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How Brad 10x'd His Ad Spend In One Month - A Case Study
Episode 1972nd August 2023 • The Email Marketing Show • Email Marketing Heroes
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Can email marketing help you get a crazy ROI in advertising? Brad Gouldemond - a member of The League - shows that you can. When Brad started his business, he invested in ads, he got a few thousand people to join his challenge (which he run and managed with email marketing), and the rest, as they say, is history!

Well, not really.

He made a lot of money.

That's the rest of the story. 

Wanna hear it? 


(0:18) Join our FREE Facebook Group

(3:39) Check out our sponsor ZeroBounce

(5:27) Who is Brad Gouldemond?

(8:15) When did Brad introduce email marketing in his business?

(10:22) What was Brad's biggest barrier with email marketing when he first started?

(13:16) What did Brad's email marketing look like before he joined The League?

(15:36) How did things change for Brad when he joined The League?

(21:33) How does Brad feel about his email marketing now?

(23:32) What ONE thing had the biggest impact on Brad's email marketing?

(25:51) Does Brad feel like email marketing has taken over his life?

(32:09) Subject line of the week.

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Who is Brad Gouldemond?

At the time of our chat, Brad's been in business for about three years. A musician and a speaker, he started his business during Covid. Brad is now based in Nashville and mentors aspiring Christian artists and songwriters to learn how to write better songs. He gives them connections but also teaches them how to find great producers and release their music in a way that feels authentic to them. A lot of artists don't have the confidence to put themselves out there with their music and their songwriting, so Brad's membership helps with that.

This shows that if you're a coach or sell courses or a membership, you're not just helping people with information, tools, techniques, and strategies. You're also giving your audience the permission, inspiration, and desire to do what they want to do. And email marketing can help with that. 

If you want to connect with Brad, you can find him on Instagram or sign up for his FREE Christian Music Workshop.

When did Brad introduce email marketing in his business?

In March 2020, Brad launched his business without an email list. All he had was $5,000 (out of his retirement fund) that he put into Facebook ads. He ended up with a whopping 3,000 people joining his challenge, and that's when he started email marketing. Because he had to welcome them and communicate with them about the challenge.

After that, he soon created a page for his academy, decided how much to charge, and came up with a 5-day sales sequence. And he made TEN TIMES his ad spend back during that challenge - in one month

But what to do next? Brad could see the value of email marketing clear as day, but he had no idea how to get results intentionally, consistently, and predictably through it. 

What was Brad's biggest barrier with email marketing when he first started? 

The biggest challenge Brad had when he first got started is that he didn't know about email marketing at all. It'd worked really well for him when he first launched his business, but he felt he had no idea how to get the same results again.

At the time of starting up in business (during lockdown), ad costs were low. Brad leaned into that and got a crazy ROI on advertising! But how could he take his skills in communication and music and make them work consistently for his business by using email marketing?

The answer, Brad said, was to find people (just like us) who are good at what you want to learn (i.e. email marketing) and take their advice, which is what Brad eventually did...

What did Brad’s email marketing look like before he joined The League?

Before he joined The League, Brad’s emails were sporadic. He was running challenges three times a year and sending emails around those. But otherwise, he'd be ignoring his list for 3-4 months. And that's simply because he didn't know what to send them. As many business owners do, he was more focused on serving his paying clients (and making money) and didn't pay enough attention to nurturing people on his list. He just didn't know how to do it! 

So instead of sending automated email sequences, he'd create broadcast-type emails. He didn't know what worked or what to say, and he felt it was really hard for him to get the ball rolling with email marketing. At the time, Brad had an evergreen webinar he wanted to launch, but he just didn't know how to use email marketing to make that convert. Part of it was because of the (then) prohibitive cost of ads, but a big reason was down to Brad not being able to figure out his emails and copy. 

And that's where we come in... 

How did things change for Brad when he joined The League?

Brad found us through a web search while looking for email marketing advice to be able to create great sequences without hiring an expensive copywriter. He came across our webpage and noticed how we stand out – our copy shows personality, it’s interesting, and the branding is amazing (Brad’s words, not ours!). And Brad wanted his emails to have personality, too!

