[00:00:00] Welcome to the Business Fondle, the Bold Business Podcast for entrepreneurs and business owners hosted by Peta Serras the Professional Babe. So why don't you pour yourself a drink and slip into something a little more comfortable and I'll get your business going.

[00:00:17] Peta: So I'm on a personal mission to make the Chad great again. Now, if you are old enough, you'll probably understand the Charlie's Angels reference, but we are talking about this in an email marketing setting. So when I started working with clients for email marketing, I noticed that, you know, Every business is unique.

[00:00:39] Every business owner is unique. And then with that, their email habits are exactly the same. And that there was four distinct groups of people that I saw. So the first was our Nancy, the novice. So the person that was brand new, they might even have some software or they have just signed up and they are so fresh.

[00:00:58] They are so green. [00:01:00] Then on the other side we have our Valerie, the veteran. Now Valerie is an experienced user of email marketing. She's got everything set up, you know, she is probably the go-to that if you have an email question, you know that she's able to answer. We have our single use Sam. So Sam is someone that sends out campaigns and regular emails.

[00:01:23] They probably have like a, a decent sized list. They've got a consistent newsletter, but they're someone that doesn't really go deep with things. So they're kind of using, they're using email probably just for newsletters and not looking at all of the benefits that their business can have. And then our last one, Our fuck, boy, Chad.

[00:01:43] And Chad, I have a soft spot for you in my heart. Now it's quite common that people will start out a Nancy and then quickly become a Chad. And Chad is the person that list build and then he [00:02:00] ghosts them. So maybe this is you. You have a sexy little signup on your website that's like, join my newsletter list and I'm gonna send you love notes and you see all those people joining and you don't do anything about it.

[00:02:17] And you can't remember the last time that you sent an email to your list. Now why Chad has a soft spot. For me is because I think that a lot of the time, this just comes from a lack of understanding of where email fits in and what to do and not wanting to piss people off, but then also respecting, you know, here's their whatever.

[00:02:40] You know, Chad's time. Like Chad is like, I don't wanna spend three hours crafting a campaign if people aren't gonna like it. And you kind of get on this like, Little cycle of doom. And you know, Chad, we're gonna, we're gonna get you off that little cycle of doom. So [00:03:00] if you are wondering, if you are a Chad, my friend, there is a chance that you are a Chad.

[00:03:05] Now if we look at this, if it was like a dating example for a second. What this would look like would be someone downloading Tinder, setting up a really beautiful profile, then swiping on all of these people, and then never really talking to them, just leaving them sit there. So you know, Chad has like this little black book of matches that he doesn't do anything with.

[00:03:30] Now, with that, there is some Chad behavior. Now what Chad will do is forget about dating. Until it rolls around until Friday night. And then he will initiate a conversation with someone, and in the first three sentences we'll be like, Hey, you up. Do you wanna go do something? Do you wanna get the drink? And we all know that for most of the population, that is not going to be meant positively.

[00:03:59] Now [00:04:00] you might be like, oh my gosh, I don't do that to my subscribers. There is a chance that you do. So a real Chad behavior is list building. Never contacting people, never nurturing them, never, you know, building rapport and then just sliding in with this last minute sale and feeling like you are constantly like Turkey, slapping your subscribers and trying to get money out of them.

[00:04:27] And the problem is with that. Well, actually there are quite a few problems. Like first it's going to completely stuff up your sender reputation, which is the reputation that you have with inboxes like Gmail and Outlook, but it's also going to completely stuff up your personal and business reputation as well.

[00:04:47] You know, we don't want people that come into your world that are curious about working with you, and then they see that this is what you'll like on email. Um, because if you think about it, this is gonna be a [00:05:00] taster of what it's actually like to work with you. So Chad fear, not if you have had a realization that you are a Chad, I don't know, maybe grab some water, sit down, have a bit of a, like a, a drink and, and take some deep breaths.

