How to Find the Perfect Opt-In to Boost Sales
Episode 15721st October 2022 • Women Conquer Business • Jen McFarland
00:00:00 00:50:11

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Jen:

Hello and welcome to the Women Conquer Business Show.

Jen:

I'm Jen McFarland, joined by Shelley Carney.

Jen:

We're your go-to small business marketing show covering breaking marketing news

Jen:

that affects you cool apps we found, and a deep dive into a marketing topic with

Jen:

a side of motivation and inspiration.

Jen:

We'll also talk a little about our own entrepreneurial journeys as well.

Jen:

Are you ready?

Jen:

Let's get started.

Jen:

So today, we are gonna talk about how to find the perfect

Jen:

opt-in to ultimately boost sales.

Jen:

Top marketing experts tell us to build our quote business home on owned property.

Jen:

That means not on the rented land of social media.

Jen:

It also means we need to establish and grow an email list where our most loyal

Jen:

and interested audience can be reached.

Jen:

But how do we get them to sign up?

Jen:

Well, we offer them the perfect opt-in, whether it's a free download,

Jen:

an automated webinar, it's some sort of lead magnet that gets your

Jen:

people super excited so that over.

Jen:

We can offer them our products and services while we nurture and

Jen:

build a relationship with them.

Jen:

Sounds pretty cool, right?

Jen:

? Mm-hmm.

Jen:

. How do we know what will be the perfect irresistible opt-in or offer?

Jen:

That's what we're gonna talk about in this exciting and revealing episode.

Jen:

Hey, revealing woo woo revealing

Jen:

. Shelley: That's so awesome.

Jen:

. We're wearing a purple today.

Jen:

Look at us.

Jen:

I know.

Jen:

Purple girls.

Jen:

Purple girls.

Jen:

So what's.

Shelley:

What's up over there?

Shelley:

What is, I worked really hard all weekend and learned more about

Shelley:

Vonza and I got my course up.

Shelley:

I got a course up, an entry level easy course that is nine lessons.

Shelley:

A mini course.

Shelley:

It's up for sale.

Shelley:

And I have a special coupon available.

Shelley:

That you can use anytime between now and November 18th, 2022,

Shelley:

and you can get it for free.

Shelley:

What I ask is, if you do purchase this course for free, is that you tell me.

Shelley:

What you thought of it write to me with your your review of it.

Shelley:

Did it help you?

Shelley:

Was it good?

Shelley:

What could be better?

Shelley:

And may maybe I could use your review in, in, on my website as a testimonial.

Shelley:

And that would be a nice win-win for both of us.

Jen:

Absolutely.

Jen:

And where can we get that

Shelley:

course go to course dot, agk media, dot studio, and the to get it free,

Shelley:

all caps, a g k saver, and and it's all,

Jen:

That's how you do it.

Jen:

Yeah.

Jen:

And what I love about this is you were using your own advice to

Jen:

make this course created something that you absolutely loved.

Jen:

You used that as like a framework for how this course would be laid

Jen:

out, and then you just did it.

Jen:

There was no hesitation.

Jen:

You got it done.

Jen:

You got it out.

Jen:

But I bet it feels pretty good, doesn't it?

Shelley:

Yeah, and one of the reasons I did it was I had an episode on

Shelley:

my show, Shelley Carney livestream coach, that was really good.

Shelley:

And I said, this would make an excellent course.

Shelley:

So I just took the video that I had done live and I had slides with it.

Shelley:

So now I have slides as the resource.

Shelley:

I have the course that it cut up into nine different short videos.

Shelley:

And then I added captions to it to make it friendly for hearing impaired.

Shelley:

And then just learned how to use Vonza by doing that.

Shelley:

Now I have another course that I've been trying to get out since

Shelley:

May, June, July, August, September.

Shelley:

And now that I've done the short course, I go, Oh, now I know how to do this.

Shelley:

And it's that much faster to get the other one done.

Shelley:

Yeah.

Jen:

Yeah.

Jen:

Well, and one of the things that's really cool about this, it's.

Jen:

Creating, publishing and distributing content consistently, which is

Jen:

also related to the opt-in that you frequently offer on the show.

Jen:

So yes, this is our first how to hot tip is if you are offering something as an

Jen:

opt-in, one of the ways that you can get your people to come along with you is you

Jen:

continue to offer things in that vein.

Jen:

So when you come up, Something that's very attractive that you can talk

Jen:

about and speak to over and over again.

Jen:

One of the ways that you do that then is to keep them interested by having a

Jen:

course by and then by offering a coupon code so that they can engage with you

Jen:

in a different way and on a different

Shelley:

level.

Shelley:

That's right.

Shelley:

And it gives them that.

Shelley:

That risk free FOMO.

Shelley:

Gotta get the coupon now before it expires.

Shelley:

All of those little techniques for sales are embedded in that.

Shelley:

And that it's, of course, I'm just trying to get people into my world to see what

Shelley:

I do, get a taste of my work, and how awesome it is and how much value I bring.

Shelley:

So that's how I decided to do this.

Shelley:

And like you said, my initial opt-in was.

Shelley:

Content creative content framework and schedule.

Shelley:

And what this course is is an explanation of how to put that to use in your

Shelley:

business so they go intimately together.

Shelley:

Yeah,

Jen:

Yeah.

Jen:

No, I think that this is fantastic.

Jen:

I'm sure we will talk about this again throughout the show, but Shelley

Jen:

is really mo modeling for you.

Jen:

What this, finding a perfect opt-in to boost sales is really.

Jen:

It's, helping people understand what you offer and go a little

Jen:

deeper and then go a little deeper.

Jen:

Mm-hmm.

Jen:

, So the opt-in is really that first level, right?

Jen:

And then you continue to help people.

Jen:

Yeah.

Jen:

So as for me, I did not work on a course I am in, like I think I mentioned last week.

Jen:

I'm in the process of revamping a few things in my business.

Jen:

I am interviewing.

Jen:

Freedom Makers tomorrow.

Jen:

And what that means is I'm working with an organization called Freedom Makers.

Jen:

Mm-hmm.

Jen:

, that is a virtual assistant company.

Jen:

And that the idea is that the freedom makers make more freedom

Jen:

for me in my business by helping me.

Jen:

Nice.

Jen:

And this organization, they have been very organized.

Jen:

It's been a great experience for me.

Jen:

They work with military spouses.