He had this specific idea of wanting to launch a flash sale sequence to convert more of the people who were coming into his world through webinar sign-ups. So when he realised we had a flash sale email campaign included in our membership The League (plus a bunch of other cool stuff), he decided to join. 

And, unsurprisingly, the first thing he did was to implement our flash sale campaign - the Paparazzi campaign. By that point, Brad had about 9-10k people on his list, so a good-sized list by all standards, but his audience wouldn't buy! Up until then, Brad had only been able to make about $100-$200 from the regular sales he ran to his list. And he didn't quite know what he was doing wrong. 

The amazing results Brad had by launching ONE campaign!

So what happened after Brad launched the Paparazzi campaign? After a few tweaks to it, he made an offer for his $47 membership and made $4,460 in four days! Plus, his open rates on those emails were incredible - sky-high compared to what he was used to. 

The campaign gave Brad awesome results because of the psychological stacking of our campaigns and because we only use what works! We have a lot of half-baked campaigns that we’re still testing in our own business, but until they’re proven and robust enough, we don’t include them in our membership. The email sequences we give to our members are watertight – we know they work! And remember that you’re always going to get better results by sending a ‘half-good email’ than never sending that perfect email! 

As Brad nicely put it, "Success always leaves clues", so it's about looking for people who are successful in what you want to learn and going and learning from them! That's exactly what he did when he made the decision to join The League

How does Brad feel about his email marketing now?

Brad definitely feels more confident now, and his confidence comes from taking action. Over time, and after noticing how some people got offended by a couple of his subject lines, Brad started tweaking his emails to suit his style and match his voice. Working with artists and songwriters, Brad finds his audience is sensitive, so he takes the working principles of our campaigns and tweaks them in a way that makes him feel confident. And when you see your open rates soar and the results come in, you build even more confidence!

With a proven plan or roadmap to follow and clear step-by-step instructions (just like Brad did when he joined The League), you build that confidence. And it's the same for Brad's clients - by following his guidance, they get the confidence to do what they do best.

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What ONE thing had the biggest impact on Brad’s email marketing?

Having email templates that he could tweak to put his heart and voice into was the biggest and most impactful thing for Brad. He'd tried using templates before, but that had never worked for him. Whereas our campaigns do work! Brad puts his own voice into them - he gives them a feeling of authenticity by adding a tad more gentleness to appeal to his creative and sensitive songwriters.

He’s still using the principles, the mindset, and the philosophies that we teach inside The League, but, at the same time, he also makes sure the emails feel authentic to his people.  

What’s next for Brad’s email marketing?

The next project on the cards for Brad is automating his webinar. He’s been doing live webinars for months now, and he’s starting to get burnt out. Plus, he wants to be able to take a break! And that’s why email marketing is so important. Because it helps with time and energy management.

Does Brad feel like email marketing has taken over his life?

Email marketing is a priority for Brad because that's where his ROI is! You have to look at email marketing as an investment in your business - you do the work upfront, but then you've automated your processes for time to come. Email marketing gives you freedom, money, and peace of mind so you can focus your attention on other things.

As Brad put it, if you take care of the bread and butter of your business (and creating emails is the backbone of your business!), then you have more time to focus on something else. So you may need to invest some initial time in setting things up. But the time and money you spend creating your email engine and writing your emails will pay off - for weeks, months, and even years! We definitely have sequences in our business that we haven't changed for years because they're automated at the right frequency, and they just work!

So if you have a list but don't know how to use it or how to make money from it, you can learn. You can do it in a way that doesn't spam people, so you never have to worry about having them unsubscribe. If you're stuck in paralysis, you think you have a ‘small list’, or you’re just starting out with email marketing, you can do it! Brad went from no subscribers to making $50k in one month and he passed six figures within the first eight months. It's not just about the ROI on advertising - it's about how email marketing can enhance that exponentially.

So are you ready to get some awesome results too? Check out The League

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Subject line of the week

This week’s subject line is the word “APPALLING service.” This one works because people want to know about "the bad" more than they want to know about "the good". That's why newspaper headlines are always so negative. People want to read on to find out who got the appalling service, what it was, etc. It’s a subject line that generates lots of questions. So check it out!