[00:05:14] It's going to be okay. And we will get through this together. Alright, so we know what a Chad is. A Chad is the kind of person that list builds and does nothing with it. Now why does Chad do this? I find Chad does this because Chad just has a lack of a plan, you know? He doesn't really understand how email fits into his business, and chances are he's been told that he should do this and he has done it and it hasn't really met the desired results that he thought that it would get.

[00:05:51] For example, Chad has read the statistics. He knows that it's a moneymaker. He'll send out a campaign, and he's met with unsubscribes. [00:06:00] And you know, my Aries moon understands him being like, Fuck these people. I'm not doing that again, because you know, as business owners, we only have so much time and who wants to devote their time to marketing, that just feels like a slap in the face. 

[00:06:17] So I find usually this is why that happens. It's also from a lack of a plan. And I'm gonna say working really quite reactively with your list and your marketing and not proactively. And what that means is, you know, waking up or going into your week being like, shit, what do I do?

[00:06:39] Oh my God, I haven't sensed something to my newsletter list in ages. Oh, what do I, what am I gonna talk about? Versus where are we going in the next? 30 days, where are we going in the next 90 days? And then creating a plan around that. So crafting that journey in like a proactive way. And I know I just [00:07:00] used the J word, don't hurt me.

[00:07:02] And, um, crafting that journey in a really proactive way. And then in that, seeing what you need to do, or sorry, what you need to give your subscriber to get that desired outcome. For example, you know, we've just come through the Give Good email launch, and it would be making sure that the people who are on my list.

[00:07:26] That I would be selling, give good email to, had enough information to know how email could work in their business, everything that it could do. Uh, seeing some tools and how I work and experiencing a lot of value ahead of time before I went into that sale. All right, so that is why people become a Chad, is because they just don't have a plan.

[00:07:49] Now, we've covered earlier some problems with this. The biggest ones are. Send a reputation and our business reputation, but another [00:08:00] problem is the mental heaviness around this. So I find quite often with clients that you know, a lot of the time when they feel that their marketing and email marketing is taking a while.

[00:08:14] It's not actually taking as long as they think what is taking ages is them thinking about something. So they're really spending all of their time in the how and thinking about the how, when really we wanna just get the how out. So how this is going to look. So then that we have all of this space for creativity to drop in.

[00:08:36] And you may have experienced this before where. You feel like you are spending all your time trying to think about how this is gonna look, and then you finally make a decision and then you go to do the thing and you feel exhausted. So what I would recommend, and a really good solution for this, is just creating a basic framework for how email is going to look in your business.

[00:08:58] So for most people, if you [00:09:00] are brand new, this would be having a welcome sequence. So a welcome sequence is like your little business concierge. People will receive this when they download your newsletter and then having a plan for regular campaigns, and that can look however you want in your business.

[00:09:17] So at a minimum, we are gonna be doing. One email per week. So really thinking about those two things. Now we can go deep and we can make this complex, but if you are someone that is struggling to start, or you feel like that you are a Chad and you have this whole list of people that have never heard from you, maybe they haven't even gotten a welcome sequence.

[00:09:39] We don't wanna overwhelm you with how this can look. We just want to get you started. So they're the two things that I would recommend. We have that awesome welcome sequence and we have our regular campaigns. So this welcome sequence doesn't need to be anything that is too intense. I want you to imagine like you have like a little [00:10:00] concierge for your business and someone discovers you and they are just walking this person around and they are explaining, you know, what you do and how you do it and how they can work with you.

[00:10:13] So there is a little acronym that we use in Give Good email called Tavo, and that stands for trust, authority, value, and Offers. And a good welcome sequence focuses on those four things. So it builds trust with our subscriber. It shows that you know you are on authority at what you do. It gives value, and most importantly, it explains how they can work with you or how they can give you money.

[00:10:39] So when we craft our welcome sequence, we wanna make sure that we are hitting those four things. And at a minimum, this can be three beautiful emails. It can be a bit longer. I worked with an incredible photographer and you know, when he came to me, he said that his welcome sequence was 52 emails because he is like, I [00:11:00] don't wanna have to think.