Jen:

US military spouses.

Jen:

Mm-hmm.

Jen:

, and then they work as virtual assistants in different areas of your business.

Jen:

So I'm very excited.

Jen:

I'm putting together some questions and some getting some things ready

Jen:

for this new person that will be helping me with my business.

Jen:

Yeah.

Jen:

It's a very, it's a very exciting time.

Jen:

So that's what I've been working on.

Jen:

It's been very heady, backend to-do lists and tracking and

Jen:

trying to get things done.

Jen:

Mm-hmm.

Jen:

and also getting ready.

Jen:

We were talking before the show.

Jen:

Prerecording a few episodes, , that we're gonna do that because I will be on

Jen:

vacation and pretty much not available to.

Jen:

The internet for a while.

Jen:

I just am taking a little break.

Shelley:

She's just gonna be hidden away on a tropical

Jen:

island to be hidden away on a tropical island . So that is

Jen:

really what's going on with me.

Jen:

Are you ready for some breaking news?

Shelley:

Breaking news?

Jen:

Okay.

Jen:

So as you may or may not know the, I don't know how you couldn't know unless you are.

Jen:

Offline, in which case, I don't know if you listen to podcasts, if

Jen:

you're offline or if you watched YouTube videos if you're offline.

Jen:

But the US midterm elections are coming up here in about two weeks, I think.

Jen:

And what we are finding in terms of the midterm elections and our customers

Jen:

is that our customers are researching.

Jen:

The brand stances and voting with their dollar ahead of the midterms.

Jen:

So it, what that means is you have to really look at what it

Jen:

is that you are saying online.

Jen:

And if that's like a part of who you are, if it's a part of what it is that you do,

Jen:

you can't say one thing and do another.

Jen:

That's a really big part of this.

Jen:

So you wanna practice what you post, don't say one thing and then do another.

Jen:

But then it's also in this article, it was on Marketing Brew, which is

Jen:

a pretty, it's a pretty cool website with like ongoing marketing news.

Jen:

They have a few different shows.

Jen:

So it's not only practice what you post, it's also money, people are putting

Jen:

their money where their mouth is.

Jen:

So it also means if you're making donations and statements, but.

Jen:

You're doing something different.

Jen:

, These two things all need to be together.

Jen:

And if you think people don't care about where you're making political

Jen:

donations don't test that out.

Jen:

, I'll just say that.

Jen:

People look this stuff up, It's public record.

Jen:

It's very easy.

Jen:

So what this means and people, it says even in the article, people are

Jen:

very on fire about this election.

Jen:

From every political persuasion.

Jen:

So if you wanna take a stand in your business, and that's part of your

Jen:

marketing is to talk about your personal views or your business's views, then

Jen:

just be really careful about that and about then the other actions you take,

Jen:

the other words that you use, the.

Jen:

Things that you are doing because people are in fact watching.

Jen:

And I think that if you are taking a stand one, one way or the other then you're

Jen:

going to be held accountable for that.

Jen:

One of the things that happened, for example, in my local community of

Jen:

Portland, Oregon, is after George Floyd was killed, then a lot of local

Jen:

businesses in the startup community and.

Jen:

In tech in particular here, we're talking a lot about the increased need

Jen:

for diversity, social justice, and they were talking about all of the

Jen:

different things that they were going to do and then they didn't do it . And

Jen:

so it's still an ongoing conversation here in Portland where all of these

Jen:

people are saying, Hey, we're still watching you, and you didn't actually

Jen:

do what you said you were going to do

Jen:

And it hurts the brand, it hurts the marketing, and it does in fact hurt your

Jen:

ability to attract and retain customers.

Jen:

Many people who are small business owners try to stay out of it entirely.

Jen:

What we are finding to though is that many of our customers, they wanna know.

Jen:

So it is something that you need to be judicious about.

Jen:

You need to think.

Jen:

how you wanna address that stuff.

Jen:

But just understand that our customers are watching us probably more than

Jen:

we think, and their money is going where our mouths go, . So whatever

Jen:

we're saying and doing, yeah.

Jen:

There are people who are going to be buying or not buying from you.

Jen:

Mm-hmm.

Jen:

and I would en-, I would encourage you as someone who has a business name in Women

Jen:

Conquer business that does turn people.

Jen:

and turns a lot of people on.

Jen:

I will remind you, , that people being turned off by you is okay too.

Jen:

It's good marketing, it's good information for you as long as the people

Jen:

who are turned off are aligned with people that you don't wanna work with.

Jen:

. Mm-hmm.

Jen:

. It's when these two things are at odds with each other that it's not working.

Jen:

Mm-hmm.

Jen:

. Mm-hmm.

Jen:

. And I think that to bring that into opt-ins and what we're talking about,

Jen:

You need to make sure that you are in alignment with your brand mission,

Jen:

with who it is that you're helping, and be offering things that are

Jen:

attractive to them and understand that people are watching you.

Jen:

All the time, and they're always looking to see if you are going to say and do

Jen:

the things that are a match for them.

Jen:

So that is what I have on breaking news.

Jen:

Did you, do you have anything you wanna add to this or,

Shelley:

Yeah, I'll make it a little bit more close to home.

Shelley:

Last week, Toby and I did an interview on Messages and Methods and he was somebody

Shelley:

we hooked up with through Pod Match and he had a list of questions that he

Shelley:

likes to answer, and so Toby asked him one of those questions and it was about.

Shelley:

Freedom commerce freedom, that sort of thing.

Shelley:

And he went way, political way, the opposite of how Toby and I believe.

Shelley:

Yeah.

Shelley:

So as soon as that live stream was over, and right after he finished answering

Shelley:

the question we wrapped up the show.

Shelley:

And then as soon as that show was over, I went in and cut out that piece.

Shelley:

and we didn't, and then we put the, let the rest of it up on our podcast

Shelley:

and left it on our YouTube channel.

Shelley:

But we took it everywhere, took it off everywhere else, and I didn't

Shelley:

blog about it this week because he had given a total opposite

Shelley:

political view to what we believe.

Shelley:

And we didn't want people thinking that we were like that.

Shelley:

Yeah.

Shelley:

So you gotta be careful about, you have to be careful like that.

Shelley:

And we didn't even wanna talk about politics.

Shelley:

We were trying to get it towards what does this mean?

Shelley:

And yeah.