Useful Episode Resources

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How A League Member Made Over $10k With Just ONE Email Campaign – Case Study With Aidan O’Sullivan.

How Sheila Went from the Starting Blocks to Total Clarity – an Email Marketing Case Study.

And How Kronda Adair Made $86,500 From A Small Email List.

FREE list 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, 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 League Membership

Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about how one of our members got some crazy ROI on advertising when he first started out) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  

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

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


Unknown 0:20

Hey, it's Rob and Kennedy.

Unknown 0:21

Hello Today on the Email Marketing Show were talking to Brad Goldman about what he's been doing with his email marketing and how he made approximately a gazillion dollars and half a second or something equally as high be as short as that, but seriously, we're talking about I'm very excited.

Unknown 0:36

ly free to join. It's full of:

Unknown 1:10

polish off a full double chocolate Gatto by himself is hypnotist Robert temple

Unknown 1:17

and he has had to follow all the cake makers on Instagram to Katy facts right now. It's psychological mind reader Kennedy.

Unknown 1:28

Okay, tell us about what's going on. I just use your desk cry and if you had a breakup or something like you've got food and you're watching Notting Hill, what's happened

Unknown 1:36

this has been going on since I've never seen this has been going on since I was a kid. I started basically raised as an only child. And so there was a double shot that got over supplied by stepmother. But what's up kid from

Unknown 1:50

Bruce bug Trotter, like a free spot from a movement.

Unknown 1:53

Just dig in probably like three or four seconds over the course of the day because you've got to eat the whole thing. The next day. So, anyway, having had one at that lovely Cafe we're in in London last week, and then went to the shop and bought one.

Unknown 2:07

Have you smashed it already?

Unknown 2:08

I'm halfway through last night. I'm like 24 hours skewed because I've gotten it late last night. So rather than sleep halfway through which is quite nice. This time not normally.

Unknown 2:17

And are you a spoon eater? Oh, you're a fork in Do you have any cream with him?

Unknown 2:21

No, just just the job that he created still no Hamilton Hello. I

Unknown 2:23

can drag this out to keep going why?

Unknown 2:25

I didn't realise you got to Kiki factors. Well, why have you had to follow all the cake makers?

Unknown 2:29

Well, because I like I've recently realised I can I can make cakes and I knew I was good at like cooking, but I didn't realise I was gonna be well I can bake I can cook. Me honestly I made this amazing journey that may honestly honestly, you need to just hold back everybody because obviously that's only the photograph of the chocolate high that I made at the weekend. No, oh, I made a ganache

Unknown 2:50

but look at it. But lock up your grandmother's focus because Kennedy can bake

Unknown 2:54

or you go now you've got a bread maker. No, I don't want to show off. Anyway. Hello. Every week on this show. We show you how to make more sales. And earn more money from your email subscribers. We'll talk about email marketing strategies, psychology tactics, and sharing what's working right now to make more sales online making you the email marketing hero of your business with a brand new episode every email marketing Wednesday make sure you smash that subscribe button on your podcast player your job as a person to an email marketing for your business is to convert as many people on your email list into customers. But it's literally impossible to do that if your emails are not actually getting delivered into the inbox. And we can't take this delivery thing for granted. We do have to do some work on it. We can't put all of the responsibility for that on our email marketing platform like jumping from one platform to the next hoping that you're going to get better delivery. You have to take some of the responsibility here. And it's all comes down to the data quality, the quality of the data that you've got in your email platform. That's what is the difference between the emails landing in the email inbox and just not at all.

Unknown 3:49

In fact, zero bounce in their email list of decay report sounds exciting found that almost 23% of the average email list goes bad every year that's almost a quarter of the average email list actually goes rotten just while you're sending emails and hoping for the best. In fact

Unknown 4:03

billion emails just in:

Unknown 4:43

Now normally at this point, we would give a little shout out to a member of the league or one of our students who's been doing some awesome stuff but I don't think to do that because we should have this conversation, which is basically a 30 minute version of the same thing.

Unknown 4:52

Brad, welcome to the show, man. How are you?

