Latest / Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention / How your email list fits into your marketing ecosystem

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How your email list fits into your marketing ecosystem · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:00
  Hello,
• 0:01
  and
• 0:01
  welcome
• 0:01
  back
• 0:02
  to
• 0:02
  another
• 0:02
  episode
• 0:03
  of
• 0:03
  the
• 0:03
  deeply
• 0:04
  rooted
• 0:04
  business
• 0:05
  podcast.
• 0:06
  I
• 0:06
  am
• 0:07
  Rachel,
• 0:07
  and
• 0:07
  I'm
• 0:08
  here
• 0:08
  for
• 0:08
  another
• 0:09
  solo
• 0:09
  episode.
• 0:10
  Last
• 0:11
  week,
• 0:11
  we
• 0:12
  talked
• 0:12
  about
• 0:13
  top
• 0:13
  tips
• 0:14
  to
• 0:14
  help
• 0:14
  boost
• 0:15
  revenue.
• 0:15
  And
• 0:16
  Q3
• 0:17
  and
• 0:17
  Q4.
• 0:17
  So
• 0:17
  you
• 0:18
  can
• 0:18
  really
• 0:18
  finish
• 0:18
  out
• 0:18
  the
• 0:19
  year
• 0:19
  strong.
• 0:20
  But
• 0:20
  there
• 0:21
  has
• 0:21
  been
• 0:21
  some
• 0:22
  conversation
• 0:22
  that
• 0:22
  I've
• 0:23
  been
• 0:23
  having
• 0:23
  with
• 0:24
  some
• 0:24
  students
• 0:25
  in
• 0:25
  the
• 0:25
  community
• 0:25
  that
• 0:26
  I'm
• 0:26
  in
• 0:27
  with
• 0:27
  some
• 0:27
  clients
• 0:28
  that
• 0:28
  I
• 0:28
  really
• 0:29
  felt
• 0:29
  that
• 0:29
  I
• 0:29
  needed
• 0:29
  to
• 0:29
  kind
• 0:30
  of
• 0:30
  get
• 0:30
  this.
• 0:31
  Scheduled
• 0:31
  into
• 0:32
  this
• 0:32
  season
• 0:33
  of
• 0:33
  the
• 0:34
  episode.
• 0:34
  Because
• 0:35
  a
• 0:35
  lot
• 0:35
  of
• 0:35
  times
• 0:35
  that
• 0:36
  when
• 0:36
  we're
• 0:36
  building
• 0:36
  our
• 0:36
  email
• 0:37
  list,
• 0:37
  we
• 0:38
  don't
• 0:38
  really
• 0:38
  incorporate
• 0:39
  it
• 0:39
  properly.
• 0:40
  So
• 0:41
  today
• 0:41
  we
• 0:41
  are
• 0:41
  going
• 0:42
  to
• 0:42
  be
• 0:42
  talking
• 0:43
  about
• 0:44
  how
• 0:44
  to
• 0:44
  build
• 0:45
  your
• 0:45
  email
• 0:45
  list
• 0:46
  into
• 0:47
  your
• 0:47
  marketing
• 0:48
  ecosystem
• 0:49
  so
• 0:49
  that
• 0:49
  it's
• 0:49
  acting
• 0:50
  really
• 0:51
  supportive
• 0:52
  of
• 0:52
  the
• 0:53
  overall
• 0:53
  mission
• 0:54
  of
• 0:54
  your
• 0:54
  business
• 0:55
  and
• 0:55
  not
• 0:55
  just
• 0:55
  having
• 0:55
  to
• 0:56
  kind
• 0:56
  of
• 0:56
  like
• 0:56
  pull
• 0:56
  its
• 0:56
  own
• 0:57
  weight.
• 0:58
  Or
• 0:58
  work
• 0:58
  against
• 0:59
  what
• 0:59
  you're
• 0:59
  already
• 1:00
  putting
• 1:00
  out
• 1:00
  there
• 1:00
  in
• 1:01
  the
• 1:01
  entire
• 1:01
  world.
• 1:01
  So.
• 1:02
  This
• 1:02
  is
• 1:03
  the
• 1:03
  solo
• 1:04
  episode
• 1:04
  to
• 1:04
  kind
• 1:05
  of
• 1:05
  break
• 1:05
  that
• 1:06
  down.
• 1:06
  But
• 1:07
  yeah,
• 1:07
  let's
• 1:07
  get
• 1:07
  started.
• 1:08
  So
• 1:09
  we
• 1:09
  are
• 1:09
  going
• 1:09
  to
• 1:09
  be
• 1:09
  talking
• 1:10
  first
• 1:10
  about
• 1:10
  what
• 1:11
  an
• 1:11
  ecosystem
• 1:12
  is.
• 1:13
  And
• 1:13
  so
• 1:13
  sometimes
• 1:14
  you
• 1:14
  might
• 1:14
  hear
• 1:15
  Jess
• 1:15
  introduce
• 1:16
  me.
• 1:17
  As
• 1:17
  the
• 1:18
  marketing
• 1:18
  ecosystem
• 1:20
  architect
• 1:21
  or
• 1:21
  things
• 1:21
  along
• 1:22
  those
• 1:22
  lines.
• 1:23
  And
• 1:23
  sometimes
• 1:24
  that's
• 1:24
  not
• 1:24
  really
• 1:24
  clear.
• 1:25
  So
• 1:25
  coming
• 1:26
  from
• 1:26
  10
• 1:27
  plus
• 1:27
  years
• 1:28
  of
• 1:28
  marketing
• 1:28
  experience,
• 1:29
  both
• 1:29
  in
• 1:29
  corporate
• 1:30
  and
• 1:30
  in
• 1:30
  business.
• 1:32
  It's
• 1:32
  really
• 1:32
  important
• 1:33
  to
• 1:33
  understand
• 1:33
  that
• 1:34
  every
• 1:34
  single
• 1:35
  component
• 1:36
  of
• 1:36
  your
• 1:36
  marketing
• 1:36
  strategy
• 1:37
  should
• 1:38
  have
• 1:39
  a
• 1:39
  supportive
• 1:39
  effort
• 1:40
  of
• 1:41
  one
• 1:42
  other
• 1:42
  thing
• 1:42
  in
• 1:42
  your
• 1:43
  business.
• 1:43
  So
• 1:43
  whether
• 1:43
  it's
• 1:43
  a
• 1:44
  business
• 1:44
  goal,
• 1:44
  whether
• 1:45
  it
• 1:45
  is
• 1:45
  driving
• 1:46
  traffic
• 1:46
  to
• 1:47
  something
• 1:47
  that
• 1:47
  should
• 1:47
  really
• 1:48
  all
• 1:48
  be.
• 1:48
  I
• 1:49
  connected.
• 1:50
  One
• 1:50
  of
• 1:50
  the
• 1:50
  things
• 1:50
  that
• 1:50
  it
• 1:51
  should
• 1:51
  not
• 1:51
  do
• 1:51
  is
• 1:52
  be
• 1:52
  entirely.
• 1:53
  Siloed
• 1:54
  off
• 1:54
  into
• 1:55
  its
• 1:55
  own
• 1:55
  little
• 1:56
  world
• 1:57
  and
• 1:57
  not
• 1:57
  really
• 1:58
  doing
• 1:58
  anything
• 1:59
  to
• 1:59
  support
• 2:00
  the
• 2:00
  overall
• 2:00
  business.
• 2:01
  So.
• 2:01
  This
• 2:02
  is
• 2:02
  something
• 2:02
  I
• 2:02
  see.
• 2:03
  All
• 2:03
  of
• 2:03
  the
• 2:03
  time
• 2:04
  where
• 2:04
  people
• 2:05
  are
• 2:05
  kind
• 2:05
  of
• 2:05
  going
• 2:06
  through.
• 2:06
  The
• 2:07
  motions
• 2:08
  of
• 2:08
  having
• 2:08
  an
• 2:08
  email
• 2:09
  list,
• 2:09
  they're
• 2:09
  sending
• 2:10
  newsletters
• 2:11
  just
• 2:11
  because
• 2:11
  they
• 2:12
  think
• 2:12
  they
• 2:12
  need
• 2:12
  to
• 2:12
  stay
• 2:12
  consistent
• 2:13
  there.
• 2:14
  Growing
• 2:15
  their
• 2:15
  email
• 2:15
  list
• 2:16
  with
• 2:16
  really
• 2:16
  not
• 2:17
  having
• 2:17
  too
• 2:18
  much
• 2:18
  of
• 2:18
  like
• 2:18
  a
• 2:18
  purpose.
• 2:19
  And
• 2:19
  one
• 2:20
  of
• 2:20
  the
• 2:20
  things
• 2:20
  that
• 2:20
  I
• 2:20
  always
• 2:21
  try
• 2:21
  to
• 2:22
  build
• 2:22
  the
• 2:22
  picture
• 2:23
  of
• 2:23
  is
• 2:23
  that
• 2:23
  if
• 2:24
  your
• 2:24
  business
• 2:25
  has.
