4,500 Subscribers. One Email. 30 Paying Members in 5 Days. — Transcript

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1. 0:00You have an email list. Maybe it's 500,
2. 0:02maybe it's 5,000, maybe it's more. Every
3. 0:05single one of them gave you their email
4. 0:07address because they wanted more of what
5. 0:10you had already put out. They raised
6. 0:12their hand, they said yes, they gave you
7. 0:14permission to email them. They trusted
8. 0:17you enough to let you in their inbox,
9. 0:20and you haven't emailed them in months.
10. 0:22It's not because you're too busy, you've
11. 0:25definitely made time for this. The real
12. 0:27reason is something else entirely, and
13. 0:29when I say it out loud, you will
14. 0:30recognize it immediately.
15. 0:35Before I do that, I want to tell you
16. 0:37about someone first. I have a client of
17. 0:39mine who is a musician. He has been
18. 0:41touring for decades, he's won awards,
19. 0:44he's toured with some of the biggest
20. 0:46names out there. He has a big YouTube
21. 0:48channel, 50,000 subscribers. People love
22. 0:52him, they trust him, they consume all of
23. 0:55his content. He's built an email list of
24. 0:57over 4,000 people, and he wasn't
25. 1:01emailing them. When I asked him why, he
26. 1:03didn't really have an answer. It came
27. 1:05down to he simply just didn't know what
28. 1:07to say, and he didn't really want to
29. 1:08bother them. So, I told him to email the
30. 1:10list, tell them what you have, and tell
31. 1:12them how to get in. Tell them what's
32. 1:14happening in there. And just send it.
33. 1:17Don't overthink it. And he did that, and
34. 1:1930 people joined his paid school
35. 1:22community in 5 days. 30 people, nearly
36. 1:26$1,000
37. 1:28a month in recurring revenue from one
38. 1:31email. And he had been sitting on that
39. 1:34list. Here's what I've learned from
40. 1:36working with experts like this
41. 1:38individual that I just mentioned. The
42. 1:40reason that you haven't emailed your
43. 1:41list has nothing to do with time, it has
44. 1:43nothing to do with not having anything
45. 1:45to say, and it definitely doesn't have
46. 1:47anything to do with you not being ready.
47. 1:49The reason is simpler than that. You
48. 1:51believe your audience follows you for
49. 1:53free. And you've been doing that for so
50. 1:56long that somewhere along the way you
51. 1:58convinced yourself that asking your
52. 2:00audience for money would break
53. 2:02something. You built the trust, you made
54. 2:04the videos, you showed up week after
55. 2:06week giving everything that you had, and
56. 2:09in doing that, you also quietly built a
57. 2:11belief that what you do is not worth
58. 2:14charging for. That the people who follow
59. 2:16you expect it to be free. That if you
60. 2:19sent them an email asking them for
61. 2:21something, that they would think less of
62. 2:23you. That is the belief and that is the
63. 2:25thing that keeps your list sitting
64. 2:27untouched with a bunch of cobwebs all
65. 2:29over it. And I'm here to tell you that
66. 2:31that belief is wrong, completely wrong,
67. 2:34and it's costing you money every single
68. 2:36month. Let's do some math. You have an
69. 2:38email list. Let's say you have 1,000
70. 2:40people on your list. If 2% joined a paid
71. 2:43school community at $27 per month,
72. 2:46that's 20 people. That's $540
73. 2:50per month. Every single month without
74. 2:52you doing anything brand new. If 3%
75. 2:55joined, that's $810 per month. Now,
76. 2:58here's the number that should bother
77. 3:00you. If 10% of your list joined, and 10%
78. 3:04is not a crazy number when those people
79. 3:07already know you, already trust you, and
80. 3:09already told you that they want more,
81. 3:11like look at your comments for crying
82. 3:13out loud, that's 100 people. At $27 a
83. 3:17month, that's $2,700
84. 3:20every single month, recurring, from
85. 3:23people who are already on your list
86. 3:25right now today. If your list is 5,000
87. 3:28and 10% convert, that's $13,500
88. 3:32a month. Not from ads, not from cold
89. 3:34traffic, from people who raised their
90. 3:37hand and said they want to hear from
91. 3:39you. That money exists right now. It's
92. 3:42just sitting there waiting for you to
93. 3:44send an email. That's not life-changing
94. 3:46money on its own, but it's definitely a
95. 3:48starting point. And the client that I
96. 3:50mentioned didn't stop at 30 members. He
97. 3:52kept going. He kept sending those
98. 3:54emails. He raised his price twice. He is
99. 3:57headed somewhere real. Every month you
100. 4:00don't email your list is a month that
101. 4:03the math doesn't work in your favor. And
102. 4:05I'm not even talking about the people
103. 4:07who would pay you for one-to-one
104. 4:09coaching or a workshop or a private
105. 4:12session. I'm talking about one simple
106. 4:14email to people who already said that
107. 4:17they wanted to hear from you. Here is
108. 4:19what you got wrong about your audience.