Shelley:

And it was one of the questions he wanted to answer and we didn't

Shelley:

realize it was gonna go that way,

Shelley:

. Jen: Yeah.

Shelley:

And it's, it's a shame that people do that.

Shelley:

I, with my, I don't know if I've told you this story before or not, so when

Shelley:

I say not everybody likes the business name, have I told you about the person?

Shelley:

Who told me they wouldn't work with me.

Shelley:

? No.

Shelley:

Based on my business name.

Shelley:

No.

Shelley:

Tell me.

Shelley:

So I gave a talk in town and it was me and my friend, also a woman,

Shelley:

and it was part of her group.

Shelley:

And we were sitting around a table and it was all men, men, and, which I love.

Shelley:

Men . I work with men . And the person sitting next to me, I don't know,

Shelley:

futzing around with my business card the whole time, and I was brought in to

Shelley:

speak to the group and I was speaking to the group, and the whole time he was

Shelley:

almost like a little heckler, And just poking the bear and poking the bear.

Shelley:

And I was answering all of his questions and, and I was talking about digital

Shelley:

marketing and project management, which are two things near and dear to my heart.

Shelley:

And I mentioned some things and it seemed like anything that , he just kept at it

Shelley:

and at it and at it and I was like, Okay I don't get it, and kept fighting with me.

Shelley:

So we get to the end, people ask questions and everybody

Shelley:

was super nice and super cool.

Shelley:

And I we're wrapping it up and he looks at me and he holds up my business card

Shelley:

and he's I am never gonna send anybody to you because of your business.

Shelley:

And I didn't know what to say.

Shelley:

Yeah.

Shelley:

Like I was like, What?

Shelley:

And I was startled because that had never happened to me before.

Shelley:

And usually when people meet me and they see the business name it, it makes sense.

Shelley:

Like they mm-hmm.

Shelley:

, it's not whatever energy people are bringing into it, they meet me and they.

Shelley:

They have a different reaction.

Shelley:

Women Conquer business is really about a state of being where we

Shelley:

are all able to learn and come together and do better and be better.

Shelley:

And we help each other and we all rise up together.

Shelley:

That's right.

Shelley:

And.

Shelley:

and I want to work with people who are down with the business name . Cause

Shelley:

that's really what it's about.

Shelley:

Mm-hmm.

Shelley:

. So in the moment, I just didn't know what to say.

Shelley:

I just was like, Okay, . Mm-hmm.

Shelley:

, I'm pretty sure what I did was just OK.

Shelley:

And then everybody left and there was one guy who stayed back and he,

Shelley:

I could tell he was just like super protective and like worried about it.

Shelley:

I wasn't worried about it.

Shelley:

Cuz like I, I'm from Idaho.

Shelley:

I've dealt with all kinds.

Shelley:

Crazy people and stuff like that, so whatever.

Shelley:

Mm-hmm.

Shelley:

. So I just let it go and, but I was really taken aback and hurt

Shelley:

by the business name, comment.

Shelley:

Mm-hmm.

Shelley:

. And then it wasn't until like later that night or something, I was

Shelley:

like, Wait, that guy was a jerk.

Shelley:

I wouldn't wanna work with that guy either.

Shelley:

, And so then he

Shelley:

self-selected.

Shelley:

Thank you very much.

Shelley:

Yeah.

Shelley:

He

Jen:

self-selected.

Jen:

And I was like, Okay, cool.

Jen:

That is great information and a great tool.

Jen:

Mm-hmm.

Jen:

and something.

Jen:

I don't feel bad about anymore.

Jen:

Like I'm kinda like, and I don't worry about it.

Jen:

Mm-hmm.

Jen:

. And when people say do you work with men?

Jen:

I'm like, Well, yeah.

Jen:

They just have to be cool with the business name.

Jen:

Mm-hmm.

Jen:

. And it's the, and that's it.

Jen:

That's, that's the whole story.

Jen:

That's the whole vision of the company.

Jen:

And so when we talk about things like.

Jen:

Politics and our brand, or when we talk about opt-ins and our brand,

Jen:

understand that you could not as a business owner, possibly help

Jen:

every single person on the Earth.

Jen:

That's right.

Jen:

Nobody can do that.

Jen:

So when people tell you they're self-selecting out, that's a

Jen:

favor to you and that person.

Jen:

Mm-hmm.

Jen:

, because other people will self select.

Jen:

. Now, when we talk about finding the perfect opt-in, there's also what if

Jen:

it's really great and nobody's doing it?

Jen:

And that's a lot of what we're gonna talk about today is,

Jen:

sometimes we make something and then we think, well, that's it.

Jen:

And then if nobody responds to it, sometimes we don't realize.

Jen:

Sometimes it's the packaging of it Yeah, that causes people to opt in or opt.

Jen:

So I feel like this is all kind of setting the stage a little bit for the training.

Jen:

Are we in training mode now?

Shelley:

Let's see.

Jen:

Yes we are.

Jen:

Yes we are.

Jen:

. Shelley, do you wanna.

Jen:

Lead us off a little bit about opt-ins and You betcha.

Shelley:

Okay.

Shelley:

As Jen said when we introduce the show, there's a difference

Shelley:

between having a presence being an influencer on social media and

Shelley:

having an audience that you nurture.

Shelley:

With an e-, having them on your email list and having them show up on your

Shelley:

website and read your blogs and show up to see your live streams and read your

Shelley:

social media posts and your newsletters.

Shelley:

These are people who have selected.

Shelley:

Self selected that they wanna be a part of your world and they are the

Shelley:

most important asset you will ever have in your business because they become

Shelley:

the people who buy things from you.

Shelley:

We want to give them that opportunity to select us, and that's what

Shelley:

we do when we offer that opt-in.

Jen:

We do.

Jen:

And it is because basically it's like saying, Here's a gift for you

Jen:

in exchange for your name and email.

Shelley:

Exactly.

Shelley:

And yet, even though it's a gift and it's free, we still have to sell it

Shelley:

because people are not trusting us.

Shelley:

They don't know us, or maybe they don't know if it's worth

Shelley:

handing out their email address.

Shelley:

Oh, I have too many emails already.

Shelley:

I have too many newsletters already.

Shelley:

I can't even focus.

Shelley:

So we have to get through that noise by making sure it's something.

Shelley:

They feel that they need and they want to feel included, right?

Shelley:

They want to feel like that's for me and I wanna be a part of Jen and

Shelley:

Shelley's world, so let me have that.