Unknown 4:55

I'm doing well. Thanks so much for having me here. Hey,

Unknown 4:57

we are so excited that we've been talking about this for months ago and we've got to speak a brand want to know exactly what magic he actually he actually used. So for anybody who doesn't know it hasn't met you yet. Just give us the foundation's about what your business is. What is it that you do?

Unknown 5:09

Yeah, so my business will be going for about three years. We started during COVID Because I was a musician and a speaker before and it all locked down. So what am I going to do ended up just launching a business. I'm from Nashville and so I mentor aspiring Christian artists and songwriters in that world. And just launched a course in 3d for them. And so we have a lot of independent artists and songwriters who are from actually all over the world. And they just wanna learn how to write better songs. Most of them are isolated and need connections, as well as teaching them how to find a great producer how to, you know, release your music and you know, do in a way that feels authentic with them. That's not slimy. That's not sketchy. A lot of them are fearful. of putting themselves out there with their music and songwriting and so just even how to have confidence and you know, that boldness and humility that really is healthy for them. And yes, it's cool to see what's happened. So we've run a membership for the largest songwriters.

Unknown 5:53

Isn't it interesting how just some of the words you use there about what you help him with a lot of the time as people who sell courses or memberships or coaching or anything that sort of information base, just how much of it is for sure you have to give them the tools and the techniques and strategies but you also have to give them this permission and awkward to overcome all the stuff you talked about. They're like the boldness that they need in order to put their music out into the world in your case. And that's interesting because I think that's the thing where loads of people obviously see my marketing as this like scammy I'll send emails and try not to piss off too many people and maybe we might make some sales if the winds blowing in the right direction and all the stars are aligned. And you know, I'm a Virgo, so hopefully we'll have the best but like, actually, when you realise you can actually just not only you can use your content to give people the permission and the inspiration and the desire to go and actually do their thing too, which is cool. I

Unknown 6:32

love it. So it's purely your only offer is a membership is that right? Yes, I did

Unknown 6:37

do a kind of mastery programme as well for I think the second and third year I've kind of backed away from that just for for announced budget for the year I'm automating a lot of things, which a lot of email marketing comes into, but basically have built it up enough where now I'm trying to get out of certain roles, and just really also just tweaking find to my membership, you know, get that as a rocket ship launching.

Unknown 6:56

I love it. I love it. And so at what point when you've been doing this for the last few years, did you introduce email marketing as part of what you were doing?

Unknown 7:03

wild story. You know, in May:

Unknown 8:00

That's so good. I love that. I love the balls Enos of right I don't know what I do. I'll grab five grand from over there. And I'll run some Facebook ads and I'll get people into the challenge which is just the power of having an offer that the audience goes by has my attention. It turned my head that solves a problem that I want to solve. And now I'm in and you get to use your speaking skills going to your speaker and you get to use your communication skills and the skills and knowledge you have in this in this in this industry to share that and get people on board and then to tax the investment layer. Absolutely. And so when it came to like you know at that stage, okay, I've got these people lined up now I've made some sales and feeling pretty, pretty good about myself. That's good. But now you're facing that whole thing of God. I know I'm supposed to do email marketing at this point. What do you think if you can remember, was the biggest challenge or barrier that you were sort of going? Yeah, that's all great. But what was going on for you at that point?

Unknown 8:46

The biggest challenge is that I have no idea what I was doing so because honestly, as a musician and artists, right, and I went to college to study that kind of stuff. And I just pivoted instinctively I'm from Toronto. Originally I moved down to Nashville. Kind of just with a sense of moving there. And and I just thought I'm necessity had a long time to make money. And so I was blessed for that first one, but it was also during COVID Not a lot of people transition online. I kind of got there first. And then after that things were like really up and down. So I was like, I don't know what I did. I don't even know what I'm doing. I don't even know email marketing at all. So that was kind of my deep dive into business. And you know, a lot of the draw between COVID and ad spend was great at that point. There's a lot of just factors that were lucky so to speak.

