Are you making this mistake with your email list?
Firsts are always the hardest. Deciding what to do. Finding time for a new routine. Feeling like the output is good enough.
As a copywriter, I’m not immune to this. It’s one thing to get a project started for a client. But one of my own?
This post is a perfect example — it’s the first I’ve ever written for my own business.
And you know how long it’s been on my to-do list?
Probably a year.
We all have things in our businesses that we know we should be doing. And we all have things we tell ourselves that keep us from taking action.
Here’s mine: As a copywriter, anything I publish is out there as an example of my work. And you know that saying about the cobbler’s kids having no shoes?
Right. That means I’m always leaving marketing my own business for last.
(Not exactly ideal conditions for producing work that people are going to judge my business by — at least that’s what I keep telling myself)
So… Are you making that mistake with your email list?
Most of the small business owners I know are.
I can’t tell you how many clients come to me with a list — sometimes a small one of 600 people… Sometimes over 6,000 — and they’re not emailing them regularly.
Or at all.
That’s a huge missed opportunity, because once you have a list of subscribers, email is where you deepen the relationship — and turn them into paying clients.
Using email (the right way) is exceptionally important in industries that require a lot of trust.
(If you’re in Health & Wellness or Coaching, listen up!)
Here’s why you NEED to be emailing your list regularly…
1. Email is the best way to connect with your audience
In the hierarchy of marketing materials, think of it this way: A blog post gets your audience’s attention and makes the introduction. If it’s compelling enough, they’ll download your offer or subscribe to your list.
They subscribe because they want to get to know you. See if you’re ideas, values, and personality line up with theirs…. And if you might be someone they’d like to work with.
2. Email gives you an opportunity to build trust (use this wisely)
If you’re selling a high-contact service, a potential client needs to be at the point where they’re nodding along thinking “Yea, ok, I’d trust you with my health/business/relationships…” before they’re going to consider even booking a consultation, let alone buying.
If you’re not communicating with them regularly, what’s your plan for building that trust?
3. Email keeps them from forgetting you
Of course, if you’re focusing on getting to know your audience and building their trust, they’re not going to forget you.
But just to drive it home: If you sell services/experiences that are not impulse buys, your audience is going to take their time with their research. They may sign up for your list months before their ready to commit.
And when the time comes, who do you think they’re going to book with?
The ND they haven’t heard from since they downloaded your Candida Guide?
The business coach that hasn’t touched base since their 10 Ways to Boost Your Productivity autoresponder ended?
…Or the one that’s been continuing to show up in their inbox, and help them feel confident about the path ahead?
At the end of the day, people invest in the people who invest in them (and people they like).
And guess what?
Email is the most effective way for you to invest in your list… and connect with them.
If your have a list, and you haven’t been conversing with them, it’s time to start.
Your contacts WANT to hear from you.
Worried about getting it wrong?
I can help with that. Starting is hard — but it doesn’t have to be.
I put together a free 5-day crash course to get you started. Subscribe below, and you’ll be on your way in no time.
(It’ll even work if you haven’t emailed your list since the day they subscribed.)