70. The Critical Importance of an Email List (and How to Build Yours)

Speaker: 00:00:00

Hey, before we dive in this week, I

wanted to tell you about a challenge.

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: 00:00:02

I have coming up starting December

2nd, It is a five day challenge

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: 00:00:06

design to help you get more clients.

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: 00:00:08

This is specifically designed for

online coaches, but even if you are a

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: 00:00:11

different type of content creator, Uh,

blogger podcast or YouTube, or this

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: 00:00:14

will also help you get more sales.

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: 00:00:16

We're going to set up the five

foundational pillars that every online

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: 00:00:18

business needs and most don't have.

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: 00:00:21

So I want you to join me every

single day for a live call, lots

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: 00:00:24

of support, plus a chance to win

a full hour of one-on-one coaching

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: 00:00:27

with me after the challenge is over.

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: 00:00:29

So we can deep dive on your business.

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: 00:00:30

So join me.

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: 00:00:31

The link is in the

description it's totally free.

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This is Burning Brightly, a podcast

for Christian moms who are feeling

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: 00:00:38

called to build a business and

share their light with the world.

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I'm Bonnie Wiscombe, a life coach,

mom, and entrepreneur, and I'm honored

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to be your guide as you face this

business building adventure full of

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highs, lows, and everything in between.

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This is where we help each

other find the courage to shine.

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Hey friends.

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Welcome back today.

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I am going to teach you how

to grow your email list fast.

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And why do we want to grow an email list?

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Well, because it is the number one thing

you can do to build an audience, to

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nurture that audience and then sell to

that audience consistently day in, day

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out, week in, week out and predictably

without being at the mercy of algorithms

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of Facebook and Instagram and Tik TOK

and all the other social platforms.

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This is something we can control.

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So, first of all, what is an email list?

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Well, it's just a collection

of email addresses.

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That you can email anytime you want.

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So it's like a big friend group

that you can have an email blast to

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saying, Hey, I have this new product.

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Hey, I have this new service.

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Hey, have you heard about this thing?

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Hey, let me help you in some way.

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The critical part about an email list

is that it's a direct connection to

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your ideal customers and clients.

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This is so important, especially

in today's day and age.

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Way too many people are trying to

build their audience exclusively

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on Pinterest or on YouTube or

on their podcast or on their.

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Instagram or their Facebook or their

tick-tock or any other platform.

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The problem is when those platforms

choose not to show your stuff

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to your ideal clients, you no

longer have a way to reach them.

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Email is king.

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It is the best way to consistently

and predictably grow your income,

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your business, and your influence.

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And it is not hard to do, but it

does require a little bit of skill

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and a little bit of know-how.

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Not only does email create a direct

connection with your people and

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you can email them and contact them

anytime you want, day or night.

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But it has an astronomical

conversion rate.

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So if a thousand people see your

video and one person clicks on it,

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On Facebook or Instagram then?

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You're going to get five or six

times that conversion rate on

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email, because these are people

you're creating a relationship with.

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So I'm often talking about how

building a relationship with your

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online audience is a lot like dating.

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You don't propose marriage to

the first person you meet online.

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Instead, you're going to nurture

that relationship and business

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is exactly the same way.

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So if we're nurturing a relationship

we're quote, unquote, dating these people.

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They need to hear from us regularly.

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If you were dating someone you didn't

hear from them for months or weeks

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at a time, would you consider that

a really successful relationship?

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No, you would not.

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So this is how we nurture and ascend

to this relationship until they

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trust us enough to purchase from us.

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If you are not growing your email list,

you are not really building a business.

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Let me say that again, not growing

a list, not building a business,

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the money, the magic and the

success is in that email list.

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All right.

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Have I convinced you now?

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Great.

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Let's dive in.

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How do we grow this list?

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Well, first of all, you need to know that

it's going to take either time or money.

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I personally use a combination of both.

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I spend time to reach my ideal audience

and give value to those cold leads.

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So I give them some sort

of help so that they can.

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Get a little mini transformation for free.

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But I also use money in

the form of paid ads.

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So most successful businesses use,

I would say a combination of both

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they're spending time to get outreach.

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Find the people that they want to

talk to and get in front of them.

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They're also probably paying for ads.

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Ads is a whole other conversation we can

have in another video, but just know that

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eventually you'll probably want to do

a combination of both at the beginning.

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You tend to have more time than

money, so you can invest a lot of

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time that other bigger business

owners can't to grow your list.

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So let's talk about what to

do, how to spend that time

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in order to grow this list.

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Number one tip.

