on its head lois says what do you do for a story if It's a beta launch which is a

great question because if it's a beta launch then you don't necessarily have a story to share well if that's the case then you tell your own story and transformation about the technique and what you did or what you've learned and how you've packaged that into this course or you find a person and get them a result whether it's through that course and they go through it early or not or maybe You literally have coached somebody through the same process tell that story right cool and day three call them out on objections another objection in the

podcasting space is um you know the technology is too tough for me i'm bad at technology well the course is built on a way for you to do the minimal amount of things in order to get a podcast up here's dr b Who's over 60 who literally said she's over she's scared of technology who now is a podcast helping people with adhd in over 87 countries around the world right take the objection have a rebuttal now a person can't make up a reason in their head to not get involved right this is a very very

important email this is a part of a sales page that that should be there take those objections and flip them Right even for this course the course i'm going to tell you a little bit later email marketing magic you know a lot of people go oh i don't wanna i don't wanna be i don't want my audience to unsubscribe and and i don't wanna be too aggressive as a salesman right but the way that i teach email is learn about who your target audience is so that when you send an email they'll actually thank you

for it they'll actually look forward to it so you see how i took that Objection and again flipped it because of what's in the course now it's like how do you do that okay i'll get in kind of thing right a little meta because i'm teaching email and i just gave you an example for my email court anyway so that's day three call them out on their objections and be sure to include a call a call to action in every one of these emails i don't have it marked here but you should day four Why

do they need to act now so you've introduced what this is they now know it's real there's a story behind it they now are understanding why all those doubts that they had on their head were wrong but a person can still go well i'll get it next week i'll get it later when the time is right you need to convince them here on day four Why the time is now and you can do this in a couple ways you can amplify the problem you can say things like you know you know every day podcasts are

coming up and every day that you wait to start a podcast is a day that an audience member of yours is going to somebody else to become their host and your audience is waiting for you right now if you don't start your podcast now Your blog and your content there is just going to get buried because you need a voice to go with it right that's how you could position that's how you can amplify the problem right now you got to be careful here because you don't want to fear monger you don't want to be

like hey you got to lose weight or else you're going to die don't do that that's just Wrong and you don't want to play that game in marketing where you are capitalizing on people's fears but you do need to amplify the problem so that you can make sure that they understand the consequence of waiting on this right or and or reiterate the scarcity tomorrow's the last day to get the program before the price goes up um the Bonus that's included in this as well goes away no worries kathy all good uh subject lines here we

have a whole section in the course on subject lines i'll talk a little bit more about that in a minute um but i have an example for you coming up so amplify the problem reiterate the scarcity what is going away and again why should we make a decision now force that decision whether it's a yes or no you just want no regrets you don't want people hanging on The fence right now this is where it gets a little fun and also scary for some of you who are like these are this is a lot of

email on day five we're gonna send an email in the morning very short email hey today is the last day it's your last chance and maybe some faq frequently asked questions answered here in this email as well and again you've probably written these ahead of time which is okay which is why you're not writing all these on One day this is the beauty of writing these broadcasts ahead of time and scheduling them but just a super last chance one this one converts really well because people wake up and they go okay i gotta make a

decision now i'll make a decision now here is a special one that i'm gonna dive into in the next slide here but this is a day five email the last day of the sale at noon and this is i recorded this video just For you there's a video look at that subject line if you got that in your inbox you'd probably see that and go you recorded that just for me i'll tell you what's in that email in just a moment but that's going to be a very important email i'm opening that email says layla

and day five six hours left final call literally two sentences final call we Only got six hours left till the sale ends and i just don't want you to miss out thank you again if it's not the right time for you no worries but get in now here's the link well what happens in that noon email the cool thing about this as well is inside of email marketing magic i literally give you these emails and the subject lines here are different examples anyway let me get into the day five noon email i recorded this video

