1 00:00:00,160 --> 00:00:04,519 I love creating a launch specific lead magnet as the value. So this is 2 00:00:04,559 --> 00:00:08,720 some kind of freebee that they get as a return for handing over their email 3 00:00:08,759 --> 00:00:13,000 address, and it's strategically tied into the offer that you are launching. This 4 00:00:13,160 --> 00:00:17,559 might be a free workbook, a quiz, an ebook, a training and 5 00:00:17,600 --> 00:00:20,600 in order to access this freebee, they have to give you their email address. 6 00:00:20,879 --> 00:00:24,000 The key here is that it is specific to the offer you are launching. 7 00:00:24,039 --> 00:00:27,559 It is going to be different to the lead magnet. You might already 8 00:00:27,679 --> 00:00:32,759 have to grow your general business email list. Okay, so that one might 9 00:00:32,799 --> 00:00:35,640 be a bit more broad. This one is really specific to the offer. 10 00:00:35,679 --> 00:00:40,719 It's designed to attract the ideal client for this launch and going to move them 11 00:00:40,759 --> 00:00:45,759 closer to buying from you when you open doors. Welcome to imperfect action. 12 00:00:46,000 --> 00:00:49,840 I'm Steph Taylor. For years, I read all the books, downloaded all 13 00:00:49,840 --> 00:00:53,960 the freebies, and did all the courses, but it wasn't until I started 14 00:00:53,960 --> 00:00:59,880 taking imperfect action that my business had its first million dollars yere. Imperfect action 15 00:01:00,119 --> 00:01:04,719 is about doing things before you're ready, prioritizing consistent action over perfect action, 16 00:01:06,159 --> 00:01:10,719 and moving forward even when you're not sure you're doing it right. On this 17 00:01:10,799 --> 00:01:15,480 show, you can expect mindset advice, actionable marketing tips and strategies to build 18 00:01:15,519 --> 00:01:19,760 a business that brings you more profit, more freedom, and even more joy. 19 00:01:22,079 --> 00:01:25,200 You want the list to get my daily businesses. Every day, I'll 20 00:01:25,200 --> 00:01:27,519 send you a bite sized prompt designed to help you grow your business in a 21 00:01:27,560 --> 00:01:33,280 more intentional way. Sign up at Stephtaylor dot co, forward slash DBB, 22 00:01:33,680 --> 00:01:38,920 or at the link in the show notes. Hey, welcome back to Perfect 23 00:01:38,920 --> 00:01:44,640 Action. This is episode seven hundred and sixty five for steps to grow your 24 00:01:44,680 --> 00:01:49,599 email list for your next launch. Well, let's start with the obvious place 25 00:01:49,640 --> 00:01:55,400 to start, which is why even bother grow your email list for launches. 26 00:01:55,439 --> 00:02:00,079 I know that social media is a huge focus for many of you, but 27 00:02:00,480 --> 00:02:04,959 I'm not a huge fan of relying on it for launches, and in fact, 28 00:02:05,400 --> 00:02:09,039 some of my biggest launches we have barely even touched social media in those 29 00:02:09,120 --> 00:02:15,520 launches. The main reason I love email over social is your email list is 30 00:02:15,520 --> 00:02:20,719 an audience that you own, whereas you don't own the social platforms. So, 31 00:02:21,039 --> 00:02:23,439 for example, if we think back, I think it was twenty twenty 32 00:02:23,479 --> 00:02:29,919 two now when Instagram went down for a day or two, and for two 33 00:02:30,000 --> 00:02:35,439 days, you couldn't even load your feet right. So if you're thinking about 34 00:02:35,560 --> 00:02:38,000 if you're in the middle of a launch, imagine now that Instagram has gone 35 00:02:38,000 --> 00:02:43,199 down for two days. That's going to potentially cost you your launch. That 36 00:02:43,240 --> 00:02:47,159 would really affect your launch results. I also know people whose Instagram accounts have 37 00:02:47,199 --> 00:02:53,199 been randomly shut down and it's taken quite a long time to reinstate them. 38 00:02:53,800 --> 00:02:59,960 So you don't own Instagram, you don't own whatever social media platform you're relying 39 00:03:00,240 --> 00:03:04,680 on, so you're very much at the whim of the algorithm of their platform. 