• 2:25
  Some
• 2:26
  type
• 2:26
  of
• 2:26
  a
• 2:26
  garden
• 2:27
  of
• 2:27
  some
• 2:27
  sort,
• 2:28
  and
• 2:28
  you're
• 2:28
  planting
• 2:28
  all
• 2:29
  of
• 2:29
  the
• 2:29
  seeds
• 2:30
  that
• 2:30
  come
• 2:30
  with
• 2:31
  your
• 2:31
  garden
• 2:32
  and,
• 2:32
  you
• 2:32
  know,
• 2:33
  you're
• 2:33
  watering
• 2:33
  them
• 2:33
  consistently
• 2:34
  and
• 2:34
  doing
• 2:35
  all
• 2:35
  of
• 2:35
  that.
• 2:36
  When
• 2:36
  you
• 2:37
  step
• 2:37
  away,
• 2:38
  whether
• 2:38
  that's
• 2:38
  through
• 2:38
  burnout
• 2:39
  or
• 2:40
  vacation
• 2:41
  or
• 2:41
  just
• 2:42
  life
• 2:42
  happens,
• 2:43
  client
• 2:43
  works
• 2:43
  gets
• 2:44
  crazy.
• 2:45
  All
• 2:45
  of
• 2:45
  those
• 2:45
  components,
• 2:46
  your
• 2:47
  fruits
• 2:47
  of
• 2:47
  your
• 2:48
  labor
• 2:48
  don't
• 2:49
  necessarily
• 2:50
  get
• 2:50
  watered.
• 2:51
  If
• 2:51
  everything
• 2:51
  is
• 2:52
  this
• 2:52
  kind
• 2:52
  of
• 2:52
  like
• 2:52
  siloed
• 2:53
  row
• 2:54
  of
• 2:54
  carrots
• 2:55
  and
• 2:56
  you
• 2:56
  know,
• 2:56
  all
• 2:56
  of
• 2:56
  that.
• 2:57
  However,
• 2:57
  if
• 2:57
  you
• 2:58
  look
• 2:58
  at.
• 2:59
  Like
• 2:59
  an
• 2:59
  actual
• 3:00
  forest
• 3:01
  of
• 3:01
  some
• 3:01
  sort
• 3:01
  in
• 3:01
  the
• 3:02
  forest
• 3:02
  is
• 3:03
  derived
• 3:04
  of
• 3:04
  the
• 3:04
  birds,
• 3:05
  the
• 3:05
  trees,
• 3:06
  the
• 3:06
  shrubs,
• 3:07
  the
• 3:07
  Moss,
• 3:08
  all
• 3:08
  of
• 3:08
  these
• 3:08
  different
• 3:09
  components
• 3:10
  that
• 3:10
  have
• 3:11
  very
• 3:11
  unique
• 3:11
  purposes
• 3:12
  to
• 3:13
  kind
• 3:13
  of
• 3:13
  tie
• 3:14
  everything
• 3:14
  together.
• 3:15
  It
• 3:15
  doesn't
• 3:16
  matter
• 3:16
  if
• 3:16
  you
• 3:16
  step
• 3:17
  away
• 3:17
  for
• 3:17
  a
• 3:17
  month
• 3:18
  for
• 3:18
  two
• 3:19
  months.
• 3:19
  Or
• 3:20
  whatever
• 3:20
  that
• 3:20
  looks
• 3:21
  like
• 3:21
  the
• 3:22
  components
• 3:23
  will
• 3:23
  water
• 3:24
  each
• 3:24
  other.
• 3:24
  They
• 3:24
  will
• 3:25
  make
• 3:25
  sure
• 3:26
  that
• 3:26
  you
• 3:26
  know,
• 3:27
  like
• 3:27
  the
• 3:27
  dead
• 3:27
  weight
• 3:28
  gets
• 3:28
  clipped
• 3:29
  up
• 3:29
  because
• 3:29
  of.
• 3:30
  the
• 3:30
  scavengers
• 3:31
  kind
• 3:31
  of
• 3:31
  going
• 3:32
  around
• 3:32
  and
• 3:32
  I
• 3:33
  get
• 3:33
  that.
• 3:33
  I'm
• 3:33
  going
• 3:33
  a
• 3:34
  little
• 3:34
  crazy
• 3:34
  with
• 3:34
  this.
• 3:35
  Metaphor,
• 3:35
  but
• 3:36
  it's
• 3:36
  so
• 3:36
  important
• 3:36
  to
• 3:37
  look
• 3:37
  at
• 3:37
  your
• 3:37
  business
• 3:38
  like
• 3:38
  that.
• 3:39
  So
• 3:39
  that
• 3:40
  one
• 3:40
  thing
• 3:40
  doesn't
• 3:41
  just
• 3:41
  get
• 3:41
  dropped
• 3:42
  when
• 3:42
  you
• 3:42
  step
• 3:43
  away,
• 3:43
  whatever
• 3:43
  that
• 3:44
  looks
• 3:44
  like,
• 3:44
  we
• 3:44
  are
• 3:44
  not
• 3:44
  perfect
• 3:45
  in
• 3:45
  business.
• 3:46
  We
• 3:46
  all
• 3:46
  have
• 3:47
  chaos
• 3:47
  that
• 3:47
  can
• 3:48
  happen.
• 3:48
  So,
• 3:49
  it's
• 3:49
  just
• 3:49
  really
• 3:50
  important
• 3:50
  to
• 3:50
  understand
• 3:51
  how
• 3:51
  that
• 3:51
  gets
• 3:51
  together.
• 3:52
  So
• 3:52
  very,
• 3:53
  very
• 3:53
  complex.
• 3:55
  I
• 3:55
  will
• 3:55
  not
• 3:55
  say
• 3:56
  that
• 3:56
  was
• 3:56
  a
• 3:56
  simple
• 3:56
  explanation,
• 3:57
  but
• 3:58
  that
• 3:58
  is
• 3:58
  ultimately
• 3:59
  what
• 3:59
  an
• 3:59
  ecosystem
• 4:00
  should
• 4:00
  look
• 4:01
  like
• 4:01
  for
• 4:01
  your
• 4:01
  business,
• 4:02
  your
• 4:02
  social.
• 4:03
  Should
• 4:03
  support.
• 4:04
  A
• 4:04
  business
• 4:04
  goal,
• 4:05
  whether
• 4:05
  that
• 4:05
  business
• 4:06
  goal
• 4:06
  is
• 4:06
  to
• 4:07
  drive
• 4:07
  lead
• 4:08
  generation.
• 4:09
  Or
• 4:09
  to
• 4:09
  push
• 4:09
  to
• 4:09
  your
• 4:10
  email
• 4:10
  list,
• 4:11
  your
• 4:11
  website
• 4:12
  should
• 4:12
  do
• 4:12
  a
• 4:12
  particular
• 4:13
  thing
• 4:13
  as
• 4:14
  well,
• 4:14
  and
• 4:14
  they
• 4:14
  should
• 4:15
  all
• 4:15
  be
• 4:15
  supportive
• 4:16
  of
• 4:17
  very
• 4:17
  particular
• 4:18
  levels
• 4:19
  of
• 4:19
  your
• 4:19
  marketing
• 4:20
  strategy.
• 4:21
  And
• 4:21
  when
• 4:21
  you
• 4:21
  have
• 4:22
  something.
• 4:23
  That
• 4:23
  is
• 4:23
  typically
• 4:23
  off
• 4:24
  balanced.
• 4:25
  Like
• 4:25
  let's
• 4:25
  say
• 4:26
  you're
• 4:26
  putting
• 4:26
  all
• 4:27
  of
• 4:27
  this
• 4:27
  time
• 4:28
  and
• 4:28
  effort
• 4:28
  into
• 4:29
  building
• 4:30
  your
• 4:31
  email
• 4:31
  list.
• 4:32
  you
• 4:32
  have
• 4:32
  your
• 4:33
  automation
• 4:33
  set
• 4:34
  up,
• 4:34
  you
• 4:34
  have
• 4:35
  your
• 4:35
  lead
• 4:35
  magnets.
• 4:36
  Properly
• 4:37
  aligned,
• 4:38
  but
• 4:38
  then
• 4:38
  you
• 4:38
  sit
• 4:39
  there
• 4:39
  and
• 4:39
  you
• 4:39
  look
• 4:39
  at
• 4:40
  this
• 4:40
  funnel
• 4:40
  that
• 4:41
  you've
• 4:41
  created
• 4:41
  and
• 4:42
  you
• 4:42
  realize
• 4:42
  that
• 4:43
  there's
• 4:43
  no.
• 4:43
  Top
• 4:44
  of
• 4:44
  funnel.
• 4:45
  Efforts
• 4:45
  that
• 4:46
  are
• 4:46
  really
• 4:46
  going
• 4:46
  to
• 4:46
  be.
• 4:47
  Driving
• 4:48
  towards
• 4:48
  your
• 4:49
  email
• 4:49
  list.
• 4:49
  So
• 4:50
  your
• 4:50
  ecosystem
• 4:51
  is
• 4:51
  off
• 4:51
  balance
• 4:52
  because
• 4:52
  now
• 4:52
  your
• 4:53
  email
• 4:53
  list
• 4:53
  is
• 4:54
  sitting
• 4:54
  pretty
• 4:55
  and
• 4:55
  it
• 4:55
  has
• 4:55
  all
• 4:55
  of
• 4:55
  these
• 4:56
  beautiful
• 4:56
  components
• 4:57
  in
• 4:57
  place,
• 4:58
  but
• 4:59
  there's
• 4:59
  nobody
• 4:59
  getting
• 5:00
  to
• 5:00
  your
• 5:00
  list
• 5:01
  because
• 5:01
  there
• 5:01
  isn't
• 5:02
  a
• 5:02
  system
• 5:02
  or
• 5:03
  a
• 5:03
  way
• 5:03
  to
• 5:04
  bring
• 5:04
  in.