Just for you this is a unlisted youtube video that is directed toward every person who you know this is right for that has not taken action yet so some of you might be like well you didn't record it for that specific person i mean it would take me days to record one individual video for every single person so the truth is you know what people are thinking here You know that this is for them and you likely can address some of the bigger objections that they have and give them one personalized semi-personalized if you will

call the action to join this does a couple things number one it reiterates those objections that people might be thinking and the fact that you are there on camera voicing them and then calling them out on it not an aggressive way just be like hey you know i know you're probably scared of Technology and that's a big reason why people don't get into power up podcasting but i promise you the course will only show you what you need to know and not anything else and it's actually going to be really easy for you to set

up right so again addressing those things up front people love to know who they're learning from or who they're getting coached from or who has owned the program so there's a real life human being there And this video is raw it's not edited it's not um like just make this easy right if this was done in a uh studio right with fancy cameras and lighting you know what it would feel disingenuous you want this to be a genuine right a genuine just on the phone right rough just you're walking down the street or literally actually

i did one in the i did one while in a car once Because my daughter was at hula practice she dances hula like hawaiian hula um and i did it in the car and i just had like my son was in the back and either the steering wheel was in the foreground and it was just like a real life hey i know that you're here and interested you or else you wouldn't be watching this but i just needed to talk to you really quick and as kathy here says unscripted just feels more real jen says

Too slick is too slick right exactly but what's really slick is this email converts this email converts it's just an unlisted youtube video in the email itself it's just hey i recorded this for you i know you might be thinking about getting power up podcasting and i just have a few things i want to say and here's here's a link to the to the video it's just unlisted so that the public doesn't see it right Make it personable say you not you guys that's a very important distinction right that is often overlooked it would be

very easy for you to catch yourself saying hey everybody i hope you're having a great day i just want to talk to you a little bit because the sales closing and i wanted to make sure you got in no that's already one level of disconnect from the person watching it's just One-on-one they're not in a group watching you they're watching you on their own on their phone likely or at their home whatever the case may be use the word you did you record it on an iphone yes i mean whatever you have available you can

record it on your webcam and it can look all grainy it doesn't matter right carpegam says i just joined another expensive program because i got a personal video on email so case in point It worked on it worked on him uh make it short two minutes or less and unlisted hosted on youtube are we all clear on that email because it's very powerful and i cannot take credit for it ramit seti um he created that email for me and i got into his program and i asked him about it he says one of his highest

converting emails and it worked really really well and i want to just give that to you here too So we all feeling good about that any way to turn off the chat's pop-up messages please they're distracting me from your presentation uh the chat's pop-up messages i mean you can close the chat if you want i don't know if the sound is creating something unlisted means it's not public so when you when you submit a video on youtube you can have it be a public video a private video which i wouldn't do because people will need

a password to Get in or see it uh but the unlisted one means just anybody who has that link will see it could you please show the slide with all five days yes can it go directly from iphone recording to an email um youtube is just great because it's it hosts it right i mean you could go directly to email but then the email is gonna be so many megabytes people don't like to see huge attachments it's oftentimes going To put it right into spam so that's that's something just to keep in mind um the

pop-up will stop if you exit full screen and open chat to the right of the demo screen says beth thank you so much for that all right so you can copy paste that real quick or screenshot it great all right let's move on to the final portion here which is a framework on how to get better everything this is going To help you understand how once your email list begins to grow a little bit bigger how you are able to manage and organize not just the email list but your communication with your email list right

or you can mute the chat using the notification bell ah that's good i didn't know you could do that cool thanks natasha okay so quick story I was at a macaroni grill this is actually at an airport and i asked a stranger to take his picture because it is significant and he was looking at me weird anyway i used to work at a romano's macaroni grill this is a restaurant and it serves a really good italian food let me know if oh i am using the same shirt dana wow okay good catch um that's funny

