Do you ever feel like some of your email subscribers just won’t buy, no matter how many great offers you send them - despite having a bunch of other subscribers who seem to buy everything you offer?

What if we could focus more on the buyers and find out ways of adding more of those excited buyers to your email list, that’d be useful, right? 

Well, that’s exactly what we’re digging into in this week’s episode!

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

00:00.82

emailmarketingheroes

Where can you find the customers who just buy? They just buy! That's what we're digging into in today's episode.

00:31.64

emailmarketingheroes

Hello, hello, welcome to the show. It is lovely to have you here with me this email marketing Wednesday. The day that you think about your email marketing, you don't have to do it every email marketing Wednesday. like just I want you to think about it on an email marketing Wednesday. If you're new to the show, hello, I'm Kennedy. It's lovely to have you with me. I'm just here at home ah in the northeast of England. And make sure you don't miss out on next week's episode. I do this every single week. So hit subscribe on your podcast player. And if you have listened to a few episodes,

01:00.99

emailmarketingheroes

and you've not left a review yet, please do leave a review on Apple Podcasts. It really helps to get this show into the ears of more people so we can help more people do really great email marketing. And and there's a lot of people who have that challenge, and that's that's why we're here. So leave a review. That'll be absolutely awesome. Of course, at the end of the episode, you might have questions. You might be thinking, how do I apply this to my business? Or you might want to just discuss different elements of your email marketing.

01:27.95

emailmarketingheroes

And I'd love to have a discussion with you for free. This is not me saying, hey, book a big sales call and stuff like that. No, I've got a free Facebook group. It's called the Email Marketing Show Community. Just go to Facebook. Search for the Email Marketing Show Community. Ask to be in. Just hit request to join. We'll let you in. You even get the opportunity to get some extra free goodies on the way in. It'd be lovely to have you there.

01:47.83

emailmarketingheroes

So this week on the show we're talking about how do you find the best customers like exactly where are those best customers because we know we've got some customers who um are some subscribers actually some people who just take ages to buy if they ever do. We've got some people who just will never buy they're like come on I'm giving you all these great offers I mean this great opportunity you want to solve this problem it's really frustrating.

02:10.66

emailmarketingheroes

You're on my email list because you've got this problem, you know, buy the damn thing, it's going to help you, it's going to be really good. And then you've got other people who are just like, oh my God, I want to buy that, I want to buy that, I want to buy that. And they just want to go fast. How do you actually find that second bunch of people who just want to buy?

02:26.82

emailmarketingheroes

So I want to tell you a little story that I heard recently. And this really resonated with me deeply. And I've been telling some business friends about it this week. And I was like, I'm just going to share it with you as well. I want to share it with all my business friends. So here's the story. I want you to imagine you go somewhere and you meet two people. Meet two people. And one of the people has no shoes on. They've got no shoes, right? Not wearing any shoes. They don't own any shoes.

02:53.24

emailmarketingheroes

Okay. You look at the other person and they've got some brand new shoes on some new sneakers or what we call, we call them trainers, but most of the world call them sneakers. Right. We call them trains. Um, so that person's got some brand new shoes on and you speak to the person with the new shoes on and you say, Oh, I like your shoes. And they say, Oh yeah, I love shoes. Uh, I've got, you know, I've got a shoe rack at home full of shoes.

03:15.63

emailmarketingheroes

You happen to sell shoes. That's your job. you You've got shoes. I'm not saying you've got fancy shoes, not Le Boutin and, you know, or all this fancy stuff. You've got some pretty functional, pretty pretty cool shoes. and And then you're looking at these two people.

03:33.18

emailmarketingheroes

And you think, which of these two people should I sell shoes to? You can only sell shoes to one of them. Which one would you go for? You look down at both their feet, one of them not wearing shoes. No shoes, doesn't own shoes. Second person has shoes. Most traditional marketing wisdom is this. You find the person who has a need for what you've what you sell,

03:59.84

emailmarketingheroes

They don't have it, and you sell it to them. So you go with a person who has no shoes. But that, I would suggest, is possibly the wrong answer. And here's why. You see, the person who has shoes on, you can see the person, because they're wearing shoes, this person already sees the value in wearing shoes. This person already knows how shoes work,

04:29.47

emailmarketingheroes

And this person has already prioritized spending their money and their time in buying shoes. Not only that, they have bought a lot of shoes in the past. They've got a shoe rack at home with loads of shoes.

04:47.60

emailmarketingheroes

So this person is a person who buys shoes. Not only do they understand what shoes are and how they work and how great they are and what and that they like them, but they have decided to invest their money in buying shoes. They get it so much, they're buying shoes. And of course, I'm not really talking about shoes, obviously. I'm talking about your offer, your product or service.

