This isn’t another “5 Myths about blah, blah, blah” post.
Instead, I want to talk about the three most common assumptions about email marketing that hit my inbox.
And why they're all lies.
Lie #1 - You have to use pushy language to make money
You've got a business to run, which means you need to sell things.
But nobody likes being sold to.
So how do you make a living without being an over-the-top, salesy "guru" person?
The secret is to give a damn.
That means taking time to get to know your audience before you pitch anything to them.
What kind of work do they do?
What language do they use?
What are their biggest problems?
What results are they seeking?
What have they tried before, that hasn’t worked?
Your job is to find out the answers to all of these questions, then share solutions that will help.
And you can do almost all of it via email and a little research.
That’s how your emails become valuable, instead of pushy.
That’s how you sell without being salesy.
Lie #2 - You have to use the same email sequence as everyone else
Just because everyone is sending the same email sequence, does that mean you should too? (Haha, I totally read that line in my mom’s voice.)
Sure, it's a good idea to use someone else’s format as a template when you’re starting out.
But eventually, you’ll want to put together a sequence that works for you.
For one, because it will feel like you.
Two, it will make you stand out from everyone else who’s using the same sequence.
It’s your business, you make the rules.
That being said, there are some things you’ll want to make sure you cover in your email sequence. Here’s a short list:
Why topic X matters.
Why people should care about what you have to say about topic X.
The #1 problem with topic X.
How topic X will help your audience get result Y.
Why they need to take action (and what happens if they don’t)
Case studies/ examples/ testimonials
Cool? Let's move on to the last lie.
Lie #3 - You need to have complex automations setup up in order to sell
Everyone is suddenly talking about automations ever since ConvertKit added them last year, but they've been around forever.
If you’re not sure what automations are, they’re basically a system of rules you setup in your email service provider to complete specific actions.
For example, let’s say your subscriber clicks a link.
After they click, you want to to tag them and subscribe them to your email series.
Then you want to wait 7 days before you send them a one-off email with a pitch for your product.
All of this can happen with automations (aka workflows).
But do automations actually help you sell?
Well, yes and no.
Automations ultimately are a tool to help you scale.
But before you think about scaling, you’ve got to get the basics down.
Are you emailing your audience consistently?
Do you know which segments your audience separates into?
What do each of those segments need?
Before you get overwhelmed by automation, these are the basic questions to answer.
The good news is automations aren’t necessary to sell your products & services. They just make it easier.
Want to know what IS necessary?
You'll find out in my next post.