Unknown 9:30

But I think what I really like here is you've taken you might be new to email marketing, and like a lot of people new to email marketing perhaps or definitely this way of doing on marketing, but not new to business, not new to selling things not new to to entrepreneurship. You've been doing your own thing as a musician as a speaker doing other things and just then using that inbuilt entrepreneurial spirit of going well, what's the opportunity COVID has shut down and shuttle over my gigs which is for entertainers, you're robbing IBM as well. The gigs all went away, you can now go okay, how do I lean into where's the opportunity now because as one thing closes that there are other holes that pop open. And during COVID Everyone was online so Facebook had lots of additional real estate and lots of more eyeballs. So the the cost of ads dropped through the floor. You leaned into that, and I absolutely I love it. I think that the the messaging there that we can all take away from it is really interesting and really inspiring like taking your skills from elsewhere and going hey, I'm new to email marketing. I'm not new to life. So I'm gonna I'm gonna sort of just roll up my sleeves and crack on with him. So yeah,


I think like one of the principles too is like it is finding people who are good at what you want to do, and then learning from them because we're in that experience and with email marketing, as we're gonna talk about here today as well. You know, I read before that happened, I took this 30 day free challenge about how to be an entrepreneur, because I was entrepreneurial as you're saying as an artist, but how to just translate that into coaching and stuff. Like that. And so you know, that's one principle I learned all the way is like you gotta find the people and the things you want to be great at find people who are good and just follow what they do.


I love that. I love that


as you as we getting started with this then pre joining our world and coming into the league and stuff like that. What did the emails look like that you were sending? What were you doing with it?


My emails were so sporadic and kind of non existent, honestly, because what I would do is at that time I was running challenges I do these massive counting three times a year, okay, I'm doing this and I'm gonna do a couple emails from people and then honestly excited to say how to ignore them for three or four months because I honestly didn't know what to send them. I was busy just you know, you'll feel okay. I tend to my paying customers. But then I've got to nurture these people. And I don't know how to come up with an email. And honestly, when you're in my first year or two, you're just like, I need to survive. So I've got to forget to make money. And I don't often think of the long term nurturing or just had no sequences to be like, Oh, this would be a great sequence that works to to keep people updated or to send them so it was really sporadic. And really, it wasn't until I found people like yourselves who, who had great templates and great things. I can be like, Oh, I can just grab this and you know, within 15 minutes, make up my own, send it off and keep nurturing people that I really got more consistent with my email marketing, because it takes a lot of energy just to get that ball rolling yourself. You don't really know what to say and what works.


So at that point what you mainly doing just your sort of broadcast type emails where you're setting them out. Did you have any automations in at that point, what sort of things looked like?


Yeah, and so I had tried an evergreen webinar. And so last year was the year of trying to Evergreen but what I didn't realise until after the fact is you know, for a lot of people it was a really tough year for our online business. And because of ads were all messed up in 2022 my ad costs went up like 10x and so so it was really hard to try to automate something that year when things were so high I'd wise and apple and then we're figuring out all their stuff. Now my ads are great. So I'm really like super up more excited about all my marketing. But yeah, I'd really tried to make an evergreen webinar work at that point, but just did couldn't make it work at that time. And I think a lot of it was ad costs. And a lot of it too is just, you know, trying to figure out my emails and copy and stuff like that.


I love it. So you come into our world. How did you listen to the podcast and join the League? What was the what was the I was trying


to think of how I found found your organisation and I'm not sure I think it was a search it must have been SEO search because I never it wasn't their podcast or through any like that but I I think I was searching email marketing because I really wanted to create great sequences and you know we'd see these pros that probably have million dollar copywriters and I was like, oh, their emails are great how do I make something like that without paying that much like a million dollars? And so I think I was SEOs and somehow came across your membership webpage which immediately you know, the word stands out for you. I was like personality, and I was like okay, having to test a mind reader like what what is this? That's really interesting, and even the colours and obviously your branding and your copy on your page is just amazing. So he's got a personality and I want my emails that personality. So there was something there that when I really needed it was this I was like I want to have flash sale because I've had a bunch of leads come into my world through webinars sign up for something but they haven't converted. So because when money's a bit tight, I'm like, What can I just do to do a quick win here, and I was trying to find flash sale. And I was like, who's gonna do a flash sale sequence? And I'm like, Oh, there's one included in this academy. And there's also so many other great stuff. I'll check this out. Yeah.