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Get in front of other people's audiences.

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There are people who already have

cultivated an audience of people

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who are just like your ideal

customers or clients find those

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influencers, those business owners

and get in front of their audiences.

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So how do you do that?

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By becoming a guest by pitching

them some sort of a summit or a

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collaboration with them so that you

can get in front of their audience.

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Let me give you an example.

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Sometimes I will see another business

owner doing something similar to what

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I'm doing, but not exactly the same.

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If we're exactly the same, then I

consider us kind of direct competitors.

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And I don't really want to get in

front of their audience and try to

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take their business for them in front

of my audience to take my business.

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Most of the time though, you're

not going to find another business

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owner that does exactly what you

do with your exact same skillset.

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So most of the time it's pretty

easy to find a complimentary

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relationship with someone like this.

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So you find someone who has the

same kind of audience that you

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want to build, and then you just

propose some kind of collaboration.

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Maybe they have a podcast and you

can email and say, Hey, I think

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that your audience would love

to hear about X, Y, Z from me.

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This is my expertise.

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And I love to see your expertise.

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Could we partner up and I can show up

on your podcast to help your audience.

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It's a win for them for that business

owner, because they don't have to

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create content that week for their

podcast is a win for you because

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you get in front of their audience.

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Side note.

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Anytime you get in front of

another person's audience,

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have a lead magnet ready.

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And we will talk about a lead

magnet in just a minute, but it

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is a way to catch those people's

email addresses and build your list.

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If you're just showing up on

their podcast without any way to

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capture those email addresses.

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Well, then you're not

really growing your list.

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You're growing your influence,

but that's not the same.

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And it's not as important

as growing that list.

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So a few other collaborations

that work really well.

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Being a YouTube guest on somebody's

video showing up on a Facebook or

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Instagram, real, any other sort of live

video on YouTube or somewhere else.

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Doing a social media takeover for

someone who has a similar audience

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as the one you'd like to build.

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Or speaking to a membership or a

community, imagine that there's

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a business owner that owns a

membership of their audience who

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pays every month to hear content

about something you're an expert in.

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You could offer a free speaking

engagement to this person, as long as

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they let you share a way to collect

email addresses from their audience.

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And most people are really down for

this because it's just kind of a

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collaborative effort where everyone

wins and you get to build your list.

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So that's number one, getting in

front of other people's audiences.

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Number two, let's talk about that lead

magnet that you need to have ready.

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Why would someone give you

their email address after all?

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Don't we all have enough

spam in our inbox.

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Yes we do, but they would give it to you

in exchange for something really valuable.

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Think about the last time you

gave out your email address,

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it was probably because someone

offered you something great.

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Maybe your favorite store was like,

I'll give you 25% off your first order

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in exchange for your email address.

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Or maybe an organizing blogger said,

download my free guide to organizing your

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pantry just put your address in here.

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I'll send you the guide to your email.

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I see that is a lead magnet.

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A coupon can be a lead magnet,

a guide, a mini training.

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Anything you offer your

audience in exchange for their

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email address or phone number.

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Is a lead magnet or

sometimes known as a freebie.

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So a few other ideas of

things you can offer.

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Uh, PDF, download.

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Those are really common.

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A free video or video series.

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A slide deck, maybe you created a

presentation or training and you

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want to give it to people for free

in exchange for their email address.

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A menu plan, a list of ideas,

literally anything that your audience

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might want, that you can package

up in some sort of digital format.

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I could be a great freebie or lead magnet.

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Now your first freebie or lead magnet.

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Needs to be really good quality,

but please don't fall into the

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trap of making it overwhelming.

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Remember, this has to be

something that people can

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consume within a couple of days.

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Don't give them a 47 page ebook.

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They're not going to read it.

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They're not going to value it.

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And in the end, they're going to just

be overwhelmed and feel frustrated.

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Give them something consumable.

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I recommend no more than

four or five pages and not.

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Tons and tons of text, lots of pictures.

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Make it visually appealing

and make it easily digestible.

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It needs to solve your audience's

immediate problem, but don't try

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to solve everything for them.

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That's impossible in a PDF anyway.

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So I recommend doing a little

bit of market research here.

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So let's say for example, that you are

helping postpartum moms lose weight.

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The market research you're going to

want to do is find a handful of friends

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or acquaintances who have just given

birth and ask them or what their

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biggest struggle is with losing weight.

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Is it lack of sleep?

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No time to exercise, maybe

breastfeeding their baby is making

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it so that they keep pounds on, ask

them what their main problems are.

