Ep 284 // 4 Reasons Why Your Email List Isn't Turning Into Sales

Speaker A: Well, hey friends, it's your pal Faith here. And today we're gonna talk through why your email list isn't turning into sales. Because I know that you know we've all heard all those stats about well, every email subscriber is worth x amount of dollars compared to social media followers, blah blah blah blah. And I am not saying that that is false, but I am m saying that just having somebody on your email list does not automatically convert into $Dallas. So we're gon why your email list isn't turning into sales. And this one is pretty juicy. So let's go. Hey there fellow entrepreneur. Welcome to Simple SEO and Marketing. Do you want to grow your business with sustainable traffic sources? Have you heard about the power of search engine optimization? And you want to take advantage of it to get more traffic, more eyeballs on your business. But when it comes down to it, does SEO feel complicated and hard to implement? Are you tired of wondering what in the heck to do with your website to get more traffic and more leads knocking on your door? What if I could tell you that there was a simple, proven system for using SEO, blogging and copywriting to get leads from your website and not just any leads, high converting leads. Hey, I'm Faith Hannon, wife, mama, copywriter, SEO strategist and barrel racer. And for the last eight years I've been figuring out what works and what doesn't work in the world. Online marketing to get organic traffic. And now I'm here to share all the things I'm learning in the trenches of SEO, copywriting and content marketing. How does 300%, 500% or even 12,000% more traffic in a year sound? What could your business do with that kind of traffic increase? How many more people could you help? So listen in and prepare to take note. I'm about to drop six simple, actionable SEO, marketing and copywriting tips, all with a heavy dose of Jesus loving encouragement. Let's get you more traffic and more leads so you can help more people with your God given gifts. All right friends, you, uh, may not know this because I have a podcast titled Simple SEO and Marketing, but I actually really love email marketing too. Because one of the main points of organic marketing is to get people on your email list because you own that list and then you have direct access content or direct access to them to get your content in front of them, to get your offer in front of them. Right? And I know that you have probably heard all kinds, all kinds of statistics about an email subscriber is worth $40 or 40 times your ROI versus a social media subscriber. P.S. i'm not quoting those. Don't quote me on those. Those are numbers that I've heard that are floating around in my brain. Okay? The fact of the matter is email marketing is slash can be highly effective for your business. But if your email list is not buying, we need to fix that. Okay? So today we're ch through why your email list is not buying. Okay? Because if your email list is growing but your sales are not, I need you to pinky promise me or wrist promise me that you're not automatically going to throw out email marketing and assume that it doesn't work. Okay? Even if your email marketing or lack thereof is not working great today, email could still be one of your strongest sales tools, but only if you use it the right way. Okay, so I'm going to walk through, um, a few problems we're going to diagnose. Pretend like this is, you know, your marketing, your marketing doctor Bestie over here helping you diagnose why your email list isn't turning into sales. All right? Problem number one, and I see it so often, problem number one, we're gonna chat about, and this is, you're only emailing when you want something. Now, I say this with all the love in my heart and totally raising my hand. Been in that position myself. Okay? I get it. Creating emails, uploading emails, publishing emails, editing emails, tracking emails. All those things can feel really daunting and can take a ton of time. But if people only hear from you during launches or promotions, your emails are going to feel abrupt and kind of like, what do you want from me? Right? Picture the friend from high school that you haven't talked to in, you know, 5, 10, 20 years. All of a sudden dropping a message in your Facebook, and then they're trying to sell you a weight loss, something which, whatever, I'm not here to knock that. But that feels. The feeling on the other side of that is really abrupt. Right? You're not like, oh, I feel cared for and loved and I'm happy to spend money with this person. Like, that's not the feeling that you get from that interaction. Right? Right. And if you, as a business owner are only ever emailing your list when you want something, AKA when you want a sale, that's how that relationship is going to feel. Okay? This creates a really cold relationship. When you only email when you want something, it creates a really cold relationship. It creates a lot of unsubscribes, and people tune you out. Okay? The fact of the matter is, y', all, we have to nurture before we ask. Serve, serve, serve, serve, serve, sell to a degree, right? I'm not saying that you have to only sell once every, you know, 45 emails. That's not what I'm saying. But it does mean that you need to serve people and more than just asking for a sale. Okay. It doesn't mean you have to email every single angle every single day of your life, but it does