Ep. 107 – Build Trust. Make Sales With Email

Welcome back to the Email Marketing Series! In episode 103, we started talking about what your email marketing needs to be effective. Then in episode 105, we discussed your email marketing strategy. In this episode, we’ll look at why you hate selling online; how you can create relationships with customers and make more sales using email to connect with your audience.

The best salespeople never talk about sales.  They offer solutions.  They are constantly making suggestions to help others.

Let’s be honest here.  You don’t like sales.  You don’t like asking for money, pushing for a product.  You hate that stuff.

Something you may not have considered: The reason you hate selling online is that it feels disingenuous. It doesn’t feel like YOU.

Build Trust, Make Sales with Email Marketing
Build Trust, Make Sales with Email Marketing

Example, board a flight and the person scanning your ticket or your phone says, “Enjoy your flight.”

The worst example was when our family was booking tickets to Disneyworld in Orlando.  We had to make an adjustment and after the call transferred to another someone on the phone lines, the customer service person said, “Have a magical day.”  But it certainly did not sound magical.

These are prime examples of disingenuous expressions.

You are not disingenuous.  You are real. This matters to you because you are concerned about having integrity and being true to you.  Even online.

Now, think of your last movie recommendation to a friend…

Or, the recommendation I received on a restaurant in town we haven’t tried, a friend said, “You gotta try the fried pickles.  They are phenomenal.”

These are very specific.  They are recommendations.  And you LOVE sharing it.

The key is to build more trust in your online business. 

Trust is your currency.  The only thing you have to develop relationships is trust.  It starts with you.

How to Build Trust with Your Audience

You build that trust by following :

1. Reveal yourself.  Share what you are doing, where you are in a process.

2. Involve your audience in the conversation.

3. Recommend the solution that works for you.

Think about infomercials.  We’ve all seen an ad, you know it’s an ad while flipping through channels.  You listen for a few minutes and realize a half hour has passed.

What happened?  You were involved.

So, how do you do this with your email marketing?

You build the trust.

How to Build Trust Using Email

Follow the same steps in this way:

1. Reveal yourself.  Share what you are doing, where you are in a process.

You reveal yourself when you Tell a Story.  Don’t write a novel in your email, just a few sentences is enough. Make the picture evident.

2. Involve your audience in the conversation.

To involve your audience, Ask a Question.  You’ve just painted the picture, you can easily ask, “What would you have done?” Or, “What do you think happened?” Or, “So guess what she did?”

3. Recommend the solution that works for you.

The story and question now give you a chance to Share the Solution (that is, What You are Selling) to explain how it worked. Be sure to share the most important part, The Results.  It’s about those results.

4. From there, Make Your Offer.

Tell your customer what they must do now to get those same results.  Emotion makes the sale.  Be sure to talk about how it feels to use your product/service/offer.

By following these specific steps, you make more sales through email.  But you’re doing it in a way that is genuinely you.

Build trust and credibility as you make more money. That’s email marketing success.


Ep. 105 – How To Create a Quality Lead Magnet

Ah, the lead magnet… Like most business owners, it started this like this.

You’ve started your online business. Things are going well.

You know you need to have an email list to make your business grow, but every time you hear someone mention it you think…

What do I even write about?  How do I get someone to sign up for my list?  What makes someone decide to learn more?

That’s all part of your email marketing strategy.

Your Email Marketing Strategy

The cycle of email marketing runs in a circular pattern:

Your Email Strategy
Your Email Strategy

Outsider >> Acquaintance >> Ally >> Insider

How do you do that?

When someone considers subscribing to your email list, they are considering if they would want you at their dinner party…

They are saying that they would allow you into their home, sit down and eat a meal together, and share stories.  Not only that, they look forward to the time together.

In a word, they find you interesting.

Lead magnets spark the interest.

Create a Quality Lead Magnet

Like a great cake, making a quality email strategy comes down to following simple steps that work for you.

Here they are.

How to Create a Quality Lead Magnet
How to Create a Quality Lead Magnet , Email Series, Part 1

1.  Offer them something to initiate that first, critical interaction.

So what is that?  It’s called an opt-in, a lead magnet, a giveaway, etc.  We’ll call it a lead magnet.

Your lead magnet helps your potential client/customer:

  • Succeed at a new skill.
  • Make a purchase.
  • Get started on a first step.
  • Learn some secret information.
  • Save them time.
  • Eliminates extra steps.

2.  Before you create a lot of extra work, consider the following:

  • What does my customer want?
  • What is the best method to connect with my customer?
  • What do I already have to offer?
  • What do I offer exceptionally well?
  • What is the first thing my customer needs to know?

3. You need a fresh idea. Like fresh ingredients.

Just like your closet or your pantry, when you focus on your email list remember, “Quality beats Quantity.  Every time.”

Quit making lots of “ho-hum” lead magnets.  Make one that really works for you and your business.  Here are some the quickest, easiest ways to to do that.

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This is section one of the email marketing guide.  Next time we’ll talk about how to make your first automated email sequence.