• 5:04
  Awareness
• 5:06
  top
• 5:06
  of
• 5:06
  funnel
• 5:07
  activity
• 5:08
  and
• 5:08
  all
• 5:09
  of
• 5:09
  that.
• 5:09
  So
• 5:09
  it's
• 5:10
  really
• 5:10
  important
• 5:10
  to
• 5:11
  understand
• 5:11
  that.
• 5:12
  Even
• 5:12
  if
• 5:12
  you
• 5:13
  put
• 5:13
  all
• 5:13
  of
• 5:13
  your
• 5:13
  eggs
• 5:14
  in
• 5:14
  your
• 5:14
  email
• 5:14
  basket,
• 5:15
  or
• 5:15
  put
• 5:15
  all
• 5:16
  of
• 5:16
  your
• 5:16
  eggs
• 5:16
  in
• 5:16
  your
• 5:16
  social
• 5:17
  basket,
• 5:17
  that
• 5:18
  there
• 5:18
  are
• 5:18
  different
• 5:19
  pillars
• 5:19
  and
• 5:19
  platforms
• 5:20
  that
• 5:20
  should
• 5:20
  be
• 5:21
  interconnected.
• 5:22
  And
• 5:22
  all
• 5:22
  of
• 5:22
  that.
• 5:23
  So.
• 5:23
  Let's
• 5:23
  talk
• 5:23
  about
• 5:24
  a
• 5:24
  few
• 5:24
  things
• 5:24
  that
• 5:24
  you
• 5:25
  can
• 5:25
  do.
• 5:26
  When
• 5:26
  it
• 5:26
  comes
• 5:27
  to
• 5:27
  having
• 5:28
  an
• 5:28
  unbalanced
• 5:29
  ecosystem.
• 5:30
  So
• 5:30
  we'll
• 5:30
  just
• 5:30
  say
• 5:31
  like
• 5:31
  a
• 5:31
  zero
• 5:31
  top
• 5:32
  of
• 5:32
  funnel.
• 5:33
  Or
• 5:33
  even
• 5:34
  you
• 5:34
  have
• 5:35
  that
• 5:35
  top
• 5:35
  of
• 5:35
  funnel
• 5:36
  animal.
• 5:36
  We'll
• 5:36
  play
• 5:37
  out
• 5:37
  two
• 5:37
  different
• 5:37
  scenarios
• 5:38
  here.
• 5:39
  So
• 5:39
  the
• 5:39
  first
• 5:39
  one
• 5:39
  is
• 5:40
  you
• 5:40
  don't
• 5:40
  have
• 5:41
  a
• 5:41
  top
• 5:41
  of
• 5:41
  funnel.
• 5:41
  Your
• 5:42
  email
• 5:42
  list
• 5:42
  is
• 5:42
  not
• 5:43
  growing.
• 5:44
  You
• 5:44
  have
• 5:44
  a
• 5:44
  wonderful
• 5:45
  lead
• 5:45
  magnet.
• 5:46
  And
• 5:47
  you're
• 5:47
  ready
• 5:47
  to
• 5:47
  send
• 5:47
  newsletters,
• 5:48
  but
• 5:48
  nobody's
• 5:49
  really
• 5:49
  coming
• 5:49
  in.
• 5:50
  That's
• 5:50
  one
• 5:51
  situation.
• 5:52
  Or
• 5:53
  you
• 5:53
  have
• 5:53
  a
• 5:53
  huge
• 5:54
  top
• 5:54
  of
• 5:54
  funnel
• 5:55
  and
• 5:55
  they're
• 5:55
  driving
• 5:56
  to
• 5:56
  your
• 5:56
  email
• 5:56
  list,
• 5:57
  but
• 5:57
  you
• 5:57
  don't
• 5:57
  have
• 5:58
  the
• 5:58
  system
• 5:58
  set
• 5:58
  up
• 5:59
  to
• 5:59
  convert.
• 6:00
  And
• 6:00
  they're
• 6:00
  just
• 6:01
  becoming
• 6:01
  a
• 6:01
  list
• 6:02
  of
• 6:02
  just
• 6:02
  people
• 6:03
  instead
• 6:04
  of
• 6:04
  leads,
• 6:05
  which
• 6:05
  is
• 6:05
  ultimately
• 6:06
  what
• 6:06
  it
• 6:06
  should
• 6:06
  be.
• 6:07
  So
• 6:08
  in
• 6:08
  that
• 6:08
  first
• 6:09
  scenario,
• 6:09
  really
• 6:10
  building
• 6:10
  out.
• 6:11
  What
• 6:11
  your
• 6:11
  primary
• 6:12
  platform
• 6:13
  is
• 6:13
  whether
• 6:14
  that's
• 6:14
  Pinterest,
• 6:15
  networking
• 6:16
  Instagram,
• 6:17
  Tik,
• 6:17
  TOK,
• 6:17
  whatever
• 6:18
  that
• 6:18
  looks
• 6:18
  like
• 6:19
  and
• 6:19
  having
• 6:20
  a
• 6:20
  clear
• 6:20
  path
• 6:21
  to
• 6:21
  get
• 6:22
  to.
• 6:22
  I
• 6:22
  always
• 6:22
  call
• 6:23
  it
• 6:23
  the
• 6:23
  road
• 6:24
  to
• 6:24
  your
• 6:24
  email
• 6:24
  list,
• 6:25
  making
• 6:25
  sure
• 6:26
  that
• 6:26
  the
• 6:26
  road
• 6:27
  to
• 6:27
  your
• 6:27
  email
• 6:27
  list
• 6:28
  is
• 6:28
  built
• 6:28
  out.
• 6:29
  So
• 6:30
  clearly
• 6:30
  from
• 6:31
  the
• 6:31
  top
• 6:31
  of
• 6:32
  your
• 6:32
  funnel.
• 6:32
  Whatever
• 6:33
  primary
• 6:33
  platform
• 6:34
  you
• 6:34
  have
• 6:34
  going
• 6:35
  on
• 6:35
  there.
• 6:35
  To
• 6:36
  then
• 6:36
  your
• 6:36
  email
• 6:37
  list.
• 6:37
  And
• 6:37
  then
• 6:38
  that's
• 6:38
  where
• 6:38
  all
• 6:38
  the
• 6:38
  magic
• 6:39
  happens.
• 6:40
  In
• 6:40
  the
• 6:40
  other
• 6:40
  situation
• 6:41
  where
• 6:41
  you
• 6:41
  have
• 6:42
  that
• 6:42
  top
• 6:42
  of
• 6:42
  funnel,
• 6:43
  that's
• 6:43
  thriving
• 6:44
  and
• 6:44
  you
• 6:44
  have
• 6:45
  people
• 6:45
  opting
• 6:46
  in
• 6:46
  and
• 6:46
  just
• 6:46
  kind
• 6:47
  of
• 6:47
  like.
• 6:47
  Flowing
• 6:48
  into
• 6:48
  your
• 6:48
  email
• 6:49
  list,
• 6:49
  but
• 6:50
  you're
• 6:50
  not
• 6:50
  seeing
• 6:50
  any
• 6:50
  conversions.
• 6:51
  That's
• 6:52
  where
• 6:52
  we
• 6:52
  really
• 6:52
  need
• 6:53
  to
• 6:53
  like
• 6:53
  refine.
• 6:54
  We
• 6:54
  really
• 6:55
  need
• 6:55
  to
• 6:55
  say,
• 6:55
  okay,
• 6:55
  we
• 6:56
  want
• 6:56
  to
• 6:56
  create
• 6:56
  pathways
• 6:57
  for
• 6:58
  particular
• 6:58
  people.
• 6:59
  So
• 6:59
  we're
• 6:59
  saying
• 7:00
  lead
• 7:00
  magnet.
• 7:01
  One
• 7:02
  is
• 7:03
  going
• 7:03
  to
• 7:03
  call
• 7:03
  in.
• 7:04
  This
• 7:04
  early
• 7:05
  type
• 7:06
  business
• 7:06
  owner,
• 7:07
  and
• 7:07
  it's
• 7:07
  going
• 7:07
  to
• 7:07
  serve
• 7:08
  a
• 7:08
  purpose
• 7:08
  here
• 7:09
  and
• 7:09
  we're
• 7:09
  going
• 7:09
  to
• 7:09
  properly
• 7:10
  segment
• 7:10
  them
• 7:11
  here.
• 7:11
  EMA
• 7:12
  our
• 7:12
  lead
• 7:12
  magnet
• 7:13
  to
• 7:14
  is
• 7:14
  going
• 7:14
  to
• 7:14
  call
• 7:14
  in
• 7:15
  maybe
• 7:15
  a.
• 7:16
  business
• 7:16
  owner,
• 7:17
  who's
• 7:17
  a
• 7:17
  little
• 7:17
  bit
• 7:17
  further
• 7:18
  into
• 7:19
  the
• 7:19
  process
• 7:20
  and
• 7:20
  it's
• 7:20
  going
• 7:20
  to
• 7:20
  segment
• 7:21
  them
• 7:21
  into
• 7:22
  this
• 7:22
  list
• 7:22
  here.
