When you started the year, I bet you had all kinds of plans for your coaching business.
No one could have known we were about to plummet head-first into a global pandemic. You probably had programme and product launches mapped out for each quarter of 2020.
As well as your content, sales funnels and email sequences scheduled and ready to go. You probably spent days…weeks even…writing awesome copy to convert your leads into paying clients.
Then everything changed.
With all the work that went into your planned launches, it feels like a waste to let go of the emails you wrote.
I get it. It’s what Nobel Laureate William Faulkner calls, ‘killing your darlings’…or deleting your words, instead of selfishly holding onto them because you think they’re awesome.
It’s a common source of pain for professional copywriters. Especially when a killer line comes to you in the middle of the night. You scrawl it down on a scrap of tissue. First thing next morning, you race to your laptop, eager to slide it into your copy…only to find it doesn’t connect with your overall message.
Hitting DELETE in that moment is agony. But it’s got to be done.
And it’s the same with any pre-crisis messaging you drafted before the shit hit the fan. No matter how inspired or powerful…if the message won’t connect with your client’s current mindset, it’s got to go.
This week, I want to talk to you about 3 pre-COVID email marketing strategies you need to scrap, in order to stay in touch with your ideal client’s reality during the crisis.
Click the video to find out more.
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Hey, so when you started the year, I bet you had all kinds of plans for your coaching business.
None of us could have ever known that we were about to plummet headfirst into a global pandemic.
You probably had various program and product launches mapped out for each quarter of 2020 as well.
And all your content, your sales funnels, your email sequences all scheduled and ready to go. And I bet you spent days – maybe even weeks – writing awesome copy to convert your leads into paying clients.
Then as you know, everything changed and it’s all kind of thrown all of that up into the air.
It’s all a bit of a shit show.
With all the work that went into your planned launches, it probably feels like a bit of a waste to let go of the emails that you wrote.
Honestly, I get it. This is what Nobel Laureate, William Faulkner, calls “Killing Your Darlings”.
What he means by that is the painful process of having to delete your words, instead of selfishly holding onto them because you think they’re awesome.
This is a common source of pain for professional copywriters, especially when a killer line came to you in the middle of the night. You’ve woken up and you’re all excited about it.
You scrawl it down on a scrap of tissue that you’ve got lying on your bedside table.
And then first thing in the morning you race downstairs. You open up your laptop ready to slide it into your sales copy.
And then you find that it doesn’t actually connect with your overall message.
And in that moment hitting the delete button is pure agony, but it’s got to be done. And it’s the same with any pre-crisis messaging you’ve drafted before the shit hit the fan. No matter how inspired or powerful…if the message doesn’t connect with where your clients mindset is right now, it’s got to go. Which is why this week, I want to talk to you about three Pre-COVID email marketing strategies that you need to scrap if you want to stay in touch with your ideal clients’ reality during the crisis.
So the first pre-covid marketing strategy I want to talk to you about is the super long email autoresponder.
You’ve probably heard of online marketing Pro Pat Flynn who famously has a year-long autoresponder.
In normal circumstances, this can actually work really well. It’s a great (albeit lengthy) way to take your prospects on a journey with you. It allows you to walk them through your most valuable content in a logical order so that they’ll experience a series of quick wins that they’ll attribute to your advice.
Which is awesome. Obviously. Only the trouble is the landscape has changed.
Your audience has probably shifted mindset from Thrive Mode to Survive Mode.
So whatever priorities they had before, that’s probably not where they’re at right now.
Your logical autoresponder is no longer going to make sense and it’s no longer going to meet their needs.
It doesn’t give your audience the results that they desire right now.
So the best strategy here is just to completely switch off those lengthy autoresponders.
Because leaving them on could make you come across as insensitive and tone-deaf.
It might actually turn turn people off when they’re feeling particularly sensitive.
Don’t worry. You can turn them back on once the world returns to normal.
But while the situation shifts on a day-to-day basis, it’s best to keep your autoresponders and your email campaigns short and responsive to the changes that are going on week by week and day by day.
Now the next email strategy that I would encourage you to switch off during the crisis is any of the high ticket up-sells that you’ve got going on. Email marketers will often use emails to send out upsells after a prospect has bought a lower ticket item.
Although many clients are still willing and able to buy, they’re unlikely to respond well to aggressive upsell automations. People are much more conscious of how and where they’re investing their money and they want to think really carefully before making any sort of purchasing decisions.
Any aggressive scarcity-driven email upsells are not going to work well. People may buy because you’ve triggered that “Click-Whirr” psychological response that makes them feel compelled to buy. But they’re much more likely to suffer from buyer’s remorse and request a refund shortly after.
It’s just going to leave a bad taste in the mouth. You want the buying experience to be a positive one.
Now is the time to really focus on relationship building and offering affordable support to people who want to use their lockdown time to develop themselves.
So a softer approach, although it might not bring in as much immediate revenue, is going to bring rewards later.
Your clients are going to remember that you behaved with integrity and when the good time comes back, you’re going to be the person that they come to when they’re ready to invest again.
The final type of email marketing that I would encourage you to avoid right now is the Braggy Bro-Marketing tactics that we’ve all become pretty used to seeing.
People bragging about the results they’re getting for themselves and for their clients. My inbox and newsfeed are full of this shit right now.
You know the kind of stuff that says like, “I just made 65k from a single email” or “My client just launched and made 50k even during lockdown and with No List” or, “I moved fast and created a new product.
It made me £100K in 25 seconds.” It’s all just Me Me Me. And you know what?
It sucks. It makes me feel bad.
It probably makes you feel bad and you don’t want to put that feeling on to your clients
Even if it’s true, those kind of results (if we’re being perfectly honest) are pretty unrealistic for most people. Most people right now are struggling to balance home-schooling young children with running a business and keeping on top of their day job.
They’re not thinking about where the next £50k’s coming from.
They’re thinking about where their next meal’s coming from.
Or how they’re going to get a decent night’s sleep when they’re worrying about their 80 year old mother, alone in her home.
In normal times, shouting about your fabulous life and your Kick-Ass clients is great.
It’s aspirational. But in troubled times, it comes across as arrogant at best. And repugnant at worst.
So if you’re someone who still uses this type of marketing, please stop.
As the great John Carlton said in a recent podcast episode.
”If you are in a position to brag, please write a cheque to the local food bank”.
I couldn’t have said that better myself.
Now if you’re struggling to find the right message for your audience during the corona crisis, i’ve put together a FREE Ebook for you. It’s designed to help you understand how to frame your own personal experiences so that they connect with the fears and desires of your ideal.
If you want to grab a copy now, you can get your copy by clicking the link in my bio or if you’re watching this video via my blog, you can click the button below and download your copy now. I will catch you again next week.