Jen:

Absolutely.

Jen:

It's so interesting.

Jen:

They say the average value of an email address is $5.

Jen:

And I'm like, as hard as it is to draw the email address out of somebody,

Jen:

I tend to think it's, we hold on to these more near and dear because

Jen:

we don't want to be bombarded with things that aren't aligned with us.

Jen:

Yeah.

Jen:

And so it means we do have to do the work to entice people to come.

Jen:

One of the things that's really important is you can be and I think Shelley

Jen:

knows people like this, I certainly do.

Jen:

You can be like popular on social media and influencer, but you

Jen:

don't own those followers, right?

Jen:

If you get somebody to give you their name and email address, it's

Jen:

not that you own that email address, but they are opting in to be.

Jen:

Private audience and it is a list.

Jen:

You do own your list and these are your captive audience.

Jen:

People downplay the importance of email marketing, and I think especially

Jen:

in small business, that's a mistake.

Jen:

You wanna have that captive audience in a place that you own because

Jen:

social media can change overnight.

Jen:

That's why.

Jen:

Mm-hmm.

Jen:

, the cool intro that Shelley wrote this week about, rented space

Jen:

versus owned space is so critical.

Jen:

It's something that you own because, Yeah, algorithms change all the time.

Jen:

What's presented on social media changes all the time.

Jen:

And in the case of something like a Facebook, which is in a decline, even

Jen:

what networks people are using can change overnight or seemingly overnight.

Jen:

So there are a lot of factors at play that make the opt-in so important.

Jen:

One of the things we didn't talk about, so an opt-in, it can be a free download.

Jen:

Mm-hmm.

Jen:

. The easiest thing to make, I think, is you know, you come up with an idea, so

Jen:

this could be a guide, this can be a free download that you're teaching somebody.

Jen:

And then maybe at the end you include a link to schedule with you that's

Jen:

like hyperlinked and things like that.

Jen:

I have several different opt-ins, , like things like social media

Jen:

Detox Journal is one of my opt-ins.

Jen:

The one I have right now that's fairly popular is the free marketing

Jen:

self-assessment, because I talk about marketing all the time.

Jen:

This is a way that people.

Jen:

Check their marketing, see how they're doing.

Jen:

And then if they continue to engage with me, I will actually a marketing

Jen:

assessment that is not free for people.

Jen:

Mm-hmm.

Jen:

, it's a really popular product by the way.

Jen:

People love that one when they come to me and get it because

Jen:

they get something very in depth.

Jen:

But if you want that high level that you can do yourself, that's

Jen:

part of the art of the opt-in.

Jen:

And do you know where I got that idea for a marketing self assessment?

Jen:

I gave a talk and I always have a notepad next to me for questions and somebody's

Jen:

like, How do I check my own marketing?

Jen:

And I was like, Oh my.

Jen:

And everybody was like, Yes, Jen, how do we check our own

Jen:

marketing ? And I was like, Oh my God, how is it that I've never had?

Jen:

That as the opted and I was.

Jen:

And I, and so I made it.

Jen:

Yeah.

Shelley:

Now you have the perfect answer.

Shelley:

You're like let me tell you.

Shelley:

Let me tell

Jen:

you.

Jen:

Here you go.

Jen:

And it's like a checklist that is so easy for me to make.

Jen:

And I think that one of the things that we all do is we overthink this whole process.

Jen:

Mm-hmm.

Jen:

. And so the fir, your first opt-in is really what do you know,

Jen:

like the back of your hand?

Jen:

Mm-hmm.

Jen:

that's related to something that you.

Jen:

and that's interesting to people.

Jen:

Yeah.

Jen:

So if you're getting the same questions over and over and over again.

Shelley:

Exactly.

Shelley:

And you want it to be totally aligned with who you are, what you talk

Shelley:

about you don't want it to be some side project because once people

Shelley:

sign up, an opt-in to your community because of that opt-in lead magnet.

Shelley:

Then they expect more of that throughout your emails and newsletters, your cur-,

Shelley:

your offerings, all your products, all your shows, everything has got

Shelley:

to be in alignment with whatever you're putting out there as an opt in.

Shelley:

That's how you're gonna get a higher open rate on your emails.

Shelley:

Yeah.

Shelley:

When I talk to this person about being part of Info Stack and they

Shelley:

wanna know how big my email list, It's not very big, but guess what?

Shelley:

My open rate is 60 to 70%.

Shelley:

Same.

Jen:

Yeah.

Jen:

Small but

Shelley:

mighty.

Shelley:

And his eyes were like, What ? When I said that?

Shelley:

Yeah.

Shelley:

He was like, Whoa.

Jen:

And it's because if you are consistent about what you offer and you

Jen:

speak to it over and over again, then people and you're interesting, then people

Jen:

will automatically open and be into it.

Jen:

Yeah.

Jen:

And that's the key when we talk about creating that opt-in.

Jen:

So for example, you know we've talked about guides.

Jen:

One of the things that I absolutely.

Jen:

That people they don't always come up with.

Jen:

an opt-in that is slightly more complicated, but is great for people

Jen:

who are, say in finance, finance is, this is the perfect one for them, is you

Jen:

wanna have some sort of quiz calculator.

Jen:

Mm-hmm.

Jen:

if you're talking all the time about money or how to like, save more time

Jen:

or how to, anything with numbers.

Jen:

Have some sort of, Yeah.

Jen:

Like why is it that you think that you see all these like mortgage calculators,

Jen:

it's because people go nuts for them.

Jen:

Mm-hmm.

Jen:

, everybody has one because it's a way to rank cuz everybody wants to

Jen:

know how much they pay for X, Y, Z.

Jen:

And they just draw the most traffic.

Jen:

Find something simple that you can create, and if you think, Well, I'm not techy

Jen:

enough for some sort of online calculator, it doesn't even have to be that.

Jen:

You can make an opt-in.

Jen:

That's calculate your budget, calculate your business budget, and you just

Jen:

make a little Excel spreadsheet because Excel spreadsheet or Google

Jen:

Sheets because that's what you're good at and then that's what you send

Jen:

over to people and they can fill it.

Jen:

On their own.

Shelley:

Yeah.

Shelley:

Quizzes and checklists are awesome.

Shelley:

Yeah.

Shelley:

It should relate to you.

