5 reasons why every author should market themselves with email

Dear Fellow Writer,

If you’re an author who’d like to build a following, sell more books, and be seen as the go-to person in your industry, then this article will show you how – by using simple emails.

Without further ado, here are 5 reasons why every author should market themselves using email:

 

REASON #1: Publishing has changed.

The Internet (and Amazon) have changed the publishing game.  Gone are the days of big advances or publishers putting major marketing bucks behind a book launch.  In fact, unless you’re already a celebrity of some kind, the expectation is you’ll market your own books, whether you choose to self-publish or not.

So why would you choose to market yourself with email?

Everything’s moving online.  Heck, people are even ordering groceries from Amazon now.  And online, email is king.  No other medium on the World Wide Web is putting more sales into spreadsheets than email.  As Forbes reported in June 2018, email marketing is not dead at all.

Not everybody checks Facebook every day, but the average person checks their email five times per day.  Email is pervasive, global, and foundational to way we communicate as a culture.  And it will be for the foreseeable future.

Email has the highest ROI of any form of marketing (4300% according to The Direct Marketing Association).  Fully 60% of business owners say email is their most profitable marketing channel.  And according to McKinsey, a consultancy, you’re about 40% more likely to get a customer from email than from social media.

So the real question is what is it costing you not to market yourself with email?

 

 

REASON #2: Build your audience.

There is simply no better way to build a rabid following than with email.  While Facebook claims 2 Billion accounts…a full 25% of those are fake.  Email, on the other hand, boasts a hefty 6.32 Billion active accounts, making it 5x bigger than Facebook.

But the #1 reason to build a thriving email list?  You OWN your list.  It’s yours.  You can download that sucker and re-upload it somewhere else.  You can communicate with your list in the manner of your choosing.  There’s no one who can tell you otherwise.  And there’s no one who can take your list away from you.

You don’t own your social media followers.

An email list, especially a responsive one, is an asset.  Arguably the best asset you can have.

If you want to establish yourself as a leader, and the go-to person in your niche, the fastest way to do that is by regularly publishing high-quality content to a loyal legion of “fans”.  It becomes your “platform” for getting published and selling books, or whatever else you want to sell.

 

REASON #3: Sell more books.

You can engage, motivate, inspire, and SELL in ways you never could using social media.  All of this as a welcome guest in their inbox.

The best analogy I’ve heard for how to do this comes from email marketing great, Matt Furey.  He said to think of talk radio hosts like Howard Stern and how they’ve built they’re audiences.  Every day (or every week) your subscribers tune in to your “show” because they want the latest.  They want to read what you have to say.

Bottom line, your readers become more loyal to you with every email you send.

Imagine your favorite food is chocolate chip cookies. And every day I show up to your house in the afternoon with one freshly baked, chocolate chip cookie, just how you like it. How quickly are you going to love seeing me and hearing from me? The answer is almost immediately. When you do email marketing the right way, the result for your customers is the same.

 

REASON #4: Sell more other stuff.

Are you ready for the best part?  Once you have a throng of loyal subscribers, you can pretty much sell them anything.  They’re already sold on you.  In addition to your books you can offer events, courses, and high-ticket coaching programs.  Whatever you’re passionate about that you also know your followers want.

In this way, you mine the “acres of diamonds” in your backyard. You build out your suite of products and services to dramatically grow your income.  And your marketing dollars stretch further with email.  That’s because the relentless “drip marketing” effect nurtures the relationship and improves sales on the “back end”.

 

REASON #5: Attract other marketing opportunities.

Finally, email done well attracts other marketing opportunities.

I can’t tell you how many times I’ve received referrals, requests for speaking engagements, or created joint venture partnerships, simply because someone on my list forwarded one of my emails.

The key is to be interesting.  If you’re interesting, you’ll get noticed.  When you get noticed, this will attract opportunities that were never even on your radar.  That’s when the journey gets really fun!

 

“But won’t I annoy people with too many emails?”

