Marketing

[406] Mindset problems that can slow your audience growth

Ever felt that something in your mind is holding you back from growing your business and your online audience? Then you’ll love this podcast episode with performance and mindset coach Osmaan Sharif.

Osmaan explains the common struggles that affect our mindset as entrepreneurs  -and how this can get in the way of building our audience.

Discover why you need to know your entrepreneurial super power and how this will help you identify the parts of your business that you should be focusing on and what you might need to let go.

Find out how aligning your values with your business goals will motivate you and help you achieve your goals and what happens to your mindset when they get too far out of synch.

He shares practical advice that you can apply in your business to deal with overwhelm, procrastination and perfectionism. Plus how 90 day goal setting can help us move forwards in business.

As always I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast Shownotes

  • About this podcast episode (3:12)
  • About Osmaan and how he helps entrepreneurs with mindset (4:27)
  • Why mindset is so important to business owners (6:49)
  • Why a past corporate background can hold people (9:15)
  • Why big goals can overwhelm you and hold you back (10:44)
  • Why expecting too much of yourself can overwhelm you (13:08)
  • Why perfectionism will hold you back and (14:22)
  • How your entrepreneurial superpower can affect your strategy (17:11)
  • Why you need to focus on the parts of your business that you are good at (20:08)
  • What procrastination is really telling you about your business (21:40)
  • Why the wrong mindset can really affect your business (24:15)
  • Why being clear on your goal will stop holding you back  (28:03)
  • How ninety-day goals will help you move forward and focus (33:15)
  • Why shorter goals are better and flexibility is key for achievable goals (36:00)
  • How accountability will help you stay focused (37:15)
  • Why we need to align our values with what drives us forward (40:01)
  • How knowing your values and your goals will help you make decisions in your business (44:38)
  • Why we can struggle with what we think we should do and what we actually do (47:57)

Resources

Osmaan Sharif’s Rapid Transformation website

Find out more about your entrepreneurial superpower in this podcast episode:
[217] How to find your entrepreneurial superpower with Osmaan Sharif (podcast)

Sign up for my Daily Email

Join my Instagram Academy Course here

Janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333]  39 surprisingly easy ways to increase your email subscribers (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)
[405] The secret to creating bingeworthy content (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[405] The secret to creating bingeworthy content

Want to know how to create content people can't get enough of - just like your favourite Netflix show?

In this podcast episode, I explain why Netflix is SO addictive and how you can apply the same principles to your own content to make it SO irresistible, people can't wait to get their eyes (or ears) on it.

I also share practical tips and tactics on how to make your blog, podcast, Youtube show (or any other content you're creating) bingeworthy.

PLUS how you can get your audience craving more of your content.

As always I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast Shownotes

  • About my Build Your Online Audience programme (02:10)
  • Why routines, cues and rewards are important when creating bingeworthy content (3:55)
  • How we can learn a lot about our content from Netflix (06:05)
  • Why it’s so powerful to create content that becomes part of someone's routine (08:03)
  • How my daily email has become a part of people’s routine  (09:52)
  • How you can create bingeworthy content in your business (10:36)
  • How to create a cue and make people expect your content (11:23)
  • Why you need to create familiar content to create a routine for people  (12:41)
  • Why our brains love familiarity and how to use this to get people to love your content (15:20)
  • How to create the reward in your content by making it good and using shout outs (17:45)
  • How podcasters reward their listeners (18:50)
  • How to get people to crave your content (20:14)
  • How to use teasers to get people to crave your content (21:09)
  • How to create make your content bingeworthy on YouTube (22:36)
  • How to use clustering to make people consume more of your content (23:09)
  • Why you should plan your content in groups or seasons to encourage bingeing (23:30)
  • Tweaks you can make to your  content to see if it is bingeworthy (24:37)
  • About my Creating Bingeworthy Content Class (25:42)

Resources

Sign up for my Daily Email

[395] How to write addictive email copy with Rob & Kennedy (podcast)
[401] How often should you email your list (podcast)

Join my Instagram Academy Course here

Janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333]  39 surprisingly easy ways to increase your email subscribers (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[404] Five compelling reasons to email your list every day (or at least more often than you do now)

If you’re like most business owners I know the idea of emailing your list each day might seem crazy. Won’t people get sick of hearing from you every day? Won’t you lose all your subscribers?