Uh okay so uh romano's macaroni grill i remember uh this was one of my first jobs out of college actually and the cool thing is i remember very vividly some specific things that they taught us in training it was actually a quite intense training to be a waiter it was like two weeks and we had a script that we we had to learn how to write our Name upside down and cran because there's paper on the tables but i remember very specifically they said you must say this script every time somebody comes in and it

was a script about mama romano and how she left family and welcome to the family and blah blah blah that kind of thing right but once i started working there and it was probably about one or two weeks in i noticed that there were people who like were regulars who started coming in i Started recognizing recognizing faces because i worked there five days a week and i remember very very clearly there was one person who i remembered came in and in my head there was a decision i had to make do i go over the

script even though i know they came in or do i just kind of welcome them back even though i was taught very very specifically to always say that script every single time and so i went with what i was taught i Went with the script and mid-sentence this guy says hey yeah i've been here before just kind of can you give me a menu i want to i want to sit down and i don't know if he was like irritated or something but i started to put myself in his shoes and i was like yeah

he's heard this before like i remember him i should have gone with just welcoming him in and seating him down so it was at that point forward that i remember that you know i had to Really recognize that there were different kinds of people who came into the restaurant and people who have been there before should get a different version than people who have never been there before right welcome back exactly and i knew to practice this ifttt let me know if you know what this acronym stands for it's not a word because if you

try to say it sounds like a fart if if yeah anyway uh it stands for if this Then that exactly and so i started to practice this if this than that if a person's come in before then i'm gonna welcome them back and see if they enjoy their last meal that they had before and if they wanted it again or if they wanted to try something new for example here was the best one the best one was if a family came in with young kids then i would know What to do and here's what i

did on every table there were two crayons a red crayon and a blue crayon but if there were more than two kids guess what would happen they would all fight over the crayons or even if there was two kids one would want the blue one and the other one would get the red one and they would fight over it so i would have extra crayons in my pocket red and blue so that if a family came in i could come to the rescue and say hey i Know how it is here's a couple additional crayons

for you so each kid had the same one and i'll tell you those were the biggest tips i got because now that i'm a parent and my kids are a little bit older now 12 and 10 but as i was you know i remember what they were like when they were toddlers going to a restaurant the whole goal of parenting and you're going to a restaurant is just to not have a tantrum Like i just want my meal and so i came into the rescue with crayons so if this than that we need to do

this with our email list too i made the mistake though for seven years to treat everyone the same everybody who came onto my email list i sent all the exact same emails and yeah it worked okay i mean i had 130 000 people on our email list and i was getting a 20 open rate and a 3.5 Click-through rate yes john but unfortunately there were a lot of people who were getting emails that didn't matter i mean think about it if i created a advanced search engine optima optimization uh article and i linked to it

in an email and i said hey everybody here's a a really cool article that we wrote to help you rank number one in google search engine optimization is really important here are some terms you need To know the people who have yet to start a business what are they thinking they're on the same email list they're thinking this is way too advanced for me and the vice versa is true when i come out with hey here's how you can start a um a wordpress website and here are the top themes that you can choose for

your brand new website a person who already has a website guess what They're out oh i've outgrown pat flynn already right so this is really important to know how do we break our email list into different groups and so that's what we did i broke the groups into three different groups and here are the numbers i've increased this open rate from 20 to 65 and the click-through rates are now not Two out of every hundred people are clicking but eight out of every people are clicking and that is a massive with the same amount of

emails sent i didn't send more emails i'm getting way more like four times more bang for my buck as a result of simply segmenting the people who are on my list and understanding that not everybody is the same and now the email list has grown to over 200 000 and this is really important the idea of dividing A market up into homogenous segments and targeting each with a distinct product and or message is now at the heart of marketing theory so nina you're setting me up properly because you're asking how do you segment well i'm

going to tell you i'm going to tell you that so again the big idea here don't treat all your leads the same so let's go step by step you all want to Learn how to do this because you might be ready for this now or if you are just starting out this is something to build too one else is very much okay cool step one what's the biggest challenge you've relayed to blank where have we seen this before this was the beginner strategy that i talked about earlier right Ask this question and again to always

give credit to where credit is due this question comes from a book there's also young pat with no beard uh ask from ryan levesque this directly comes out of this this changed the entire course of our business when we ask this question so we asked this question to our audience we asked them what's the number one biggest challenge you have related to blank and this was after we had an email list already by The way but if you do this up front even better what's the number one biggest challenge you have related to online business