Shelley:

So if you are about losing weight or nutrition, you could put out a

Shelley:

recipe if you are, or 10 recipes using such and such to, do whatever.

Shelley:

And then, or if you're in a fitness trainer, you could put

Shelley:

out a little exercise routine.

Shelley:

It takes seven minutes every morning.

Shelley:

Do this.

Shelley:

You just have to find something.

Shelley:

Quick and easy to consume because people aren't gonna wanna read an entire e-book.

Shelley:

What ends up happening is if they opt in for something, they

Shelley:

wanna consume it right away.

Shelley:

They wanna look at it.

Shelley:

Go, That makes sense.

Shelley:

Maybe even print it out and put it up on the wall if it's an infographic or

Shelley:

a, some kind of a map or a checklist or, and, They incorporate that into their

Shelley:

lives, and that's so much more important than giving them this big complex

Shelley:

ebook that they go, Oh, you know what?

Shelley:

I don't have time to read this right now.

Shelley:

Let me put that in my file and never look at it . So yes.

Shelley:

And give them

Jen:

something simple to start.

Jen:

Absolutely.

Jen:

And that quiz.

Jen:

Mm-hmm.

Jen:

or.

Jen:

That quiz or that calculator or that thing, like all of your examples

Jen:

are great because they're so related to what the next steps would be.

Jen:

So then your expectation is, I've done this quick thing I've done my

Jen:

calculator, I have done this quiz.

Jen:

What's next?

Jen:

Yeah.

Jen:

And that's your job when it comes to retention.

Jen:

Yeah, and if you paid attention to the title of this episode,

Jen:

it's about how you boost sales.

Jen:

Well, you wanna know how you boost sales.

Jen:

You talk about you bring people in with a certain opt in, you speak to it.

Jen:

You understand that you need to have about seven or eight touchpoints

Jen:

at least before you can then come in and expect to make a sale.

Jen:

It's.

Jen:

Behavioral science, and the art of marketing.

Jen:

And understand that some people will linger on your list for a long time.

Jen:

Yeah.

Jen:

And others will refer their friends.

Jen:

Mm-hmm.

Jen:

. Mm-hmm.

Jen:

, others will share your newsletter.

Jen:

Yeah.

Jen:

There's so many different directions that this could go, but a lot of

Jen:

times what people do is they're like, Oh, I just have to have this opt-in.

Jen:

And it's not related to their core message or their.

Jen:

offering.

Jen:

And so that's where these things can go horribly, terribly wrong.

Jen:

Mm-hmm.

Jen:

. So for example, pay attention if you're not a speaker like me

Jen:

in getting questions, like I get the same question a few times.

Jen:

I'm writing that down and I'm trying to find a way to address

Jen:

that question in an often.

Jen:

Mm-hmm.

Jen:

, if you're not, or a course.

Jen:

Or a course.

Jen:

Cause Jen does those too.

Jen:

I do those too.

Jen:

And that's how a lot of epiphany courses came from.

Jen:

A lot of it also came from feedback.

Jen:

Yeah.

Jen:

So that's one way.

Jen:

If you're like, I don't do any of that stuff . How do I do this?

Jen:

It is about paying attention to your surroundings.

Jen:

So if you have customers, what are the questions they're

Jen:

asking you over and over again?

Jen:

What are the answers that you find yourself giving to

Jen:

people time and time again?

Jen:

Mm.

Jen:

I've got one.

Jen:

Can you repurpose that?

Jen:

Okay.

Jen:

Yeah.

Shelley:

If you are doing content like I do every week, putting out shows which

Shelley:

ones are getting the most response, which ones are getting the most views,

Shelley:

which ones are people commenting on?

Shelley:

Do you, did you get any questions from, those are people, excited about something?

Shelley:

Double down on that.

Shelley:

Amen's sister.

Jen:

Yeah, , that's absolutely.

Jen:

So you take this information, you collect that information, you go

Jen:

on social media, you join groups on all networks that you're active on,

Jen:

that your customers are active on.

Jen:

You join groups that are related to your customers, and you ask questions or

Jen:

you pay attention to the questions that they're asking, and then you offer it.

Jen:

Yeah.

Jen:

And you just see how it goes.

Jen:

Now here's the thing, You can't just make an opt-in and be

Jen:

like, Well, I made an opt-in.

Jen:

It's on my website, and.

Jen:

Nobody is doing it.

Jen:

that's a dumb strategy.

Jen:

I'm

Shelley:

not, so I'm like, dig into your file of opt-ins,

Shelley:

your file folder of opt-ins.

Shelley:

And they're like, what?

Shelley:

File folder?

Shelley:

What?

Shelley:

I just have one I know.

Jen:

Or but what I mean is like pe- sometimes people make an opt-in, put

Jen:

it on their website, never talk about it, , they just expect people to do it.

Jen:

Mm-hmm.

Jen:

. And it doesn't work that way.

Jen:

It's like the idea.

Jen:

People thinking, I have this website.

Jen:

Where are all the customers?

Jen:

This isn't field of Dreams.

Jen:

It's not.

Jen:

If you build it, they will come.

Jen:

Mm-hmm.

Jen:

. You have to then draw people into your opt-in your offering.

Jen:

You have to talk about your email list.

Jen:

You have to tell people that it's out there and that needs to be

Jen:

one key piece of your strategy.

Jen:

I think we have a future episode about your product ladder that

Jen:

we're going to talk about.

Jen:

This is the very first rung on your product ladder.

Jen:

Mm-hmm.

Jen:

. This is the piece where people who are not ready to buy but are curious, come in.

Jen:

Yeah.

Jen:

But the only way that they will come in and be curious is if you

Jen:

are in fact telling them about you and what you offer and what you do.

Jen:

Mm-hmm.

Jen:

to draw them in.

Jen:

Mm-hmm.

Jen:

and then nurturing.

Jen:

With emails, it's also, Yeah.

Jen:

When I work with clients who are not really comfortable with email

Jen:

marketing, we say, Well just put an opt-in form on your website.

Jen:

Oftentimes we suggest it goes in the footer of their website, just

Jen:

so it's on every single page.

Jen:

And then we say, this is a passive way to collect people's email mess.

Jen:

Email accounts and names, and you just go from there.

Jen:

Mm-hmm.

Jen:

and we say, when you're ready you can email them.

Jen:

So that's the very, very first thing.

Jen:

And you might think I bet nobody signs up for that.