I recently started sending a daily email to my list and, in this podcast episode, I share the surprising results.

Even if you have no intention of sending a daily email to your audience, this episode will give you ideas and inspiration for what to write in your emails so you can build a closer relationship with your audience.

This is probably one of my most personal podcasts and I share a lot of my business and what inspires me to write.

I’d love to know if it inspires you.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Here's five great reasons to email your list regularly with practical tips on how to get into the habit of writing every day and why it will make you a better writer.

1.You’ll develop a daily writing habit (which will help you get better at writing)

People often tell me they struggle with writing copy for their business. Writing an email newsletter, sales pages - or sometimes even a simple social media post - can paralyse them for weeks. And this isn’t just newbies. I hear this from experienced business owners too.

But like everything, writing is about practice. And the more you do it, the easier it gets.

My friend Kennedy started sending a daily email to his list because he’s dyslexic and wanted to get better at writing.

He’s been doing it for two years now. But if you read his stylish, entertaining emails, you’d NEVER guess (and, yes, it was Kennedy who gave me the idea for MY daily email).

Which is why developing a daily writing practice is such a powerful thing to do - even if (like me) you're already a confident writer.

I get up at 5am and make coffee. Then I write my daily email, then my Instagram post, followed by any social media copy, email marketing copy, Facebook ads I have to write. And - apart from a daily team meeting at 10.45am - I don’t do any meetings or coaching calls until midday. I just write/create content.

Why do I do it this way? Because I believe it’s easier to write when you first wake up - when your mind is uncluttered by the worries of the day and - crucially - there are no interruptions.

And while I never suffer from writer’s block (which is what 18 years in journalism does for you), I do write better copy when I’m feeling inspired.

Now I’m not saying you should get up at 5am every day and write a daily email, like me and Kennedy (who’s also an early riser). But developing a writing routine - where you write and/or journal at a certain time of day (ideally first thing) is one of the most powerful ways to improve your writing and/or creativity in general.

2. You’ll develop a bank of content you can repurpose into other things

Since I started my Daily Email in April 2020,  I’ve racked up a cool 13,000 words of copy that can be repurposed into social media posts, email marketing copy and Facebook ads.

I recently created a whole series of Facebook ads for my new Instagram course from ‘daily email’ copy - and a bunch of marketing emails. And I’d much rather have a bank of good writing to draw from, than force myself to write an eight-part email marketing sequence when I’m not feeling it.

In fact, I actually repurposed some daily email copy to create this podcast episode and blog post.

3. You’ll develop a deeper relationship with your audience

Since I’ve been sending my daily email I’ve been getting tons of emails back from people who resonate with the stories/experiences in my emails. Being more vulnerable and sharing some of the downsides of being an entrepreneur has resonated particularly strongly. For example, when I shared the contents of the email below, I got a flurry of emails in return from people who'd also had shirty emails from clients - so they could relate to my story.

Your emails are constant. Quite annoying. And very pushy. I buy your social media diary because it is helpful. I do not expect to be literally bombarded daily. And some of them are highly inapproriate, very 80's salesy (not how the world works these days) and even for someone who is all about the business and all about marketing and sales, verging on rude in their tone and somewhat patronising/look at me how wonderful I am, at times. Feedback I hope is useful. I will buy the diary again but please remove me from mailing and marketing lists.

4. You’ll sell more of your products/services

When I invite people to sign up for my daily email, I make it clear that I might mention relevant products/services. In fact I put a link to a product/service in pretty much every email. And people buy.

5. It’s a form of therapy 

I also see writing as a form of therapy. So while writing the daily is (I hope) helpful for my audience. It’s also a way of helping me process my experiences and emotions. Some people journal...I write my daily emails.

If you have kids or other responsibilities, it’s easy to tell yourself that you don’t have time. Or that it would be ‘impossible’ to find 15 minutes to write each morning.

But where there’s a will there’s always a way, right?