If your current emails are simply telling your customers and prospects about promotions and things going in your business, you shouldn’t be sending 1-2x per month, you should never be sending.

Why?

Because the best email marketing programs make the emails about the customer, not the business. They speak to their interests, attracting their attention and then gently compel them to buy more of your products and services. It’s a win-win. The customers love reading the emails, and your business wins because every email you send increases profits and revenue.

More than 60% of customers (those 25 or older in particular) would prefer to be contacted by brands via email (Adobe “Email Use 2017 – US Report“, 2018).  It is possible to get people “hooked” on your particular brand of emails.  Why not give them their regular dopamine rush?

 

CONCLUSION

If you want to grow your status as an author, email is the way to do it.  It establishes your positioning, and lets you sell more based on the credibility you’re building.  But here’s the catch:  Copywriting – i.e. writing to sell and persuade – and email marketing are different skill sets than most authors who write content, possess.

I know plenty of authors who’ll email their list a weekly article or something, but they’re not making many sales.  If you have a passion for learning copywriting, I encourage you to pursue it.  If not, it’s easier than you think to hire a professional copywriter like me.  Sure, the best of us aren’t cheap.  But the results are astronomical.  Having great copy in your emails and on your sales pages can literally transform your business overnight.

You’re a writer.  You get it.  Words matter.  And high-converting words make all the difference.

Good luck on your email marketing journey.  It’s a rewarding one, I promise you.

And if there’s anything I can do to help, it would be my pleasure.  Simply book your no-stress, Free Brainstorm Call here:

http://calendly.com/conorkel/emailincome

 

ABOUT CONOR KELLY

Conor Kelly is a leading copywriter, email marketing specialist, and publisher of the “Small Business Marketing” Newsletter.  He also publishes daily email marketing tips on his website at http://www.ConorKelly.com .  He specializes in helping authors, speakers, and coaches sell more books, courses, and high-ticket coaching programs.  His emails are read by people all over Canada, The U.S.A., Europe, and Africa.

Tryna figure out why the world is so cold

Here’s one for ya…

The other day I was doing a Google search and as I was typing my query one of the suggested searches in the drop-down menu was:

Tryna figure out why the world is so cold

(‘Tryna’ as in ‘trying to‘ in case, like me, you don’t always understand abbreviated English.)

And since Google’s suggested searches are often its most frequent searches I thought, “Dayum…all these poor S.O.B.’s out here…desperately wanting to make sense of the cruelty they’ve experienced.”

So sad.

Bit later I realized the phrase is a Mary J. Blige lyric.

Still…the world can be a cold place.  In business especially.  Until they know about you and your wicked ways, the market out there is VERY cold.  So what’s a late-adapting, spoon-fed Gen-X’er like me to do about it?

Simple…turn up the thermostat.

Allow me to explain:

I was recently asked how to sell to a resistant audience.  And while my first reaction was I’d never sell to anyone who’s resistant, I may have missed a beat in illustrating why – email.  Nothing works better than email for “warming up” an initially reluctant prospect.

Peep this.

You dangle a juicy bit of bait (something you know your market wants) and give it away free in exchange for an email address.  Then, you follow up.  Endlessly.  Until they either buy or unsubscribe.

(Btw, both of those outcomes are desirable.  More on that in a future installment.)

The Chinese water torture…the drip, drip, drip of your unrelenting emails eventually brainwashes…er, I mean wins them over to your way of seeing the world.  And by then the world is far less cold I assure you.

That’s when you get messages like (I’m paraphrasing, I’ve gotten many of these over the years):

Conor, you got me.  I had my doubts at first, but slowly everything you’re saying just started to make sense.  And I’m not one for blogs or emails usually.  Yours just hooked me somehow.  When can we talk?

You heard it here first.

How to persuade even the most brow-furrowing, arm-crossing skeptic.

Alright, that’s enough for now.

I’ll levitate down off my soap box.