109. 4:21They are not following you because they
110. 4:23expect free. They are following you
111. 4:26because they trust you and trust is the
112. 4:28thing that people pay for. They are not
113. 4:30on your list because they want a
114. 4:32newsletter. They are on your list
115. 4:35because at some point you said something
116. 4:37or made something that they connected
117. 4:39with and they wanted more of that. They
118. 4:42didn't know what that would look like.
119. 4:43They just knew that they wanted it. An
120. 4:45email that says I've built something or
121. 4:48I want you to be a part of it is not a
122. 4:50betrayal of that trust. It's the next
123. 4:53step in it. The experts who struggle
124. 4:56with this, and almost all of them do,
125. 4:58confuse giving everything away for free
126. 5:01on YouTube with an obligation to give
127. 5:04everything away everywhere. Those are
128. 5:07two different things. Your YouTube
129. 5:09content is your calling card. It's the
130. 5:11thing that gets people to trust you.
131. 5:14What you build for the people who want
132. 5:16to go deeper, that's what you charge
133. 5:18for. The trust is why they pay. The
134. 5:20content is what builds that trust. Those
135. 5:22two things work together. They don't
136. 5:24cancel each other out. My client, the
137. 5:26musician, was told by someone else that
138. 5:28he was giving away too much on YouTube
139. 5:30and I told him that's exactly why his
140. 5:33audience trusted him. That was his
141. 5:35advantage and to keep doing it. I want
142. 5:38to be direct with you. You do not need a
143. 5:40perfect email. You do not need a
144. 5:42finished product. You do not need to
145. 5:43know exactly what you're you're to offer
146. 5:46before you send something. You need to
147. 5:48start a conversation with the people who
148. 5:50already told you that they're
149. 5:51interested. And here's what that looks
150. 5:53like. Step one, open your email platform
151. 5:56right now, not after this video, like
152. 5:58literally right now. Pause it if you
153. 6:00have to. Step two, write a subject line
154. 6:04that is honest and specific, something
155. 6:06like I've been quiet, here's why, or I'm
156. 6:09building something and I want you
157. 6:11involved. Nothing clever, nothing that
158. 6:13sounds like marketing, just something
159. 6:15that is true. Step three, write three to
160. 6:17four sentences. Tell them what's been on
161. 6:19your mind. Tell them what you're working
162. 6:21on. Ask them one question, something
163. 6:24like, what would you want from me if I
164. 6:25built a paid community around this? Or
165. 6:28simply, are you open to me building
166. 6:30something for you? That's all you need.
167. 6:32Step four, send it. That's it. That's
168. 6:35the entire process. You're not selling
169. 6:37anything yet. You are just talking to
170. 6:39people who asked you to talk to them.
171. 6:42That's what the list is. Those are
172. 6:44people who raised their hand and said,
173. 6:47stay in touch. So, stay in touch with
174. 6:50them. The offer comes later, the
175. 6:51community comes later, the structure
176. 6:53comes later. First comes the
177. 6:55conversation and the conversation starts
178. 6:57with one single email. Every week that
179. 7:00that list sits there is a week that
180. 7:03you're leaving something real on the
181. 7:05table. I'm not talking about greed. I'm
182. 7:07talking about what you've actually
183. 7:08built. You've spent years becoming the
184. 7:11best at what you do. You have an
185. 7:13audience that trusts you. You have an
186. 7:15email list full of people who raised
187. 7:17their hand and said, I want more from
188. 7:19you. And you have not given them a
189. 7:21chance to go deeper with you. That's not
190. 7:23their choice, that's yours. My client
191. 7:26sent one email, 30 people joined in five
192. 7:30days. Imagine if he did not send that.
193. 7:33What are you waiting for? I appreciate
194. 7:36you watching. I mean every single word
195. 7:38of this because I have sat across from
196. 7:39two many people who had everything they
197. 7:42needed and just couldn't see it. I don't
198. 7:45want that to be your story. Email the
199. 7:47list. I'm rooting for you. Let's go.