So that was a very specific thing in mind, right, which is unusual, but you came in it wasn't like, oh my god, everything's a mess. I need to figure it out. Which what lots of people do. It was Oh my god. Everything's a bit of a mess and I really do need to run a fire sale. So my question really was what's the first change you made? I guess the first thing you did though was to run this fire sale right came in all guns blazing fire sale. Yeah, so


this was kind of my test. You know, when you would like to invest in something obviously you think it's gonna work and let's try it out. I'm as you can see from my first launch of the business, I'm somebody's like, let's try it out and see how it goes. And then I was like, Okay, well, I've got a good flashlight, which is a great way to try out the league and see if it's actually works for me or not. So I took the paparazzi campaign, which is the earliest 40 sequence about six emails, and I sent that out to my list. By the time I got a list of like, nine or 10,000 people which is a good good sized list, a lot of them didn't buy that's the thing was frustrating is I've got a big list, but they're not buying so I don't even in the past send out campaigns like three days special or something like that. And I just would make like 100 to $200 and it's like, what am I doing wrong? So I just took the templates and make them minimal and did a little tweaks. So the four day sequence and within four days, I just didn't offer for my $47 membership, and they could join for a year as well as just your 40s making about $4,400 4460 was a total and so I was like oh that's like four times the costume like a year's worth of leaf membership is made in four days. Like that worked out really well for me. And even I was looking at some of the stats and what I noticed, especially about the emails, like honestly, that's my way personally, but the open rates on my emails were incredible. They're like firing the most of my stuff and that's really important. So I was like, okay, I can even dive into all the content guys ran one quick thing that I needed. And this worked out really well for


me. Amazing, amazing. I love that I love that you go I mean, just imagine for you going from our run campaigns on my own in the past, and they've resulted in 100 to $200 sales. And then you run this and you get four grand, just over four grand. The difference in just the psychological stacking and just using using what works is incredible. And I love the fact you just came in and we're like, let's let's just do it. Let's just have a go. And I think one of the things is entrepreneurs actually would just earlier on today, we were just on a call with a bunch of our members doing a hotline call, which we do twice a month a group coaching call, and a bunch of we're talking about we're all over thinkers, and we're like, you know, over thinkers unite and the true unite and the truth is we've done the overthinking for you Rob and I are amazing overthinking when it comes to these campaigns together. We've already done the overthinking Well, we have made it watertight on that what happens if this what happens if that and there's loads of things, half baked ideas in our heads of stuff with campaigns, we might run our business on point, but they're not robust enough. They're not watertight, they're not airtight yet so you don't get them to the stuff that's in there. If you just go I'm not going to overthink I'm not gonna try to understand every single thing about email marketing before sending an email because the truth is sending a half good email is gonna get you better results than not sending a perfect email. That's just that's just the facts, right?


Yeah. Anything I've learned in this short journey of in the coaching world for two or three years and had you know multiple six figure business blessed with that and just like off the get go, is trust people know, like trust people have proven track records and just trust that they know what they're talking about. Because that's always done me well, there's so many times where I'm like, I'm uncomfortable or this feels wrong, or you know, there's something in me that's resisting it and you have to remind myself, just it first of all, is experiment to just try things, see how it works, see if it works for you. But really trust people who have a proven track record, you know, success leaves clues, I remember who will turn around provisionally, but it's like just follow the people who know what they're doing and try to implement it in a way that feels authentic to you.


I would love to hear about how you felt or how you've got what your transformation is, on your feelings around your email marketing, right? Because beforehand, you're like, I don't really know what I'm doing. I'm sort of forgetting about people and focused on just serving customers and bringing that instead of totally gonna. How do you feel? Just tell us a bit about how you feel about your email marketing and how it is now? Yeah, I


