Author: Brandon Olson

4 Ways This Expert Launched His Coaching Career with Email Marketing

Before Michael Port became a highly sought after professional speaking expert, he needed a way to convert his website visitors into customers. That’s when he discovered the power of email marketing.

“Email marketing launched my career,” Port said. “Very rarely does anyone ever buy anything just because they went to our website. It doesn’t work like that, especially when you’re selling services.”

Michael Port is the co-founder of Heroic Public Speaking, a speaker development and coaching company helping new and established speakers. He is the author of the six books, including bestsellers Book Yourself Solid and Steal the Show. He is also the host of the most popular podcast on public speaking and performance, Steal the Show with Michael Port.

Since his entrepreneurial start in 2003, Port has leveraged the power of email marketing to nurture and convert business prospects into clients.

During a recent interview with Port, I asked him to share the email marketing blueprint he and his team uses to turn subscribers into customers.

4 keys to the Heroic Public Speaking email strategy

For the Heroic Public Speaking team, an effective email strategy comes down to four key pillars:

1. Determine an audience and goal for every email.

Every email you send should have a goal.  The Heroic Public Speaking team’s goal is to get their email subscribers to visit and watch the videos on their website. And the goal of these videos is to convert them into clients.

Ports team uses a very simple checklist of 3 questions to evaluate the purpose and audience for each email and landing page:

  1. Who is our audience?
  2. What do we want them to do?
  3. How are we going to get them to do it?

They run every single email through this checklist. If they can’t run it through that framework, they cut or revise it.

2. Use pattern interruption to grab attention

Port is a firm believer in well-designed emails that adhere to your brand identity. Yet, he says you should sometimes stray from using designed email to leverage a psychological cue known as “pattern interruption.” Pattern interruption is when you intentionally disrupt an established pattern to grab your audience’s attention.

That’s why he occasionally sends text-only emails. Since he regularly sends templated and branded emails, text-only emails interrupt the pattern and stand out. This increases his click-through rates and engagement.

“Design matters. Yes, we still do text-only emails, because sometimes the pattern interrupt feels more personal and will create a quick, direct response from the recipient. But because we’re an organization, not just an individual, there needs to be consistent visual brand identity in addition to consistent written brand identity.”

If it feels like a personal email from an individual, subscribers pay attention and are more likely to respond in the way you would like.

Pro tip: AWeber’s email templates support beautifully designed templates as well as text-only templates, all of which are mobile responsive. Log in now to try them out. Don’t have an AWeber account? Try AWeber free for 30 days.

3. Tailor your message to your audience with segmentation.

The Heroic Public Speaking team targets two types of customers: individual consumers and corporate businesses. Since these audiences have different pain points and goals, Port’s team communicates with them in different ways.

With their corporate funnel, Port’s team uses more one-to-one outreach for these prospects at the top of the marketing funnel, and then use automated systems to move these leads through the sales cycle.

With their consumer funnel, they use email automation throughout the entire buying process to move prospects through the funnel.

Their consumer group contains 4 different types of individuals:

  • People who are already very successful professional speakers
  • People who want to be professional speakers but are just getting started
  • People who speak to help spread their message/brand
  • Professionals who want to get better at presenting because it’s a big part of their job

Because these groups have unique goals, Port’s team sends a customized automation series to each one.

To automatically add the right person to the correct customized automation series, Port relies on his sign up flow. Here’s how it works:

First, Port shows site visitors a simple signup form that offers lead magnets in exchange for subscribing. By minimizing the fields on this form, Port can get more people to complete it.

Once subscribers sign up, they arrive on the “thank you” page. This is where they can self-select the segment that best fits them. After selecting an answer, they’re automatically added to the corresponding automated email series. This allows the Heroic Public Speaking team to provide each unique segment with content that’s relevant to their needs.

If subscribers don’t select on option on the thank-you page, they have additional opportunities to self-select within the email series.

Pro tip: You can use AWeber’s tagging and behavioral-automations to allow your subscribers to self-select their segments. Simply assign tags to the custom field selections on your sign up form or add/remove tags when subscribers click a link within your welcome email. Then you can start them on targeted automated email campaigns, or save them for future broadcasts.

4. Choose the right email marketing platform.

According to Port, it’s easy to choose the wrong email platform when you’re just getting started.

“Small business owners get sucked into all of the bells and whistles of these massive platforms that they do not need. It just gets too complicated,” he said.

Instead, Port suggests choosing a platform that fits three qualifications:

  1. It’s easy to use.
  2. It fits your current business needs.
  3. It can scale with your business as it grows.

By using a simple, user-friendly platform, it’s easier to see fast results from your email marketing efforts.

Try AWeber free for 30-days

Port recommends AWeber because of its ease of use and ability to turn leads into customers.

“Without a tool like AWeber, it’s very difficult to do the work you need to do to get someone to say ‘Yes’ once they become aware of you.”

