Having a healthy email list is one of the most important things that you can do. And by healthy, that means only allowing the right people on your list that belong on your list
Transformational Email Marketing
Email’s the backbone, it’s the invitation to get into people’s world. And so, as I said, in the intro, I get asked a question like, How do you build an email list starting from zero subscribers? And so I thought about this and I said, what can I outline? What can I create on how to build an email is starting from zero but also applies to your first hundred, your first thousand, your first 10,000, a hundred thousand, or if you already have a list, how to continue to grow it.
And so I took some really, really deep time and I outlined this and I’m going to walk you through this right now. But before I get into how to actually do it, I have some rules for you to keep in everything that you do moving forward. And so I made this big note on my iPad right next to me, and it literally says, do not do these things. No matter whether you’re just starting out or you’ve been doing this for 20 years, this will not help you.
Secret, Tips & Advice
Number one, do not collect emails just to hoard them. Do not collect emails just to hoard them. I watched people do this all the time, and it’s really horrible. When you start to think about the human psychology of getting somebody’s email, you normally get somebody’s email in exchange for something of value or an energy exchange or a promise, and people collect it without designing the backend or the journey they give one quick dopamine hit.
Then they disappear for like three months or three weeks or however long. And that’s just the let-down that time. When somebody gives to their emails, a prime, emotional state to build a deep, connected relationship to set the paradigm and the touch point. And that doesn’t come from collecting and hoarding emails and doing nothing with them until you decide you want to lose the list that just costs you money and it costs you that relationship do not. Collect emails just to collect them. Nothing you do in your business should be accidental. Nothing you do in your life should be accidental. Email is no different. If you are going to collect emails, you need to follow what is outlined at the end of this podcast. But right now I’m going to cover the do not. So do not collect emails just to hoard them.
Number two, whether you have an email list or you do not. You must protect your email list. Having a healthy email list is one of the most important things that you can do. And by healthy, that means only allowing the right people on your list that belong on your list. Not falling into the fact that I have a big email list and it’s going to make me money, or I can tell people I have a hundred thousand people. I don’t care. If you have a hundred thousand people if 99,000 of them, aren’t your customers and you can’t help them. And it’s just an email that you’re paying for that’s not genuinely helping them and it’s just distracting them in their inbox and pissing them off. Keep your list healthy. You have to protect it, which also starts from before you build it. Or from this point forward, as you build it, asking yourself, do they belong on my list? Is this something that should people get people on?
My email list is this the right audience? Is this person. Going to be in my business or somebody that I can actually help or do I need to think deeper? Do I need to refine my offer? Do I need to refine my lead magnet? You have to think about this, having all of the wrong people on your email list. Doesn’t do you any good having people on your email list that don’t open or don’t click or aren’t interested in what you have to offer don’t work? Which means don’t do giveaways. Do not do giveaways. I can think of one out of a hundred times where a giveaway is an effective way to build an email list. And one of them is if you run like a couponing site because when you do stuff, giving people away. They expect free things and giveaways will get you a ton of leads. But think about it. When was the last time you put your real email into a giveaway? What was the last time you gave your real email for some free thing? Most of us use burner emails or fake ones, or we make them up or ones we don’t use anymore. And I can’t think of one time I’ve ever given my email in exchange for like a giveaway or winning a prize and been like, now that I’ve given them this, I’m so excited to read their content and develop a relationship with them very rare. And it’s always transactional. And so my recommendation is don’t do them. And I used to do them. I built a big email list, a couple of hundred-thousand people with giveaways. And after five years, I actually started over because none of them were really sustainable and it wasn’t the right context. So keep your list healthy, protect it, and do not do giveaways ready.
This one’s a big one. Do not buy an email list. Did you hear me do not buy an email list if you can buy it? So could everybody else. And I hate to tell you, but arranged marriages do not work. And that is what buying an email list is. It’s buying a relationship that somebody else built. However, they decided to build it, whether spam or real. And then it’s being sold to somebody without their permission. And then you expect that you’re going to be able to just slide in and build a relationship with them. It’s poison. It does not work. Do not buy an email list. Now those are all the things that I said not to do. And I’m going to wrap these with also don’t over-complicate it. And be specific. You can serve people. But you can’t serve everybody. I don’t care how good you are or how to build your businesses. There is not one business that has every customer in the world. You have a specific skill set, a specific message, and a gift and offer to where you are right now. And that is a lot further than a lot of people that you’re going to help. And so you need to find those people that are there, that you can help get a win, but you can’t solve everything for everyone at every time.