If you’d like done-for-you emails that get customers to track you down, credit card in hand and eager to buy from you, then get your no-fuss, no-obligation Free Brainstorm Call to see if we’re a fit:

http://calendly.com/conorkel/emailincome

With any luck, you’ll never need to figure out why the world is so cold.

Happy Warming,

Conor Kelly

a.k.a  The Muscle @ Marketing Muscle

ENCORE: 5 Anti-Tips For Your Best Summer Body

Just 12 weeks ’til summer.

Perfect time to start thinking about your plan “swimsuit readiness” plan.

I’ll be real, the following tips aren’t likely to help you with any of that.

BUT…I found this in the archives and it made me chuckle.

Should be worth at least a smile to you.

Enjoy!

-Conor

***

I used to write a lot of lists.

‘6 tips for x…’

‘4 ways to do y…’

It was the format for several of my most popular emails.

Problem is I’m easily bored.  Lists are overdone.

Anyway, the notion of anti-tips jolted my cerebral cortex into bringing forth what follows.

Here’s how it doth work:  do the exact opposite of what I recommend here, and you’ll b-line it straight for a lean summer body with a coke and a smile.  Minus the coke.

I think you get the idea.

Let’s begin…

1. Eat as much of it as you want as long as it’s healthy.  Healthy food is high in nutrients when compared with fast-food, for example.  Ever noticed how you can railroad empty calories at a mighty clip? That’s because they don’t contain any real nutrition, so you’re body barely registers any satiety.

Non-processed, organic, high-fiber foods are so nutrient-dense that your body thrives on much lower intake levels.  This mirrors how sparse food was when we evolved the ability to derive energy from plants and animal flesh.

But if some is good, more is better…right?

Besides, the plump lady behind the lunch counter says I can eat as much quinoa salad as I want because it’s healthy – so it MUST be true.

2. Try a RE-tox diet.  You want to enjoy the fine weather and the fresh air.  The last thing you need is a bunch of washroom breaks slowing you down.  Keep your water consumption to a minimum, and avoid anything high in fiber.  Also, you might like the binding properties of copious amounts of cheese.

Keep that colon on lockdown until the fall.

3. Use a pro-inflammatory approach.  One thing you’d really hate is if your joint pain lessened to the point of inspiring you to be more active.  Really cuts into your investment of sunbathing time.  Just remember the four food groups: pizza, ice cream, beer, and cigarettes.  In fact, eat as much sugar as possible – raw, off a spoon, if need be.

The average Canadian eats 68 kilos of sugar per year.

Ask yourself, are you getting behind?

4. Avoid heavy weights.  God forbid you should build any muscle that might turn your metabolism into a blast-furnace for burning calories.  Then you’d lose your excuse for all that healthy food in #1.  Plus everyone knows that heaps of long, slow walking is how you lose weight.

5. Sleep less, and ‘freak out’ more.  Stress is good for you.  Ever heard of ‘fight or flight’?  Burns fat.  Burns muscle too, and runs your organs on overdrive, but heck, nobody’s perfect.  To really accentuate the effect, fly into a rage at every opportunity (I mean really lose your s**t) and load your system with as much caffeine as possible.

Sleep only when desperate.

Healthy sleeping patterns of seven or more hours per night render #’s 1, 3, and 4 less effective.

Now if your brain hurts from twisting my hints to figure out what I really mean, you’re either taking #5 literally, or you’ll benefit from the un-reversed truths in my 16-Week Transformation Program. 

Call (416) 826-4844 to request your complimentary personal training consultation, and discover the path to your best body – in all seasons.

Happy Freaking Out,

Conor Kelly

#1 reason to build an email list so loyal they’ll eat sheep’s testicles for you

I’ll be honest…

Yours Muscularly is of the mind that many small biz owners have been “conned” by social media companies promising the moon.

For most, it’s naught more than time and energy quicksand that sucks in the helpless and spits out their weary remains.

While Facebook claims 2 Billion accounts…a full 25% of those are fake.  Email, on the other hand, boasts a hefty 6.32 Billion active accounts, making it 5x bigger than Facebook.