Ep. 103 – Email Marketing Done Right. Now.

If I could go back at the start of my business, I would tell myself one thing, “Master Email Marketing.”

Get Your Email Worksheet
Get Your Email Worksheet

These next few episodes are all about the lessons of email marketing I wish someone would have taught me.

Your success is in your hands now.  It feels like I’m giving you the keys to a brand new Tesla.

Start her up.  Set her on autopilot and watch your business take off.

I know that taking this all in at once can be a bit overwhelming.  So I made you a worksheet to follow along.

This will become your guide as you continue to email your audience.    Enjoy!

Your Free Email Worksheet


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Here is your email marketing primer, let’s call it the broad strokes.

1. Set Up Your Strategy.

  • Establish your rules for business.
  • Show them what to do next.
  • Walk them through the process.

2.  Be You.  The Real You.

  • Share what is happening in your life.
  • Authentic vs. Being Transparent (Authenticity is sharing how you feel inside, what you are learning intellectually.  Transparency shows the whole mess.  All of the pieces falling apart.  It’s like a country song gone wrong… Don’t lose credibility.)
  • Use your real voice as you are making an offer to your customers.

3. Build Community 

  • Make the connection with your group.
  • Show how what you offer helps others.  Build interdependence within your community.
  • Focus on your own group.
  • Get their input. Ask questions. Take a poll, etc.

4. Tell a Story

Storytelling is not as complicated as you think.  Think of the 3E’s:

  • Show your empathy.
  • Be the expert.
  • Share your eccentricities.

Paint a picture of what is happening.

Business is about trust.

You don’t have time as a business owner to talk to people for hours on end to make a sell.

Now, you send messages out as packages to build those messages of trust.

5. Be the Teacher

Say to yourself, “Guide My Group.”  You already know how to do so many things… now you can share that with your group.

  • Break a project down into small steps. Think about your system.
  • Write down a brain dump…look at the big picture.
  • Avoid the curse of expertise.  (That is, you work at a level 9 or 10, while the rest of the world thinks about this at level 2 or 3.)
  • Make it simple.  It will feel like you are dumbing it down.  You are making it so easy so that you can explain it in basic bones components.
  • Be the person to show someone how to do the beginner’s guide.
  • Tutor the beginners.   Instant Pot example.

6. Be a Reporter For Every Email

  • Answer the questions before they ask. 5 W’s:  Who, What, When, Where, Why
  • Show them the How…
  • Find ways to walk them through the steps.
  • Remember 7th grade? You don’t know the Algebra teacher…and once he starts talking, Math becomes so much fun.  The teacher has inspired you. That’s what you’ll do with your email sequences.

You already have high-level relationships in many areas of your life.

Use email right and you will have lots more people coming to you to learn how to excel.

Make sure you are making email the driving force of communication with your audience.

Then watch your business grow!

5 Ways to Fix Your Budget Today

5 Ways to Fix Your Budget

You know it’s time to get the budget in order.  You already know it.

You see the credit card bill coming in, and kids’s expenses, and things are piling up.  Oh yeah, and in a couple of weeks the end of the year holiday season is coming and it’s going to cost money this year.   Hopefully not as much as last year.  You may still be paying that off of your credit card.

It can seem like too much.  So right now, I want to give you 5 things that will set you up for success in your family finances.

5 Ways to Fix Your Budget
5 Ways to Fix Your Budget Today

These will not decree your financial independence for you.  But they will give you the tools to set yourself up on a plan that works for you.  Not what your sister does, not what works for your in-laws, what you can do.  So, sit down, take a few minutes for yourself and do it.

Once you have the clear path, you can follow the steps to success.  In fact, you will.

Declare one notebook the budget book.

What? I thought this was about the budget!

I know.  I can hear you saying this.

Hear me, my friend.  You are not organized.  You, like most of Americans, don’t know how much you’re spending.  It’s time to find the answers.

This notebook is where all the ideas, notes, and numbers are going.  Now, don’t go spend more of your cash to get a cute, fancy one with a unicorn on the front.  Unicorns are so 1995. Those 17-cent-composition-books will do just fine, thank you very much.  This is you will write down every bill that you owe, where you will start crossing off the payments as they are taken care of, and where you will work with your partner to make plan your strategic attack against the finances.  Geddit, girl.  I’m serious about this.  One place to write it all down.

Give every dollar a name.

That’s all the budget is.  Once I began to understand what Dave Ramsey was talking about when he said, “Give every dollar a name,” I got lit up.  Seriously, now I could see that we weren’t just floating along the river of life in our little canoe hoping to make it, we were actually constructing the river.  Do you realize what that means?  Do you realize that power that gives us?

We could build dams on one side, paying off all of these teeny, tiny debts like leaks in the river.  You build those dams by using the extra couple of bucks here and a couple of bucks there to patch the hole.  Know what happens?  The flow of the river gets stronger.  The power of your income gets increasingly stronger as you are taking care of these little things.

Here’s what we do.  We name them.  Each dollar has hole to fill, an assignment to complete.