And so you must be specific. You can get emails without specificity. You can say things like sign up for my newsletter. I don’t think those are good ideas. I don’t let my clients use them. I don’t let my company uses them. I want people that want to read emails. I want people that want to take a journey. I want people that want to use my product and want to use my service because those people get results. They pay me more money. And then they tell all their friends that they’re using us because we’re helping them achieve their results. And then they do my marketing for me because there’s actually substance and depth there. If somebody just wants news drops, they can go follow me on social media. But if somebody wants a relationship and a journey, which is what. Email is us using it to take people on a journey and design a journey for them and help them accomplish their goal. So they trust us, they feel safe with us. They escalate up our value ladder. They become our fans, our advocates, our best customers. They bring all their other ones in, then it has to be done intentionally. And so I don’t want that just, Oh, I’m just here. I’m just here now. I want committed people. So those are all of the things that I think you should not do.
One of the things that I’m passionate about is email. And we have an email program that is 12 years of my life in it, and it’s called the eternal flame method.
So if you’re interested in it, you can go to theeternalflamemethod.com and jump on our training. I’m either doing the webinar live or it’s an on-demand one, and I would love to have you, and that’s all I’m going to talk about it. But here is where I broke down into eight steps. Eight steps on how to build an email list starting with zero subscribers or how to take my email list from where it is to the next level, because it all applies or how to audit what I have and start from scratch from there with a good base and nurture these people moving forward.
So step number one is you have to understand yourself before you can collect an email. And this is why I teach the lighthouse. I teach us in our Facebook group, I teach us in our lighthouse method course. You have to know yourself. Your lighthouse is knowing why you do, what you do, what you do, and how you do it. And if you are not clear and can grow it, you cannot get somebody’s email. Cause you cannot take them on a journey because they cannot trust you. You cannot consistently market yourself. And so there is nothing there for them. And so step number one, to building an email list, starting with zero subscribers or taking yours to the next level is either becoming really crystal clear on who you are.
Why you do? What you do? And how you do it? Or auditing who you are and make sure who you were when you started your email list is still who you are and in kangaroo and or if it needs some refinement to be crystal clear. So step number one is you must understand who you are. Step number two is you have to know your audience better than they know themselves. And this is what I teach in the captain’s assessment. Also in the free Facebook group, this is the captain’s assessment. And one of the mistakes that people make is they only think about what people think. I need you to understand what your audience feels thinking is great.
You can speak to them with their thoughts, but all of their decisions are emotional. They’re not logical. And so it’s cool that you think, or that they think they can’t start their business. They can’t lose five pounds, that’s awesome. But if they’re thinking their way out of their thinking, they’re not going anywhere, but when you understand that they think they can’t lose five pounds, but they also feel helpless and scared and alone, and like a failure and not good enough, you really, really, really understand them. And you understand how to speak to the threads that will pull them forward to be able to guide and lead them. So, step number one is you have to understand yourself. Step number two is you have to understand your audience. And in that captain’s assessment, I teach it on three levels. I teach it in the rocks, the reefs, the Shoals, the rocks, or the surface stuff, right? The logic, the reefs are the feelings, the internal stuff. And then the shoulder, the paradigm looked at deep-rooted beliefs. Step number three. Is you must, and I mean, you must design the journey you want or need them to take from where they are to where you can take them.
There is no point in giving away something as a transaction, just to collect an email. I don’t care that you have five recipes. Don’t give me five recipes and expect me to wait around for 45 days or 60 days for them to you to email me again when you decided no, if you’re going to offer me five recipes, you know something about me, you know, I’m interested in smoothies, you know, I’m interested in saving time. You know, I’m interested in learning how to cook. So design a journey to where you can help me implement what it is that you’re going to give me whether it’s an assessment or a call or a recipe guide or a workout program or something you cannot help anybody. Unless, you know, the finish line that you’re taking them to and you can’t tell them to start the race until you have clearly charted the course.
