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How your email list fits into your marketing ecosystem
Episode 4 • 18th July 2024 • Growing a Deeply Rooted Business • Jessica Walther & Rachel Lopez | Rooted Business
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In this new episode of the Growing A Deeply Rooted Business Podcast, Rachel highlights the importance of integrating your email list into your overall marketing ecosystem. She discusses why many business owners fail to properly utilize their email lists and offers detailed advice on how to build and balance a marketing ecosystem.

Key topics covered include understanding your marketing ecosystem, planning for top-of-funnel activities, segmenting your email list, and validating messaging through A/B testing. By the end of the episode, listeners will have actionable strategies to ensure their email lists support their business goals effectively.


Timestamps:

01:08 Understanding marketing ecosystems

02:01 Common mistakes in email marketing

04:23 Balancing your marketing ecosystem

05:23 Top of funnel strategies

07:57 Buyer types and engagement

13:28 Practical tips for email marketing

Connect With Us:

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Rachel's Website

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Rachel's Services

Jess's Services

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Learn with Us

Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>


Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure

Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>

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Transcripts

Speaker:

Hello, and welcome back to another episode

of the deeply rooted business podcast.

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I am Rachel, and I'm here

for another solo episode.

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Last week, we talked about top

tips to help boost revenue.

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And Q3 and Q4.

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So you can really finish

out the year strong.

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But there has been some conversation

that I've been having with some

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students in the community that I'm in

with some clients that I really felt

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that I needed to kind of get this.

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Scheduled into this season of the episode.

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Because a lot of times that when

we're building our email list, we

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don't really incorporate it properly.

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So today we are going to be talking about

how to build your email list into your

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marketing ecosystem so that it's acting

really supportive of the overall mission

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of your business and not just having

to kind of like pull its own weight.

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Or work against what you're already

putting out there in the entire world.

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So.

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This is the solo episode

to kind of break that down.

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But yeah, let's get started.

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So we are going to be talking

first about what an ecosystem is.

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And so sometimes you might

hear Jess introduce me.

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As the marketing ecosystem architect

or things along those lines.

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And sometimes that's not really clear.

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So coming from 10 plus years

of marketing experience, both

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in corporate and in business.

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It's really important to understand that

every single component of your marketing

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strategy should have a supportive effort

of one other thing in your business.

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So whether it's a business goal,

whether it is driving traffic to

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something that should really all be.

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I connected.

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One of the things that it

should not do is be entirely.

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Siloed off into its own little

world and not really doing anything

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to support the overall business.

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So.

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This is something I see.

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All of the time where people

are kind of going through.

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The motions of having an email

list, they're sending newsletters

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just because they think they

need to stay consistent there.

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Growing their email list with really

not having too much of like a purpose.

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And one of the things that I

always try to build the picture

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of is that if your business has.

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Some type of a garden of some sort,

and you're planting all of the

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seeds that come with your garden

and, you know, you're watering them

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consistently and doing all of that.

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When you step away, whether that's

through burnout or vacation or just

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life happens, client works gets crazy.

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All of those components, your fruits of

your labor don't necessarily get watered.

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If everything is this kind of like siloed

row of carrots and you know, all of that.

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However, if you look at.

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Like an actual forest of some sort in

the forest is derived of the birds,

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the trees, the shrubs, the Moss,

all of these different components

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that have very unique purposes to

kind of tie everything together.

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It doesn't matter if you step

away for a month for two months.

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Or whatever that looks like the

components will water each other.

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They will make sure that you

know, like the dead weight

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gets clipped up because of.

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the scavengers kind of

going around and I get that.

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I'm going a little crazy with this.

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Metaphor, but it's so important to

look at your business like that.

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So that one thing doesn't just get dropped

when you step away, whatever that looks

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like, we are not perfect in business.

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We all have chaos that can happen.

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So, it's just really important to

understand how that gets together.

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So very, very complex.

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I will not say that was a simple

explanation, but that is ultimately

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what an ecosystem should look like

for your business, your social.