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And then do a little bit of brainstorming.

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Come up with a few ideas.

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Maybe you could give

them a weekend meal plan.

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That's really easy to do,

even with a baby in your arms.

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Maybe you come up with.

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An hour long circuit training that

they can do using baby as wait.

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The sky is the limit.

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Just come up with something that's

going to solve that immediate

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problem and do so rapidly.

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Then you want to design it and make

it pretty, especially if it's a PDF.

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Download.

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I always use Canva for this.

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I highly recommend the paid version

because it has so many resources and it's

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highly worth it, but you can also create

something amazing In the free version.

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And then.

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Start swapping that thing out

for people's email addresses.

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All right.

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As a review, number one is getting

in front of other people's audiences.

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Number two is creating that lead magnet

or freebie number three is online events.

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And online events basically take the first

two and combine the two in the best way.

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So you're getting in front of other

people's audiences, but you're

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all swapping out these freebies

or lead magnets in a collaborative

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way so that everyone benefits.

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A few ideas that I've done and have

loved, have been like a Q and a panel

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where a bunch of professionals get

together with similar audiences.

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And the audience can

come ask us questions.

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You can do a bundle where you all kind of.

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Connect free resources together.

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Maybe you have five to 10 lead magnets.

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You bundle up together and

when the audience puts in an

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email address, you all get it.

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You can do an online challenge either

by yourself or with other people.

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You can do hot seat calls, basically

anything where you are giving away

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more value in helping your audience.

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In exchange for an email address,

but this time it's an event

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and events are so fun because

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number one.

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I think you can just communicate a lot

more value in a live video than you can in

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a prerecorded video or in a PDF or a blog

post or anything else or a, or a podcast.

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Live video is just amazing.

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You can take questions.

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You can really give someone a

transformation through a live event.

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Number two, they get to essentially

work with you online for an hour or two,

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depending on how long your event is.

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And this is critical for establishing

that know like, and trust factor.

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I don't think I have ever spent

a considerable amount of money.

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Online.

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With someone who I haven't seen

in a live video event, I just need

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to see how that person interacts.

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I need to see how they talk.

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I need to ask questions and get responses.

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That's how I feel like

I can trust this person.

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And I want to really.

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Give them my time and money.

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So how can you create an online event?

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That is going to give people lots and

lots of value in exchange for their email.

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I actually have an awesome list

of online event ideas for you.

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If you want to download it, it is

in the link in the description.

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All right.

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Number four, create a freebie or a lead

magnet that gives away seasonal value.

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So I always tell my clients to start with.

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One freebie.

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That is really amazing, right?

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That is kind of.

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Going to solve a problem that most

of your audience has at some point

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in their journey, but you can

also do this in a seasonal manner.

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So for example, Here's how to stop

stressing during the holidays.

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Or here's how to make handmade

costumes for Halloween.

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Here are the best recipes for

losing weight in the new year.

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Okay.

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So you take your expertise and you

package it up in a way that is seasonal

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and you can reuse it every year.

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So every Halloween you can

present to your audience.

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Hey, I have the school thing and anyone

who's new to following you will opt in

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who hasn't opted in in the past, but this

is a really great way to stay relevant.

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Do you give somebody something

that is really useful at that time

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of year and to grow your list?

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Now if I do have a freebie or a lead

magnet, where am I sharing this?

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Whether it's seasonal or evergreen

while I'm just sharing it

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everywhere, I'm sharing it in the

link in my bio on Instagram, I'm

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sharing it in Instagram stories.

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You can put your little

link sticker in your story.

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I am sharing it on my Facebook page.

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I'm sharing it on Tik TOK.

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I'm sharing it in person.

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I tell people about it.

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I share it all over my website.

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Pretty much anywhere I'm

talking to people online.

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I'm sharing that freebie, especially

when people have questions.

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So sometimes I like to just hang out in

Facebook groups where my ideal audience.

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Is asking questions and I

just give lots of value.

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I'm not there to pitch myself.

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I'm not there to be spammy.

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People will kick you out if you do

that, but I'm just there to offer value.

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And if someone does have a question that

can be solved with one of my freebies

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or lead magnets, I'll say actually have

something that will answer this question.

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If you want it, let me know.

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And then I'll DM it to them.

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Never pitch people in DMS,

from private Facebook groups.

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Again, that's a way to get kicked out and

nobody wants spammers, but if they ask

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you and you say, yes, I could help you.

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That is totally legit for you to give

this person the help they're asking for.

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All right.

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Number five.