And so step number three is you must design the journey you want slash need them to take from where they are to where you can take them. That is extremely, extremely important. Now, one caveat, there is a way to build an email list in the beginning by just gathering information by utilizing it to gather information but even then you still need an incentive to get them on your email list. And you must design the journey because if you’re getting them on your email list to. Get information, then you’re going to have an automated email or a phone call scheduled, and you’re going to have to create a journey for after. Are you going to give them the results? You’re going to follow up with them. Where are you going to guide them? You have to close all these containers. So a journey is something that has a starting line and a finish line because human beings cannot move forward until they complete something. And so part of your email gathering, whether you call it a lead magnet or a journey or an exchange for a call is you have to design a complete journey before you can get somebody to send up for it that whole like, so a parachute, once you jump out of a plane, good luck. Let me know how that works for you, or I’ll learn how to fly on the way down while we’re human beings that don’t work. Please don’t try it because you belong on this planet.
Step number four is that after you do all that if you decide that email is an effective way Because email is not always an effective way. Video calls, audio calls, sometimes social media, Facebook groups are more effective ways to deliver what you want. And I’ve built a multi seven-figure business with no email list. You do not need an email list. You should be asking yourself as an email or an email list, the most effective way to deliver what I have to offer now, so I think everybody should have an email list? Yes. But need and should are two different things.
And so I’m saying this because I don’t want you to just go build something to build it, do it with intention. It is something that I think everybody should have because it’s the backbone of your customer journey. But if you tell me your whole job is just to generate $10,000 a year in bonus income, I don’t need you spending hours and hours and hours a day trying to learn this.
So you have to make sure that it is you need. You don’t “need one” but I think everybody should. And so when I say that, make sure like you’re in a place where you’re ready to design this journey. You’re in a place where you’re ready to generate revenue. You’re in a place where you’re ready to build a business. If you tell me you don’t want to make money for the next six months. Then I don’t think you should go build an email list that you’re gonna have to pay for and design and sink in unless you’re really ready to sink those costs in. And you’re really crystal clear.
And so I think everybody should have one because it is a way to have a direct relationship and leader relationship with your customers. And so make sure that you’re ready. So step number four is if email’s the path and you need an email service provider. I’m not affiliated with this at all. I am not paid for this. I’m not a spokesperson, but I only recommend ConvertKit. I’ve been using them since day one, since they came out, I’ve used every other platform in the world. If you want to link in to check them out, go to mindofgeorge.com/software. That’s where we link all of the software we use, but convert kit, in my opinion.
Is the email platform to choose 99.9% of the time times without a couple of caveats. And yet I’ve still figured out a way to use ConvertKit it’s the easiest, it’s the most simple. They care about their customers that it’s made by creators and people like us, Nathan, who founded the company, run it with us in mind. They make it better for us. And so once you decide, email is the path. Which it is the path, but I want you to remember that distinction that email’s the path and you’re ready. So to clean this point up a little bit, let me be crystal clear with a summary. When I say number four is emails, the path you need.I say is email the path you’re ready to take. So make sure you’re ready. Make sure you’re ready to collect emails and design the journey and to be able to put the time in to build this relationship. And it’s not a lot of time, it’s just intentional time. And so just make sure you’re ready. And then when you are, you can sign up and convert it as a free plan as well. mindofgeorge.com/software
So then once you’ve decided email step number four, that emails the path, then you go to step number five and you need a tantalizing offer to get their email. So, let me be clear. Step number one is, you know, yourself, step number two is you understand your audience at a feeling level, step number three, you’ve designed the journey that you want them to take.
So you know where they are because you understand them, you know who you are and your skillset. So you know, where you can take them, which is the finish line. Email is the path that you’ve decided. So now you need a way to get them on your email list to take that journey. And so what’s the tantalizing offer. Not sign up for my newsletter, but if you know them and you know yourself and it’s like, Hey, you know, give me your email and I’ll help you lose five pounds in seven days. And you design that journey. Give me your email. I’ll give you my three-step process of building your company. Give me your email. I’ll give you my 10-minute nighttime routine for self-care. Give me your email. I’ll help you in five minutes a day. Learn how to meditate. You have to understand their feelings because logic will not get them in. They have an endowment to their current state of being, and you have to have an emotional pole to get them to stop what they’re doing, to try something new and so speak to those feelings.
And so you can think about like, I’ll teach you how to get more done in your day to have more self-care without feeling guilty and losing sleep. After you put your kids to bed. And I’m being really facetious right now, but you see these headlines all the time and you have to ask yourself, what would it take for you when you were in their shoes that you understand to go from where you were to create space in your day to create a new habit or try something new, to try to get a different result. And how do you do it simply put right? And we don’t want to overwhelm people. And remember we’re not collecting emails just to collect emails, we’re collecting emails to help them deliver on the result. And I’m gonna tell you why. If you get somebody’s email in exchange for a promise and they don’t achieve the desired promise, they can’t buy anything from you.
