The money is in the list. It’s been true since the days of the rolodex. Your email list has two huge advantages over other places that you meet your audience.
First, it belongs to you. As long as you are downloading and storing those names and email addresses no one can take your access to them. Facebook could kick you out, Twitter could shut down, Mailchimp could suppress your emails. But those names and addresses are yours and you will always have access to people as long as they continue to open their inbox.
Second, if you grow your email list right then the people on it are highly targeted and warmed up to you. They trust you as an authority in your subject.
If you grow your email list right then the people on it are highly targeted and warmed up to you.Tweet
There’s an important trick to getting those TARGETED people
The best way to grow your email list is with a free lead magnet. This is some kind of compact, easily actionable, piece of value that you offer for free in exchange for someone’s email address. Then you can send emails filled with value to keep you in their minds and associate you with authority and knoweldge.
But the key here is to choose a lead magnet that will appeal to your target audience. Get well targeted people on your list by targeting them in the first place.
You must know your target audience very well
Once you know your audience, you can brainstorm a good lead magnet that will be irresistible to them and will also naturally lead into your paid offerings.
Think this through carefully and it will pay off for the rest of your time as a coach or course creator.
Let’s say that you are developing a course to help vet techs advance their careers. You could consider a lead magnet that is a cheat sheet to calming different kinds of animals when they are under stress. But that could bring pet owners as well, who are not the right fit for your paid course. So maybe instead you create a step by step guide to talking to stressed out pet owners.
You want your lead magnet to deliver a quick win, solve a real problem for your target audience, and not be overwhelming!
Some popular lead magnet types:
- Case studies and white papers are popular for B2B
- Activity sheets are great for people targeting parents
- “Swipe files” are big in the social media management field
- Resource list
- Educational webinars are very popular now. You don’t send anything, but create a funnel where someone signs up with their email address to register a spot in the webinar. Most webinars are not live, but give the impression of being live. You can set them up to run automatically every few minutes.
- Email courses (great way for course creators to give a preview of their teaching style!)
- Free book plus shipping. People put a lot of value in a physical book, but needing to pay a little for shipping pre-qualifies people and gets you the most motivated and targeted leads
- Free coaching session (big benefit to this is people generally expect a pitch at the end)
- Content upgrade. This is a newer idea, to give a different lead magnet in every piece of content so the lead magnet aligns closely with the content the person has just consumed. An easy way to do this is to offer a PDF download of each blog post at the end of that post. It’s convenient for people to be able to save or print out a blog post they really liked. Hmmmmm, maybe I should start doing that one…