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Now this isn't growing your email

list per se, but it is the number

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one thing you have to do once

people are on your email list and

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that is create a welcome sequence.

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So as soon as you grab someone's

email, you are going to send them

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through a series of emails that

is going to warm them up a little

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bit and let them get to know you.

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Please never, ever, ever drop cold leads.

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So someone who's just giving you

their email address into a newsletter.

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So if you're sending out a weekly

newsletter, a monthly newsletter

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to your audience, do not put your

cold leads into this newsletter.

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I cannot tell you how many

times I've gotten a random

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email from an online marketer.

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And I had no idea who they were.

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Or how I got on their list or what they

were even talking about because they just

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dropped me right into their newsletter.

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Instead, you need to warm people up.

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For example.

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Let's say I gave you my email address

because I wanted to learn more about.

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How to pick out the perfect

computer for my business needs.

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: 00:13:24

And then all of a sudden, I get an email

from you telling me about some complex.

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: 00:13:28

Thing I need to know about

computers and I'm so confused.

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: 00:13:30

I just bounce.

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: 00:13:31

I'll just unsubscribe.

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: 00:13:32

But instead, what if I got

three emails from you that

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: 00:13:34

was just warming me up to you?

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: 00:13:36

And it was like, hi, I'm Bonnie.

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: 00:13:38

I teach people about computers.

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: 00:13:40

Here's how I got my.

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: 00:13:41

Start, and this is how I help people.

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: 00:13:43

What kind of questions do

you have about computers?

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: 00:13:45

What kind of operating

system are you familiar with?

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: 00:13:48

reply to this email and let me know right

here, just creating this rapport and

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: 00:13:51

this relationship with people so that

they look to you for help in this area.

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: 00:13:55

You want to warm them up

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: 00:13:56

again, like I said about the.

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: 00:13:57

Dating analogy.

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: 00:13:58

You don't just go up to somebody

and say, hi, let's date seriously.

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: 00:14:02

And that you just met them.

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: 00:14:03

And you're going to start at the

beginning of the relationship.

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: 00:14:05

So this welcome sequence looks

like usually three to five emails.

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: 00:14:10

Dripped out.

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: 00:14:11

Every day or so.

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: 00:14:12

Right when someone gets on their list.

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: 00:14:13

So when I get an email address, the first

email they get is a hi, this is who I am.

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: 00:14:18

This is how you got on my list.

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: 00:14:20

You probably downloaded one

of these freebies, right?

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: 00:14:22

This is what I do and how I help people.

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: 00:14:24

I hope you'll stick around.

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: 00:14:25

, I've got some great stuff for you.

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: 00:14:27

This is a great time to tell a story.

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: 00:14:29

So that they come back for

more of the story later.

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: 00:14:31

Don't give them the whole thing.

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: 00:14:33

In the first email you might.

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: 00:14:34

Tease them a little bit.

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: 00:14:35

Right.

353

: 00:14:35

Want to hear how I got started?

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: 00:14:37

It's a hilarious story.

355

: 00:14:38

I'll be back tomorrow to tell you more.

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: 00:14:39

So you're just kind of teasing them a

little bit, giving them a little bit of

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: 00:14:42

value and then reminding them to come

back for more the next couple of days.

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: 00:14:45

And then once the welcome sequence

is over, you can tell them

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: 00:14:48

what to expect going forward.

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: 00:14:49

Okay.

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: 00:14:50

So I'm so happy you're here.

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: 00:14:52

You can expect to get an email from

me every Thursday, going forward.

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: 00:14:55

I'm going to tell you X, Y, and Z.

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: 00:14:57

I'm going to make sure that you are.

365

: 00:14:58

Finding all kinds of

success in whatever I teach.

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: 00:15:01

I'm glad you're here.

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: 00:15:02

Do you see how that is so much more of

a welcoming and inspiring experience

368

: 00:15:06

than just being dropped in the middle

of someone's newsletter and having

369

: 00:15:08

no idea where I am or what I'm doing.

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: 00:15:11

And making me want to unsubscribe.

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: 00:15:12

So we want to warm people up side note.

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: 00:15:15

When someone gets on your email list.

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: 00:15:17

They're probably the most interested

in you than they will ever be.

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: 00:15:20

So sell them something.

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: 00:15:22

It doesn't have to be

your highest ticket item.

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: 00:15:23

In fact, I highly recommend it.

377

: 00:15:24

Be something small.

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: 00:15:26

But do you have.

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: 00:15:27

A mini training or guide or something else

that's more valuable than a freebie, but.

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: 00:15:32

It's still kind of a low ticket

offer, maybe 15, 20, $30.