40 00:03:05,199 --> 00:03:08,319 With email, you're going to reach a much bigger percentage of your audience 41 00:03:08,520 --> 00:03:14,240 than you will on social media because there is no algorithm dictating who you get 42 00:03:14,240 --> 00:03:17,719 shown to and who you don't, and most social media platforms can tell when 43 00:03:17,759 --> 00:03:23,479 you are sharing sales focused content and then they limit your reach of that post 44 00:03:23,560 --> 00:03:29,039 as a result. The other reason why email, I think is quite effective 45 00:03:29,080 --> 00:03:31,840 is because you have a little bit more personalization. You can write an email 46 00:03:31,919 --> 00:03:37,240 to the person using their first name. You can see who clicked through to 47 00:03:37,520 --> 00:03:42,159 a sales page from an email, you can follow those people up directly, 48 00:03:42,240 --> 00:03:45,719 so if somebody clicks through to your sales page and your launch and then doesn't 49 00:03:45,800 --> 00:03:50,080 buy. You can reach out to them and ask, hey, I've I 50 00:03:50,120 --> 00:03:53,759 noticed you clicked through and didn't buy. Do you have any questions that I 51 00:03:53,800 --> 00:03:58,319 can answer for you? And you can segment those people. You can segment 52 00:03:58,360 --> 00:04:00,080 your audience based on what they are interested in in what they are not. 53 00:04:00,680 --> 00:04:04,199 For example, I always segment those who clicked through to the sales page and 54 00:04:04,240 --> 00:04:08,120 didn't buy, and then at the end of the launch, about seven days 55 00:04:08,199 --> 00:04:12,840 after we close cart, I will send out a non buyer survey asking them 56 00:04:13,199 --> 00:04:15,519 what made you decide not to buy? And I can get a little bit 57 00:04:15,560 --> 00:04:19,839 of insight into the hesitations that may have held them back or the questions that 58 00:04:19,879 --> 00:04:24,720 they might still have had. So four steps to grow your email list for 59 00:04:24,879 --> 00:04:29,480 your launch. Step one, get clear on the ideal client and why they 60 00:04:29,480 --> 00:04:31,519 are joining your list. Do you want to fill your email list with the 61 00:04:31,600 --> 00:04:36,680 right people, not just as many people as possible, because a small list 62 00:04:36,720 --> 00:04:41,040 of the right people is going to convert a lot better in your launch than 63 00:04:41,079 --> 00:04:44,480 a massive list of the wrong people. And we want to think, why 64 00:04:44,519 --> 00:04:47,439 are they signing up now? If you're giving the call to action of join 65 00:04:47,480 --> 00:04:53,279 my email list? Or sign up for my newsletter really compelling. It's not 66 00:04:53,319 --> 00:04:57,000 really speaking to what's in it for them, and they're in boxes are full. 67 00:04:57,040 --> 00:04:59,560 They're probably thinking, well, I don't want to just get another random 68 00:04:59,560 --> 00:05:03,360 newsletter in my inbox. So instead we want to give some value. We 69 00:05:03,399 --> 00:05:08,519 want to lead with the value. What value are they getting by handing over 70 00:05:08,600 --> 00:05:14,399 their email address? I love creating a launch specific lead magnet as the value. 71 00:05:14,399 --> 00:05:16,839 So this is some kind of freebee that they get as a return for 72 00:05:17,040 --> 00:05:21,199 handing over their email address, and it's strategically tied into the offer that you 73 00:05:21,240 --> 00:05:26,240 are launching. This might be a free workbook, quiz, an ebook, 74 00:05:26,279 --> 00:05:30,000 a training and in order to access this freebee, they have to give you 75 00:05:30,040 --> 00:05:32,519 their email address. The key here is that it is specific to the offer 76 00:05:32,560 --> 00:05:36,120 you are launching. It is going to be different to the lead magnet. 