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Should support.

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A business goal, whether that business

goal is to drive lead generation.

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Or to push to your email list,

your website should do a particular

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thing as well, and they should all

be supportive of very particular

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levels of your marketing strategy.

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And when you have something.

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That is typically off balanced.

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Like let's say you're putting

all of this time and effort

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into building your email list.

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you have your automation set

up, you have your lead magnets.

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Properly aligned, but then you sit there

and you look at this funnel that you've

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created and you realize that there's no.

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Top of funnel.

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Efforts that are really going to be.

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Driving towards your email list.

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So your ecosystem is off balance because

now your email list is sitting pretty

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and it has all of these beautiful

components in place, but there's nobody

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getting to your list because there

isn't a system or a way to bring in.

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Awareness top of funnel

activity and all of that.

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So it's really important

to understand that.

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Even if you put all of your eggs in

your email basket, or put all of your

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eggs in your social basket, that there

are different pillars and platforms

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that should be interconnected.

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And all of that.

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So.

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Let's talk about a few

things that you can do.

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When it comes to having

an unbalanced ecosystem.

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So we'll just say like

a zero top of funnel.

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Or even you have that

top of funnel animal.

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We'll play out two

different scenarios here.

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So the first one is you

don't have a top of funnel.

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Your email list is not growing.

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You have a wonderful lead magnet.

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And you're ready to send newsletters,

but nobody's really coming in.

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That's one situation.

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Or you have a huge top of funnel

and they're driving to your

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email list, but you don't have

the system set up to convert.

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And they're just becoming a list of

just people instead of leads, which

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is ultimately what it should be.

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So in that first scenario,

really building out.

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What your primary platform is whether

that's Pinterest, networking Instagram,

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Tik, TOK, whatever that looks like

and having a clear path to get to.

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I always call it the road to your

email list, making sure that the

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road to your email list is built out.

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So clearly from the top of your funnel.

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Whatever primary platform

you have going on there.

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To then your email list.

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And then that's where

all the magic happens.

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In the other situation where you

have that top of funnel, that's

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thriving and you have people

opting in and just kind of like.

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Flowing into your email list, but

you're not seeing any conversions.

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That's where we really

need to like refine.

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We really need to say, okay, we want to

create pathways for particular people.

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So we're saying lead magnet.

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One is going to call in.

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This early type business owner, and it's

going to serve a purpose here and we're

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going to properly segment them here.

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EMA our lead magnet to is

going to call in maybe a.

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business owner, who's a little bit

further into the process and it's going

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to segment them into this list here.

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It's kind of like that organization type

structure to flow them into the right.

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Buckets and all of that.

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But that's really important because

if you're stuck with an email list,

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that's just a smorgasborg of everything.

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What you're going to see is low

engagement, low conversions.

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And ultimately it's just not serving

a particular purpose and all of that.

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So.

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That is.

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Really really important to

understand there as well.

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Another thing that is

important to understand.

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So when you're building your email

list into your marketing ecosystem,

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what is your buyer engagement?

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Like I always give this metaphor

about the tortoise and the Hare

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when it comes to talking about your

customer journey and everything.

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So in traditional business, while

in everybody's business, you

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have two types of buyers, like.

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It does not matter what type of.

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Business you have or offers you have these

two buyers exist in every single audience.

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And the tortoise is the person who

kind of needs a little bit more

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information in their buying journey.

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They're going to sit there,

incubate into your audience.

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They want to hear the

message multiple times.

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They really want to be able

to digest and make an informed

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decision in their next buying.

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Purchase.

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Before they take that step of action.

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They're the ones that say, I want

to know what the features are.

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But I also want to feel

emotionally ready and all of that.

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So your email list is primed for

tortoises because that's where

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your nurture sequences come in.

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And that's where all of

these things play out.

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So one of the number one questions

that I get is, well, how long

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should my welcome sequence be?

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Or how long should I be

nurturing them before I sound.

