There\u2019s a problem Zach has been trying to solve for years, but never went all in on. While putting together his goals for 2023, Zach decided now is the time to build that large email list. With a goal of 50,000 subscribers, Zach wants to build a newsletter that creates transformation, and builds deep connections. So, he reached out on Facebook and asked his network if anyone knew someone that could help him make that goal a reality. Seth Ellsworth was tagged as the expert on the matter, and Zach has him on the show today to teach all of us the ins and outs of building a strong email presence.
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It all starts with creating a transformation for your subscribers. Having been involved in high-ticket coaching/consulting since 2004, Seth has seen it all. What he has found works is the transformation first, transaction second philosophy. Seth prefaces by saying he\u2019s not a marketing scientist, he didn\u2019t do great in school, and has an average IQ, but he knows what works and what doesn\u2019t. He\u2019s found that when you care about the individuals you want to help, the money follows. Too many people look at marketing as a way to optimize a transaction, but all that does is violate the relationship you\u2019re trying to build by throwing stuff at people that they didn\u2019t ask for. The relationship is what matters.
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People can feel when someone is in it for the long game, versus when they just want to turn a quick buck. Let your email campaign be a side effect of someone seeking a transformation. When you can offer a transformation that has both an internal and external payoff, you\u2019re golden. Lead with something that people actually want. Take people that want to start a podcast, for instance. Start with an email series that leads people to publishing their first episode. Not only will they have something tangible to show for it, they\u2019ll have gotten over their internal fear of starting. Then, people will associate a breakthrough with you. Once you\u2019ve given them a win, they\u2019re going to want more.
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The traditional direct response style funnel no longer works. It feels like you\u2019re trying to extract money without providing any value. A deposit funnel is a great option. For this strategy, you would ask for a deposit, let\u2019s say $95, that people can get back when they finish your experience. The psychology behind this is that people will feel invested and are more likely to follow through. This also sends the message that their transformation is more valuable than the money. Once you\u2019ve helped them to get that first win, they\u2019ll want more. Then you can offer them a few different options for their deposit. They can choose to leave it as a tip if they found value in what you gave them, or they can credit it towards your full training or services.\xa0
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Seth doesn\u2019t even track his numbers throughout the year. At the end of the year, he did calculate how many people entered his upfront experience, and how many finished. Traditionally, it\u2019s been about 96%, which is really good. Then he looked at how much cash he ended up collecting, and found that he made an average of $660 per subscriber. Some people will call it a win when they make $1 per subscriber. It\u2019s all about optimizing for a transformation without going broke. Seth never intended to sell or teach the deposit funnel, but he\u2019s since decided to offer a free walkthrough of it at DepositFunnel.com.
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The life coaching, high-ticket space is very competitive and extremely hard to make money at. Seth helped one such company to implement a deposit funnel, and their first beta test had 20 people go through, and resulted in $41,000 in sales after the initial free transformation. Seth says you don\u2019t even need a blog, or even a website, this can all be done through email. Seth himself spent $1,500, got 12 people and $1,200 in deposits. All 12 people went through the full experience, and 5 bought the full program at $1,000 per person. That means his $1,500 investment brought in $6,200. People are too smart for sleazy sales tactics, and the hardcore direct response method just doesn\u2019t work anymore. Seth knows this from experience, as he\u2019s tried it all, and figured out what works and what doesn\u2019t. At the end of the day, Seth says the only thing that matters is staying true to yourself. Tactics don\u2019t matter if you don\u2019t believe in yourself.
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If you want to be a part of helping Zach to build a strong email presence, and you\u2019re ready to create a transformation through email, go to UnderdogEmpowerment.com/Subscribe.
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What You\u2019ll Learn:
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Favorite Quote:
\u201cSomebody who\u2019s a faker, or a taker, can\u2019t run a funnel like this.\u201d -Seth Ellsworth
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Connect with Seth:
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How to Get Involved:
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For more on how to grow your business, check out this episode.\xa0
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