77 00:05:36,160 --> 00:05:42,279 You might already have to grow your general business email list. Okay, so 78 00:05:42,439 --> 00:05:45,399 that one might be a bit more broad. This one is really specific to 79 00:05:45,480 --> 00:05:49,399 the offer. It's designed to attract the ideal client for this launch and going 80 00:05:49,439 --> 00:05:54,319 to move them closer to buying from you when you open doors. The other 81 00:05:54,360 --> 00:05:58,800 way you can build your email list is to run a free masterclass or a 82 00:05:58,879 --> 00:06:02,839 challenge or a some other kind of live event, and where someone to attend, 83 00:06:03,000 --> 00:06:05,120 they need to opt in, They need to give you their name and 84 00:06:05,120 --> 00:06:10,959 their email, and the topic of your masterclass or your challenge will ideally be 85 00:06:11,240 --> 00:06:14,680 designed to speak to the ideal client for your offer, So it's going to 86 00:06:14,720 --> 00:06:17,480 attract the right people for your launch. The key here is to not in 87 00:06:17,519 --> 00:06:21,279 this master class teach everything that's in your offer, not even to try and 88 00:06:21,319 --> 00:06:25,560 teach a little bit of what's in your offer, because usually they're not ready 89 00:06:25,639 --> 00:06:29,360 for that. I love to use the example of dog training. Let's pretend 90 00:06:29,399 --> 00:06:31,560 for a minute that I am a dog trainer and I'm going to teach you 91 00:06:31,600 --> 00:06:36,560 how to get your dog to stop barking. But if I go out there 92 00:06:36,600 --> 00:06:41,199 and I say, here's my master class to teach your dog to stop barking, 93 00:06:41,879 --> 00:06:44,199 and you are out there and you're thinking, well, actually, my 94 00:06:44,279 --> 00:06:47,759 dog's really old and I can't train an old dog. You're gonna scroll past 95 00:06:47,839 --> 00:06:50,839 my master class, even though you might be the ideal client for my offer. 96 00:06:51,680 --> 00:06:58,720 So the messaging needs to be a little bit more around how to work 97 00:06:58,759 --> 00:07:01,079 with your old dog. Right, Something like that could work a little bit 98 00:07:01,079 --> 00:07:04,240 more effectively than on how to get your dog to stop barking to somebody who 99 00:07:04,240 --> 00:07:08,680 doesn't believe that it's possible. The other thing that I see happening quite a 100 00:07:08,680 --> 00:07:12,839 lot with people who are teaching master classes for the first time is they give 101 00:07:12,959 --> 00:07:16,720 so much value that your ideal client can walk away thinking they have everything that 102 00:07:16,759 --> 00:07:19,759 they need to take action on their own. But they don't, so they 103 00:07:19,800 --> 00:07:24,199 walk away, They try to implement it, and they fail, and then 104 00:07:24,240 --> 00:07:28,040 that reinforces the belief of I can't do this, It's not possible for me. 105 00:07:28,439 --> 00:07:31,480 So by over delivering in your free masterclass or your free challenge, you 106 00:07:31,600 --> 00:07:36,279 could actually be setting them up for failure. I spend an entire module in 107 00:07:36,360 --> 00:07:42,399 launch Magic sharing just the strategy behind what to teach in your free masterclass so 108 00:07:42,399 --> 00:07:46,079 that it actually converts. And if you want to jump on the weightlist for 109 00:07:46,120 --> 00:07:48,680 that, we're opening doors up again in late feb jump on the waitlist at 110 00:07:48,680 --> 00:07:53,439 stephtaylor dot co slash Magic, or you can send me a DM on Instagram 111 00:07:53,480 --> 00:07:57,240 send me the word magic. I'm over it at stephtaylor dot co and will 112 00:07:57,279 --> 00:08:00,240 make sure that you get added to the waitlist over there. One thing you 113 