Jen:

They actually do . I've tracked it at one point on my own website

Jen:

when I had it in the bottom.

Jen:

Mm-hmm.

Jen:

, and I was tracking the forms on active campaign people engaged with that

Jen:

because they may read a couple of posts.

Jen:

and it brings them in.

Jen:

Yeah.

Jen:

So don't feel like that's a non-starter , it's actually a really

Jen:

good strategy when you're like, Well, I don't know what to do.

Jen:

Mm-hmm.

Jen:

, the opt-in is when you're at that next place and you're like, Oh, okay.

Jen:

I wanna like really talk and speak to something I'm super good at.

Jen:

Mm-hmm.

Jen:

, and you create that.

Jen:

Another one that we've talked about, quizzes, PDFs, or, maybe a Google sheet,

Jen:

something that people can download.

Jen:

Another thing that I have seen a lot, and I have software for it, it's on

Jen:

my bucket list of marketing things.

Jen:

I think it's super effective for people who make a lot of courses, who do a lot of

Jen:

videos, is the automated webinar sequence.

Jen:

So this is what I would say is a more advanced.

Jen:

Way of creating an opt-in.

Jen:

You.

Jen:

There are, there's a lot of different software out there where basically

Jen:

somebody's Yeah, I wanna take your marketing masterclass, Jen , for example.

Jen:

And that could be like an hour.

Jen:

So if you, just to get the lingo right, a masterclass would be, you talk about

Jen:

a topic in depth for about an hour and you are having people provide

Jen:

their name and email address to.

Jen:

Webinar.

Jen:

Now, you could do this a couple different ways.

Jen:

One way is you're like, I have an event.

Jen:

You put it on Eventbrite you promote it, and people come in and

Jen:

take that presentation from you.

Jen:

They learn from you live.

Jen:

They can ask their questions.

Jen:

The other way is the automate-, This is your opt-in, is an

Jen:

automated masterclass webinar.

Jen:

And it looks like when you come in , you are gonna have to wait to take it.

Jen:

But really what happens is you provide your name and email address and

Jen:

then the webinar opens automatically and people can watch it on the fly.

Jen:

And that is another example.

Jen:

I would say this is a more advanced example of it.

Jen:

There's a lot of different software that does it.

Jen:

It's something to look at if you're doing a lot.

Jen:

Courses, a lot of presentations, things like that.

Jen:

They can be a little complicated to set up.

Jen:

Take a lot of time to plan out the content, make sure that you're going.

Jen:

It.

Jen:

I would say that instead of a masterclass is more, it's longer

Jen:

and it's wide instead of deep.

Jen:

Mm-hmm.

Jen:

Does that make sense?

Jen:

So you're covering a topic broadly and providing a lot of value,

Jen:

but not going super deep cuz you want people to pay for that.

Jen:

Right.

Jen:

It gets, it's a different thing.

Jen:

So it's very useful, very valuable, Very surface.

Jen:

For something like marketing, there's 150 different things you could do a marketing

Jen:

masterclass about that would last half an hour, 45 minutes, very surface.

Jen:

Not a lot of depth.

Jen:

Highly valuable for business owners who are not marketers,

Jen:

not professional marketers.

Jen:

So there, and there's something like that for every single industry.

Jen:

You just have to, you.

Jen:

Suss out what it is that's within your expertise that you could talk about

Jen:

on the fly and would bring people in.

Jen:

So the automated webinar, that's another option when it comes to, And then there's

Jen:

also, just the regular old webinar where people show up at a specific time

Jen:

and ask questions and people come in.

Jen:

Some people love them.

Jen:

There are some webinars that I absolutely.

Jen:

. One of the ones that I really is, it's Totally For Nerds is click minded,

Jen:

. They do a lot of SEO webinars and they have these SEO classes and they

Jen:

bring people in and by the time you get to the end of the webinar, you're

Jen:

like, I'm going to buy this thing.

Jen:

It's They get you so excited.

Jen:

Yeah.

Shelley:

All those sales psychology

Jen:

techniques, and but it's.

Jen:

It's not scammy.

Jen:

It's providing a phenomenal amount of value.

Jen:

And then they're getting you super jazzed and you feel like you can do this thing.

Jen:

And they're like, Okay, if you wanna know even more, then here's

Jen:

the offer that we have for you.

Jen:

And it's usually a pretty deeply discounted offer.

Jen:

That will go into the how's and the why's and all the different things.

Jen:

So all of which is to say you can do a webinar and be very engaging, provide

Jen:

people with worksheets, go through a very specific topic in a webinar and

Jen:

have it be free and make sales out of it.

Jen:

So what you use for your opt-in can be.

Jen:

As simple or as complex as you need it to be, the biggest

Jen:

thing is to have something.

Jen:

So to be clear, the first step, just a form on your website so

Jen:

people can engage with you later.

Jen:

The next one is some sort of downloadable file, not super long that allows

Jen:

people to engage with you, learn a little bit about what you're doing.

Jen:

And then after that, it can be all kinds of crazy town webinars, automated

Jen:

webinars, quizzes, quizzes that are on that are techy quizzes, embedded in

Jen:

your website, all these types of things.

Jen:

And then what you have to back that up with if you really wanna boost your sales

Jen:

is some sort of email sequence follow up, giving people an opportunity to work with.

Jen:

What do you think?

Jen:

Shelley's like notes.

Jen:

I feel like notes.

Jen:

taking notes and I another downloading the information okay, yeah,

Shelley:

another one could be a mini course, but it has to be mini so that

Shelley:

they can finish it in 10 to 15 minutes and get a really valuable piece of advice

Shelley:

that they can take action on right away.

Shelley:

Otherwise that, that's too much of a time commitment.

Shelley:

An entry level opt-in.

Shelley:

And Jan and I talked about this recently.

Shelley:

Choose one.

Shelley:

Yeah.

Shelley:

If you're on somebody else's podcast and they ask you where can people reach you?

Shelley:

What do you have to give your our audience choose one opt-in to share with them.

Shelley:

A lot of times people will choose to share their podcast because

Shelley:

they figure, okay, everybody's already listening to a podcast.

Shelley:

It's very easy for them to listen to a different podcast.

Shelley:

And then once they're listening to my podcast, then I can make more offers.

Shelley:

But get them into your world in the easiest, most friction free way possible.

Shelley:

When you're out there sharing things and then once they're in, you

Shelley:

can continue to share more things once they're on your email list.