we saw there were a bunch of replies in their own voices like this i'm overwhelmed from all the information available to me i don't know where to start i'm afraid of wasting my time and money i'm not sure what kind of business i want to create the fear of failure stopping me okay So these were all people who were just starting out so we put them into bucket number one and we used a tool called convertkit and most email service providers do this now too to be able to tag those people how do we tag

them i'll show you in just a minute these people in bucket one no online business they have the itch to get started they read and listen to a lot of content right we also collected data like you know how many blogs you Subscribe to how many podcasts you these people are just absorbing so much so we knew there was an opportunity if we could become the ones that give them results they'd probably come and continue to come back so that's bucket number one here is bucket number two this group of responses i'm fearful i'm just

wasting my time i'm not seeing the results i expected i'm trying to do too many things at the same time i don't Know what my next steps should be what's the number one biggest challenge related to online business is bucket two they have an online business they syndrome which means they try to take care of everything themselves right they try to take care of everything themselves layla says uh how did you get my journal right that's the response you want When you can have a person go like you're in my head that's the best literally

the best kind of response you can get because then once you have them thinking that they will also believe you have the solution right and then bucket number three was everybody else right the people who already had a successful business that just had scalability issues so let's go into how do we get these People to put themselves into these buckets so there's a couple ways to do this number one like i call it self-segmentation let's say you already have an email list and even if you don't you can still do this right from the start

you get people onto the main list and then you have them click to self-segment based on those differences so here's the example i had a main list I sent an email out and in that email there are three options to click on literally asking the audience which one of these things are you and when they click on this they go to a landing page a separate page on my website that's built specifically for them it has language that's specific to them and it also has resources specific to them nothing to sell quite yet but here

are the podcast episodes that relate to you since you're in bucket one Here are the uh resources here the top tools and podcasts etc so here's what that email looks like and you don't have to read the whole thing i do set it up i basically say hey i need your help because i only want to send you emails that make sense to you so which of the following best describes your online business activity click on the one that best describes you one i don't have a business yet two i have an Online business but

i'm stuck between this three i have an online business and it's generating more than 500 per month so again convertkit i can create a rule if they click on that number one link tag them as in our system bucket number one so now in the future if i am going to send an email that is only for beginners i can say hey only send to bucket number one only send a bucket number two or hey These are relevant to everybody except those who don't have a business send this email to everybody minus bucket number one

now i can do some really cool things with that and by the way if you want the exact email copy that i use go to this link smartpassiveincome.com bucket copy right smartpassiveincome.com bucket copy you can get that exact email copy that i use so you can reframe it for yourself cool i'm gonna keep that up there for Five more seconds five four three two one uh radio says how many questions is wise to ask uh before it becomes too much for them to answer i would say three max you want no more than three buckets

any more than that not only will it be a problem for people to self-segment it's gonna be a problem for you to organize it's gonna Be this huge web of things if they don't answer in the first email that gets sent out send out another one and reframe it a little bit differently tell them little story or continue to keep asking until they put themselves in these buckets because those are going to be your warmest people but not only that you're going to know them you're going to know them better than almost they know themselves

cool delivering unique content now with Each of these cool so bucket one let's say you click on bucket number one which is again people who have yet to start an online business in my case here is the first email they get after they segment right the next email they get that i say send one day after look at this the email subject says future entrepreneurs read this i'm speaking their language hey it's pat Here question do any of the following statements reflect where you are right now with your desire to create an online passive income

business so i have it in the subject line related to who they are if it was somebody on the more advanced part i would say trouble scaling open this email let's look at this email what am i doing here i'm reconfirming that they are in the right spot right Literal bullet points that regurgitate things that you've probably seen before i'm overwhelmed for all the information right hey do any of these statements reflect where you're at right now i'm overwhelmed i the fear of failure failure's stopping me i don't know where to start i don't know

what kind of business i want to create i'm afraid of wasting my time where do these come from literally from the audience Remove the guesswork no more assumptions and as a result of this look at the responses i feel like you're in my head i'm thinking every single one of those things wow all the statements describe how i feel i've never met someone who has so vividly described me when it comes to starting an online business like you've just done there's nothing fancy happening here I'm literally using email to get language that i can then