• 7:23
  It's
• 7:23
  kind
• 7:23
  of
• 7:23
  like
• 7:23
  that
• 7:23
  organization
• 7:24
  type
• 7:25
  structure
• 7:25
  to
• 7:26
  flow
• 7:26
  them
• 7:26
  into
• 7:27
  the
• 7:27
  right.
• 7:27
  Buckets
• 7:28
  and
• 7:28
  all
• 7:28
  of
• 7:28
  that.
• 7:28
  But
• 7:29
  that's
• 7:29
  really
• 7:29
  important
• 7:30
  because
• 7:30
  if
• 7:30
  you're
• 7:30
  stuck
• 7:31
  with
• 7:31
  an
• 7:31
  email
• 7:31
  list,
• 7:32
  that's
• 7:32
  just
• 7:32
  a
• 7:32
  smorgasborg
• 7:33
  of
• 7:34
  everything.
• 7:34
  What
• 7:35
  you're
• 7:35
  going
• 7:35
  to
• 7:35
  see
• 7:35
  is
• 7:35
  low
• 7:36
  engagement,
• 7:37
  low
• 7:38
  conversions.
• 7:39
  And
• 7:39
  ultimately
• 7:40
  it's
• 7:40
  just
• 7:41
  not
• 7:41
  serving
• 7:41
  a
• 7:41
  particular
• 7:42
  purpose
• 7:43
  and
• 7:43
  all
• 7:43
  of
• 7:43
  that.
• 7:44
  So.
• 7:44
  That
• 7:44
  is.
• 7:45
  Really
• 7:45
  really
• 7:45
  important
• 7:46
  to
• 7:46
  understand
• 7:47
  there
• 7:47
  as
• 7:47
  well.
• 7:48
  Another
• 7:48
  thing
• 7:49
  that
• 7:49
  is
• 7:49
  important
• 7:50
  to
• 7:50
  understand.
• 7:50
  So
• 7:51
  when
• 7:51
  you're
• 7:51
  building
• 7:51
  your
• 7:52
  email
• 7:52
  list
• 7:52
  into
• 7:53
  your
• 7:53
  marketing
• 7:54
  ecosystem,
• 7:55
  what
• 7:56
  is
• 7:56
  your
• 7:56
  buyer
• 7:57
  engagement?
• 7:57
  Like
• 7:58
  I
• 7:59
  always
• 7:59
  give
• 7:59
  this
• 8:00
  metaphor
• 8:01
  about
• 8:01
  the
• 8:01
  tortoise
• 8:02
  and
• 8:02
  the
• 8:02
  Hare
• 8:03
  when
• 8:03
  it
• 8:03
  comes
• 8:04
  to
• 8:04
  talking
• 8:04
  about
• 8:05
  your
• 8:05
  customer
• 8:06
  journey
• 8:06
  and
• 8:07
  everything.
• 8:07
  So
• 8:07
  in
• 8:08
  traditional
• 8:08
  business,
• 8:09
  while
• 8:09
  in
• 8:09
  everybody's
• 8:10
  business,
• 8:10
  you
• 8:11
  have
• 8:11
  two
• 8:11
  types
• 8:12
  of
• 8:12
  buyers,
• 8:12
  like.
• 8:13
  It
• 8:13
  does
• 8:13
  not
• 8:14
  matter
• 8:14
  what
• 8:15
  type
• 8:15
  of.
• 8:16
  Business
• 8:17
  you
• 8:17
  have
• 8:18
  or
• 8:18
  offers
• 8:19
  you
• 8:19
  have
• 8:20
  these
• 8:20
  two
• 8:21
  buyers
• 8:21
  exist
• 8:22
  in
• 8:22
  every
• 8:23
  single
• 8:24
  audience.
• 8:25
  And
• 8:25
  the
• 8:25
  tortoise
• 8:26
  is
• 8:26
  the
• 8:27
  person
• 8:27
  who
• 8:27
  kind
• 8:27
  of
• 8:28
  needs
• 8:28
  a
• 8:28
  little
• 8:28
  bit
• 8:29
  more
• 8:29
  information
• 8:30
  in
• 8:31
  their
• 8:31
  buying
• 8:32
  journey.
• 8:32
  They're
• 8:33
  going
• 8:33
  to
• 8:33
  sit
• 8:33
  there,
• 8:34
  incubate
• 8:35
  into
• 8:35
  your
• 8:35
  audience.
• 8:36
  They
• 8:37
  want
• 8:37
  to
• 8:37
  hear
• 8:37
  the
• 8:37
  message
• 8:38
  multiple
• 8:39
  times.
• 8:40
  They
• 8:40
  really
• 8:40
  want
• 8:41
  to
• 8:41
  be
• 8:41
  able
• 8:41
  to
• 8:41
  digest
• 8:42
  and
• 8:42
  make
• 8:42
  an
• 8:42
  informed
• 8:43
  decision
• 8:44
  in
• 8:44
  their
• 8:45
  next
• 8:45
  buying.
• 8:46
  Purchase.
• 8:47
  Before
• 8:47
  they
• 8:47
  take
• 8:48
  that
• 8:48
  step
• 8:48
  of
• 8:48
  action.
• 8:49
  They're
• 8:49
  the
• 8:49
  ones
• 8:50
  that
• 8:50
  say,
• 8:50
  I
• 8:51
  want
• 8:51
  to
• 8:51
  know
• 8:51
  what
• 8:51
  the
• 8:51
  features
• 8:52
  are.
• 8:53
  But
• 8:53
  I
• 8:53
  also
• 8:53
  want
• 8:53
  to
• 8:54
  feel
• 8:54
  emotionally
• 8:54
  ready
• 8:55
  and
• 8:55
  all
• 8:55
  of
• 8:56
  that.
• 8:56
  So
• 8:56
  your
• 8:57
  email
• 8:57
  list
• 8:57
  is
• 8:58
  primed
• 8:59
  for
• 8:59
  tortoises
• 9:01
  because
• 9:01
  that's
• 9:01
  where
• 9:01
  your
• 9:01
  nurture
• 9:02
  sequences
• 9:03
  come
• 9:03
  in.
• 9:04
  And
• 9:04
  that's
• 9:05
  where
• 9:05
  all
• 9:05
  of
• 9:05
  these
• 9:05
  things
• 9:06
  play
• 9:06
  out.
• 9:06
  So
• 9:06
  one
• 9:07
  of
• 9:07
  the
• 9:07
  number
• 9:08
  one
• 9:08
  questions
• 9:09
  that
• 9:09
  I
• 9:09
  get
• 9:10
  is,
• 9:10
  well,
• 9:10
  how
• 9:10
  long
• 9:10
  should
• 9:11
  my
• 9:11
  welcome
• 9:11
  sequence
• 9:12
  be?
• 9:12
  Or
• 9:12
  how
• 9:12
  long
• 9:13
  should
• 9:13
  I
• 9:13
  be
• 9:14
  nurturing
• 9:14
  them
• 9:14
  before
• 9:15
  I
• 9:15
  sound.
• 9:16
  And
• 9:16
  that
• 9:16
  really
• 9:17
  ultimately
• 9:17
  comes
• 9:18
  down
• 9:18
  to
• 9:19
  what
• 9:19
  is
• 9:19
  the
• 9:20
  primary
• 9:20
  buyer
• 9:21
  type
• 9:21
  in
• 9:21
  your
• 9:22
  audience
• 9:23
  and
• 9:23
  where
• 9:23
  can
• 9:23
  we
• 9:24
  plant
• 9:24
  the
• 9:24
  seeds
• 9:25
  or
• 9:25
  placed
• 9:25
  the
• 9:25
  doors
• 9:26
  in
• 9:26
  front
• 9:26
  of
• 9:26
  the
• 9:27
  other
• 9:27
  buyer
• 9:27
  type,
• 9:28
  which
• 9:28
  I'm
• 9:28
  about
• 9:28
  to
• 9:28
  get
• 9:28
  into.
• 9:29
  So
• 9:29
  that
• 9:30
  you're
• 9:30
  not
• 9:30
  really
• 9:31
  missing
• 9:31
  out
• 9:31
  on
• 9:31
  a
• 9:31
  lot
• 9:32
  of
• 9:32
  that
• 9:32
  opportunity
• 9:33
  as
• 9:33
  well.
• 9:34
  So.
• 9:34
  When
• 9:34
  you
• 9:34
  have
• 9:35
  a
• 9:35
  particular
• 9:36
  offer
• 9:36
  and
• 9:36
  we'll
• 9:36
  get
• 9:37
  into
• 9:37
  a
• 9:37
  little
• 9:38
  bit
• 9:38
  more
• 9:38
  of
• 9:38
  like
• 9:38
  the
• 9:38
  simpler
• 9:39
  takeaways,
• 9:40
  but
• 9:40
  when
• 9:40
  you
• 9:40
  have
• 9:41
  a
• 9:41
  particular
• 9:41
  offer
• 9:42
  and
• 9:42
  your
• 9:42
  offer
• 9:42
  is
• 9:43
  over,
• 9:43
  let's
• 9:44
  say
• 9:44
  2000
• 9:45
  or
• 9:45
  1500.
• 9:46
  Something
• 9:47
  that's
• 9:47
  a
• 9:47
  little
• 9:47
  bit
• 9:47
  of
• 9:47
  an
• 9:47
  uncomfortable
• 9:48
  number
• 9:49
  for
• 9:49
  people.
