I got on a sales call with one of the biggest marketing gurus in the world. I admired him. I had watched his launches. I had seen him make millions in a single day. I was a total fan.

Thirty minutes later, I almost sent him $8,000.

If I had said yes, my business would have collapsed. Within months, I would have been bankrupt.

The scariest part is that most people would have taken that deal without hesitation. It sounded smart. It sounded logical. It sounded like growth.

But it would have destroyed everything I had built.

Here is what happened, and why this lesson could save your business, too.

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.

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00:01.08

Speaker

I got on a sales call with this guy, one of the biggest marketing gurus in the world. I adored this guy. I was a massive fanboy. And 30 minutes later, i almost sent him $8,000. And if I'd said yes, my business would have collapsed, been bankrupt within months. And the scariest thing of all is that most people would have taken that deal.

00:29.05

Speaker

Let me tell you about it. The Email Marketing Show. i'm gonna give you the whole skinny on this entire situation and what it really means and how to avoid that kind of thing happening to you and what to do instead if you haven't already make sure that you hit subscribe to this channel cause i produce more videos like this every single week and because you're watching this i'm guessing you really care about growing your online business so Hit subscribe. That lets me know that you're enjoying these videos. And if you'd like to receive my email tips every single day about how to make more sales from your email marketing, go to emailmarketingheroes.com slash daily, and you'll get my daily email marketing tips completely for free. Emailmarketingheroes.com slash daily. So here's what's happened.

01:16.12

Speaker

I get on a sales call with this guy, and I respect the hell out of this guy. I'm a total fanboy. I've watched his launch. He's made gazillions of dollars in a day and all these cool things. And his team, they tell me that they can install this fancy automated email system and get me to this infamous $1 per subscriber per month go. So let's do the maths. If at the time, I think I had around 5,000 thousand

01:48.53

Speaker

subscribers on my email list, not a massive email list, but it was tight and it was good. And they said they could get me to $1 per subscriber per month. We'll do some really complicated maths here, try and keep up. That would give me five grand a month. And they wanted eight grand to do it. First of all, that sounds like a good deal because it sounds like within just two months, I could expect to be in profit from the investment.

02:16.03

Speaker

What a great lesson in putting offers together. Great. The problem was what they hadn't asked about and what they didn't understand was that what I was actually doing.

02:29.46

Speaker

So didn't want to be doing this. did-dada None of that. Because of the simple fact that. What I was actually getting from my 5,000 wonderful email subscribers that I'd worked hard to build just like you do, I was making an average of between $13 $20 month. and even i think it was one month we did per month. Now, let's do the maths on that, folks. Let's just say it was the $13 multiplied by my 5,000 people. That was giving me an average of $65,000 month.

03:11.83

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thousand dollars a month If I had uninstalled my system and replaced it with his, I would be out of business. I would be bankrupt. Because what this guru...

03:29.02

Speaker

was expecting me and all of his clients to do was to really believe in this glass ceiling. This glass ceiling, apparently this goal. And if you search it online right now, you would see that there's this apparent goal, which I didn't know of, which was we're trying to get to $1 per subscriber per month.

03:47.48

Speaker

And their answer to this, their answer to building a business was to build a bigger email list, was to get more subscribers. Because if you want to make 10 grand a month, you need to have 10,000 email subscribers. If you want 100 grand a month, even 100,000 email subscribers.

04:04.70

Speaker

But building a bigger email list is expensive to grow and it's expensive and complicated to host. that Instead, what I want all of us to do is what I was already doing is get rid of those glass ceilings, those invisible ceilings, and really focus on one metric.

04:26.04

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The metric I want us all to think about is called EPSPM. Catchy, huh? The EPSPM is the earnings per subscriber per month.

04:40.57

Speaker

How much are you making? So if you've got 100 email subscribers, I'm making the number simple, and you're making $100, good news, you're making $1 more.

04:53.08

Speaker

per subscriber per month lovely if you are making two hundred dollars from them hundred subscribers you are making two dollars that is a really great way to run your marketing to know whether your em email marketing is doing well how do you do it though how do you increase your epspn There are three ways, right? What I want you to every month, going to tell you what those second. What I want you to do every single month is I want you to look at how many subscribers you've got and how much money you made and divide one number

05:28.73

Speaker

buy the other so you know you're tracking EPSPM. And therefore, you will know how good your email marketing is. Not how well your list growth is or anything else, how good your email marketing is. So what are the three ways?

05:42.58

Speaker

There are one, two, three ways of increasing EPSPM. The first one

05:51.38

Speaker

is to have an automated system that brings in sales without you having to do anything. You need, you you cannot have a growth business, a business that is growing, a business that is is is is going forward,

06:10.97

Speaker

and having an increase in EPSPM and how much you're actually earning, if you are relying on doing something live every single month, you need to have a foundation, a bed, a core of your business that is based on an automated, something that happens, come rain or shine, whether you're feeling good, feeling bad, whether it's the good season or the bad season, whatever's happening, there needs to be an automated system in place, right? And for those of you who are in my email engine program, you have got that, right?

06:40.79

Speaker

if The second thing we need is to do live monthly offers. We need to do something live each month. And what we do each month is we look at the calendar. I actually open up my Asana in my case, and I look at what am I going to do this month that's going to give us that extra surge on top of everything. So going to a live monthly offer. you've got automated stuff happening no no matter what can rain or shine. going have this spike of the actual little mini launch, the workshop you're doing, the thing you're giving away, the the new GPT you're selling or whatever.

07:14.20

Speaker

The third thing that you've got to have to be increasing, and you can't do it without this, this is the most critical, is you've got to have, there's an important letter here,

07:26.98

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memberships. Notice it's plural. It is plural for a reason. In our business, we have not one, not two, but three different programs which are recurring, where people pay us ongoing. This is great if you've got a software tool. This is great if you've got And it might be your own tool or it might be something you're an affiliate of.

07:53.27

Speaker

It might be a mastermind. It might be a membership program. It might be a toolkit that you give everybody. It might be a community. But have at least one, ideally multiple memberships. And then in your business, you have to focus on EPSPM. I want you to sit and do the maths.

08:11.58

Speaker

Because if you do the maths, you will have success. Now, of course, you're probably thinking, this is great, but how do I grow my business? Well, I'm going to show you exactly how to do that in this next video. Go check that one out next.