Focus on the transformation, their life, focus on their benefit, focus on where they’re going to be and how they’re going to get there
Email marketing mistakes
Mistake #1
Getting leads or email addresses before having a sequence in place to take them on a journey. collecting an email address from a beautiful human being. Before even knowing the journey you’re going to take them on or building that journey or taking on them. I E I call this hoarding attention and burning your business, hoarding attention and burning your business because you have to remember that in the moment that somebody makes the decision to give you their email. You have their interests. you have them at the height of an emotional experience and they’re like, Oh my God, I’m in. And then crickets sign up for my newsletter and then they never get emailed. Sign up for my lead magnet. I’ll send it to you once and then disappear, sign up for this giveaway, which you should never build an email list with that
You need to know where your customers are and where they are going to go and how you are going to get them there before they ever give you their email or else you will create reactants and keep them stuck. When you give a promise to somebody, when you get their attention, when you enroll them in into what it is that you have to offer, and then they give you their email and that at the height of the experience, you have it and then you disappear. You have conditioned your subscribers and customers that you don’t show up consistent. People want to feel safe. They want a routine, they want consistency. They want trust. And you have to give that to them or you have to set expectations about what’s to come. But if you make a promise of sign up today and I’m going to help you with this, and then they don’t ever hear from you again. guess what. You are conditioning them that you’re not consistent. You’re not going to show up daily. They can’t trust you, or you’re not there to deliver and they can’t do anything with you. it creates an anti-marketing machine.
So you have to have a sequence or a journey designed in place before you ever get the email. Even if that journey is not delivered on email. You might be collecting emails to put them into a Slack channel or into a Facebook group, but you’ll have to know the next steps to deliver it, regardless of if you’re emailing them again
Mistake #2
Mistake number two is when we’ll send follow up emails that are immediately transactional without first delivering on the promised value. How many times have we gotten this? We go personally, give our email to somebody, Hey, sign up to receive our 10 best smoothie recipes you can make in five minutes or less. And then we get the email and there’s two sentences about helping me make those smoothies. And then five emails trying to sell me a product or sell me a service.
You should never, ever transact before transforming. If you give somebody your word, if you make a commitment, if you say I am your leader, I am your guide. I’m going to help you go from A, to B. You can’t interrupt them in the middle of the journey and be like, Hey, just kidding. Now you have to pay me. You can’t do it. You have to protect the journey.
There’s a reason people have free trials. There’s a reason people let you try things. There’s a reason that mattress companies send you a mattress with a 90 day guarantee. There’s a reason that your lead magnets and email gathering should complete a journey or give them a winner momentum. Before you try to get them to commit to marrying you for life because it works. It creates momentum. It creates trust. It actually helps them become a better customer. So the mistake that I see is people send transactional emails without ever delivering on the promised value. And that’s a big mistake. You’re actually hurting your business. You’re hurting your chances of succeeding and you’re overwhelming people more
Think about it. Most of the challenges that we have with email marketing converse, be solved by looking in the mirror and asking ourselves, is that how we engage with emails at how we would engage with the email? You have to transform on the promise. You have to earn the right to escalate them up a ladder. And the truth is this is one of the secrets, but it requires patience, intention and intention, intentionality, and heart
Mistake #3
People try to sell the modality rather than the actual benefit they get from it. You can’t logically sell people, features don’t create results, features, overwhelm people. Nobody has changed their life by being like, Oh yeah, that’s what it looks like on paper. They have to feel it. They have to be enrolled. They have to know what the benefit is. We have to stop focusing on the transaction of the sale and focus on the after state focus on the benefit, focus on the story, focus on the transformation that people are going to achieve through what is you have to offer.
You have to go deeper than the surface. there’s a reason you hear things like story sells. People do not buy iPhones because of the feature benefits stack. Half of us don’t even know what all that tech means. That’s why Apple doesn’t run commercials talking about the tech in the phone, what the processor is, what the memory is. They use it sometimes, but they’re showing how easy it is to take pictures, how easy it is to be a videographer, how easy it is to buy. How easy it is to edit how they’re focusing on the after state, the transformation, and when it comes to email, when you’re emailing people, whether you’re trying to gather emails or you’re trying to get people to open your emails or engaged with your emails, you cannot be robotic and focus on the transaction and expect the transformation.
You have to focus on their life, being better on their business, being better, their emails, being better, their customer journey, being better, their team culture, being better, their energy being better. They’re sleeping better, their relationship being better. You pick it and you can sit her all day and you can tell me that college and helps you with hair, skin, and nails. And not that many people are going to buy, but when it helps you and your joints not hurt for the first time when it’s tasteless and you can add it to your coffee and you’ll recover faster and you’ll have more energy. And for the first time you won’t have to wear a knee brace and the elasticity in your skin will come back. So your wrinkles will go away and it will make you feel youthful and give you energy.
Go look at the marketing that works on you. Go look at the things that get you involved. When we focus on the transaction, quote unquote, and we focus on the features, we make it feel hard and overwhelming, and it actually makes it harder for people to achieve it. When we focus on the benefit, they can feel it. They know what it’s going to do for their life. It gives them this fuel that pulls them out of where they are and actually moves them forward one step closer to their goals. And so those are the three biggest mistakes that I see people making when it comes to email. Fourth bonus one, please do not build your email list by doing giveaways. Focus on the transformation, their life, focus on their benefit, focus on where they’re going to be and how they’re going to get there. helping a human being complete something is 10 times more valuable than trying to sell them on something when they’re incomplete
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