Shelley:

You can share it all one at a time, but they'll see it all.

Shelley:

So make sure you're, not trying to fire hose everybody

Shelley:

. Jen: They say a confused mind doesn't

Shelley:

Shelley gave this really great interview on a podcast called podcast.

Shelley:

And it was wonderful cuz she, he's like, So what is it?

Shelley:

What is it that you do?

Shelley:

And at the very beginning he's like, What's that website?

Shelley:

And it was like Framework.

Shelley:

Framework.agkmedia.studio.

Shelley:

That Studio.

Shelley:

Studio.

Shelley:

And I think that they said that he did, he said it like

Shelley:

10 times during the show and I'd laugh every time cause it was

Jen:

like so cute.

Jen:

And it was so cute.

Jen:

But he was also making the point that if you're going to have an opt-in, if

Jen:

you're gonna go on a show, if you're gonna do something, then you need.

Jen:

Have that call to action.

Jen:

You need to mention it at the beginning.

Jen:

Like we early and often.

Jen:

Early and often, yeah.

Jen:

So it's like course dot agk media.

Jen:

Dot studio.

Jen:

Coupon code agk saver.

Jen:

To get in for free.

Jen:

Exactly.

Jen:

So like you, you sprinkle it in.

Jen:

throughout, and that's what really works.

Jen:

And it's the same thing with your opt-in.

Jen:

If you make a press appearance, whether it's a podcast or you're writing a guest

Jen:

blog and they let you put a link in, or you're talking about it on social

Jen:

media, you always have to include that.

Jen:

Not only because it tells people what you do, but it also gives people a way to

Jen:

continue to follow you along the journey.

Jen:

Mm-hmm.

Shelley:

And people love to know that you have a podcast or a live stream

Shelley:

because then they can show up and ask more questions and get that free advice

Shelley:

without having to like bug you because you're excited when you're doing it

Shelley:

livestream and somebody comes in and asks the question, you're excited to answer it.

Shelley:

I know and to communicate with that person.

Shelley:

But if it's just like social media, No, tell me more.

Shelley:

Oh, give me more advice.

Shelley:

And you're like, eh,

Shelley:

So I show up for our live

Jen:

stream . Then ask questions and we'll answer that.

Jen:

That's right.

Jen:

I think we've covered this pretty well.

Jen:

What do you think?

Jen:

Yeah, I love it.

Jen:

I

Shelley:

love it too.

Shelley:

I love it.

Shelley:

As Jen said, she has a marketing, a free marketing self-assessment that.

Shelley:

You can learn all about your marketing and what you need to do more of, and what you

Shelley:

need to stop doing is not working for you.

Shelley:

So make sure you check that out.

Shelley:

And the link is in the description box and in the comments, and

Shelley:

that's at sendfox.com/wcb.

Jen:

Yep, very excited about that.

Jen:

And then as we said a couple of times, Shelley has her course

Jen:

how to create published and distribute content consistently at

Jen:

course.agkmedia.Studio, and there is a coupon code to gain free access as

Jen:

long as it's before November 18th.

Jen:

Is that correct?

Jen:

That is correct.

Shelley:

And the, And I would love your input on that course.

Shelley:

That's right.

Jen:

Yeah.

Jen:

And your coupon code for that is a G K Saver.

Jen:

All caps, all caps.

Jen:

So please be sure to go take that course.

Jen:

I think it's gonna be wonderful cuz it's new, so I haven't done it yet.

Jen:

Yeah,

Shelley:

absolutely.

Shelley:

So are we ready for tweak of the week?

Shelley:

Time

Jen:

So what I have today, I got this from Ann Handley's newsletter.

Jen:

Oh, this was so great.

Jen:

Mm-hmm.

Jen:

is, it's called OmmWriter omm.

Jen:

Exactly.

Jen:

And that's pretty much what it is.

Jen:

So what it is, it says here a perfect place to think and write.

Jen:

And if you are like, It's really hard to find a distraction free environment

Jen:

with, I've got two monitors here.

Jen:

I don't know how many tabs I have open . It can be very difficult to find

Jen:

an environment where you can write and be on your computer and distraction

Jen:

free and still have the benefit of, saving the files and all of that kind.

Jen:

There are a lot of programs that do this.

Jen:

There's Ulysses, which I used for a while, and then there's OmmWriter.

Jen:

This one is my favorite . I'm brand new to using it.

Jen:

And one of the reasons it's my favorite is there's a couple things.

Jen:

One, the price , which is like $5 forever.

Jen:

One time $5, and it's also completely dis- distraction free.

Jen:

And it plays Concentrating music, or you can turn it off, it will do

Jen:

the typing sounds, which I love.

Jen:

Or you can turn that off . And it provides a very calm screen for you to work in.

Jen:

So for example, it can be like a white winter background and then just

Jen:

a very simple box in the middle and you just start typing and you then

Jen:

you can save those files export them.

Jen:

In any way that you want.

Jen:

And then you open it again and it'll open a blank window.

Jen:

It remembers your settings.

Jen:

It's, like I said, it's very, very clean interface.

Jen:

Very, very simple.

Jen:

Just open it and start typing , and it's just very nice.

Jen:

I started using this and writing every morning.

Jen:

Oh, and it's been a really great way to kinda get my thoughts

Jen:

out early in the morning.

Jen:

It's very calming, very soothing.

Jen:

And it's a great way to just write down tasks.

Jen:

They have a second product called OmmNotes, and it is a place to

Jen:

just take little notes if you wanna do that and keep that open.

Jen:

I have something else that I use for that, but I liked OmmWriter.

Jen:

I think it's great.

Jen:

It says that they have a million users.

Jen:

I think it's because it doesn't.

Jen:

Cost a lot, yeah.

Jen:

It's something very simple and very easy, and it just clears your screen.

Jen:

It's a full screen option, so you just, all is that and it's

Jen:

just, it's the best in terms of.

Jen:

No distractions.

Jen:

You still have to set up things like do not disturb or turn off

Jen:

notifications, whatever it is.

Jen:

I know that on my Mac I can have like distractions and stuff, but I can block

Jen:

all that out and I'm sure there are ways you can do that on your PC as well.

Jen:

And it's just a great program.

Jen:

So I thought I would share that today.

Jen:

I thought it was great.