• 9:50
  That's
• 9:50
  not
• 9:50
  a
• 9:50
  simple
• 9:51
  decision
• 9:52
  to
• 9:52
  make
• 9:52
  right
• 9:52
  away.
• 9:53
  The
• 9:53
  number
• 9:54
  one
• 9:54
  mistake.
• 9:55
  I
• 9:55
  see.
• 9:56
  Is
• 9:56
  people
• 9:56
  just
• 9:56
  like
• 9:57
  placing
• 9:57
  a
• 9:57
  check-out
• 9:58
  in
• 9:58
  front
• 9:58
  of
• 9:58
  them
• 9:59
  and
• 9:59
  saying
• 9:59
  like
• 10:00
  here
• 10:00
  buy
• 10:01
  without
• 10:01
  any
• 10:01
  interpersonal
• 10:03
  connection
• 10:03
  in
• 10:04
  saying
• 10:04
  like,
• 10:04
  I'm
• 10:05
  here.
• 10:05
  If
• 10:05
  you
• 10:05
  have
• 10:05
  questions
• 10:06
  or
• 10:06
  Anything
• 10:07
  like
• 10:07
  that.
• 10:07
  So
• 10:08
  when
• 10:08
  you're
• 10:08
  have
• 10:08
  that
• 10:09
  type
• 10:09
  of
• 10:09
  buyer
• 10:09
  type,
• 10:10
  that's
• 10:10
  a
• 10:10
  slower
• 10:11
  type
• 10:11
  buyer
• 10:12
  and
• 10:12
  expecting
• 10:13
  them
• 10:13
  to
• 10:13
  just
• 10:13
  like,
• 10:14
  have
• 10:14
  that
• 10:14
  confidence
• 10:15
  to
• 10:15
  go
• 10:16
  and
• 10:16
  hit.
• 10:16
  by
• 10:17
  now
• 10:17
  on
• 10:18
  a
• 10:18
  simple
• 10:18
  checkout
• 10:19
  page
• 10:19
  without
• 10:20
  talking
• 10:20
  to
• 10:21
  you
• 10:22
  or
• 10:22
  anybody
• 10:23
  out
• 10:23
  there.
• 10:24
  That's
• 10:24
  kind
• 10:24
  of
• 10:24
  one
• 10:24
  of
• 10:24
  those
• 10:25
  things
• 10:25
  where
• 10:25
  we
• 10:25
  see
• 10:26
  the
• 10:26
  biggest
• 10:26
  disconnect
• 10:27
  happen.
• 10:27
  So
• 10:28
  instead
• 10:29
  placing
• 10:29
  that
• 10:29
  longer
• 10:30
  bit
• 10:30
  of
• 10:31
  nurture
• 10:32
  or
• 10:32
  changing
• 10:33
  what
• 10:33
  that
• 10:34
  conversion
• 10:34
  looks
• 10:35
  like
• 10:35
  from
• 10:35
  your
• 10:36
  welcome
• 10:36
  sequence
• 10:37
  to
• 10:37
  either
• 10:37
  booking
• 10:37
  a
• 10:37
  call
• 10:38
  with
• 10:38
  you,
• 10:39
  having
• 10:39
  a
• 10:39
  simple
• 10:40
  conversation
• 10:41
  where
• 10:41
  they
• 10:41
  can
• 10:41
  have
• 10:42
  like,
• 10:42
  Ask
• 10:42
  questions.
• 10:43
  They
• 10:43
  can
• 10:43
  have
• 10:44
  a
• 10:44
  conversation
• 10:45
  with
• 10:45
  you
• 10:45
  and
• 10:45
  all
• 10:45
  of
• 10:45
  that.
• 10:46
  It's
• 10:46
  really
• 10:47
  important
• 10:47
  to
• 10:47
  understand
• 10:48
  and
• 10:48
  this
• 10:48
  is
• 10:48
  something
• 10:49
  that
• 10:49
  I
• 10:49
  understand
• 10:49
  that
• 10:49
  a
• 10:49
  lot
• 10:50
  of
• 10:50
  people
• 10:50
  just
• 10:50
  want,
• 10:50
  like,
• 10:51
  those
• 10:51
  leads
• 10:51
  on
• 10:52
  autopilots
• 10:52
  sales
• 10:53
  while
• 10:53
  they
• 10:53
  sleep
• 10:54
  while
• 10:54
  they're
• 10:54
  drinking,
• 10:55
  whatever
• 10:55
  on
• 10:56
  the
• 10:56
  beach
• 10:56
  kind
• 10:56
  of
• 10:57
  thing.
• 10:57
  But
• 10:57
  it's
• 10:58
  also
• 10:58
  important
• 10:58
  to
• 10:58
  acknowledge
• 10:59
  that
• 10:59
  the
• 11:00
  person
• 11:00
  on
• 11:00
  the
• 11:00
  other
• 11:00
  end
• 11:01
  of
• 11:01
  that.
• 11:01
  Lead.
• 11:02
  Is
• 11:02
  a
• 11:02
  human
• 11:03
  and
• 11:04
  they
• 11:04
  have
• 11:04
  certain
• 11:04
  motivations
• 11:05
  and
• 11:05
  certain
• 11:06
  discomforts
• 11:07
  and
• 11:07
  hitting
• 11:08
  checkout.
• 11:08
  Now
• 11:09
  on
• 11:09
  a
• 11:09
  $1,500
• 11:10
  plus
• 11:11
  thing
• 11:11
  It's
• 11:11
  not
• 11:12
  something
• 11:12
  that
• 11:12
  just
• 11:12
  like
• 11:12
  happens.
• 11:13
  Right.
• 11:13
  So
• 11:14
  really
• 11:14
  making
• 11:14
  sure
• 11:14
  that
• 11:15
  that
• 11:15
  is.
• 11:15
  Built
• 11:16
  into
• 11:16
  your
• 11:17
  buyer
• 11:17
  type
• 11:18
  and
• 11:18
  your
• 11:18
  buyer
• 11:19
  engagement
• 11:19
  so
• 11:20
  that
• 11:20
  you're
• 11:20
  not
• 11:20
  expecting
• 11:21
  someone
• 11:21
  to
• 11:21
  make
• 11:22
  this
• 11:22
  very
• 11:22
  complicated.
• 11:23
  Well,
• 11:23
  not
• 11:24
  complicated,
• 11:24
  but
• 11:24
  very
• 11:24
  complex
• 11:25
  decision
• 11:26
  with
• 11:26
  out
• 11:27
  the
• 11:27
  comfort
• 11:27
  of
• 11:27
  being
• 11:28
  a
• 11:28
  complete
• 11:28
  100%.
• 11:29
  Hell
• 11:29
  yes.
• 11:30
  So
• 11:31
  the
• 11:31
  other
• 11:31
  type
• 11:32
  of
• 11:32
  buyer
• 11:32
  type
• 11:33
  is
• 11:33
  the
• 11:33
  hair.
• 11:34
  The
• 11:34
  hair
• 11:34
  is
• 11:35
  the
• 11:35
  one
• 11:35
  that
• 11:35
  says,
• 11:36
  oh,
• 11:36
  I
• 11:36
  feel
• 11:37
  it
• 11:37
  in
• 11:37
  my
• 11:37
  gut.
• 11:37
  This
• 11:37
  is
• 11:37
  exactly
• 11:38
  what
• 11:38
  I
• 11:38
  need.
• 11:39
  And
• 11:39
  they
• 11:39
  immediately
• 11:40
  go
• 11:40
  and
• 11:40
  buy
• 11:41
  whatever
• 11:41
  you're
• 11:41
  selling
• 11:42
  and
• 11:42
  check
• 11:42
  out
• 11:43
  and
• 11:43
  book
• 11:43
  the
• 11:43
  discovery
• 11:44
  calls
• 11:44
  and
• 11:44
  like
• 11:44
  say,
• 11:45
  oh,
• 11:45
  I
• 11:45
  loved
• 11:45
  your
• 11:45
  vibe.
• 11:46
  That
• 11:46
  was
• 11:47
  all
• 11:47
  I
• 11:47
  needed.
• 11:48
  Tell
• 11:48
  me
• 11:48
  more,
• 11:48
  how
• 11:48
  can
• 11:49
  I
• 11:49
  learn
• 11:49
  more
• 11:49
  kind
• 11:49
  of
• 11:49
  thing.
• 11:50
  These
• 11:50
  are
• 11:50
  the
• 11:51
  people
• 11:51
  that
• 11:51
  are
• 11:52
  most
• 11:52
  likely
• 11:53
  converting
• 11:54
  in
• 11:54
  DM
• 11:55
  conversations.
• 11:56
  From
• 11:56
  story
• 11:57
  post
• 11:57
  and
• 11:57
  things
• 11:58
  along
• 11:58
  those
• 11:58
  ends.
• 11:59
  It's
• 11:59
  so
• 11:59
  important
• 12:00
  to
• 12:00
  understand,
• 12:01
  and
• 12:01
  this
• 12:01
  is
• 12:01
  going
• 12:02
  to
• 12:02
  go
• 12:02
  like
• 12:02
  really
• 12:03
  big
• 12:03
  picture.
• 12:04
  Like
• 12:04
  when
• 12:04
  you
• 12:04
  have
• 12:05
  these
• 12:05
  sales
• 12:06
  coaches
• 12:07
  and
• 12:07
  you
• 12:07
  have
• 12:07
  these
• 12:08
  business
• 12:08
  coaches
• 12:09
  talking
• 12:09
  about
• 12:09
  how
• 12:10
  they
• 12:10
  closed.