mean that you need to serve. It means that your list needs to hear from you, even when you're not actively asking them to buy. Okay, so here's a very practical fix. I want you to send, uh, consistent, value driven emails between promotions. I have a whole email series a little ways back on the podcast that I want you to look, that I want you to go back and listen to if this is something you're struggling with. But I want you to create a consistent cadence that you can actually keep up with. For me, in my business, we send, um, two emails a week pretty much across the board unless we are in an active promotion or sale. Okay. Also, in your emails that you're gonna send, even when you're not selling something, I want you to share some dang stories. Y' all stories are so much fun to share and to read. Think about the things, the connection points that you have made with people online. Think about the people that you love to follow and it's because of a story dory so often. Okay. I also want you to talk, like to think of some teaching tips, some client examples, some behind the scenes lessons, and just some really practical stuff. Okay? Let people get used to hearing how you think before they're asked to invest with you. So one of my favorite teachers at Bible school, he told us and taught us this lesson and it really stuck with me. He said the most important thing you can learn from somebody is how they think. Okay. Because then when you know how they think, then you can maybe apply some of that to your problem solving. Now, he wasn't talking about email lists at the time, but it holds true. Okay. When you create consistent value in your, uh, email marketing, you're letting people get used to how you think. It's not just nurturing them in the sense of making them feel loved, it's. It should do that too. But it's also helping your brains match up in a sense. Because if you're learning something from somebody, then chances are they know something that you don't know. And you need to be able to learn from them before you invest with them. Right? But the more you consume their content, the more you learn how their brain thinks, the more your brains are matchy matchy, and they worky, worky together. For lack of. For lack of better technical terms, um, I've seen this exemplified so clearly in my life. There's a Christian business coach that, um, my husband and I found through a series of different ministries that we love. And my husband's like, you should listen to this guy. And the first thing that I listened to him about, the first couple things of his I listened to, I was like, his brain doesn't make sense with my brain. But the more I listen to him, the more I liked him, the more I learned from him, the more I'm like, oh, my goodness, I've got to learn more from this guy. And now I'm invested in his program. Okay? But when you allow somebody to learn how you think, you are creating a bridge to a sale. All right, point number two. Problem number two that I see so often, your emails are helpful, but they don't connect to your offer. Now, I am probably so guilty of this because I love telling stories, I love sharing practical life lessons. I have a variety of passions in my life. Um, but I know from experience that when your emails are helpful but they don't connect to an offer, ultimately that's not going to generate sales. Okay? This is a very classic teaching but not selling problem. And if you will reframe in your brain that selling is not sleazy, that selling is service to the right person, it will help you so much with this. Okay? Yes, you can send useful emails every week and still not train people to understand what you helped them with. Right. There are some people that I receive emails from that I have no idea what they do, and then I unsubscribe from them because I don't remember what they do. Okay? Helpful emails are good. Yes, your emails should be helpful. But you cannot disconnect your helpfulness completely from your paid work all the time. Okay? So here's a very practical fix for you. I, uh, want you to thread your offers into your teaching. Naturally, yes, teach on a problem, but teach on a problem that your paid offer solves. Okay? Mention that that thing is something you audit. Talk about how you know your offer can fix this issue. Okay. Or talk about the problems that you've solved for your clients. Okay? And then I want you to invite your people to look at their own life or business or whatever through that lens and then give them a next step when it makes sense. Right? It's okay to sell other than a launch cycle, right? We just want to make sure that our emails are serving all the time, okay? So we're not violating number one. All right? Problem number three is I. I see this a lot. You're not addressing the. You're not addressing the real objections that people have. A lot of times people are just not buying because they still have unanswered questions. They might think, is this really my problem? Am I ready for this? Can I afford this? Will this work? Do I actually need this right now? Am I, is. What if I invest and it doesn't work? And a lot of this. Your email sales problems can be fixed with very simple and strategic messaging, okay? If your emails never address those problems, then people are going to stay maybe on your list, but they're not going to actually step out there and take this step that's going to make them purchase and then ultimately enable you to help them. Okay? So