00:08:00,279 --> 00:08:03,279 can use to grow your email list is to build a weightlist like I just 114 00:08:03,319 --> 00:08:07,279 did. Then. I don't love weitlists because I think a lot of the 115 00:08:07,319 --> 00:08:11,240 time it can be a wasted call to action. You can nurture your audience 116 00:08:11,319 --> 00:08:16,279 more effectively by sending them to download your launch specific lead magnet, but you 117 00:08:16,439 --> 00:08:18,920 can use them strategically. So, for example, everyone who is on the 118 00:08:18,920 --> 00:08:24,920 waitlist for Launch Magic will get an invite to a bonus weightlist only workshop that 119 00:08:24,920 --> 00:08:28,199 I'm teaching for free later this month, and we'll be going through that first 120 00:08:28,240 --> 00:08:33,200 module of launch Magic together for free live. Step two in growing your email 121 00:08:33,240 --> 00:08:37,600 list for your launch create the relevant assets. So create that opt in page, 122 00:08:37,639 --> 00:08:41,360 that thank you page if it's your a free ebook, create your ebook, 123 00:08:41,360 --> 00:08:46,519 create whatever your freebie is, and then create your email nurture sequence. 124 00:08:46,559 --> 00:08:50,559 This is a sequence of emails that is automated that they will get after they 125 00:08:50,679 --> 00:08:56,120 download your freebie. And that series of emails is not just a hey, 126 00:08:56,279 --> 00:08:58,960 I'm steph these are my hobbies, Nice to meet you. It's more doesig 127 00:09:00,399 --> 00:09:03,519 to move them closer to buying from you once doors open. Now I outline 128 00:09:03,559 --> 00:09:07,320 the strategy behind the emails, and I have step by step tech walkthroughs for 129 00:09:07,399 --> 00:09:11,039 how you can do all of this inside Launch Magic. I teach it step 130 00:09:11,039 --> 00:09:15,639 by step because it's actually a lot easier than you think it is going to 131 00:09:15,679 --> 00:09:18,519 be. It might sound really overwhelming and techy if you've never done this before, 132 00:09:18,879 --> 00:09:22,759 but when you have a step by step process to follow, it becomes 133 00:09:22,799 --> 00:09:26,000 a lot easier. And once you have done it once, you can then 134 00:09:26,039 --> 00:09:28,440 replicate it for all of the future launches that you do. It becomes a 135 00:09:28,480 --> 00:09:31,440 bit more of a oh, I know how to do this, now, 136 00:09:31,639 --> 00:09:35,320 how can I copy across what I've done previously and apply it to this other 137 00:09:35,360 --> 00:09:37,919 offer that I'm launching. The first launch is the hardest that it is ever 138 00:09:37,960 --> 00:09:41,840 going to be your first ever launch, and also the first launch of each 139 00:09:41,919 --> 00:09:46,399 new offer, because you have to do all of the new things from scratch. 140 00:09:46,399 --> 00:09:48,279 You have to do the sales page, the lead magnet, the emails, 141 00:09:48,320 --> 00:09:52,120 all of the things. But then the second time that you launch that 142 00:09:52,159 --> 00:09:56,960 same offer and after that, it becomes so much easier because your sales page 143 00:09:56,039 --> 00:10:00,240 is created, the offer is created, the emails have written, and then 144 00:10:00,279 --> 00:10:03,519 it just becomes a rinse and repeat and you can focus on getting it dialed 145 00:10:03,559 --> 00:10:09,399 in and scaling it. Step number three for growing your email list is share 146 00:10:09,519 --> 00:10:13,320 free content and give calls to action throughout. So, for example, if 147 00:10:13,320 --> 00:10:16,919 you have a podcast, you might share free content and then maybe give a 148 00:10:16,960 --> 00:10:22,039 call to action where they can download your launch lead magnet. And the key 149 00:10:22,080 --> 00:10:24,480 here is that your free content is bridging the magician's gap. So if we 150 00:10:24,519 --> 00:10:28,320 come