Ready to start getting clients to say “Yes” to your services or products? Start your free 30-day trial of AWeber today.

The post 4 Ways This Expert Launched His Coaching Career with Email Marketing appeared first on Email Marketing Tips.

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The 3-Step Formula for Generating Email Leads from Speaking Gigs

When you present to a live audience either on stage or on camera, you have an opportunity to change the way they think, feel, and act.

But what happens when the camera stops rolling or after you walk off stage is even more important. How do you continue to engage your audience and drive them to action?

The answer: email marketing.

With email marketing, you can continue to build upon the relationship you formed during your speech and create a stronger connection with your audience.

During our recent webinar with speaking pro Michael Port, he shared his secrets to building an email list from speaking events.

Port has inspired audiences from the stage for more than a decade. He was a professional actor. Now, he’s the founder of Heroic Public Speaking and coaches some of the world’s best speakers.

Below, learn Michael’s 3-step system for building an email list with your speaking opportunities.

(Want to watch the entire recording of Port’s webinar? Register here.)

1. Create a curiosity gap.

People tend to take action when they have a desire to achieve or learn something. You can create this desire (and use it grow your list) with a curiosity gap.

A curiosity gap is when there is a void between what someone knows and what they want to know.  And according to Port, it’s important to create one with every speaking opportunity you have because it’s what drives your audience to take action.

To create a curiosity gap, answer the “what” and “why,” but don’t give your audience the “how” yet. You want them to think, “That sounds awesome! But how do I do that?”

Here’s an example: A sign up form is a tool that allows you to easily collect subscribers. By optimizing your sign up form, you can triple your subscriber growth and double your revenue.

By creating a curiosity gap, you’ve now piqued their interest. You’re ready to move to the next step: filling the gap with a tool or resource.

2. Fill the gap with a tool or resource.

Once you’ve created a curiosity gap and your audience is looking for a solution, give them a tool or resource to fill the gap and satisfy their need or desire. (In step 3, we’ll explain how to deliver this tool or resource to your audience from the stage.)

When creating your tool or resource, Port suggests staying away from denser pieces of content, like ebooks, white papers, and reports. In his experience, these aren’t as effective at generating email leads from the stage because they are denser pieces, requiring much more time to consume.  Audiences want content that are easier to digest.

Instead, offer shorter tools, like tips, formulas, grids, calendars, and templates.These tend to convert more audience members into email subscribers.

You could also test this theory with your own audience. Offer up a simple, easy-to-consume solution and another more in-depth, time-consuming solution. Different audiences will prefer different tools and resources. For instance, an audience of medical doctors may want a published research document or white paper. An audience filled with social media marketers may want a content calendar download.

Continuing with the sign up form example from before, the “how” is: With my simple checklist, you can optimize your form in minutes.

Port also recommends that you make sure your tool is specific to the lesson you’re teaching from the stage. And mention your tool a couple times during during your presentation, like halfway through and at the end.

Related: 22 Brilliant Lead Magnets That’ll Inspire You to Grow Your Email List Right Now

3. Build your list and nurture your audience member.

Now that you’ve introduced the tool or resource that’s going to fill your audience’s curiosity gap, you’re ready to invite them to subscribe to your list to get it.

Building a list from the stage is different from building it online. Your audience likely won’t have their laptop ready to visit a website and opt in. And even if they did, typing in an address while they’re listening to your presentation is distracting. But what almost every audience member will have is a mobile device.

That’s why you should use a tool like Call Loop, EZ Texting, Textiful or Join By Text to invite your audience to join your email list and receive the tool or resource you’re offering.

Here’s how these tools typically work:

  1. Ask your audience to text a phrase (e.g., OPTIMIZE) to a specific phone number (provided by the texting service you use).
  2. After your audience texts the phrase to the phone number, they will receive a response on their mobile device that asks them to respond with their email address.
  3. Once they respond with their email address, they will be added to your email list automatically and receive your welcome email.

Pro tip: Call Loop supports AWeber’s advanced tagging capability, so you can automatically segment your subscribers from your various speaking gigs. Then, you can add them to Campaigns specific to the topic you were speaking about.

Step up your speaking game at Heroic Public Speaking LIVE

Need more help with your public speaking? Join Port and his team at Heroic Public Speaking LIVE, October 1 to 3 in Philadelphia, PA. The AWeber team will be there as a sponsor. Come meet up with us to learn how to use email marketing to reach and connect with your audience off stage.

Not sure how to get more leads? Struggling to create a profitable email strategy? We can help. At AWeber, we’re not just an email marketing platform — we’re a team of email experts that want to see you succeed. You can contact us day or night to get all of your questions answered.  Start your free 30-day trial of AWeber today.

The post The 3-Step Formula for Generating Email Leads from Speaking Gigs appeared first on Email Marketing Tips.

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