I read a fascinating article this morning about a woman who took a $1,200 stimulus check and leveraged it into a TWO MILLION DOLLAR BUSINESS in less than one year. In the article, she shared something that I want to highlight for you: “The only difference between where you are now and where you want to be is information and execution. Information changes situations but only when applied.”
So true!
This woman, Ellie, started out by studying everything everyone ELSE was saying about her area of expertise (money/finance), and learning where the gaps existed. She then used part of that stimulus check to purchase graphic design tools and good lighting, and she built herself a website. She then embarked on transforming her knowledge into courses that she could sell. She’s not getting the entire $2M from courses, but her business coaching and speaking engagements make up a substantial part of her total revenue.
We provide a LOT of information about email marketing through this blog, programs we offer, and of course, the software platform we provide. Yet for many, execution remains the missing component. Fact is, there’s a ton of information about practically everything, but HOW YOU EXECUTE with that information in hand is what is critical.
Question: With all of the information we and others share about segmenting leads into different interest “buckets” and only sending relevant content based on interests, why do so many marketers and solopreneurs still send the same email every time to every person on their list?
Answer: Because it’s fast and easy.
Question: We, and others, share that content is critical to marketing. Why do so many marketers and solopreneurs continue to NOT have a blog, to NOT produce effective lead magnets to attract people into their lists? Or why do they do these things but so inconsistently it’s like starting to roll the boulder uphill from the bottom again every time?
Answer: Because it’s hard to commit to a schedule and faster and easier to just do things when the mood strikes. But the REAL reason? They don’t have the deep isights into their ideal customers to consistently create the content that will resonate with and engage them. So it’s hit or miss at best. If you’re not getting the results you want, it’s hard to stay motivated to consistently produce content.
I’ll tell you the truth: it’s not easy for us to make time every week to write a blog post here on our website. But we do it. We do it to stay in touch with the thousands of people who click through the emails we send that contain the link to the latest blog post. We do it because consistency is critical (as we stated in our last blog post) – so you don’t forget us out here in the wild wild interwebs. We do it to provide you with the marketing information you need to scale your own business.
But, in most cases, that which is easy is not the same as what will truly grow a business.
For email marketing to be truly effective, you want to segment your leads and only send information that is relevant to their particular interests. You want to adopt a communication cadence so people don’t forget you. You want to create content that will address your audience’s pain points, frustrations, or opportunities.
You want to earn a position of trust with the people on your list.
To make all that work, you’ve got to DO the work.
That means getting deep insights into your ideal customers. Finding out what truly pains the people you wish to serve, finding the gaps in what everyone else is talking about, and combining your big idea with their pain points to create a business model that will attract the right people into your world (and your email list). There’s a recipe for how to find those challenges, fears, and frustrations from your audience — get the 5 Golden Questions.
It means establishing a schedule for creating content and sticking to it; adopting a communication cadence that will keep you in touch with the people on your list, as we previously discussed – keeping them warm and responsive and, dare I say, eager to hear from you. Leverage AI to amplify your intelligence so you hit the mark with a consistent process, called the REACH 10x Formula.
If Ellie had depended ONLY on her Instagram posts to grow her business – without her website and email marketing efforts – would she have reached her $2M milestone so quickly? If she had not executed on all of the marketing knowledge she gleaned from her research, what would have happened to her big idea?
The truth is, you want to leverage the tools that help you maintain the consistency you need, providing the message that a lead needs to hear when they most want to hear it. Leverage and use marketing automation capabilities to better target and hit the mark with your ideal customers.
As Ellie said in one of her recent Instagram posts, “All you need is social media, a product or service, content & consistency.” Translation: she is using social media to drive people to her products/services, capturing their attention and their email address, and consistently delivering relevant content to their inboxes.
It’s nice to know we aren’t the only ones preaching these things. 🙂
And now you have more information than you had before you read this. What will you do with it?
Frequently Asked Questions
Why do so many marketers still send the same email to every person on their list instead of segmenting?
Because it's fast and easy. As people, we tend to gravitate toward the things that are easiest to do. But in most cases, that which is easy is not the same as what will truly grow a business.
Why do so many solopreneurs and marketers fail to produce blog content or lead magnets consistently?
Because it's hard to commit to a schedule and faster and easier to just do things when the mood strikes. But the REAL reason? They don't have the deep insights into their ideal customers to consistently create the content that will resonate with and engage them. So it's hit or miss at best.
What does it actually take to make email marketing effective for scaling a business?
For email marketing to be truly effective, you want to segment your leads and only send information that is relevant to their particular interests. You want to adopt a communication cadence so people don't forget you. You want to create content that will address your audience's pain points, frustrations, or opportunities. You want to earn a position of trust with the people on your list.
How can I get deep enough insights into my ideal customers to create content that consistently resonates with them?
That means getting deep insights into your ideal customers. Finding out what truly pains the people you wish to serve, finding the gaps in what everyone else is talking about, and combining your big idea with their pain points to create a business model that will attract the right people into your world. There's a recipe for how to find those challenges, fears, and frustrations from your audience — get the 5 Golden Questions.
What is the difference between having information and actually growing a business?
The only difference between where you are now and where you want to be is information and execution. Information changes situations but only when applied. Fact is, there's a ton of information about practically everything, but HOW YOU EXECUTE with that information in hand is what is critical.