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And that really ultimately comes down to

what is the primary buyer type in your

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audience and where can we plant the seeds

or placed the doors in front of the other

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buyer type, which I'm about to get into.

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So that you're not really missing out

on a lot of that opportunity as well.

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So.

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When you have a particular offer and

we'll get into a little bit more of

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like the simpler takeaways, but when

you have a particular offer and your

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offer is over, let's say 2000 or 1500.

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Something that's a little bit of

an uncomfortable number for people.

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That's not a simple

decision to make right away.

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The number one mistake.

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I see.

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Is people just like placing a check-out

in front of them and saying like

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here buy without any interpersonal

connection in saying like, I'm here.

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If you have questions

or Anything like that.

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So when you're have that type of

buyer type, that's a slower type

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buyer and expecting them to just like,

have that confidence to go and hit.

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by now on a simple checkout page without

talking to you or anybody out there.

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That's kind of one of those things where

we see the biggest disconnect happen.

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So instead placing that longer bit of

nurture or changing what that conversion

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looks like from your welcome sequence

to either booking a call with you,

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having a simple conversation where

they can have like, Ask questions.

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They can have a conversation

with you and all of that.

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It's really important to understand and

this is something that I understand

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that a lot of people just want, like,

those leads on autopilots sales while

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they sleep while they're drinking,

whatever on the beach kind of thing.

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But it's also important to acknowledge

that the person on the other end of that.

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Lead.

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Is a human and they have

certain motivations and certain

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discomforts and hitting checkout.

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Now on a $1,500 plus thing It's not

something that just like happens.

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Right.

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So really making sure that that is.

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Built into your buyer type and your buyer

engagement so that you're not expecting

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someone to make this very complicated.

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Well, not complicated, but very

complex decision with out the

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comfort of being a complete 100%.

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Hell yes.

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So the other type of

buyer type is the hair.

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The hair is the one that

says, oh, I feel it in my gut.

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This is exactly what I need.

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And they immediately go and buy

whatever you're selling and check

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out and book the discovery calls

and like say, oh, I loved your vibe.

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That was all I needed.

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Tell me more, how can I

learn more kind of thing.

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These are the people that are most

likely converting in DM conversations.

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From story post and

things along those ends.

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It's so important to understand, and this

is going to go like really big picture.

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Like when you have these sales

coaches and you have these business

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coaches talking about how they closed.

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$10,000 in whatever, whatever, whatever.

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Is that the majority of those people

that they're closing our hairs, they're

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the ones just like, hell yes, give

me this, give me this, give me this.

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But your email list is where

the tortoise is thrive, right?

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Like Harris can exist

on your email list too.

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And as soon as you place that, like.

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Learn more by now, whatever.

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Call to action button in front of them.

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They're going to take action, but

understanding that the tortoise

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is, are going to be sitting there.

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Listening to your stories on Instagram,

they're going to be reading your blogs.

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They're going to be.

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Listening to your podcasts and like really

fully incubating into the experience

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to get those 14 to 21 touch points.

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And really, really make sure that

those are the ones that are resonating

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with them versus the hair who is like.

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Nope.

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I know this is the right decision for me.

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I'm moving forward and doing that.

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So understand that when you

see these big income claims.

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Typically they're from only a particular

set of your audience that they're

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teaching you on how to convert with

the email list is the ecosystem that's

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supporting those bigger conversions and.

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Really understanding and really

making sure that that is.

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Inclusive of your entire buyer.

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Ideal client and all of that.

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That was a lot of information.

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I know that I kind of just spewed out

there, but let's give some tactical tips.

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Some key takeaways for you to take

all of this in and digest it in

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a way that makes the most sense.

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So the number one thing

that I want you to do is.

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Look at your list of business goals

and whether that is increase revenue.

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Increased community engagement.

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Increased, whatever that looks like.

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Set a very specific business

goal for your email list.

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That is the number one

thing you need to do.

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And we're going to say

in my ecosystem, if.

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Social media is the place where I can.