I could also point out that many people go days without checking their social media, yet the average person checks their email multiple times per day.

If I really wanted to make a statement I could add that 60% of business owners rate email as their most profitable marketing channel, more than all the various social media sites combined.

All that would be 100% true.

But the #1 reason to build a thriving email list?

You OWN your list.

It’s yours.

You can download that sucker and re-upload it somewhere else.  You can communicate with your list in the manner of your choosing.  There’s no one who can tell you otherwise.  And there’s no one who can take your list away from you.

You don’t own your social media followers.

If that’s all you’ve got – you’re one policy update away from dead.

Case in point, five years ago I was getting most of the leads for my personal training biz from Google Adwords.  One fine day, Google up and suspended my account.  In order to reactivate it, I needed to add an asterisk with the words “results may vary” under each of the dozens of REAL before-and-after pics and testimonials displayed on my site.

Not only did this make my site look silly…

It sent my conversion rate spiraling down the drain.

And the leads all but dried up.

De-platforming is happening with frightening regularity.  What’s to stop Instagram from following Google’s lead and saying e.g. “we don’t like weight loss products – too scammy,” then make the rules harder for an entire category of health-related marketers?

An email list – especially a responsive one – is an asset.

Arguably the best asset you can have.

Enter my Evergreen List Builder

I created this custom product a couple of months ago to help my clients with the problem of consistently adding high-quality new leads to your subscriber list.  And it’s quickly become my most popular offering.  It’s not hard to see why.

This is my answer to the moving target that is online marketing.

I’ll be honest, it’s not the fastest way to build your list, but the leads are the highest quality.

Also, because my list builder is centered on free traffic, there’s some sweat equity required on your part.  Such is life.  But if you’re willing to put in a little leg work, the tools I’m going to provide you could be nothing less than a blueprint to double your business this year.

My clients and me are using them to generate 50-200 new subscribers per month, for free.

If you’d like to consistently add top quality leads to your database without dancing to Google’s or Facebook’s ever-changing tune, let’s jump on a stress-free brainstorm call and find out if you qualify:

https://calendly.com/conorkel/emailincome/

Happy List-Building,

Conor Kelly

a.k.a The Muscle @ Marketing Muscle

 

16 Things everybody should know about email marketing

I was recently interviewed for a podcast.

The interviewer was the lovely Corine La Font of Between The Lines.

(Who was also a tad sweet on The Muscle I might add).

The topic was “How To Build An Audience Using Simple Emails”, and once the little red light flashed “recording”, the value bombs began to drop.

Peep the highlights:

*Why the old marketing adage “the money’s in the list” is only half true (6:33)

*Is email dead? (7:54)

*Email is more personal than social media (12:40)

*The #1 reason to build a responsive email list (13:30)

*How to have more loyal subscribers and customers (15:15)

*Why “unsubscribes” are GOOD (16:24)

*The truth about the best frequency for emails and why you should never worry about “bothering” people (20:55)

*A simple way to segment your subscribers (22:43)

*What metrics actually matter to your success (25:55)

*A sneaky way to use subject lines to identify new marketing and product avenues (27:08)

*How we made a health clinic an additional 14K in the first month (30:16)

*How I use email to grow my business (31:21)

*The power of “soft” offers in every email (32:24)

*Why Marvel movies do better at the box office than DC Comics movies, and how you can use their secret sauce to grow your business (34:00)

*How in 15 minutes and with 6 simple questions you can discover a new way to make a lot more profit in your business (36:07)

*Keys to success (38:16)

Enjoy them a la carte or watch the full interview here:

 

 

Happy emailing,

Conor Kelly

P.S.  Want me to take care of all of this “marketing stuff” for you?  Get your stress-free brainstorm call to find out all that is possible for your biz by booking here:

http://calendly.com/conorkel/emailincome

3 ways to get your emails opened faster than a vegetarian pizza at Al Gore’s house

She’s a doozie of a post today.