[00:11:00] I just want them to get an email a week and then I'll worry about it later. It took him two days to craft it. And I'm pretty sure he repurposed some content, but he's just like, I just wanna get it out, and I just wanna make it really effective. So there is no exact rule here. What I would recommend, if you are someone that is constantly putting out content, this is an awesome place for you to repurpose some of your best work.

[00:11:24] So if you have something that you've popped out on Instagram or something on your website where you know that people are loving it, Being like, how can I repurpose this into a campaign if this represents my business in a way where someone who discovers me is going to. , you know, understand exactly what I do and how I do it.

[00:11:44] So that is perfect for an email. So you are just gonna pop that together, pop that welcome sequence together. And if you're like, how do I do that? Oh, get your butt into give good email because I'm gonna teach you how. But you will have that on your website and know that when [00:12:00] someone. Joins your list, they are going to receive that, so they are going to be nurtured right from the get go.

[00:12:07] Now with your campaigns that happen in your business, we have an awesome email content planner. So I will pop that in the show notes below, and this is going to give you so many different ideas for your campaigns and a calendar for you to schedule everything in. So what I would recommend is, Creating your email ideas first.

[00:12:32] So where I find Chad gets a bit stuck and why I have a soft spot is it's really normal when you're new to something and you are not really sure how to do it, that we actually muddle processes. And what I mean by that, it's like how, you know, writing and editing are two separate processes. We have processes for when we're actually coming up with our email plan.

[00:12:56] So I'm in the delivery at the moment for [00:13:00] Give Good email. We have our create, um, or what is it? Our Cash Creator Bootcamp happening, and we have content that's been drip fed over four days now. Day one was all about. The setup and auditing and our deliverability. Day two was all about our segments and our marketing plan.

[00:13:18] Day three was about content and then day four was about reporting, and no one has even started writing it yet because I said, you know, where people can get things muddled up. Is we feel like that we're trying to do everything all at once, and this is where we get overwhelmed and we constantly put it on the back burner, and before we know it, we haven't emailed our list in three months.

[00:13:41] So if this is you, I would just be like, you know what? I was a little bit confused because I didn't know better. I have Peter on my side now who is helping me out. So what you need to do with your campaigns moving forward is to come up with some ideas. So come [00:14:00] up with a huge bank of content ideas and in this email content planner, I help you with that.

[00:14:05] I think there's like a hundred different prompts on there. You also can go through and reuse validated content, and this can just look something like if you have posted something on your Instagram stories. Or a conversation you've had in your dms or even something that you've seen browsing a Facebook group.

[00:14:23] You know, take a screenshot. I love Notion. I add that to Notion, but I also have a folder on my phone of content ideas. And this is where you can, you know, like keep all of like the screenshots that you have. So when you're like, oh my God, shit, what do I write about? You can go back to that and then be like, I have a whole stack of ideas.

[00:14:43] And then what I would do from there is I would organize the month ahead. It's just so that you're not relying on you feeling inspired because we're trying to get you into a good routine. I'm not saying you need to write those emails, but we're just scaffolding everything out. And I would pick a [00:15:00] day in the week, so maybe Wednesday is gonna be your newsletter day and looking forward being like, okay, cool.

[00:15:06] There are four Wednesdays in this month, so I need four ideas, and then you are just gonna be like, bam, bam, bam. I'm gonna talk about this, this, and this. Now know that it's okay to change your mind, but know that you have done the hardest step, Chad, and that is starting, that is being in action. One of the hardest things to do is to actually start.

[00:15:26] So you have done that, and what you'll find is you've got your ideas out. Maybe you've even, you are like repurposing something you've popped out on Insta, so you're like, okay, cool, I just need to like finesse this a little bit and it's like halfway done. You know, you may find that as you are approaching week two, you, you are like, oh, you know what?

