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Whether or not you believe email marketing is dead or not, you’d be hard-pressed to find a more fervent supporter of email copy than Liz Wilcox

She’s a 90’s loving, fashion-forward copywriter who brings email lists back from the dead. In her own words, she turns bloggers into business owners

She offers tons of DIY HELP for any blogger, entrepreneur, or anyone else who could use a little extra conversion love from their email list. When she’s not making money for her clients, she likes to share her knowledge for free

Which is lucky for us! 

We had the chance to talk about everything emails on the latest edition of The Art of Making Things Happen Podcast with Steve Sims

If you’ve been looking for a way to get more out of your email list, you won’t want to miss what she had to say. 

What You’re Doing Wrong

While Liz is the first to admit that she may be burned at the copywriting stake one day for saying this, she believes too many people are telling too many stories

While stories can work, they aren’t the end all be all, and at some point, you need to get to the point. Right? 

Before you tell a story, provide value!

Next, you don’t take time to build a relationship

If you’re going to die on any hill, it may as well be yours. So don’t spend time trying to be something you’re not. Your list will see right through that. 

So how can you build rapport without telling a bunch of stories? 

Simple, you need to provide three things

  • Personality
  • Your Vision
  • Your Values

Rather than spending time coming up with stories, you’re better off getting real with your list and providing maximum value from the get-go! 

Liz suggests starting out with a short, quick, and simple welcome sequence. 

The Welcome Sequence

Most people are great at getting people on their list. However, a month later, those same people rarely open your emails. 

This isn’t a problem with email. It’s how you’re doing it! 

Email isn’t much different than creating a relationship with a person. 

Let me ask you a question: How long would you keep a friend that takes and never gives? 

Probably not long. The same applies to the nurturing process. 

Liz suggests creating a sequence of four emails sent over four days to turn customers into raving fans! 

The First Email 

Your first email is all about introducing yourself and providing maximum value. This could be a freebie that a person opted in for or other content. 

It should also thank them for joining the email list. 

Short, simple, and to the point is best. You don’t need to write more than 100 words. 

The Second Email 

Your second email is all about providing your best content. For instance, your freebie might be about a branding guide for new entrepreneurs.

Your best content could be five things every young entrepreneur should know before starting their business. 

Again, this is quick and to the point. 

The Third Email

Your third email is all about setting expectations

So how do you do this? 

You want to provide a few bullets that clarify your personality, vision, and values. So are you quirky, serious, fun and flirty, friendly, etc.? Who do you serve, and why should they care?  

Last, you want to let them know up front that you will be offering them free and paid services

This sets the tone and lets them know that you are a business. Again, this email shouldn’t be any longer than 150 words max! 

The Last Email

After you have spent some time getting them to know, like, and trust you, this email goes into your BIG WHY

In other words, why do you do what you do and why you’re the best person to help them with their problem

You want the reader to nod their head and know that you are specifically the person who can help them. 

Looking For Help? 

Liz loves to help bloggers become business owners, but whether you’re an entrepreneur, a small business, or an internet marketer learning the trade, she has plenty of resources to help you. 

Click here to get her free email swipe file

For more fantastic interviews about business, entrepreneurship, and more, please check out The Art of Making Things Happen with Steve Sims.

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