I’m going to share with you three subject lines that got high open rates and the psychology behind why they worked.

Here’s why you should care:

One client, a fitness boot camp, saw their average open rate go from 14% to 25% when I took over.  On a 3K subscriber list, that’s 300+ additional peeps reading your offers – without any new marketing.

No time to waste then…

  1. Is Your Health Preventing You From Losing Fat?

I’ve used this one twice now and both times it was money.  Whenever you can put contrasting ideas together it provokes a lot of curiosity.  And curiosity is one of the marketer’s most jealously guarded tools.

(If you look carefully, you’ll notice ALL of my examples today have an element of curiosity to them.)

Back to contrast for a second.  Jay Abraham likes to say, “Paradoxes excite interest.”

In this case I certainly mean ‘lack of health’.  But at a glance the phrase still does its job.

How could health prevent you from losing fat?

Read on…

  1. Try this unusual health tip

Again, curiosity: what’s so unusual about it?  Also, anytime you can say ‘try this’ or hint at a tip of some kind, by implication there’s actionable content inside.

It’s therefore perceived to be valuable.

Once you have a proven winner, rip off or recycle that sucker with gluttonous zeal, as I did this one.

“Try this unusual healing method” is a variation which also pulled an above average open rate for the client.

  1. PRIVATE PHOTO: How to feel beautiful, right now

This one is admittedly tactical.

And stealthy.

People are voyeurs.  And we naturally yearn to be on the inside.  That’s one reason tabloids sell so well even though they’re light on substance.

Anything with the words *private* or *personal* will generally outperform most openers.

So will adding *do not share* or *for your eyes only*.

I wouldn’t use these types of subject lines very often.  And make sure whatever the hook is, it’s paid off early in the body of the email.  Don’t leave ‘em hanging, wondering where that dang private pic is.  That’ll erode trust.  Other things being equal, sprinkling in a tactic here and there spices things up and keeps the interest high.

Alright, a lot of meat here.

Go back and read this one a second time to let it sink in.

There’s a lesson to be found between the lines.

Did you catch it?

What am I doing here?  I’m sharing valuable content, to be sure.  But while doing so, am I demonstrating my expertise?  Yes siree Bob.  And by using client examples I’m invoking proof of my wordsmithing prowess.  Unconsciously, you’ve accepted (a) that I have clients I do this for (which makes me credible) and (b) that they’ve gotten results, notably the instant, profit-boosting hit of more eyeballs on their emails.

I know, very “meta”.

The lesson inside the lesson.

Model what I’ve done here, Grasshopper.

Happy Enticing,

Conor “Sensei” Kelly

a.k.a  The Muscle @ Marketing Muscle

P.S.  I’m looking for one more case study to add to the collection.  If you’d like me to do all this marketing stuff for you, reply with “Case Study” in the comments, and I’ll get you the details. 🙂

1,448 Million metric tons of my peeps blessings upon you

I’ve been pondering my roots…

Did you know that The Ivory Coast is the world’s largest cocoa producer?  This relatively unknown West-African nation gifted the human race with 1.448 million metric tons of its yummy goodness in 2013 – 31.6% of the world’s total.

What does this have to do with my roots?

41 years ago (yesterday), Lil’ Baby Conz breathed his first breath of the warm equatorial air in Abidjan, The Ivory Coast’s second capital.

Two civil wars later, she boasts a fast growing economy, a stable democracy…

She’s the jewel of West Africa.

Her rich, tastelicious resources are one reason.

Let’s be that way, too.

Let’s find one thing we’re good at – a gift, something we contribute to the world – seed it, grow it to the max, then harvest its fruits and share them as broadly as possible.  That’s where I’m at these days.  Hope you’ll accept my challenge and join me there.

So this is 41, huh?

Not quite what I expected.

Then again, that’s the journey.

I figure about five more years and I’ll have this “life” thing figured out.

🙂

To Your Gift,

Conor Kelly