Podcast shownotes

  • About my Instagram Success Academy (01:26)
  • What inspired me to start a daily email (3:55)
  • How to develop a daily writing habit and why it’ll make you a better writer (5:55)
  • How to find the right time for your writing  and why you should make it regular (8:40)
  • How you can batch create your content for your emails (9:28)
  • Why you'll get better responses if you write about current events (12:15)
  • Why you don’t have to get up at 5am to be successful (13:38)
  • How to create social media content by repurposing your daily emails (14:21)
  • How I organise my content/topics and themes for my daily email (15:40)
  • Why you can’t force your writing (18:25)
  • How I’ve used my daily email copy in this podcast (19:28)
  • How sending a daily email can deepen your relationship with your audience (20:25)
  • Examples of daily emails that have created a conversation (22:05)
  • How sharing content that makes people feel something will connect with them (25:28)
  • How my daily emails have prompted  engagement in my paid membership group (30:11)
  • Why sending a daily email will help you sell more (31:32)
  • Why writing every day can be great therapy (32:33)
  • Tips for getting your daily emails right  (34:54)
  • Why you should always check your email open rates (37:35)

Resources

Sign up for my Daily Email

Rob & Kennedy Podcast

[395] How to write addictive email copy with Rob & Kennedy (podcast)
[401] How often should you email your list (podcast)

Join my Instagram Academy Course here

Janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333]  39 surprisingly easy ways to increase your email subscribers (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[403] How to build your online audience using competitions and giveaways

Would you love to know how you to build your audience using competitions and giveaways?

If you've ever wondered how to run a competition or giveaway and how you can use this to build your audience on social media - then you'll love this podcast episode - with Mark Simpson founder of Boostly and worldwide Facebook group the Hospitality Community.

Mark explains step by step how you can build your online audience by using giveaways and competitions on Facebook and Instagram

Discover how you can use competitions to get people from your Facebook page and onto your email list. He explains how to make your competition post go viral with clever copy and posting tactics. And how to make sure you don't fall foul of Facebook regulations by using the right copy.

Find out how you can use competitions or giveaways to build an audience in any industry and how you can use them to create a buzz when you're launching a new product or service.

Mark shares so much in this podcast episode including his tried and tested 5-day formula for creating and running successful competitions and giveaways on Facebook and Instagram.

Plus he shares the exact copy for Facebook and Instagram competition/giveaway posts so that you don’t have to create it yourself.

I hope you're as excited by this podcast as I am and I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About this podcast episode (4:35)
  • How Mark’s business evolved and how he started his business (8:02)
  • Background to Mark and his Facebook group (13:02)
  • Why competitions help the Facebook algorithm (18:23)
  • Why building Facebook followers through giveaways works (20:32)
  • Key things you have to do when running a Facebook competition (21:57)
  • Why the image is really important in a Facebook competition (22:30)
  • Why the first few lines of your copy are really important in your competition post (22:56)
  • Why you must get your giveaway T&C’s right (24:12)
  • How to be clever with your copy and get people to share your post (24:50)
  • How to choose a competition prize (and why it doesn’t have to be your product/service) (30:40)
  • How to think creatively about images (even if you don’t have a beautiful product) (35:30)
  • Why you must be present on social media after you launch (39:01)
  • How to get more eyes on your competition posts (and how much you should post) (41:09)
  • Marks 5-day formula for running a competition and what you should do daily (44:08)
  • How to get people onto your email list from your competition (47:58)
  • How to use peoples competition excitement to make a sale (49:23)
  • Why the competition strategy will work for building your audience (53:20)
  • How to use a competition/giveaway to launch a product or service (55:24)
  • How to access the dropbox folder with the competition templates (57:24)

Resources

Connect with Mark on Instagram

Mark's Boostly podcast

Access Marks FREE 5 day competition copy here: boostly.co.uk/janetmurray

Join my Instagram Academy Course here

Janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[378] How to use hashtags to build your online audience (podcast)
[379] How to grow your Instagram posts by 1K in 30 days (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)
[400] How to build a large audience for your blog, vlog or podcast (podcast)
[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[402] The surprising reason your Instagram account isn't growing (and how to fix it)

Are you feeling frustrated with your Instagram growth?