back to the dog training example, I am a dog trainer and my 151 00:10:28,440 --> 00:10:33,320 ideal client has an old dog and they don't believe that they could teach their 152 00:10:33,320 --> 00:10:37,320 old dog new tricks. So the kind of free content that is going to 153 00:10:37,320 --> 00:10:39,240 bridge the magician's gap, the gap between where they are right now and where 154 00:10:39,240 --> 00:10:41,960 they need to be to be ready to buy, is going to be content 155 00:10:43,039 --> 00:10:48,200 that is like talking about, you know, three myths about training your old 156 00:10:48,240 --> 00:10:52,559 dog, or yes, you can teach an old dog new tricks and showing 157 00:10:52,559 --> 00:10:58,600 them how it's possible, rather than being three tips for training your dog or 158 00:10:58,679 --> 00:11:01,480 how to train your dog, which is the kind of go to content that 159 00:11:01,519 --> 00:11:05,039 people tend to lean towards in a launch. They think, if I can 160 00:11:05,080 --> 00:11:07,000 give you the tips and tricks, if I can give you the how too, 161 00:11:07,000 --> 00:11:09,360 you're going to see how valuable my content is and you're gonna buy. 162 00:11:09,559 --> 00:11:15,000 But unfortunately, if I'm telling somebody here's how to train your dog and they 163 00:11:15,080 --> 00:11:18,279 think, well, actually, my dog's too old to be trained, then 164 00:11:18,320 --> 00:11:20,000 they're just gonna keep scrolling. They're not going to pay attention because they're not 165 00:11:20,039 --> 00:11:24,080 ready for that kind of content. And then the free lead magnet that you 166 00:11:24,159 --> 00:11:28,240 give them, that's the next step for them to take action and to keep 167 00:11:28,320 --> 00:11:31,840 learning from you. And you can give calls to action from your short form 168 00:11:31,840 --> 00:11:35,639 content, so your social media posts, and also from your longer form content, 169 00:11:35,679 --> 00:11:39,080 whether that's a podcast, a blog, YouTube, wherever it is. 170 00:11:39,600 --> 00:11:43,000 In a launch, I would ideally recommend having both if you can short form 171 00:11:43,039 --> 00:11:48,399 and long form. Long form is gonna usually be more effective than short form. 172 00:11:48,440 --> 00:11:50,600 So if you only have the capacity for one, pick long form. 173 00:11:50,720 --> 00:11:54,519 I love it. It allows me to go deep into a topic like I 174 00:11:54,559 --> 00:11:58,879 do on this show. Step forward, get in front of your ideal client. 175 00:11:58,919 --> 00:12:03,200 So how are you read those right people for your launch? Social media 176 00:12:03,279 --> 00:12:05,360 is not a way that you are reaching people, Okay, it is slow. 177 00:12:05,879 --> 00:12:09,960 It's mainly a tool for nurturing your existing audience. Because I don't find 178 00:12:11,000 --> 00:12:13,840 that the algorithms put me in front of the right people anymore. Maybe you've 179 00:12:13,840 --> 00:12:16,919 found something different, and if you have, great keep doing that. But 180 00:12:16,919 --> 00:12:20,759 if you are struggling to get in front of the right people on social media, 181 00:12:20,039 --> 00:12:22,799 it's not that you're doing something wrong, it's just the way that it 182 00:12:24,000 --> 00:12:26,720 is now, and paid ads is one way you can get in front of 183 00:12:26,799 --> 00:12:31,559 new audiences. But I don't love doing this unless I've tested that launch first, 184 00:12:33,000 --> 00:12:35,679 unless I know how well it's going to convert. I don't really want 185 00:12:35,679 --> 00:12:39,559 to go and invest money in ads because it could just be a waste of 186 00:12:39,679 --> 00:12:43,159 budget. It's a bit of a risk. So instead, could you find 187 00:12:43,159 --> 00:12:46,879 some podcasts that your ideal client listens to and reach out to them and say, 188 00:12:46,919 --> 00:12:52,080 hey, I would