My husband has been getting paid on Mondays a lot lately.  That means that every Saturday morning, BEFORE the money is in the bank, we sit down and make sure that every payment is taken care of, every envelope is filled and all of the rest, ALL OF IT, goes to our debt.  We control the river of cash, we’re not just riding along, hoping that we will make it out okay.

Do it with your spouse.  Sit down, write down every payment you owe in your notebook, and figure it out.  You can do this.

Once you’ve done it.  Send me an email or comment below.  I want to cheer you on!

Take a couple of bucks for gas money.

Right now, tell me:

How much do you spend gas each month, really?  Do you know?

How many miles do you or your spouse drive to work?

How many miles is it to take your kids to school/football/dance practice/piano lessons, etc?    These are questions you should know the answer to.  Take a minute.  Go go Google Maps and figure it out.  Write all those numbers down in your budget notebook.  Then figure out how much you are spending on gas.  Seriously, make it happen.  10 minute project will give you so much more knowledge.

Knowledge is power, baby.

We spend $40 a tank, which lasts us about 10 days.  We have a pretty simple life.

So, $40 x 3 tanks a month = $120, right?  Ummm… not necessarily.  We use the sinking funds method to give us a little extra room to squeak in some money. What do I mean?  We plan on spending $160 a month on gas.  That way, if we plan an extra weekend trip to visit a new site, or we want to go on a little family adventure- the gas money is covered.

And, this is where it gets really cool.  So, we don’t use the extra $40 for a couple of months.  It’s only 40 bucks.  We may not even notice.  Do that for 5 months and there’s an extra $200!  Put that $200 to your debt. Use it for Christmas money. Or, maybe, put that into a different envelope and start saving for a second car!  You are saving, and not even feeling it!


Think gas money is off, how much do you spend for groceries?  Whew.

This is where most families blow it.  We sure were.

Track it.  Find the last three receipts from the grocery store trip to see how much you spend, on average, per month.  Then you have a baseline.  If you don’t have the receipts, look at your card statement.   I know you’re not using cash to pay at the grocery.  Know how I know?  Because when we pull out the cash to pay for our groceries we get those weird, sideward glances.  The kind that people think you don’t see, but you totally see.  Totally.

Figure out how much you spend each month on groceries.  Don’t know where to start?  Look at this chart from the USDA Food Plans on Cost of Food.  Wow.  That gives you a clear idea of what you should be spending.  According to this, to eat  balanced meals, on a low-cost plan we should be spending:

Mom (age 19-50)  $209.90 +  Dad (age 19-50)  $241.80 + Child (age 2-3) $133.30 =$585.00

We are spending less than that (in the $500 range) and eating healthy, balanced meals.  There’s some wiggle room in the groceries.  Find your numbers and start getting creative with the ideas.


This may not seem like much, but you have to see the big picture.  I didn’t completely see the big picture of my student loans.

Until I did.  And it was like I was just punched in the gut.  But once I saw that, I was so mad inside.  So, crazy, stinkin’ mad!  It was like fire from my gut.  I have never felt that kind of anger before.

Still don’t think it matters?

Here’s another example of how it something little can get to be a mess.  Just yesterday, my friend, Jared Easley, put on Facebook how grateful he was for the Unroll Me App that takes him off of all those emails newsletters he’s getting all the emails he just doesn’t need anymore.  After watching this video I got thinking, “I’m probably on about 100 email lists.  It’s really wasting my time.  I should do this.”

So I put in my main email address and waited a minute or two.  Or five.  Or seven.

And then, I saw this:

Unroll.me App helped me see my email disaster!
I knew I was drowning in email newsletters. I just had no idea it was THIS BAD.

Over 700 email newsletters?  Is that a joke?  Is this some kind of sick record?   How did I miss this?  That’s insane.  NO WONDER I feel like I’m drowning in emails!  No wonder I sit at the computer and not get anything done!  Holy smokes, girl.  What was I thinking?

And that’s the point.  I wasn’t.  I was floating along in a happy canoe of email inundation.  Who can live like this?  And that’s email.  Some people are floating along the blinded canoe of bills and debt.  It’s only a matter of time until they crash!

I don’t want that for you!  I want you to jump in and do the work.  I went through and made the decisions to either:  Unsubscribe or Add it to my Rollup.

And this Roll up system is awesome. Once a day, it sends me 1 email.  Just one.  This email has a list of all the newsletters and I can click on the link from there to read it.  When I decide I have time.

Now look at this.

Unsubscribed, and All Rolled Up
After sorting it out, the emails that come to me are the only ones I want to read.

It feels like sunshine and daffodils.  Email is a blissful walk in the meadow with the deer playing vivaciously as I ponder the beauty of the emails I choose to read.  It’s so refreshing.

This could be just like you and your finances.  You’ve got bills coming in that you don’t even know about.  It’s time to get organized.  There is way, way too much at stake here! This is your future.  This is your family.  This is your heritage.  Make it a good one.

Tell me now, what is one thing you are going to figure out to fix your budget today?