• 12:11
  $10,000
• 12:12
  in
• 12:13
  whatever,
• 12:13
  whatever,
• 12:14
  whatever.
• 12:15
  Is
• 12:15
  that
• 12:15
  the
• 12:15
  majority
• 12:16
  of
• 12:16
  those
• 12:16
  people
• 12:17
  that
• 12:17
  they're
• 12:17
  closing
• 12:18
  our
• 12:18
  hairs,
• 12:19
  they're
• 12:20
  the
• 12:20
  ones
• 12:20
  just
• 12:20
  like,
• 12:21
  hell
• 12:21
  yes,
• 12:21
  give
• 12:21
  me
• 12:21
  this,
• 12:22
  give
• 12:22
  me
• 12:22
  this,
• 12:22
  give
• 12:22
  me
• 12:22
  this.
• 12:23
  But
• 12:23
  your
• 12:23
  email
• 12:24
  list
• 12:24
  is
• 12:24
  where
• 12:25
  the
• 12:25
  tortoise
• 12:25
  is
• 12:25
  thrive,
• 12:26
  right?
• 12:26
  Like
• 12:26
  Harris
• 12:27
  can
• 12:27
  exist
• 12:28
  on
• 12:28
  your
• 12:28
  email
• 12:28
  list
• 12:29
  too.
• 12:29
  And
• 12:29
  as
• 12:29
  soon
• 12:29
  as
• 12:30
  you
• 12:30
  place
• 12:30
  that,
• 12:30
  like.
• 12:31
  Learn
• 12:31
  more
• 12:31
  by
• 12:32
  now,
• 12:32
  whatever.
• 12:32
  Call
• 12:33
  to
• 12:33
  action
• 12:33
  button
• 12:33
  in
• 12:34
  front
• 12:34
  of
• 12:34
  them.
• 12:34
  They're
• 12:34
  going
• 12:35
  to
• 12:35
  take
• 12:35
  action,
• 12:36
  but
• 12:36
  understanding
• 12:37
  that
• 12:37
  the
• 12:37
  tortoise
• 12:38
  is,
• 12:38
  are
• 12:39
  going
• 12:39
  to
• 12:39
  be
• 12:39
  sitting
• 12:39
  there.
• 12:40
  Listening
• 12:40
  to
• 12:41
  your
• 12:41
  stories
• 12:42
  on
• 12:42
  Instagram,
• 12:43
  they're
• 12:43
  going
• 12:43
  to
• 12:43
  be
• 12:43
  reading
• 12:43
  your
• 12:44
  blogs.
• 12:44
  They're
• 12:44
  going
• 12:45
  to
• 12:45
  be.
• 12:45
  Listening
• 12:45
  to
• 12:45
  your
• 12:45
  podcasts
• 12:46
  and
• 12:46
  like
• 12:47
  really
• 12:47
  fully
• 12:48
  incubating
• 12:49
  into
• 12:49
  the
• 12:49
  experience
• 12:50
  to
• 12:51
  get
• 12:51
  those
• 12:51
  14
• 12:52
  to
• 12:52
  21
• 12:53
  touch
• 12:53
  points.
• 12:54
  And
• 12:54
  really,
• 12:55
  really
• 12:55
  make
• 12:55
  sure
• 12:56
  that
• 12:56
  those
• 12:56
  are
• 12:56
  the
• 12:56
  ones
• 12:57
  that
• 12:57
  are
• 12:57
  resonating
• 12:58
  with
• 12:58
  them
• 12:59
  versus
• 12:59
  the
• 12:59
  hair
• 13:00
  who
• 13:00
  is
• 13:00
  like.
• 13:01
  Nope.
• 13:01
  I
• 13:01
  know
• 13:01
  this
• 13:02
  is
• 13:02
  the
• 13:02
  right
• 13:02
  decision
• 13:02
  for
• 13:02
  me.
• 13:03
  I'm
• 13:03
  moving
• 13:03
  forward
• 13:04
  and
• 13:04
  doing
• 13:04
  that.
• 13:04
  So
• 13:05
  understand
• 13:05
  that
• 13:06
  when
• 13:06
  you
• 13:06
  see
• 13:06
  these
• 13:06
  big
• 13:07
  income
• 13:07
  claims.
• 13:08
  Typically
• 13:09
  they're
• 13:09
  from
• 13:10
  only
• 13:11
  a
• 13:11
  particular
• 13:11
  set
• 13:12
  of
• 13:12
  your
• 13:12
  audience
• 13:12
  that
• 13:13
  they're
• 13:13
  teaching
• 13:13
  you
• 13:13
  on
• 13:14
  how
• 13:14
  to
• 13:14
  convert
• 13:14
  with
• 13:15
  the
• 13:15
  email
• 13:15
  list
• 13:15
  is
• 13:16
  the
• 13:16
  ecosystem
• 13:17
  that's
• 13:17
  supporting
• 13:17
  those
• 13:18
  bigger
• 13:18
  conversions
• 13:19
  and.
• 13:20
  Really
• 13:20
  understanding
• 13:21
  and
• 13:21
  really
• 13:21
  making
• 13:22
  sure
• 13:22
  that
• 13:22
  that
• 13:22
  is.
• 13:23
  Inclusive
• 13:24
  of
• 13:24
  your
• 13:24
  entire
• 13:25
  buyer.
• 13:25
  Ideal
• 13:25
  client
• 13:26
  and
• 13:26
  all
• 13:26
  of
• 13:26
  that.
• 13:27
  That
• 13:27
  was
• 13:27
  a
• 13:27
  lot
• 13:27
  of
• 13:28
  information.
• 13:28
  I
• 13:28
  know
• 13:28
  that
• 13:29
  I
• 13:29
  kind
• 13:29
  of
• 13:29
  just
• 13:29
  spewed
• 13:30
  out
• 13:30
  there,
• 13:30
  but
• 13:31
  let's
• 13:31
  give
• 13:31
  some
• 13:31
  tactical
• 13:32
  tips.
• 13:33
  Some
• 13:33
  key
• 13:34
  takeaways
• 13:34
  for
• 13:34
  you
• 13:35
  to
• 13:35
  take
• 13:35
  all
• 13:35
  of
• 13:35
  this
• 13:36
  in
• 13:36
  and
• 13:36
  digest
• 13:36
  it
• 13:37
  in
• 13:37
  a
• 13:37
  way
• 13:37
  that
• 13:37
  makes
• 13:38
  the
• 13:38
  most
• 13:38
  sense.
• 13:38
  So
• 13:39
  the
• 13:39
  number
• 13:39
  one
• 13:39
  thing
• 13:40
  that
• 13:40
  I
• 13:40
  want
• 13:40
  you
• 13:40
  to
• 13:40
  do
• 13:41
  is.
• 13:42
  Look
• 13:42
  at
• 13:42
  your
• 13:42
  list
• 13:43
  of
• 13:43
  business
• 13:43
  goals
• 13:44
  and
• 13:44
  whether
• 13:44
  that
• 13:44
  is
• 13:45
  increase
• 13:46
  revenue.
• 13:47
  Increased
• 13:47
  community
• 13:48
  engagement.
• 13:49
  Increased,
• 13:50
  whatever
• 13:51
  that
• 13:51
  looks
• 13:51
  like.
• 13:52
  Set
• 13:52
  a
• 13:53
  very
• 13:53
  specific
• 13:54
  business
• 13:55
  goal
• 13:55
  for
• 13:56
  your
• 13:56
  email
• 13:56
  list.
• 13:57
  That
• 13:57
  is
• 13:57
  the
• 13:57
  number
• 13:58
  one
• 13:58
  thing
• 13:58
  you
• 13:58
  need
• 13:58
  to
• 13:59
  do.
• 13:59
  And
• 13:59
  we're
• 13:59
  going
• 13:59
  to
• 14:00
  say
• 14:00
  in
• 14:00
  my
• 14:01
  ecosystem,
• 14:02
  if.
• 14:02
  Social
• 14:03
  media
• 14:03
  is
• 14:04
  the
• 14:04
  place
• 14:05
  where
• 14:05
  I
• 14:05
  can.
• 14:06
  Build
• 14:06
  community.
• 14:07
  Then
• 14:07
  I
• 14:08
  want
• 14:08
  my
• 14:08
  email
• 14:08
  list
• 14:09
  to
• 14:09
  be
• 14:09
  the
• 14:09
  place
• 14:10
  that
• 14:10
  I
• 14:10
  convert
• 14:11
  the
• 14:11
  most.
• 14:12
  Or
• 14:12
  backwards
• 14:13
  if
• 14:13
  social
• 14:14
  media
• 14:14
  is
• 14:14
  where
• 14:15
  you're
• 14:15
  converting
• 14:16
  the
• 14:16
  most.
• 14:17
  Than
• 14:17
  I
• 14:17
  really
• 14:18
  want.
• 14:18
  My
• 14:18
  email
• 14:19
  is
• 14:19
  to
• 14:19
  be
• 14:19
  the
• 14:19
  place
• 14:20
  where
• 14:20
  I'm
• 14:20
  having.
• 14:21
  Deeper
• 14:21
  conversations
• 14:22
  or
• 14:23
  people,
• 14:23
  or
• 14:23
  I'm
• 14:24
  sharing
• 14:24
  more
• 14:25
  inclusive
• 14:25
  thoughts
• 14:26
  and
• 14:26
  like
• 14:27
  deeper.
• 14:27
  Insight
• 14:28
  into
• 14:28
  my
• 14:28
  education
• 14:29
  and
• 14:29
  blah,
• 14:30
  blah,
• 14:30
  blah.
• 14:30
  Like
• 14:31
  you
• 14:31
  can
• 14:31
  have
• 14:31
  it
• 14:31
  flipped
• 14:32
  or
• 14:32
  your
• 14:32
  email
• 14:32
  is,
• 14:32
  does
• 14:33
  not
• 14:33
  have
• 14:33
  to
• 14:33
  be
• 14:33
  the
• 14:33
  place
• 14:33
  of
• 14:33
  conversion.
• 14:34
  So
• 14:34
  give
• 14:35
  your
• 14:35
  email
• 14:35
  list
• 14:36
  a
• 14:36
  purpose.
• 14:36
  Every
• 14:37
  single
• 14:37
  time
• 14:38
  you're
• 14:38
  sitting
• 14:38
  down
• 14:38
  for
• 14:39
  quarterly
• 14:39
  planning
• 14:40
  or
• 14:40
  annual
• 14:40
  planning.
• 14:41
  I
• 14:42
  want
• 14:42
  you
• 14:42
  to
• 14:42
  say
• 14:42
  this
• 14:43
  quarter.
• 14:43
  My
• 14:43
  email
• 14:44
  is
• 14:44
  goal
• 14:45
  is
• 14:45
  to
• 14:45
  drive
• 14:46
  traffic
• 14:47
  to
• 14:47
  social.
• 14:48
  This
• 14:48
  month.
• 14:49
  My
• 14:49
  email
• 14:49
  list
• 14:49
  goal
• 14:50
  is
• 14:50
  to
• 14:51
  convert
• 14:52
  and
• 14:52
  prime.
• 14:53
  People
• 14:53
  for.
• 14:54
  My
• 14:55
  launch
• 14:55
  or
• 14:55
  for
• 14:55
  offer
• 14:56
  a.
• 14:57
  Next
• 14:57
  month.
• 14:58
  It
• 14:58
  is
• 14:58
  to
• 14:59
  drive
• 15:00
  people
• 15:00
  to
• 15:01
  the
• 15:01
  podcast.
• 15:02
  And
• 15:02
  really
• 15:02
  understanding
• 15:03
  what
• 15:03
  that
• 15:04
  is,
• 15:04
  is
• 15:04
  going
• 15:04
  to
• 15:04
  help
• 15:04
  you
• 15:05
  back
• 15:05
  into
• 15:05
  a
• 15:05
  little
• 15:06
  bit
• 15:06
  more
• 15:06
  of
• 15:06
  a
• 15:06
  structured
• 15:07
  strategy.
• 15:08
  So
• 15:08
  that
• 15:08
  you're
• 15:08
  not
• 15:08
  sitting
• 15:09
  there
• 15:09
  thinking,
• 15:09
  what
• 15:09
  am
• 15:10
  I
• 15:10
  sending
• 15:10
  to
• 15:10
  my
• 15:10
  email
• 15:11
  list?
• 15:11
  Why
• 15:11
  do
• 15:12
  I
• 15:12
  even
• 15:12
  need
• 15:12
  to
• 15:12
  send
• 15:12
  something
• 15:13
  to
• 15:13
  my
• 15:13
  MLS?
• 15:13
  Like
• 15:14
  all
• 15:14
  of
• 15:14
  those
• 15:14
  components.
• 15:15
  Second
• 15:16
  thing.
• 15:17
  I
• 15:17
  want
• 15:17
  you
• 15:17
  to
• 15:17
  do
• 15:18
  is
• 15:18
  to
• 15:18
  clean
• 15:19
  up
• 15:19
  your
• 15:19
  email
• 15:20
  list.
• 15:20
  So
• 15:21
  regardless
• 15:22
  if
• 15:22
  you
• 15:22
  are.
• 15:23
  Having
• 15:23
  an
• 15:24
  unbalanced
• 15:24
  ecosystem
• 15:25
  where
• 15:25
  your
• 15:26
  top
• 15:26
  of
• 15:26
  funnel
• 15:27
  is
• 15:27
  a
• 15:27
  little,
• 15:27
  get
• 15:27
  crazy.
• 15:29
  And
• 15:29
  you're
• 15:29
  kind
• 15:29
  of
• 15:29
  just
• 15:29
  pulling
• 15:30
  everybody
• 15:30
  in
• 15:30
  anybody
• 15:31
  into
• 15:31
  your
• 15:31
  email
• 15:31
  list,
• 15:32
  or
• 15:33
  you
• 15:33
  have
• 15:33
  like
• 15:33
  kind
• 15:33
  of
• 15:33
  a
• 15:33
  lower
• 15:34
  draw
• 15:35
  into
• 15:35
  your
• 15:36
  email
• 15:36
  list
• 15:36
  from.
• 15:37
  Kind
• 15:37
  of
• 15:37
  a
• 15:37
  missing
• 15:38
  top
• 15:38
  of
• 15:38
  funnel.
• 15:39
  It's
• 15:39
  important
• 15:40
  to
• 15:40
  understand
• 15:41
  that
• 15:41
  your
• 15:41
  lead
• 15:41
  magnets
• 15:42
  are
• 15:42
  going
• 15:42
  to
• 15:42
  be
• 15:42
  what
• 15:43
  is
• 15:43
  like
• 15:43
  categorizing
• 15:44
  and
• 15:44
  segmenting,
• 15:45
  those
• 15:45
  leads
• 15:46
  right
• 15:46
  away.
• 15:47
  So
• 15:48
  that
• 15:48
  you're
• 15:48
  not
• 15:48
  drawing
• 15:49
  everybody
• 15:49
  in
• 15:49
  and
• 15:50
  then
• 15:50
  kind
• 15:50
  of
• 15:50
  creating
• 15:51
  a
• 15:51
  mess
• 15:51
  for
• 15:51
  yourself
• 15:51
  to
• 15:52
  clean
• 15:52
  up
• 15:52
  later
• 15:53
  future.
• 15:53
  You
• 15:54
  does
• 15:54
  not
• 15:55
  want
• 15:55
  that
• 15:55
  problem.
• 15:56
  So
• 15:56
  create
• 15:57
  lead
• 15:57
  magnets
• 15:57
  that
• 15:58
  are
• 15:58
  super
• 15:58
  specific
• 15:59
  to
• 16:00
  a
• 16:00
  particular
• 16:01
  person
• 16:02
  and
• 16:02
  say,
• 16:03
  this
• 16:03
  lead
• 16:04
  magnet,
• 16:04
  I
• 16:05
  only
• 16:05
  want
• 16:05
  to
• 16:05
  call
• 16:06
  in.
• 16:06
  Baby
• 16:07
  business
• 16:07
  owners,
• 16:08
  this
• 16:09
  lead
• 16:09
  magnet.
• 16:10
  I
• 16:10
  only
• 16:10
  want
• 16:11
  to
• 16:11
  call
• 16:11
  in
• 16:12
  advanced
• 16:13
  business
• 16:13
  owners
• 16:14
  and
• 16:14
  have
• 16:14
  them.
• 16:14
  So
• 16:15
  crystal
• 16:15
  clear
• 16:16
  that
• 16:16
  they
• 16:16
  cannot
• 16:17
  be
• 16:17
  confused
• 16:18
  as
• 16:18
  like
• 16:18
  a
• 16:18
  resource
• 16:19
  for
• 16:19
  the
• 16:19
  exact
• 16:19
  same
• 16:20
  person.
• 16:20
  And
• 16:21
  then
• 16:21
  the
• 16:21
  third
• 16:21
  takeaway
• 16:23
  is
• 16:23
  that
• 16:23
  I
• 16:23
  really
• 16:23
  want
• 16:24
  you
• 16:24
  to
• 16:24
  use
• 16:25
  and
• 16:25
  start
• 16:26
  validating
• 16:26
  your
• 16:27
  messaging.
• 16:27
  So
• 16:28
  using
• 16:28
  targeted
• 16:29
  messaging,
• 16:30
  but
• 16:30
  also
• 16:30
  if
• 16:30
  you
• 16:30
  don't
• 16:30
  understand
• 16:31
  what
• 16:31
  targeted
• 16:32
  messaging
• 16:32
  is,
• 16:33
  learning
• 16:33
  how
• 16:33
  to
• 16:33
  validate
• 16:34
  messaging.
• 16:35
  With
• 16:35
  things
• 16:36
  like
• 16:36
  AB
• 16:36
  testing
• 16:37
  and.
• 16:38
  certain
• 16:38
  components
• 16:39
  like
• 16:39
  that.
• 16:39
  AB
• 16:39
  testing
• 16:40
  is
• 16:40
  not
• 16:41
  unique
• 16:42
  to
• 16:42
  only
• 16:42
  email
• 16:43
  lists.