In this episode, I share the surprising reason your account isn’t growing (even though you’re posting consistently, using relevant hashtags and/or spending time engaging on other peoples’ accounts). and show you how to fix it. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

If you’re struggling to attract new followers to your Instagram content, you may think it’s because you haven’t nailed your strategy. You need to post more often/consistently. You need to find the right time of day to post. You need to find the right hashtags to attract your ideal/clients.

But while honing these strategies can help, there is one fundamental thing you have to be able to do to grow your following. If you can’t do this, you’ll struggle to grow your audience - regardless of any strategies you try.

So what is this magic thing you must be able to do?

You have to be able to connect emotionally with your audience.

Your content needs to make people stop in their feed,

And it needs to make them feel something. For example:

  • Empathy (because they’ve had a similar experience)
  • Amusement (because you’ve made them laugh)
  • Anger/frustration (because they disagree with you)

If you want people to take the time to stop and read your post. If you want people to hit ‘save’ or ‘share’ - or leave you a comment - it has to hit them right in the heart.

It if doesn’t, they’ll just keep on scrolling.

So how do you know your content is hitting the spot? More people will be liking, commenting on and sharing your content for sure. But what will really show your content is hitting the spot is when people leave comments like:

‘This really resonates with me.’ 

‘I feel like you’re inside my head.’

‘I was just thinking this earlier.' 

So how do you create this kind of content? Keep reading and you’ll find out.

1.Study your competitors’ content

Take a look at the account of some key competitors that are getting good engagement and growth on their account.

How are they engaging their audience emotionally?

Natalie Lue - everything we do is about making us feel better. So if we can make our audience feel better about themselves they’ll love us for it.

Lifestyle envy (personal/work)Hannah Otto, The Annaedit, Brand Stylist

Humour:  Alyssa Limperis, Simon Holland, Glitterbeards, Paul Flaart

Empathy: Matt Haig, Jamie Tworkowski (Jamie T), Helen Marie

Reassurance/encouragement: Boss Babe, me

Challenge: polarising content - don’t see so much on Instagram

People need to SEE themselves in your story - even if they haven’t had that exact experience.

2. Look at what’s worked really well for you (and do more of it) 

For example, I have a recent post, which has been shared 1, 106 times.

The image says: don’t take criticism from people you wouldn’t take advice from.

The caption is about how I get emails telling me I’m doing my email marketing ‘wrong’ - from people who don’t have an email list and/or have not successfully sold hundreds of thousands pounds worth of product/services using email marketing, as I have. Which is generally why I take their ‘feedback’ with a pinch of salt.

So why did people resonate so strongly with this post?

Because they could see themselves in my story.

Even if you haven’t had the exact experience I describe in the caption, you DO know what it’s like to have some know-it-all who knows nothing about you/your business give you advice you didn’t ask for. And you know how annoying and/or upsetting it can be.

Which means you can connect emotionally with my post.

What have YOU posted that has got an unusual amount of engagement? Take a look at those posts, analyse what worked (just as I've done here) and do more of it.

3. Curate content 

My best performing Instagram post to date has:

  • 2,663 likes
  • 5,920 shares
  • 28,933 impressions

PLUS it’s been saved 2,495 times, landed me 912 new followers and 90% of people who saw the post weren’t even following me in the first place.

Pretty mind-blowing, right?

Well here’s the interesting thing. That post wasn't created by me. It was a post I re-shared from someone else's account. In fact, only ONE of my ten best-performing Instagram

posts was actually created by ME (number 10 as it happens). The rest of the posts (including this one) were originally created by other people. I was simply re-sharing them.

In the last six months I’ve added 10k new Instagram followers and content curation (sharing other peoples’ content) has been a big part of my strategy.

The way I see it, there is so much great content out there already - created by people who are more eloquent, funny and/or talented than I could ever be.

So instead of dishing up my rather mediocre content, why not introduce my audience to the best of the best?

That way I can focus on giving them exactly what they need: funny, inspiring, poignant, polarising...whatever it is they need to hear at any given time.

Without having to come up with a single idea myself.

