Highlighting the cost of inaction motivates subscribers to take the desired action by making them aware of what they might lose.

And desire is gonna come from looking at what happens if you take your time, you know, what's all the costs, a cost of inaction, it's often known as in, in writing and copy and sales. What is the cost of inaction of not doing this stuff?

Takeaway:

• Emphasize potential negative outcomes of not acting to create urgency.
• Use storytelling to illustrate the consequences of inaction.
• Encourage decision-making by making the benefits of action clear.

Maintaining high deliverability is essential to ensure your emails reach your subscribers' inboxes and get read.

...if they're not engaging in those first few emails cos they're just like reminders to download the ebook or whatever. Then also your email deliverability can start really getting hurt. So you end up in the spam folder, you end up in the promotions folder... So again, we wanna make sure that we're actually getting, you know, you're putting all this time and work into nurturing this fabulous community...

Takeaway:

• Engage subscribers early to improve open and click rates.
• Avoid repetitive or non-engaging content that may reduce interaction.
• Monitor deliverability metrics and adjust strategies accordingly.

By resetting attention and creating urgency, you encourage immediate action and increase engagement rates.

Whereas if you say, hey, this week only, we're doing this thing... There's no reason to take it this week cos I know I can take it next week. Whereas if you say, hey, this week only, we're doing this thing, you might also plan to do that, to do the open day, the taster session again in 3 months' time or 2 months' time. But it won't be next week.

Takeaway:

• Create time-bound offers to encourage prompt action from subscribers.
• Reset attention by introducing limited-time events or promotions.
• Avoid offering the same thing repeatedly without urgency to prevent complacency.

Repackaging your offer keeps it fresh and appealing, allowing you to reach different segments of your audience effectively.

That's because when you keep resetting attention, that is, until you do that you're gonna end up continue to deplete that click-through rate... I'm talking about what is the thing you put at the top, what's the headline? What's the big bit? And so some weeks I think, hey, come along with a free taster session is a great offer... You've just said something completely different, but it's just a different dressing on the front of the shop.

Takeaway:

• Use different angles to present your offer, highlighting various features or benefits.
• Target different motivations within your audience to increase engagement.
• Keep your messaging dynamic to avoid becoming stale.

Utilizing the BED sequence helps craft persuasive emails that align with your audience's beliefs, provide evidence, and create desire.

There's a three part process, again, that we teach, and it's called the bed sequence. And it stands for beliefs, evidence, desire. And I would say for the next while with your email list, I would start really giving content that builds the beliefs that they need to have.

Takeaway:

• Identify and address the beliefs your audience must hold to take action.
• Provide evidence to support these beliefs and build credibility.
• Create desire by highlighting benefits and the cost of inaction.

Presenting your offer in varied ways keeps your audience engaged and prevents message fatigue.

Because the reason your click-through rate is gonna be so low is one, yes, you haven't trained them, but not only have you not trained them. I feel like over time you'll have been saying that basically the same thing, which is I'm inviting you to a taster session, or do you want to enroll in this thing and it's 25 pounds a month. Well, what happens with that is people get tired, that message becomes invisible, they just go and yeah, OK, at some point, Tony, I might think about doing that, but there's nothing fresh, there's nothing resetting their attention.

Takeaway:

• Repackage your core offer to highlight different benefits and appeal to various motivations.
• Refresh your messaging regularly to maintain subscriber interest.
• Prevent message fatigue by introducing new angles and urgency.

Re-engaging existing subscribers requires a thoughtful approach to rekindle interest and reset expectations.

What I would do with yours is I would have, uh, I would, I would put together an email that's basically reintroducing how you're gonna do things from now on. So I would kind of come up with a like a line in the sand that says, hey, as of the first of December, yeah, I'm just, you know, random date here, but like as of the first of December, I'm gonna be sending you out an email uh in this new style, uh, or with this new type of thing. Just find something new to basically announce in this email and, and here's how it's gonna go.

Takeaway:

• Create a re-introduction campaign to update subscribers on new content or changes.
• Set clear expectations about future communications to re-engage interest.
• Offer fresh value to regain attention and encourage interaction.

Training subscribers to click on links in your emails from the start boosts engagement and improves email deliverability.

So immediately, what we've got people is connecting in multiple, not in not just in multiple platforms, but also in multiple media. So yes, they might be reading your emails. But they're also listening to you, they're also seeing your in real time posts on LinkedIn... And training them to click on links. If in that email you're like, click here for this and click here for that and do this for that and da da da. They're going, oh great, I get emails from Tony and I click on different links.

Takeaway:

• Encourage subscribers to click links early to build a habit of engagement.
• Use various platforms and media to deepen relationships and provide value.
• Improved click rates can enhance deliverability and avoid spam filters.

Implementing a welcome sequence is key to building early engagement and trust with new subscribers, setting the foundation for future interactions.

The very first things I think need to be happening is I would be installing some kind of welcome sequence. We have a thing called the Getting to know you sequence. We also have another thing that we're getting great results from called the Trust accelerator sequence that we have instead of our, they're both inside of our blueprint program for anybody who's a listener who's in that. What's gonna happen there is you get to accelerate the know like trust that you need with somebody before they're gonna buy.

Takeaway:

• Use a structured welcome sequence to introduce new subscribers to your brand.
• Build rapport and trust early to encourage future engagement and sales.
• Establish expectations and train subscribers on how to interact with your emails.

Understanding our customer's motivators is crucial for creating effective email marketing campaigns that truly resonate and drive action.

All marketing, email marketing, uh digital marketing, ads, whatever, webinars, it doesn't matter, has to start with really understanding the customer's motivators.

Takeaway:

• Begin by deeply understanding who your customers are and what drives them.
• Customize your messaging to address their specific needs and pain points.
• Effective marketing starts with aligning your offer with your audience's motivations.