mean, there's definitely more confidence and the confidence comes from taking action. And as I said, testing so it's kind of funny story when enjoy the Kevin rocked and your emails, the one email one subject line guys 69% open rate, which usually I get like a 30 or 40. Wow, that's amazing. And another subject line got a couple people offended which was so funny. It was it was one that said, I'm not saying you're old, but like new subscribers, that was just they're just new and it's about the bad guy, some older people. Like just so you know, a couple people are like, offended I think that's so funny. They don't put the humour in it but but I was like, that's just good to know you know, I can tweak that maybe a little bit more to my style. And so like some things were about the BAP other things just like okay, well let's just figure out just a little tweak to make it more from my voice and, you know, I work with artists songwriters, they're more sensitive than probably if I'm selling out the business people or, or certain demographics. So you take the key kind of professional principles and working principles and just tweaking for yourself but doing that makes me feel confident. That's like, you know, they're getting on subscribe and you want to do it but it's like part of life. And you you see the open rates, you see the results and then you feel more confidence in terms of like, you know, when you follow people who know what they're doing, then you feel like they're doing I remember I should teach this in my webinar for artists but it works for everybody. You know, it's not that people aren't talented or like that insecurities, hold them back. And so they didn't have a proven plan or proven like roadmap for what to do. Because when you get the step by step, here's what to do with your email marketing or whatever your coaching, then you get that confidence is like, I just need to do this. And it'll work you know, then I got more confidence.


Yeah, yeah, absolutely. So for people who are listening to this, what would you say is the one thing you've done with email that's had the highest impact and everything you do has made the most difference?


I mean, I would say, getting great templates and then putting my own heart in my own voice into it is important, powerful match because I've also in the past, taking some templates and been like okay, this is what they say to do. And I just like, copy them. Exactly. And then I found that it didn't work as well. But when I've taken proven templates, and then put my voice make sure just having that feeling of authenticity through that when you read the email, there's nothing that feels like oh, I wouldn't say it. I wouldn't say that because you're having conversation with people through email. So yeah, these are the templates and your provides so many great stuff that, okay, here's what they're doing. But like some of some of your, you know, punch in the face lines don't work so well for my community. So I just take, you know, the mindset behind that and put a bit of more gentleness in it for my creative, sensitive songwriters. And, you know, they'll hurt their feelings too much. But then it just works, you know? I'm still using all the principles and mindsets and philosophies that you're teaching in the league, but then making sure it just feels authentic to me as I would talk to my people. So I think the powerful link of those two things is really what changes the game.


I love I love that. So what are you gonna be doing next? What's your next piece of project work with your email marketing


Yeah, so um, that's kind of one project that probably you know, has a bunch of maybe different aspects to it but so I wanted to automate my my webinar. I've been doing live webinars at the start of the year and even right now I'm kind of on a couple week break back to Canada, because I've just become a bit burnt out running live webinars. That's why email marketing is so important because especially with the automated sequence, which will help so much with time and energy management taught me that I need a great email sequence I'm gonna automate it and be less last person alive. So building up an automated stuff or something emails you have and then also I run a membership so I think y'all created a new one for people upgrading your membership and you know, keeping recurring things going. So I'll be building that up as well.


I love it. So with all of that, do you ever feel like some people from the outside and some people on the inside too can feel like oh my God, there's so much to do in your email marketing and there is so much you can do you don't have to do it all but like, do you feel like it takes over your life and it's taken too much time? How do you deal with that because there is so much to do. How do you deal with the fact that you could do lots of things, but you don't have 24/7? To do it all because you've got the rest of your business to run like the rest of us?


Yeah, I think for me, it's for me, like, where's the priority? Where's the biggest ROI Right Now, in terms of my email marketing, and also just realising that it's an investment with like, anything else, like you're investing time into investing time into this automated webinar, and the email sequences and all and other follow up sequences as well? Like there's like 30 different emails that have built in and tweaking, but it's like, yeah, there's some work upfront, but then if I can just automate my sales process for the next two years. I mean, think of how much time and freedom that's going to allow me just assume peace of mind that money's coming in that then I can focus on other other things, more vacations, or, you know, I could post a bit more on social media if I want to, you know, there's just options there. If I take care of the bread and butter like my business is rolling with creating emails, which I mean, email marketing is the backbone of your business. Like if you don't have that settled you really need to look at what you're focusing on because else you selling I mean, enter. Anyways, I'm going to the tangent of what I didn't have to but I'll just say it for me, email marketing is just so valuable. So you might it might take some time to set things up or to write people but it's really one of the best sales you know, and value gives you can give