Jen:

The way that Ann Handley presented it, she had a whole list of bunch of different

Jen:

distraction free writers, and there was one that just, it actually made my heart.

Jen:

Stressed me out.

Jen:

And it was one where you're writing and if you stop writing and or open another

Jen:

window or anything, it like buzzes a warning and starts deleting words . And

Jen:

I was like, I cannot think of anything worse than Oh yeah, you get distracted.

Jen:

And then it.

Jen:

It just starts like taking off the words and the copy that you've created.

Jen:

It's . It's crazy.

Jen:

So that's what I have for the tweak of the week.

Jen:

What do you have today, Shelley?

Shelley:

A thing I just discovered this week.

Shelley:

And it's brand new.

Shelley:

It's a podcast by Brendan Bouchard.

Shelley:

It's called Marketing with Brendan Bruchard.

Shelley:

And.

Shelley:

Put all of these different trainings and they are really practical.

Shelley:

They are, he talks about things that he's done step by step, how it worked, all

Shelley:

behind the scenes type of things that, maybe you attended this influencer summit.

Shelley:

Here's the truth about what happened and how we put that together

Shelley:

and here's how much we spent on advertising and here's, what we did.

Shelley:

And it's all step by step stuff, which I love.

Shelley:

I love when people share.

Shelley:

The nitty gritty details of what works, what doesn't, and here's how it, here's

Shelley:

how you do it too, marketing with Brendan Burchard, it's a brand new podcast.

Shelley:

It's got about six episodes on it right now.

Shelley:

Because he, when he launches a podcast, he says, You gotta

Shelley:

have six episodes to start with.

Shelley:

So people have stuff to listen to.

Shelley:

So to he walk he walks the talk.

Shelley:

And so check that out if that's something that you're interested in there.

Shelley:

Very deep dive.

Shelley:

This one that I just listened to was an hour and a half long.

Shelley:

It's really long.

Shelley:

It's good stuff.

Shelley:

It's very informational.

Shelley:

Yeah.

Shelley:

Oh, that's awesome.

Shelley:

That's my tweak.

Shelley:

Woo.

Shelley:

It's not software, but it's what I'm doing.

Shelley:

Hey, it's great.

Jen:

I love it.

Jen:

Yeah.

Jen:

All right.

Jen:

So you ready to be inspired?

Jen:

I am.

Shelley:

All right.

Shelley:

Once again, this is from The Daily Stoic.

Shelley:

And this is from Marcus Aurellius, and he said there is no good for a human being

Shelley:

except what creates justice, self-control, courage, and freedom, and nothing evil

Shelley:

except what destroys these things.

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What's the meaning of life?

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Why was I born?

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Most of us struggle with these questions.

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No amount of travel reading or clever sages can give you those answers.

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It's not our question to ask.

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Instead, it is we who are being asked in our lives are the answer.

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Isn't that interesting?

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You must find the answer in your actions in living the good life

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by embodying the principles of justice, self-control, courage,

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freedom, and abstaining from evil.

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Do my principles show themselves in my life?

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Do they show up in my work and the content I produce?

Shelley:

Good questions to ponder this week.

Shelley:

Absolutely.

Shelley:

What do you think?

Shelley:

Do you think your principals show up?

Shelley:

I think they do.

Shelley:

I see you know who you, I see you Jan . . I know that you offer.

Shelley:

More value than you ever ask for in return.

Shelley:

And that I knew that the first day I met you.

Shelley:

And that is why I reached out to work with you.

Shelley:

Because anytime I would give you a tip or an idea, you'd give me three.

Shelley:

it was like, I gotta be around this lady.

Shelley:

She's just amazing.

Shelley:

Thank

Jen:

you, . I agree, and going through the process of hiring somebody

Jen:

to come in, It was important to me that they read the manifesto.

Jen:

I have a manifesto on my website and it really outlines the values that I, what

Jen:

I'm striving for because that people can be trained to do tasks . Sure.

Jen:

I'll, I will help you.

Jen:

But if the values are not shared, Yeah, that is a very difficult.

Jen:

That's the foundation.

Jen:

The foundation is very difficult to overcome.

Jen:

Mm-hmm.

Jen:

. So I love this.

Jen:

I love it.

Jen:

How it ties to what we talked about today.

Shelley:

Yeah.

Shelley:

And being in alignment, sharing your values.

Shelley:

Yeah.

Shelley:

And, and, and not, and helping people to self select by letting

Shelley:

them know what your values are.

Shelley:

Yeah.

Shelley:

Yeah.

Shelley:

Yeah.

Shelley:

I think that's ideal.

Shelley:

Excellent.

Shelley:

Oops.

Jen:

Thank

Shelley:

you.

Shelley:

Hit the wrong button.

Shelley:

Sorry.

Shelley:

Just doing my thing over here.

Shelley:

. Pay no attention to the man behind the kitchen.

Shelley:

Oh my God.

Jen:

What

Shelley:

about you?

Shelley:

I try to encourage people because the people I wanna work with are those people

Shelley:

who have a message to share with the world that's going to make the world

Shelley:

a better place to live for everybody.

Shelley:

Something inclusive, something uplifting, something positive, something

Shelley:

helpful, and something helpful.

Shelley:

I really appreciate when people give me.

Shelley:

Tips I can take action on, not just a bunch of, we feel good, but did we

Shelley:

learn anything that we can actually do?

Shelley:

And it's because it's like when you watch some of these news programs and

Shelley:

they tell you all the bad news, but they don't give you anything to do about it.

Shelley:

So you're just stuck there in this bad feeling.

Shelley:

So you've got to have some action steps included in that.

Shelley:

That's my opinion, and that's what I like.

Shelley:

That's the kind of people I like to work with is those who encourage others

Shelley:

to get out there and do these things to make the world a better place.

Jen:

Absolutely.

Jen:

Yeah.

Jen:

Yeah.

Jen:

So get out there and share your values, share, share your knowledge

Jen:

with people, bring more of your people in, and have a great week everybody.

Shelley:

Thank you for joining the Women Conquer Business podcast, posted

Shelley:

by Shelley Carney and Jen McFarland.

Shelley:

Please subscribe and leave a comment or question regarding your most challenging

Shelley:

content creation or business problem.

Shelley:

Then share this podcast with family and.

Shelley:

So they can find the support they need to expand their brand and

Shelley:

share their message with the world.

Shelley:

Check the show notes for links to valuable resources and come back again next week.