[00:15:45] I'm gonna actually sandbag that, take that to week three. I wanna write about this and I feel really inspired. And you will amaze your pants off because. You'll actually just feel like the creativity has dropped in and that has happened [00:16:00] because you've done the hard work of figuring out the how and what you'll find Chad is over time you will get onto a role with things and before you know it, you will be our wonderful Valerie, the veteran.

[00:16:13] Where she is the poster girl for how email marketing should look. So Chad, I hope this has been helpful and if there is something that I wanna say is that if you feel like your business isn't where. You want it to be in terms of sales is that it's probably in your email list. These are people that have popped their hand up, they have like walked up to you in a bar and they've given you their phone number.

[00:16:45] They are keen for some face sitting action, and you are just sitting in bed being like, where are all the people? Babe, they've put their hand up. They're so keen on you, and this is how it looks in your business. You know, if you are like, Ugh, I feel like we're not [00:17:00] financially where I want it to be. Our sales aren't great.

[00:17:02] If you have people that have opted into your mailing list, they have said openly that they are keen on you. So this is where we pop our plan of attack in place and we just focus on moving forward. So those two steps again, We have our awesome welcome sequence and we have our plan moving forward. My recommendation would be at a minimum that we email once a week.

[00:17:28] Now, what I will say is you might be like, I feel like I wanna apologize for disappearing in that first email that I send. No , we don't acknowledge it. We just come in and we give some awesome value. So remember that acronym, trust, authority, value, and Offers. What I would recommend, Chad, is that you are focusing on giving value and developing trust.

[00:17:58] So when you are looking at your bank of [00:18:00] content ideas, Really being like, what are some ideas that I have that are trust building and that are valuable? And we are gonna do that for a little bit of time before then we slide in. With the sale. So what this looks like in a dating setting is that we are having conversations with our people.

[00:18:20] We're asking them about how their day is Before we're like, Hey, do you wanna come over and like have an adult sleepover and get naked? You feel me? Chad, you've got this. If you want a little bit of help, get your butt into give good email because I'm gonna make the Chad great again. Oh, I've loved this.

[00:18:45] I've loved this and I've loved you and I love my Chads like truly I do. I love a Chad because I love when they start to create a really solid email marketing plan that they see this [00:19:00] directly. Relate to their sales in their business. They probably have the biggest success rates in Give Good email. And that is why I do love a Chad.

[00:19:10] I love you more than this little notebook that I have at the moment that I was just writing in before. It is by, um, what is it? Bespoke press, bespoke press.com au. You know when you get a notebook and sometimes like the paper is really translucent and you write on it and it just looks trashy. It's like the ballpoint pen is just like fucking it up.

[00:19:32] And now it feels like braille because it's so, the paper is just so thin. Um, this is just a really nice, like thick paper. And then if you actually look at it, it has, I don't know what it's called, but you know, when. You look at like the book is, oh my gosh, the book is closed. And you look at like the outside of the pages and it's like they've dipped it in gold and it just feels really luxurious.

[00:19:58] It, it's got that on it. And [00:20:00] I really love that. Like I feel that if I'm on the fence about buying stationery and there is that like little gold trim that will push me over the edge. You know what else pushes me over the edge? A good bloody salesperson. I love being sold to. I really love being sold to. If I'm in a store and I'm looking at like a shirt, You know what I love?

[00:20:24] I love when the sales assistant comes up to me with a story about that shirt. So one, um, of my favorite perfumes actually purchased in New Zealand, and I remember spraying it and the woman came up to me and she's like, oh, this is this brand. Her, her family were whiskey makers, or sorry, cognac makers. And the top of the lid is from a barrel, and it's this and it's this.

[00:20:47] And I am literally soaking this up. And I was like, oh my God. Fuck it. I'm buying it, so I love being sold to you, but I love a sale story. This is probably why I like email , [00:21:00] so I love you. I love you more than all of that, and hottie, I will see you next time.

[00:21:08] If you're craving more, make sure to subscribe to my email list, which you can find at professionalbabe.com. And word on the street I give good email. Now go and take everything you've learned, get your hands dirty with it, and go and make some serious money.

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