And in doing so, I’m not just growing my own Instagram account. I’m helping to grow other peoples’ too.

Which is a win-win all round, right?

Of course there is an art to content curation (including how to credit those whose content you share). Which is why I’ve devoted a whole section

to it in my new Instagram course, which starts in May. But not only can content curation save you tons of time...it can also help you improve the quality of your content. Which is why I’d love you to give it a try (tip: it doesn’t just work on Instagram)

Podcast shownotes

  • About my Instagram Success Academy (01:54)
  • Why you have to hit people emotionally with your content on Instagram (4:08)
  • Why your Instagram content needs to make people feel something to stop them scrolling (6:11)
  • Why your Instagram feed needs to look visually appealing (8:55)
  • Questions to ask yourself about your Instagram feed (9:50)
  • What your Instagram content needs to make people feel (10:56)
  • Why engagement is more important than a large following on Instagram (11:55)
  • When you’ll know that your Instagram posts are hitting the mark (12:20)
  • How to research the right content by looking at your competitors (13:47)
  • Why making your audience feel better will make them want to follow you (15:45)
  • Five ways you can engage your Instagram audience emotionally (16:40)
  • How to use aspirational lifestyle posts to make people stop and look (16:42)
  • How to use humour to connect with your audience (19:03)
  • Examples of how to use empathy to reassure and encourage people (21:54)
  • How to think about the content from your audience's point of view (24:31)
  • Why you need to be flexible in your Instagram content (25:27)
  • Why you might need to be careful with challenging content or content that shames (26:07)
  • Why people need to be able to see themselves in your content (29:40)
  • Why you should have a look through your content and see what has done well (30:04)
  • Why using other people’s content will grow your followers (and save you time) (34:53)
  • Why your content and emotional connection is at the heart of everything you do (37:09)

Resources

Join my Instagram Academy Course here

 Natalie Lue Instagram

Janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[343] The three audiences you must build to create a successful online business (podcast)
[362] How to grow your Instagram following to 27K fast (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[378] How to use hashtags to build your online audience (podcast)
[379] How to grow your Instagram posts by 1K in 30 days (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)
[400] How to build a large audience for your blog, vlog or podcast (podcast)
[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

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[401] How often should you email your list?

‘How often should I email my list?’ 

This is probably one of the most common questions I get asked about email marketing. 

The rather unsatisfactory answer is ‘it depends’ - on all sorts of factors, including how often you usually email your list, what’s going on in your business at the time and what your goals are. 

But what I can tell you is that you are almost certainly emailing your list less than you should - and missing out on sales as a result.

In this podcast episode, I tackle the question of how often you should be emailing your list - and share the key email sequences every business owner should have. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

1. The 'delivery/welcome' sequence 

This is the sequence of emails you send someone when they join your email list.

If they have signed up via a free lead magnet (i.e. a resource you create specifically with the intention of getting people to join your list), I’d suggest sending a series of 3-5 emails where you break down the content of your lead magnet and give additional value. I generally refer to this as a ‘delivery sequence’.

So for example with my 23 Social Media Ideas lead magnet, I send five follow up emails (across four days). The first - which should land immediately after they subscribe to the lead magnet - is to deliver the lead magnet.

The second - sent around 24 hours later - asks subscribers to email back and let me know if they received the email ok. This can help troubleshoot any potential problems with spam (once a new subscriber emails me back, their email provider recognises us as ‘friends’ - which means my content is less likely to end up in spam).

The next three delve deeper into the problem the lead magnet solves (not being able to come up with engaging content ideas). I share three types of post (one each day): the question post, the ‘story’ post and the ‘grenade’ post.  In this email I make a sales offer to a product/service that feels like the natural ‘next step’ to the lead magnet. This may or may not lead into a sales sequence.

I may also make a ‘soft’ sales offer in the p.s. of the second or third email (or both).

If people are joining your list for another reason i.e. you just have a general ‘sign up’ email, I’d recommend a 3-5 email ‘getting to know you’ sequence where you talk a little bit about what to expect from being on your list and help people get to know you better.