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Build community.

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Then I want my email list to be

the place that I convert the most.

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Or backwards if social media is

where you're converting the most.

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Than I really want.

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My email is to be the

place where I'm having.

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Deeper conversations or people,

or I'm sharing more inclusive

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thoughts and like deeper.

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Insight into my education

and blah, blah, blah.

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Like you can have it flipped

or your email is, does not have

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to be the place of conversion.

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So give your email list a purpose.

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Every single time you're sitting down for

quarterly planning or annual planning.

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I want you to say this quarter.

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My email is goal is to

drive traffic to social.

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This month.

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My email list goal is

to convert and prime.

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People for.

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My launch or for offer a.

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Next month.

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It is to drive people to the podcast.

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And really understanding what that is,

is going to help you back into a little

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bit more of a structured strategy.

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So that you're not sitting there thinking,

what am I sending to my email list?

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Why do I even need to

send something to my MLS?

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Like all of those components.

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Second thing.

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I want you to do is to

clean up your email list.

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So regardless if you are.

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Having an unbalanced ecosystem where your

top of funnel is a little, get crazy.

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And you're kind of just pulling

everybody in anybody into your email

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list, or you have like kind of a

lower draw into your email list from.

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Kind of a missing top of funnel.

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It's important to understand that

your lead magnets are going to

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be what is like categorizing and

segmenting, those leads right away.

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So that you're not drawing everybody

in and then kind of creating a mess

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for yourself to clean up later future.

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You does not want that problem.

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So create lead magnets that are super

specific to a particular person and say,

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this lead magnet, I only want to call in.

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Baby business owners, this lead magnet.

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I only want to call in advanced

business owners and have them.

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So crystal clear that they cannot

be confused as like a resource

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for the exact same person.

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And then the third takeaway is

that I really want you to use and

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start validating your messaging.

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So using targeted messaging, but

also if you don't understand what

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targeted messaging is, learning

how to validate messaging.

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With things like AB testing and.

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certain components like that.

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AB testing is not unique

to only email lists.

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AB testing can live In any atmosphere of

your ecosystem, where you're saying, I'm

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going to try this version of messaging

am going to calculate the results.

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I'm going to try this

version of messaging.

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Calculate the results and see which

one performs better and then leading

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with the validated messaging.

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So in a particular case of.

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Your email list, you could say, I really

don't know what my email is responds

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to when it comes to, let's say you're

a dietician and it's about nutrition.

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So you can come out with something

that's like seven signs of,

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and then inadequate nutrition.

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Where you can say how'd

you improve your nutrition?

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With these three steps or whatever, and

you see it's the exact same content type.

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But you're really figuring out what

is going to push their action and

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push them to take action sooner.

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And that's the whole point is

to really identify those key.

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Validated messaging points so that you

can be confident as you place it on social

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or your website or on the blog or leading

on Pinterest and all of those things.

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So three takeaways.

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Give Erie my list of purpose.

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Clean up your email list so that

they're so crystal clear on who's

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coming into your email list or lead

magnets, clean up your lead magnets.

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And then start learning how to validate

your messaging using AB testing.

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And once you have learned that, then

begin to place targeted messaging.

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In front of your welcome sequences,

your opt-in pages and things like that.

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So you can see really the

impact that it has to tie all

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of these components together.

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For your marketing ecosystem.

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So I really hope that this was helpful.

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This is something that I am

seeing a lot of people skipping

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over and then flash forward to.

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Five months, they end up sitting there

with an email list and they're like, eh,

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yeah, this isn't doing anything for me.

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And the ultimate goal is that

it does something for you.

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It should act like its own

employee in your business,

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reaching KPIs, doing very specific.

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Benchmarks and all of that.

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So.

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if you have any questions about

this, free to slide into my DMS.

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And ask me anything.

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I'm more than happy to.

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Answer any questions about lead

magnets, marketing ecosystems.

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It's truly, truly my joy.

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But yeah, until next time we are.

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Rooting for you.

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