use in my email so that people will go oh my gosh pat you know exactly what i'm going through tell me where tell me where to go tell me what to do right i even use this in more formal places here's a book that i published called will it fly here is the subject line or the the tagline how to Test your next business idea so you don't waste your time and money where'd i get that from same thing the tagline came from my audience no guessing none rada says but what do you do when

you're just starting out how do you collect that language you ask that single question what's the number one challenge you're having related to blank you should know What that blank is if you're just sending if you don't know what niche you're in that's the fir that's the first thing you need to know what niche you're in so that you can find those people get them on your email list through a lead magnet like we talked about in the beginner segment and then you can ask that question right there you go so i asked a lot

of people recently what is the number one thing you need Help in business right now and funnily enough here were some of the answers uh i need help with email marketing or my list getting my email list where it should be i want to know how to sell to people on my list i just want my emails to work like everybody else does actually tell me in the chat what was the most helpful thing you've learned today there were a lot of things we covered we uncovered how to grow your email list Beginner advanced remember

the challenge and lead magnets we talked about how to use your list that very first question right the very first question what's the number one challenge you have related to the blank and then the advanced thing the five day email sequence to use when to sell something and then of course the framework right so segmenting five day language buckets for sure and again if you're just starting out those buckets can be a little intimidating just get The language first get the language and understand who is in your target audience buckets holy buckets tools that that

you can make it happen i'm excited to learn about the number one challenge nice oh maureen that's so glorious because once you discover that it's like why create content products courses on anything else that's the Problem that they have or at least even if it's a little problem how might you solve it with a with a lead magnet that gets more people to come in right so a lot of you sharing a lot of things that we learned today which is really great um i wanted to ask your permission i mentioned this earlier but i

do have an email marketing course that some of you may be interested in it might be Perfect for you right now may i have your permission to just share a little bit about it there's a special deal going on that we have that's open until thursday just want to let you know laurie fred daniel awesome but of course this is kathy great thank you so email marketing can be very intimidating hopefully you've gotten a taste and actually some things you can pull away that you could use right now for you but it is a big

thing but i like i said try To make things a little bit easier email marketing magic is our course it's been out for three years it's helped thousands of people simplify but also get better results with their email and it's meant to help you a grow your list b make more money with your list through email templates and all those kinds of things but even more importantly c how do you automate this right how do you get it set up so it's just working for you and it's now available with a Limited deal and enrollment

ends thursday march 10th so just a few days to get access to this i'm not giving you much time to make a decision because i need you to get in there so that you can actually start implementing and this is where you'd want to go smartpassiveincome.com again that's smartpassiveincome.com e m m for that special deal it already includes 100 off as well as a special bonus which i'll tell you about you in a Minute but when you get in here i want you to take careful attention on the left-hand side look how long these videos

are five minutes one minute one minute two minutes three minutes seven minutes six minutes twelve five four these are bite-sized chunks so you can actually start chipping away at this thing and the first module is just setting up making sure that you have a foundation for things getting your email service provider set up and a lead Magnet and then we get into sort of the more you know juicy bits and as far as creation to help you a start with growing your list and then be utilizing that list to actually generate some income and many

people have said this has been a life-changing course for them which is exciting here on the welcome watch this first lesson i have people commit to this process and you can see some people who've already taken this course before you who said i'm committed To making email marketing profitable and automatic and that's like the first call to action the pledge and the commitment from you that i need once you are in here which is cool brandon says that guy looks a lot younger i hope he knows as much hey he knew what he was doing

back then uh this is from uh raquel who is one of our core students and what's really cool is this is my favorite testimonial of all time pat's courses are worth every Penny and actually now that i think about it they're the only courses that i've actually finished to completion which i love and this is the regular price of the course it's 499 one time payment but from now until thursday we're marking off a hundred dollars and you can get it in at 399 dollars all access lifetime pass plus the goodies i'm about to share

with you right now at smartpassiveincome.com E-m-m here's what you get you get the course which is an online course self-paced you get access to all of it up front but i do guide you through it i don't recommend going through the whole thing in one day but you can make your way through it and like i said bite size videos as you chip away at it and you get it all up front and you also get access to weekly office hours these are two hours every single week that you get Access many of you here