05:16.37

emailmarketingheroes

This is really important. We don't buy, as human beings, we don't buy based on what we need. We don't buy based on what we need. That's why there's people who've got massive credit card debt who are still buying a bottle of wine of an evening and drinking a bottle of wine. When they could spend those few dollars contributing to knocking off something off the credit card. That's why we've got people who do things that they want in lieu of things they should need to be doing. Because we human beings are emotional buyers. We are emotional buyers. We buy based on what we want, not what we need. Therefore, we should also be targeting in our marketing people who

06:06.76

emailmarketingheroes

actually buy. People who want something so much that they actually buy it. Not the person who needs it but just hasn't for whatever reason.

06:19.01

emailmarketingheroes

whether they haven't got the finance, they haven't got the time, they don't understand what it is yet, they don't understand why it's important or urgent to them yet. Rather than targeting that person and trying to overcome all of that, we should be targeting the people who want it. So what I want you to do is I want you to think about where are the people who are already buying the thing or something very similar to what I sell.

06:43.89

emailmarketingheroes

And oftentimes, like, holy shit, that means talking to my competitors. And think about it, if they're already buying something from your competitors, they're probably not only buying from your competitors, they're probably ah also buying from another competitor. So for example, somebody if you sell done for you funnels, or funnel page layout, they're probably not just buying from one person they're probably buying from a bunch of different people because this person is a person who is proven to be a customer type, a buyer, a person who has a credit card and knows how to use it as I like to call it and they do so in the in the in the realm in in with the product of funnel page layout templates so if you sell that too they will also buy from you if you can show that yours are just as good or better or or appeal to a different thing

07:34.67

emailmarketingheroes

So how do you actually go about doing this? because This is quite a big concept. It's quite a big shift for a lot of people. okay So what we're going to do is we're going to look for a few things. First of all, butre gonna if you're going to be running ads, you are going to appeal to people at that level of decision making. You're going to appeal to people who want more templates, better templates, easier to use templates, faster to implement templates, different templates.

08:02.65

emailmarketingheroes

because we're going to be targeting at that sort of most aware stage of awareness. But also, you're going to have your social media, your your organic content could be around that too. But then we get to step things up even further by actually talking to some of these other people. And it doesn't just mean that the person um you contact here, because we're going to be talking about like um talking to people for potential partnership opportunities here.

08:29.05

emailmarketingheroes

It doesn't mean you only want to talk to people who are selling exactly what you sell. But it could be very highly, tightly related products. So they might not sell, let's keep with this example of funnel page templates. They might not sell that, but they might sell email templates.

08:50.66

emailmarketingheroes

They might sell social media templates, but they also might, some of them might be selling funnel page templates too. And you're going to approach all of these people and you are going to forge some relationships with these people. Because again, you can educate the people and say, hey, obviously people who buy from you are not just buying from you, they're buying from other people. I'd love them to be buying my thing,

09:18.19

emailmarketingheroes

If you promote mine, I'll give you a percentage. And I've done this dozens of times. I've done this with people who who sell funnels. I've done this with people who sell software, which is related to my niche. I've done this with people who sell email templates, even if I'm selling an email template.

09:37.94

emailmarketingheroes

I've done this for people who sell a method of sending a newsletter, an email newsletter, and I've sold to that audience my method for sending a newsletter. Because what happens is you go to the person and say, hey, look, these people are going to be buying my thing anyway. And I thought you may as well get a piece of the action. I'll give you 20, 30, 40, 50, 60%.

10:00.12

emailmarketingheroes

of the sales. So if you tell your audience of people who buy, let's say, email templates, something that's directly the same as what I'm, you could be perceived as a competitive product, find somebody who's got a competitive product, honestly, go and find all your competitors, reach out and say, hey,

10:17.79

emailmarketingheroes

I bought your product. First of all, go buy it, right? Go buy it. That's the first that you want to do. Go buy it. I've just bought this thing. And the next thing I would honestly do, and this has worked so well for me, so well for me, rather than going in and asking like, Hey, you don't promote my thing is ask them if you can promote theirs first. Hey, I bought your email templates in my case.

10:39.38

emailmarketingheroes

I think my audience buys my email templates. I think they'll like to buy yours as well, because people who buy email templates buy email templates. Can I tell my audience about it? Do you have an affiliate link? Do you have an affiliate program? That's a great idea. So what's happened by doing that? By having that conversation and saying it that way, you're educating that prospective joint venture affiliate partner that people who buy email templates buy email templates. I'm willing to tell my audience about yours.