You should also create a welcome sequence for people who buy one of your products/services. For a coaching/membership programme - where you’re going to be working with people over a longer period of time - I’d recommend a 3-5 day ‘tour’. In my Build Your Online Audience Programme, you get a ‘tour’ of the membership (including the site/resources and team). For an online course, masterclass or playbook I’d generally keep it shorter.

2. The ‘sales sequence’ 

This is the sequence of emails you send someone to promote a paid product/service. This can be anything from an online masterclass to a playbook to an online course.

The length of your sales sequence really depends on the product/service you’re selling, but, personally, I wouldn’t recommend sales campaigns that run for longer than 5-7 days - with some kind of scarcity built in - otherwise people can start to zone out.

I’d recommend sending at least one email every day, with at least 2-3 emails on the last day. I’d also recommend creating a ‘looked not bought’ sequence - which you send to those who have clicked on the link to purchase (more on that later).

However, the length of your campaign can depend on the product/service you’re selling. For example, I have a four day email sequence I use for online masterclasses, which I generally start three days before the day of the masterclass. If I start to promote any earlier, I find people forget about the masterclass.

3. The ‘looked not bought’ sequence

One of the biggest mistakes I see people making with their email marketing, is not asking people why they didn’t buy. While it can be uncomfortable to ask, it can also be an opportunity to convert someone who might otherwise have walked away.

The reasons people don’t buy are varied and complex. Some people have unanswered questions, but for whatever reason they don’t ask. Others have a fundamental misunderstanding about the product/service - which can be down to missing/misleading information on your sales page, for example. A few have decided the product/service is not for them based on an incorrect assumption.

For example, lots of my customers/clients convince themselves my services are not suitable for product-based businesses - even though I do my best to stress this in my marketing and use relevant testimonials.

In many cases, when you provide subscribers  with the information they need, they will decide to buy.  Even if they don’t, at least they’ve had all the information they need to make a decision (which means they may still buy at a later date).

This is why it’s vital to have a Looked Not Bought sequence in every email campaign you create where you simply say something like: I noticed you’d been checking out x product/service but haven’t yet bought. Let me know if you have any questions.

But if you’re not brave enough to ask the question, you’ll never know. Which means you’re almost certainly missing out on sales.

This is why it’s vital to have a Looked Not Bought sequence in every email campaign you create where you simply say something like: I noticed you’d been checking out x product/service but haven’t yet bought. Let me know if you have any questions.

Podcast shownotes

  • About my daily email  (2:45)
  • About this podcast episode (4:07)
  • How to send a delivery/welcome email sequence when someone joins your list (5:02)
  • How to use lead magnets to get people to sign up to your email list (5:24)
  • Why a sign-up box on your website won't get people to join your email list (7:41)
  • How to follow up with an email delivery sequence after sending a lead magnet (8:03)
  • How to make sure that people have got your download and avoid the spam folder (09:50)
  • How to get people to email you back and build a relationship (11:45)
  • Why you need an email structure and set templates (13:50)
  • How to move people onto your sales sequence email list (15:20)
  • How to use scarcity in your email marketing and why it focuses peoples minds (16:26)
  • How often you should email people in an email sales sequence (19:38)
  • How to make sure people don't unsubscribe from your whole list (21:09)
  • Why I only have a four day lead-in for sales for my masterclass (23:12)
  • The 3 types of email that you can put in your email sales sequence (23:37)
  • Why emailing people who have looked but not bought will help your sales (25:15)
  • Examples of how to follow up with people if they haven’t bought from you (28:21)
  • Why you need to become part of peoples routine (31:04)

Resources

janetmurray.co.uk/podcastfinder

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Masterclass - How to generate passive income in your business

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Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

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[334] How to build a large audience without paid advertising with Callie Willows (podcast)
[335] How to create a high converting lead magnet (podcast)
[348] How to write social media posts that sell (podcast episode)
[359] How to create an email newsletter that people look forward to receiving (podcast)
[360] How to get people to open your emails (podcast)
[375] How to get your first 1K email subscribers (podcast)
[395] How to write addictive email copy with Rob & Kennedy (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)
[400] How to build a large audience for your blog, vlog or podcast (podcast)
[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Instagram Engagement Playbook 

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn