One thing I truly love is helping people with unconventional businesses.
Because that’s where your skills are actually tested.
So when Elise, a decluttering coach joined The Email Advantage… I was super-duper excited.
Her Instagram looked like an aesthetic dream.
She had glowing testimonials.
But when it came to emails…
She had a tiny email list of 40 subscribers (mostly friends and a couple of former clients).
And a whole lot of…
“What am I even doing wrong?” “How is this ever going to lead to sales?”
But when Elise came to me, her biggest fear wasn’t sending emails… it was feeling like an imposter asking people to sign-up and sending emails.
“I’m not a marketer” she said.
“I’m just a coach who helps people get rid of clutter.”
Because of this mentality…
Her old emails were polite, generic, and…forgettable. They didn’t reflect the passion she brought to her work or the transformation she offered her clients.
So here’s what I told her:
You don’t have to be a marketer.
You just have to know your people.
And, almost after 2 months…
- Her list has grown to 734 engaged subscribers.
- She’s sold 6 spots in her 1:1 program.
- She’s sold 45 spots for her workshop
- And she’s already made 4x what she invested in The Email Advantage.
Wanna know how we did it?
Here’s a detailed breakdown:
Contents
Step 1. Detailed clarity on her customers
The first session in The Email Advantage is about mapping out your target customers and doing it in a way that practically guides your email strategy.
That’s what we did.
We dug deep into all the juicy information about her target customers.
(Inside The Email Advantage, you get a Customer Clarity Sheet to fill out, gather, and organize this information)
Some of these things were:
- Who exactly her audience was. (Spoiler: busy parents and overwhelmed professionals who wanted to Marie Kondo their lives.)
- What they dreamed of (A clean home. More energy. And mornings where they weren’t tripping over a Lego minefield)
- What was stopping them
Based on this, her emails automatically started shifting from “Here’s what I do” to “Here’s how I can help you breathe again.”
Step 2. Building the foundations
In the next 3 sessions, we set up the foundations to make her email strategy work for her… instead of she working for her email strategy.
This included:
1) Email copy that connects: Elise learned how to write emails that felt human… the kind people actually look forward to reading.
The logical progression based email frameworks made the writing part even easier.
And now… the way she gets excited when she send me an email for copy review makes me proud to see her copywriting progress.
(”I am not a marketer”… yeah, look at you now)
2) Her 10,000 ft email strategy
- How the subscribers are going to enter
- What and how the data needs to be collected
- How they’re going to be nurtured
- How they’re going to be sold
- What they’re going to be sold
- What weekly email frequency to follow
3) Her evergreen sequence
This included her welcome + sales sequence.
The goal was to keep it simple. She didn’t have many offers right now to create a complicated multi-offer behavior-triggered funnel.
So, the sequence had 8 emails leading to her 1:1 program.
The biggest impact was made by the first two emails (The ones that connected the most and got the most replies):
- Welcome email that shared the story of the time she cried in her car because her 7-year-old daughter tripped on the mess in her living room
- The second email tackled a belief that they need to throw everything away (They didn’t)
Once the foundations were in place, it was time for…
Step 3. List growth
Instead of making it too complicated, we decided to focus on one lead magnet and hyper-targeted distribution.
1) The lead magnet
7-day challenge to declutter your home (in just 15 minutes/day)
Each day focused on one small, doable task.
2) The distribution strategy
Instead of blasting her freebie link everywhere, we focused on targeting exactly where her audience was:
- Facebook groups for overwhelmed moms and busy professionals.
- Reddit threads on minimalism.
- Specific Instagram hashtags.
- Pinterest (biggest driver for her growth as Interior design and home decor is a popular niche there)
15 minutes per platform per day. That’s it.
All of this resulted in:
- Her list has growing to 734 engaged subscribers.
- She’s sold 6 spots in her 1:1 program.
- She’s sold 45 spots for her workshop
- And she’s already made 4x what she invested in The Email Advantage.
Not by creating the most complicated strategy out there. Not by creating multi-step complicated funnels. Not by being a hard sell.
I could help her with that too. I do it for my done-for-you clients.
But that’s not what The Email Advantage is about.
It’s about creating a simple system that works for you, your voice, and your audience.
A system that you can confidently follow.
Emails that you can confidently write.
And skills that make you $$.
That’s it!
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