to people I love. The way that I often think about it, it's like an investment like you got to invest time you'll invest maybe some money you can invest right now in this email engine or in writing all these email sequences, but they will pay you not just today when you send them but if you automate them, they're gonna pay you next weeks next month next year. There's the sequences in our email campaigns that we have not even looked at nevermind changed or resend for years because they're just running new people are getting them at automated at the right frequency that they should be. Is there anything you think that people should know about this whole thing? That we haven't asked you


about the email marketing thing? Yeah. I mean, I would say from what I've learned to this dive into it, and again, just like with what I've learned in business, because I had a great start, I thought everything would just work for me all the time. It was a newbie thing, you know, like I rocked this first challenge. I'm just gonna like fly and


everybody else wins in our bout.


Then, you know 2021 mid 2021 Like I mean my business last year, and it was almost right before I got connected with y'all. Oh, there was a point where I'm like, I don't know if my business gonna survive 2022 Because my ROI is not work. It's just not my business isn't working anymore. All the marketing. And so you really need to find people who are good at what they're doing. You get that your email marketing going. I mean, that helps so much. And just even when you're struggling to have $4,000 just pop into your bank account without any ad spend, you know, through through emails we're using is a great way of thinking of it, isn't it? I mean, that was a great way that I could just even use that and then it's not important. Now if you compound that into like him and the momentum answer that and they'll make more, you know, you can have that little bumpy needs three new marketing, but I think I stayed away from him for so long. Because I had like maybe compared to some new we started a pretty big list of my challenges starting out. So even with a list of like it's an invalid people. I was like, I'm not making money from it, because I just didn't know how to use it. And I have no tools to send nothing probably, I can feel like confidence because I don't want to spam people. And especially I mean, I'm an artist, I'm gonna myself, so I'm kind of sensitive, when most people probably are, but it's like, I don't want to annoy people. I don't want to, you know, send them emails or they're gonna unsubscribe from but it's just like having that those those proven, you know, templates and also just principles that y'all teach that really helped me like, you know, I'm offering value to people. Here I was gonna unsubscribe, this is life, but, but there's a tonne of people out there who love what I'm saying.


Yeah, I'm loving hearing about about your journey and about your story. I like telling


him because I hope we can help other people who are maybe stuck in paralysis and and even the fact that you know, if there's some people listening to this, who are, you know, a small list of couple 100 Or you're just starting out with email marketing. You know, take me as an example, you go from early on No, no subscribers. See you then, you know, 50 grand in a month in my business and then, you know, passing the six figures in eight months and then and then finding the murky waters and then realising how do I intentionally do what I do, which is finding pros in my email marketing and copywriting in sales and the things I'm doing and then you know, intentionally getting results rather than just by accident. I


love it. I love it. If anybody wants it, I'm sure they will want to go and find out more about your journey, what you're doing and what you're up to. Why is the best place to come and check out all things Brad?


Yeah, I mean, the best way would be Instagram is just Brad Gould. So your ad Gu LD. If you want to connect into my coaching world, the best way would be it's called Christian music workshop. So it's just a free workshop we offer you can get in and get a sense of my coaching and then on Instagram it's the same handle there at Christian music mentor. If you want to be personally Brad Gould is the best manager in there.


Absolutely love it. quesa thanks so much for being on the show. Brian, everybody absolutely amazing. I love these conversations. Rob. I flippin I just get so buzzed by Anyway, before I get all emotional and cry on the podcast. Let's go to this week's subject. Line of the weak subject line of the week robot we got


this one is the word appalling in uppercase word service all in lowercase with a full stop on the end so appalling service full stop. It's funny, isn't it? You know how you only ever I am anyway, you won't ever leave bad reviews for people you don't need the good ones, you know and take them out with the exception. You know, I do and most people don't. People want to know about the bad things more than the good things. That's why newspaper headlines are always so negative. And so that worked really well. He wanted to find out who got the appalling service. Where was the appalling service? What was the appalling service loads of questions


about this week's subject line of the week subject line of the week. Thank you so much for listening to the show. What makes you do hit the subscribe button on your podcast player. We'll be back next week with another brand new episode. We'd hate you to miss out on it. So hit subscribe and we'll see you then.