381

: 00:15:35

Could you offer that to them at

the end of the welcome sequence,

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: 00:15:38

to give them a little bit more of

a transformation right up at the

383

: 00:15:41

front, that's a great way to do it.

384

: 00:15:43

And then the sixth step in

growing your email list fast

385

: 00:15:45

is don't abandon your list.

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: 00:15:46

Don't just collect and hoard,

email addresses, and then

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: 00:15:49

never do anything with them.

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: 00:15:50

Make sure you're connecting

with them every single week.

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: 00:15:53

I know that can seem

overwhelming, especially at

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: 00:15:54

the beginning of your business.

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: 00:15:55

And you're thinking, what am

I even going to talk about?

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: 00:15:57

I promise the ideas will come.

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: 00:15:59

I'm going to create a whole other

video about how to brainstorm lots

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: 00:16:02

and lots and lots of content ideas.

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: 00:16:03

But in the meantime, just start talking

to them like you would, any person

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: 00:16:07

who came up and asked you for help.

397

: 00:16:08

Have you ever had a friend ask you,

how do you declutter your house?

398

: 00:16:11

Or how do you do your hair like that?

399

: 00:16:13

What would you tell them?

400

: 00:16:14

Say the same thing in your emails.

401

: 00:16:16

Keep it short and to the

point don't get rambly.

402

: 00:16:18

You want people to actually read it?

403

: 00:16:20

But don't be shy.

404

: 00:16:21

Get these people to be familiar with.

405

: 00:16:22

You make connections, ask for responses.

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: 00:16:25

They may or may not respond either way.

407

: 00:16:27

You are giving them

value every single week.

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: 00:16:29

When you show up in that email list.

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: 00:16:30

I promise it's going to feel awkward at

the beginning, but if you want to make

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: 00:16:33

more money, you have to email more.

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: 00:16:36

And I know everybody's going to have

drama about emailing more than once a

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: 00:16:38

week, but it will make you more money.

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: 00:16:40

I promise it's the most useful thing

you can ever do in your business is

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: 00:16:44

to take time to create and nurture

relationships within your email list.

415

: 00:16:48

All right.

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: 00:16:49

So as a reminder on how to grow

your email as fast, get in front

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: 00:16:51

of other people's audiences.

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: 00:16:53

Create a freebie or a

lead magnet to give them.

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: 00:16:55

Create online events.

420

: 00:16:57

Make lead magnets or

freebies that are seasonal.

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: 00:17:00

And then when they're on your

list, don't forget to do a welcome

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: 00:17:02

sequence and email them regularly.

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: 00:17:05

This part does not have to be hard, my

friends, but you do have to start because

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: 00:17:08

if you don't start today, you're going

to start two years from now and wish

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: 00:17:10

you had started today because the sooner

you start, the sooner you can build an

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: 00:17:14

amazing list and the faster it grows.

427

: 00:17:16

one more tip before you go out

and start growing your email list,

428

: 00:17:19

you cannot send bulk emails to.

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: 00:17:21

People for business purposes, from

Gmail or Hotmail or whatever else, you

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: 00:17:25

have to have an email service provider.

431

: 00:17:27

So, if you haven't used one of these

yet, I highly recommend flow desk.

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: 00:17:30

It is cheap, easy to

use and really pretty.

433

: 00:17:32

If you want one this a little bit more

powerful, but a little bit more expensive.

434

: 00:17:35

Try convert kit.

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: 00:17:36

I think it is one of the hands down

best email service providers out there.

436

: 00:17:39

And if you are looking for an all in one

platform that does courses and websites

437

: 00:17:43

and email and podcasts and everything

else, I highly recommend Kajabi.

438

: 00:17:46

That's what I use.

439

: 00:17:47

Big fan of that one.

440

: 00:17:48

I'll have links to all

these in the description.

441

: 00:17:50

But don't wait to get the perfect

tool to start building your list.

442

: 00:17:52

Just do it today.

443

: 00:17:54

I promise it's going to be

more fun than you realize.

444

: 00:17:55

All right, friends, go out

there, build your email list.

445

: 00:17:58

I'll talk to you next week.

446

: 00:18:01

Are you ready to start or

grow your dream business?

447

: 00:18:03

Click the link in the show notes to

download the free starter guide to

448

: 00:18:06

building a business or to schedule

a free coaching call And if you

449

: 00:18:09

loved this episode, Don't forget

to leave a review and share it with

450

: 00:18:12

a friend who might be feeling the

call to burn a little brighter.

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