The Worst Reason Not to Email

I know a business coach who’s great at what she does but struggles to sell it. 

We’re in a mastermind group together, and during our last meeting she asked how to promote her new program. 

Ideas flew around the Zoom room — mostly about ways to get new leads. 

“Try Pinterest,” someone suggested. 

And then I chimed in. 

Me: 
How many people on your email list? 

Coach: 
500. 

Me:
How often do you email them? 

Coach: 
Not often. I’ll send an email to announce an event. But I don’t send a lot. 

Me:
Why not? 

Coach:
Because I get so many emails. I hate getting all those emails. So I don’t like to send.

(I hear this a lot). 

A few important lessons here…

If you choose not to send email because you don’t like getting “all those emails…

…you’re leaving money on the table.

We hate getting all those emails because the vast majority are irrelevant, boring, and obnoxiously pitchy. 

Most people like to receive content that is relevant, entertaining, and valuable. 

So, instead of saying, “I don’t want to send email…” (period), say, “I don’t want to send irrelevant, boring, and obnoxiously pitchy emails that people hate to get. I want to send emails that people love to get.” 

And why would you want to do that? Because…

…email works!

Email converts prospects to customers at rates far greater than social media and other channels. That’s a fact, Jack. 

Here’s another fact: 

It’s far more expensive to earn a dollar from a cold lead you’ve not yet met than to earn that dollar from an existing lead, prospect, or customer already on your list. 

In other words, if you have 500 people on your email list (or just 50), engage them first. Inform and entertain them with great emails. Inspire them to buy. 

That’s far less expensive (and far more profitable) than trying to build a following on Pinterest, TikTok, Facebook, LinkedIn or some other channel — and then trying to convert those followers to customers. 

Social media can be a great way to attract leads.

But before you spend time and money chasing cold leads, focus on those who have already raised their hands.

Focus on sending great emails they love to receive — emails that inspire them to act. 

Once you have that down, give Pinterest (etc.) a try. 

How can you become the profit-generating emailer everyone loves to hear from? 

Great query, Larry!

Watch your inbox for more info re: Email Marketing Power — my new program that shows you how to build an email list, engage your subscribers with story-powered, info-taining content, and drive action (including sales). 

It will launch later this month. And you’ll be among the first to know how to get your hands on it.