here's what I want you to do. Practical fix for you. I want you to turn your objections, the objections that you hear, into email topics, okay? You don't need to wait for a huge sales page or an FAQ to answer everything. And spoiler alert, you've already written that great copy or had that great sales page copy written for you. Guess what? You can repurpose that in some of your emails. There are no rules out here in the wild, wild west of digital marketing. Okay? There are rules, but you are allowed to repurpose copy that you've already written, that you've already approved. You're allowed to reuse that in more than one place. Okay? Just because it's on your sales page does not mean it can never migrate into your emails, okay? Now, I also want you to use emails to explain how to think through purchasing decisions. It's okay to get really, um, like, to. To go behind the curtain or like, break the. The wall. Like, if you were speaking to the audience, doing a play, whatever that word is called, you're allowed to break that wall, okay? And actually talk to people, like, people, okay? And I also want you to make sure that you're using stories and examples to lower the confusion and increase your buying confidence, okay? And number four, problem number four. Why your email list isn't turning into sales is your list doesn't know what you want to be hired for. If your emails are scattered, there's no consistent strategy. There's. Your people are not going to know, okay? This especially matters if you have. If you're pivoting toward like a Higher end program. Okay? You cannot, and I'm saying this to all the multi passionate people, myself included, you cannot talk about 47 loosely related things and expect people to magically, magically connect the dots. It does not work like that, okay? You have to have consistent themes or at least consistent, um, even content buckets, so, so to speak, that reinforce your expertise. Yes, you can connect different areas of your life and different passions of your life, but it needs to be connected to what you sell and the problems that you solve, okay? And I also want you to remember, you cannot assume that one email is enough. Look through your junk folder, look through your spam folder and see how many emails are in there. A lot of them are spam, but a lot of them are emails that come from somebody maybe running a promotion that just got flagged in the spam folder. Okay? One email is not enough, okay? It is okay to repeat yourself, okay? And your repetition should not, um, shouldn't shake your confidence, okay? There are so many things in life, so many great messages, marketing messages that we remember, but we remember them because they've been repeated, because that, uh, company is not reinventing the wheel every single time they make a commercial. So we're able to remember those things because we hear them multiple times. So I have some homework for you today, pals. Are you ready? Bust out your little trapper keepers and write your homework down, okay? Your homework is this. I want you to look at your last five emails and I want you to ask yourself the following questions. Did this email help people to understand what I sell? Did it connect to. Did the lesson connect to a real problem that they have? Did I address a real objection and did I give a next step? Don't make people guess what they should do. Okay? So then I want you to pick one email and rework it with a stronger offer connection. And then write down three email topics that directly support the offer that you want to sell more of. Now, if your website, your content, and your email list feel disconnected, that is a sign, friends, that you might. You don't need more. You don't need more random marketing. You need a clear strategy that connects the pieces together. I know that it feels easier to buy a template for this and a course for that, but sometimes the duct tape and bail and wire version of a marketing strategy feel feels just like that. Um, a duct tape and bail and wire marketing strategy, okay? That is why we build marketing strategy positioning and conversion into my SEO website copy projects. So if you're like, things aren't converting how they need to convert. Then go ahead and book a call to see if we are the right fit to help you sell more of your offers, get more website traffic, and have authentic messaging that feels like you said it, but connects exactly to what your ideal client needs to hear to take the next step and purchase from you. All right y', all, we'll be back at you next week and I am excited to help y' all turn your email list into sales. Bye. M. Thank you so much for listening in today. Hopefully this episode gave you some really tangible tips for better SEO and marketing to get more leads and more sales from your website. If it did, can I ask you a quick favorite? Would you please share this episode with a friend and then just take 10 seconds and go leave a written review on Apple Podcasts. That is the very best way to help more Jesus loving entrepreneurs scale their businesses so that they can help more people with their gifts and make an even bigger impact for the Kingdom of God. And guess what? We now have a Facebook community where we can learn, hang out and laugh. Go join the Facebook group now. It's linked in the show notes and all the other things courses, coaching and copywriting can be found at my website faith hannon.com until next time. God bless and I'll talk to you soon.