have been on those office hours before you can talk about some of our best times because you can get those little questions that you have answered right away and then move on to the next part as opposed to just kind of like being left to your own devices i am still going to continue to be there to help you and hold you accountable as we go every single week you also get access to the spi academy this is where you can get access to Other students who are taking the course with you both alumni and

people who are coming in in this enrollment period too and you can find groups to mastermind with you can support each other you can share wins and inspire each other et cetera and my team is in there as well and then finally you get lifetime access thank you rada i appreciate you lifetime updates to the course no additional payments ever for email marketing magic So there you go kathy says i love the academy space that's awesome and you get this magic money back guarantee that is if by day 30 you find that there is no

any increase in your email list size or you just aren't feeling it at all you reach back out to me and my team this is the this is going to relieve the risk on your end all the risk is on us we trust that it's going to be good enough but if it's not you reach out ask For your money back no questions right no questions in addition to that you get a bonus workshop and auto enrollment as soon as you sign up you get this 99 workshop called click and convert and this is about

subject lines some of you were talking about that earlier this whole workshop is about creating clickable titles for things like youtube videos your blog posts and podcast episodes but also email titles and things like that Is there a payment plan for two payments i don't believe there's a payment plan for two payments on this particular offer because it is going to be 3.99 which is the lowest we've ever offered it so um thank you honey smith i appreciate you see you in office hours on thursday by the way this will be included for free only

during this promotion and here it is all up front the deal expires thursday Smartpassiveincome.comm and you get all that and more um and of course i'm just here to help uh so thank you so much and here's some more testimonials from people too so um thank you all it sounded like there were a lot of value let me know if you got value from today's presentation and i'm excited to see what you do with it and hopefully we see you in email marketing magic as well because this is by far one of the most important

courses that we've created We've created other courses some of them are more expensive some of them are cheaper this one is probably the one that is the glue that puts all of them together because email whether you're podcasting or doing webinars or selling things email is such an important and integral part of this and as my friend amy porterfield says the size and strength not just the size but the strength of your email list is directly proportional To your success as a business owner oh it does oh it does show yes okay my team added

that in there okay cool yeah you could get it for three installments of 169 which is a little bit more if you want to go i think it's like 10 additional cost as a result of the payment transactions and whatnot um so there is a payment plan so 3.99 one time or uh with a little savings on that or 169 over there so awesome chat well hey i want to let you Go but hopefully i can see you in office hours and in the course as well i just want to say i appreciate you so

much and uh hopefully you enjoyed this um and hopefully this gives you also you know i know a lot of you also are selling things too and and many of you also might be afraid to sell things one thing that clicked for me this will be the final lesson is that if you don't truly believe in what you are selling you're gonna have a Very hard time selling that thing and in many cases you might doubt or you might be worried about the cell but the truth is when you know you have something that is

absolutely valuable that can change somebody or transform them in some way or get rid of something inconvenient then it is your obligation it is your duty to go out there and be confident when you sell it and this is why i have no issues whatsoever even though this is a webinar yes i did train But there is a sale here and i mentioned that up front this is no clickbait situation going on but i know that this is helpful and this is why i'm confident in this and if this is not the right time for

you that's fine too i just want you to make a decision one way or another yes or no and by thursday hopefully we'll get that decision out of you and i'll send you some emails and the replay and the slides and all that stuff as a follow-up probably send that To you later today if not tomorrow um but you got to be confident in what you're selling and the way you do that is help people get through those results and get once you get those results i mean it's just like man you kind of have

a responsibility to do that now and that's that's why i'm here so uh hopefully this shows you that you can actually train and sell and serve and and everybody could be cool with it because a lot of us are worried About the uh aggressive like hey this is all fake you're just trying to make money yes i'm trying to make money but we also know that if we don't put a price point onto this nobody's gonna do it and so i think it's really important that you have that balance right so anyway i'm done talking

i appreciate you i'm going to go grab some lunch and i want to wish you the best so take care peace out and uh you'll see an email coming very soon An email from me very soon take everybody thank you you