• 16:44
  AB
• 16:44
  testing
• 16:45
  can
• 16:45
  live
• 16:45
  In
• 16:45
  any
• 16:46
  atmosphere
• 16:47
  of
• 16:47
  your
• 16:47
  ecosystem,
• 16:48
  where
• 16:48
  you're
• 16:49
  saying,
• 16:49
  I'm
• 16:49
  going
• 16:50
  to
• 16:50
  try
• 16:50
  this
• 16:50
  version
• 16:51
  of
• 16:51
  messaging
• 16:52
  am
• 16:52
  going
• 16:52
  to
• 16:52
  calculate
• 16:53
  the
• 16:53
  results.
• 16:54
  I'm
• 16:54
  going
• 16:54
  to
• 16:54
  try
• 16:54
  this
• 16:55
  version
• 16:55
  of
• 16:55
  messaging.
• 16:56
  Calculate
• 16:57
  the
• 16:57
  results
• 16:57
  and
• 16:58
  see
• 16:58
  which
• 16:58
  one
• 16:59
  performs
• 17:00
  better
• 17:01
  and
• 17:01
  then
• 17:01
  leading
• 17:02
  with
• 17:02
  the
• 17:02
  validated
• 17:03
  messaging.
• 17:03
  So
• 17:04
  in
• 17:04
  a
• 17:04
  particular
• 17:05
  case
• 17:05
  of.
• 17:06
  Your
• 17:06
  email
• 17:06
  list,
• 17:07
  you
• 17:07
  could
• 17:07
  say,
• 17:07
  I
• 17:08
  really
• 17:08
  don't
• 17:08
  know
• 17:09
  what
• 17:09
  my
• 17:10
  email
• 17:10
  is
• 17:10
  responds
• 17:11
  to
• 17:11
  when
• 17:11
  it
• 17:11
  comes
• 17:12
  to,
• 17:13
  let's
• 17:13
  say
• 17:13
  you're
• 17:13
  a
• 17:13
  dietician
• 17:14
  and
• 17:14
  it's
• 17:15
  about
• 17:15
  nutrition.
• 17:16
  So
• 17:17
  you
• 17:17
  can
• 17:17
  come
• 17:18
  out
• 17:18
  with
• 17:18
  something
• 17:19
  that's
• 17:19
  like
• 17:19
  seven
• 17:20
  signs
• 17:21
  of,
• 17:22
  and
• 17:23
  then
• 17:23
  inadequate
• 17:24
  nutrition.
• 17:25
  Where
• 17:25
  you
• 17:25
  can
• 17:25
  say
• 17:26
  how'd
• 17:26
  you
• 17:26
  improve
• 17:27
  your
• 17:27
  nutrition?
• 17:28
  With
• 17:29
  these
• 17:29
  three
• 17:29
  steps
• 17:30
  or
• 17:30
  whatever,
• 17:30
  and
• 17:31
  you
• 17:31
  see
• 17:31
  it's
• 17:31
  the
• 17:31
  exact
• 17:31
  same
• 17:32
  content
• 17:32
  type.
• 17:33
  But
• 17:34
  you're
• 17:34
  really
• 17:34
  figuring
• 17:35
  out
• 17:35
  what
• 17:36
  is
• 17:36
  going
• 17:36
  to
• 17:36
  push
• 17:36
  their
• 17:37
  action
• 17:37
  and
• 17:37
  push
• 17:38
  them
• 17:38
  to
• 17:38
  take
• 17:38
  action
• 17:39
  sooner.
• 17:40
  And
• 17:40
  that's
• 17:40
  the
• 17:40
  whole
• 17:40
  point
• 17:41
  is
• 17:41
  to
• 17:41
  really
• 17:42
  identify
• 17:42
  those
• 17:43
  key.
• 17:43
  Validated
• 17:44
  messaging
• 17:45
  points
• 17:45
  so
• 17:45
  that
• 17:45
  you
• 17:45
  can
• 17:46
  be
• 17:46
  confident
• 17:47
  as
• 17:47
  you
• 17:47
  place
• 17:47
  it
• 17:47
  on
• 17:47
  social
• 17:48
  or
• 17:48
  your
• 17:48
  website
• 17:49
  or
• 17:49
  on
• 17:49
  the
• 17:50
  blog
• 17:50
  or
• 17:50
  leading
• 17:51
  on
• 17:51
  Pinterest
• 17:52
  and
• 17:52
  all
• 17:52
  of
• 17:52
  those
• 17:52
  things.
• 17:53
  So
• 17:53
  three
• 17:54
  takeaways.
• 17:54
  Give
• 17:55
  Erie
• 17:55
  my
• 17:55
  list
• 17:55
  of
• 17:55
  purpose.
• 17:56
  Clean
• 17:57
  up
• 17:57
  your
• 17:57
  email
• 17:58
  list
• 17:58
  so
• 17:58
  that
• 17:58
  they're
• 17:59
  so
• 17:59
  crystal
• 17:59
  clear
• 18:00
  on
• 18:00
  who's
• 18:00
  coming
• 18:01
  into
• 18:01
  your
• 18:01
  email
• 18:02
  list
• 18:02
  or
• 18:02
  lead
• 18:03
  magnets,
• 18:03
  clean
• 18:03
  up
• 18:04
  your
• 18:04
  lead
• 18:04
  magnets.
• 18:05
  And
• 18:05
  then
• 18:05
  start
• 18:06
  learning
• 18:06
  how
• 18:06
  to
• 18:06
  validate
• 18:07
  your
• 18:07
  messaging
• 18:08
  using
• 18:08
  AB
• 18:08
  testing.
• 18:09
  And
• 18:09
  once
• 18:10
  you
• 18:10
  have
• 18:10
  learned
• 18:10
  that,
• 18:11
  then
• 18:11
  begin
• 18:11
  to
• 18:11
  place
• 18:12
  targeted
• 18:13
  messaging.
• 18:13
  In
• 18:14
  front
• 18:14
  of
• 18:14
  your
• 18:15
  welcome
• 18:16
  sequences,
• 18:17
  your
• 18:17
  opt-in
• 18:18
  pages
• 18:18
  and
• 18:19
  things
• 18:19
  like
• 18:19
  that.
• 18:19
  So
• 18:19
  you
• 18:20
  can
• 18:20
  see
• 18:20
  really
• 18:21
  the
• 18:21
  impact
• 18:21
  that
• 18:21
  it
• 18:21
  has
• 18:22
  to
• 18:22
  tie
• 18:22
  all
• 18:23
  of
• 18:23
  these
• 18:23
  components
• 18:24
  together.
• 18:24
  For
• 18:25
  your
• 18:25
  marketing
• 18:25
  ecosystem.
• 18:26
  So
• 18:27
  I
• 18:27
  really
• 18:27
  hope
• 18:28
  that
• 18:28
  this
• 18:28
  was
• 18:28
  helpful.
• 18:29
  This
• 18:29
  is
• 18:30
  something
• 18:30
  that
• 18:30
  I
• 18:30
  am
• 18:30
  seeing
• 18:31
  a
• 18:31
  lot
• 18:31
  of
• 18:31
  people
• 18:32
  skipping
• 18:33
  over
• 18:33
  and
• 18:33
  then
• 18:34
  flash
• 18:34
  forward
• 18:35
  to.
• 18:35
  Five
• 18:36
  months,
• 18:36
  they
• 18:36
  end
• 18:36
  up
• 18:37
  sitting
• 18:37
  there
• 18:37
  with
• 18:37
  an
• 18:38
  email
• 18:38
  list
• 18:38
  and
• 18:38
  they're
• 18:38
  like,
• 18:39
  eh,
• 18:39
  yeah,
• 18:39
  this
• 18:39
  isn't
• 18:40
  doing
• 18:40
  anything
• 18:41
  for
• 18:41
  me.
• 18:42
  And
• 18:42
  the
• 18:42
  ultimate
• 18:42
  goal
• 18:42
  is
• 18:43
  that
• 18:43
  it
• 18:43
  does
• 18:43
  something
• 18:44
  for
• 18:44
  you.
• 18:44
  It
• 18:44
  should
• 18:44
  act
• 18:44
  like
• 18:45
  its
• 18:45
  own
• 18:45
  employee
• 18:46
  in
• 18:46
  your
• 18:46
  business,
• 18:47
  reaching
• 18:47
  KPIs,
• 18:48
  doing
• 18:49
  very
• 18:49
  specific.
• 18:50
  Benchmarks
• 18:51
  and
• 18:51
  all
• 18:51
  of
• 18:51
  that.
• 18:51
  So.
• 18:52
  if
• 18:52
  you
• 18:52
  have
• 18:52
  any
• 18:52
  questions
• 18:53
  about
• 18:53
  this,
• 18:53
  free
• 18:54
  to
• 18:54
  slide
• 18:54
  into
• 18:54
  my
• 18:54
  DMS.
• 18:55
  And
• 18:55
  ask
• 18:56
  me
• 18:56
  anything.
• 18:57
  I'm
• 18:57
  more
• 18:58
  than
• 18:58
  happy
• 18:58
  to.
• 18:59
  Answer
• 18:59
  any
• 18:59
  questions
• 19:00
  about
• 19:00
  lead
• 19:00
  magnets,
• 19:01
  marketing
• 19:01
  ecosystems.
• 19:02
  It's
• 19:02
  truly,
• 19:03
  truly
• 19:03
  my
• 19:03
  joy.
• 19:04
  But
• 19:05
  yeah,
• 19:06
  until
• 19:06
  next
• 19:06
  time
• 19:07
  we
• 19:07
  are.
• 19:07
  Rooting
• 19:08
  for
• 19:08
  you.