11:05.35

emailmarketingheroes

So later, once you've done that promotion and you've done you've honored and you've done what you said you're going to do, they're going to be like, oh, I'll do it for you. Because now they get it. Most people, until they get their head around this, it's this is a hard it could be a hard sell to go, hey, you sell email templates, please tell your audience about my email templates. Hey, you sell Canva templates, tell your audience about my Canva templates.

11:29.67

emailmarketingheroes

Hey, you sell instructions on how to build build um structures like sheds and stuff in the garden, in people's gardens. I sell instructions for how people how people can do that as well, promote my thing. That sounds hard. Whereas if you go to them and reach out first and say, hey, I sell my thing,

11:50.53

emailmarketingheroes

and you sell the same thing, I know that people always want more of those things because they do. We all do. Like how many courses have you bought about Facebook ads? How many different email lists are you on about email marketing? How many different lists are you on about each of the things you're interested in? Lots, a few, right? Not just one. So, hey, I i want to promote your thing.

12:12.41

emailmarketingheroes

And they go, oh cool, that's a great idea. And then you get paid a little bit. You might get paid 50% or depending on the price point or the of the deal you strike is. um And then, of course, afterwards, you follow up and say, hey, that worked really well. That was really good fun. I appreciate you letting me promote that thing. I'm really pleased with it.

12:27.90

emailmarketingheroes

and then just wait, and within a few days, if not instantly, you'll find they come back and say, that was great, could I do the same for you? And if they don't say that, after a few days, reach out and say, hey, I was just thinking that worked really, really well, and since I know my people who buy my thing, also like to buy your thing, you is there a time where you might fancy doing a promotion in return?

12:49.06

emailmarketingheroes

And most of the time they're going to say yes. Most of the time they're going to say yes. So where do you find the people who are going to be the best customers? You find people who are already customers of the same thing, right? That's all you have to do. And this can lead into integrating some partnerships. These could be ah affiliate programs. It could be JVs.

13:14.65

emailmarketingheroes

And that's it that a really important bit that I mentioned towards the end there, which was which was really, you go first, you go promote them first. The whole thing is a really um a really good offer.

13:30.11

emailmarketingheroes

to the right people, like the perfect offer to the right people is really what trumps everything else, right? And this beats better copywriting, this beats better graphics, this beats everything else. If you go to a pool of people, to a room of people, a space, a community, a place,

13:48.85

emailmarketingheroes

where the perfect people who buy what you sell are, then you are gonna sell way more than so trying to sell it to people who are half interested interested or are not interested, even if you've got the best copy ever. Having the perfect group is the ultimate forgiveness for not having the best copy in the world. Like really focus on that who. So that's how you find the best customers who just buy. Now let's get into this week's

14:19.52

emailmarketingheroes

So here's an interesting one. and This uses one of those, um one of my favorite words. All right. This is a really evocative word. It's, it's really about this word. There's some other interesting stuff in the subject line that I think you'll really enjoy. So the subject line is the secret parasite in your business.

14:36.70

emailmarketingheroes

Okay? And that word parasite is such an emotive, like, it makes you feel something, doesn't it? Like, it's a big, interesting word. And we don't hear it very often. um By putting the word secret before it, ah we make it even more curious. And then we tell them where it is, it's in your business, or it could be in your bed, if you sell like, I don't know, some kind of bed cleaning solution or something like that or the secret parasite in your relationship or the secret parasite in your whatever it is, okay, in your gut.

15:09.27

emailmarketingheroes

something like that. um And this email was literally about the fact that um you've got a bunch of people who are on your email list who are um who are not engaging and they're hurting the delivery, basically. So that was talking of I was talking about like that these people are negatively affecting ah your deliverability rate. But that as it was a little while ago now. ah But and that's the subject line of the secret parasite in your business.

15:33.34

emailmarketingheroes

really, really, really interesting subject line. If you're thinking, Oh, I'd love to continue talking about this email marketing stuff and how I apply it to my business, then I'd love to invite you to a free Facebook group. It's called the email marketing show community. Literally go to Facebook search for the email marketing show community.

15:48.89

emailmarketingheroes

We're in there chatting about all things email marketing, about the stuff we don't want in today's episode, about anything to do with building your email list, converting that email list, getting people to spend more, getting more attention, getting more delivery, getting more opens, all that stuff. We're always talking about that in the email marketing show community. So it'll be lovely to have you over there. But anyway, that's it for today's episode. I'll be back next week, next email marketing Wednesday. So if you haven't already, make sure you hit the subscribe button. So that next week episode automatically downloads to your podcast player and I'll see you then.