If you get somebody’s email and you deliver on the result that was promised, they have no choice, but to eventually buy from you because you actually kept your word and built a relationship. So when I say don’t collect email, just to collect email, that’s exactly what I’m talking about. So step number five is you need that tantalizing offer to get their email. Don’t overcomplicate this. It could be a Google document. It could be one video that you create. It could be a series of short emails. It could be getting their email in exchange for a 15-minute call with you and you give them a prescription at the end of the call.
Don’t overcomplicate it. But while you have to ask yourself is what the after state is? Where’s the finish line that you’re promising them. And then the journey you design is what’s going to get them there. And then you exchange email for that. Step number six is you must have a home to guide them too. So this is a place to collect their email, but things are different than they used to be. When I started this 12 years ago, you don’t need a website. You don’t need a landing page. You could use a Google document. You can have them text you a link. You could use a many chat sequence on Facebook. You could do it manually if you want, which I still do. I still manually add people to my email list because they’re the right people. But what you need is you need a place to input or collect their information. I don’t recommend doing it manually. I recommend having a form, but you could send them a Google Form. And that Google forms or get their email. And that would automatically add them to Convertkit was Zapier. You could use Convertkit and make a form and send them a link to the form you could use convert can to make a landing page and send him a link to a landing page. Or you could build a website with an about me page and content and all these different things or. You could have a link to the form and put it into a Google doc or put that link to a form in every video you create, or put that link to a form in a Facebook message or use Manychat, get their email via Facebook message and have Manychat through Zapier, send that to Convertkit. The how is really easy. You just need to have a place to collect their email. I recommend making this as simple as possible and where that is built, depends on you and your business needs and your goals. But I’m going to tell you right now, if you’re doing this and you’re getting on calls with people, I would highly recommend having an application. So, you know, information before you get on the call.
So step number six is you have to have a home that got them to step number seven. Now you have everything that you need to take them on this journey. You know who you are. You know who they are, you designed the journey, you figured out the email was a path or collecting emails, the path you have your tantalizing offer. And so you have all the things you need to deliver. So now you just need people. So then you have a place to collect that information to deliver. So then you have to leverage the existing resources you have. Step number seven is to leverage the existing resources you have. You have your own personal contact list, your own personal email, you have social media, you have friends that you can help, who can then invite their own friends. You have Facebook groups that you’re in. You have comment sections on Instagram. You have DMS, you can slide into, and you have to leverage everything in front of you to start getting momentum. You have a lot of things around you. You have the coffee shop, the gym, you have. Access to humans everywhere in your life. And these beautiful humans are the people that are going to give you their email in exchange for what you have to offer. So get creative and find people. You don’t build a million-person email list overnight. You don’t build a hundred thousand person email list overnight. No matter how you slice it, you build it one by one.
So find people one by one, connect with them. Tell them how you’re going to help them and then collect their email and deliver on your promise. And then step number eight is you get to start sharing parts of the journey so that you can help people before they opt in. So if you think about it, you’re going to leverage your existing traffic, your existing resources, right? And then you’re going to run out of people. And so then you’re going to have to start helping people fall in love with you and trust you and learn from you. And so you pick your platform, but if you’re going to help somebody lose five pounds in seven days, and one of the things of the 10 things you help them with is drinking water.
You can start talking about water, going in other groups, talking about water posting on social media, talking about water. It was like, God, thank you for helping with water. What’s next? Well, come join my program. Give me your email, right? And so when you think about steps seven and eight, leverage the resources you have and then start sharing parts of the journey. What we’re talking about is disseminating your message. Like I use a lighthouse, right? You’re just shining that light consistently over and over and over because you know who you are and you know who you’re speaking to. So you speak to them to help get them closer to you by achieving goals and being magnetized to you and engaging in what you have to offer and teaching them and helping them in all those different pieces. And then you utilize that to figure out what works and what doesn’t work, what gets their email, and what delivers on the results. And so when you think about traffic, you’re really limited. You have owned traffic, which is what you have in your resources. You have paid traffic, which are you going to pay for attention, or you have earned traffic anywhere where somebody else has an audience that you have access to. And then, of course, the people that you get can help you with referrals and incentive programs. And so then at that game, it’s a consistent game of shining your light over and over and over to find the right offer for the right audience at the right time to take them on a journey.