love to record an interview with you on this particular 189 00:12:52,120 --> 00:12:54,720 topic and it's going to help your listener because it's going to give them this, 190 00:12:54,720 --> 00:12:58,200 this, and this. Or could you find somebody who has a community 191 00:12:58,559 --> 00:13:03,559 with your deal client in it and pitch to teach a workshop for them, 192 00:13:03,960 --> 00:13:07,200 and then once you are in front of that ideal client, lead with value, 193 00:13:07,240 --> 00:13:09,879 teach the amazing free stuff that you have and then give them one call 194 00:13:09,919 --> 00:13:13,440 to action, download my freebee that's going to get them onto your email list. 195 00:13:13,840 --> 00:13:16,840 Now, all of this that I've talked about in this episode the four 196 00:13:16,840 --> 00:13:20,600 steps, I teach the step by step, I teach all the tech, 197 00:13:20,639 --> 00:13:24,080 and I teach all the strategy behind what to include in your launch lead, 198 00:13:24,080 --> 00:13:26,679 magnet and your free content so that it not only gets people to sign up 199 00:13:26,720 --> 00:13:31,399 for your email list, but it also moves them closer to buying from you. 200 00:13:31,720 --> 00:13:33,759 I teach all of that inside Launch Magic. So if you are ready 201 00:13:33,799 --> 00:13:37,960 for a sustainable, successful way to sell your offer, I would love for 202 00:13:37,000 --> 00:13:39,840 you to join me in our next round of Launch Magic, where you will 203 00:13:39,879 --> 00:13:45,720 create that rinse and repeat launch strategy to make more sales of your courses, 204 00:13:45,840 --> 00:13:50,240 programs and memberships. I only run it twice a year and doors open again 205 00:13:50,320 --> 00:13:54,360 on twenty second of feb And like I mentioned, I am running a bonus 206 00:13:54,440 --> 00:13:58,120 free workshop for Weightless members only. In that bonus workshop, I teach Module 207 00:13:58,120 --> 00:14:01,679 one. All of Module one live free, but you need to be on 208 00:14:01,720 --> 00:14:05,639 the waitlist to get the invite, and you do need to show up live 209 00:14:05,879 --> 00:14:09,879 to watch the workshop. To get on that waitlist, head to Stephtaylor dot 210 00:14:09,879 --> 00:14:13,679 co, slash magic or send me on Instagram DM. I'm there at Steff 211 00:14:13,720 --> 00:14:16,679 Taylor dot co, send me the word magic and I will make sure that 212 00:14:16,720 --> 00:14:20,519 you get onto the waitlist. So they have four steps to build your list 213 00:14:20,639 --> 00:14:24,759 for a launch. Get clear on that ideal client and why they are joining. 214 00:14:24,799 --> 00:14:28,759 Create a freebie for them to join is part of that. Create those 215 00:14:28,799 --> 00:14:33,600 relevant assets, share that free content and give them those calls to action, 216 00:14:33,720 --> 00:14:37,200 and then get in front of that ideal client. Now, if you've learned 217 00:14:37,240 --> 00:14:41,600 anything from this show in this episode any previous episodes, please take thirty seconds 218 00:14:41,639 --> 00:14:43,919 to leave a quick rating and a review. It means a lot to me. 219 00:14:45,000 --> 00:14:46,360 It means a lot to my team because a lot of work goes into 220 00:14:46,399 --> 00:14:50,320 producing these episodes, a lot of work behind the scenes. It's not just 221 00:14:50,399 --> 00:14:54,399 hitting record and then me talking for fifteen minutes. There is a lot of 222 00:14:54,440 --> 00:14:58,120 extra work that you don't see. So we do really appreciate it when you 223 00:14:58,159 --> 00:15:00,720 take a little bit of time, just thirty second than to leave a quick 224 00:15:00,759 --> 00:15:03,559 rating review, tell us what you enjoy about the show, and we will 225 00:15:03,600 --> 00:15:07,360 read every single one of them. Thank you so much for listening. Catch 226 00:15:07,360 --> 00:15:07,879 you next time.