WEBVTT 00:00:00.000 --> 00:00:02.759 Have you ever felt like you're just drowning 00:00:02.759 --> 00:00:06.059 in this digital sea of noise, always searching 00:00:06.059 --> 00:00:08.759 for those really effective ways to connect with 00:00:08.759 --> 00:00:10.259 your audience? Oh, absolutely, cutting through 00:00:10.259 --> 00:00:12.279 the static. Yeah, right. Trying to figure out 00:00:12.279 --> 00:00:14.839 what actually works to build a real community 00:00:14.839 --> 00:00:17.780 around, say, your message or your business. We've 00:00:17.780 --> 00:00:20.879 all been there. Yeah. Scrolling endlessly, feeling 00:00:20.879 --> 00:00:24.350 totally overwhelmed. Exactly. Well, you've definitely 00:00:24.350 --> 00:00:26.649 landed in the right place today because we're 00:00:26.649 --> 00:00:29.890 offering what feels like a genuine shortcut, 00:00:30.429 --> 00:00:32.909 a way to get truly well -informed on a pretty 00:00:32.909 --> 00:00:35.829 foundational topic. Good stuff. Welcome to the 00:00:35.829 --> 00:00:38.200 deep dive. Today, we're plunging into something 00:00:38.200 --> 00:00:40.939 absolutely foundational for, well, anyone looking 00:00:40.939 --> 00:00:43.299 to build a community, maybe grow a business, 00:00:43.399 --> 00:00:45.719 or even just get their message out there effectively. 00:00:45.920 --> 00:00:49.000 That is email list building. And our source material 00:00:49.000 --> 00:00:52.579 for this deep dive is a really fascinating collection 00:00:52.579 --> 00:00:55.439 of strategies. It's from Dale Carnegie's 100 00:00:55.439 --> 00:00:58.000 Email List Building Methods. Wow, 100 methods. 00:00:58.060 --> 00:01:00.899 That's comprehensive. It is. The title alone 00:01:00.899 --> 00:01:03.299 tells you there's a lot there, right? And our 00:01:03.299 --> 00:01:05.640 mission today is basically to distill the most 00:01:05.640 --> 00:01:08.680 impactful, maybe the surprising, and definitely 00:01:08.680 --> 00:01:11.359 the insightful bits from this pretty extensive 00:01:11.359 --> 00:01:13.719 text. OK, so boiling it down. Yeah, exactly. 00:01:14.019 --> 00:01:15.700 We're not just going to tell you what these strategies 00:01:15.700 --> 00:01:18.629 are. we really want to unpack why they're still 00:01:18.629 --> 00:01:21.930 so critical. You know, in today's digital world, 00:01:22.109 --> 00:01:25.150 with all the shiny new platforms popping up constantly. 00:01:25.790 --> 00:01:28.409 Relevance is key. And most importantly, we'll 00:01:28.409 --> 00:01:31.129 talk about how you can actually apply them, practically. 00:01:31.269 --> 00:01:33.209 This isn't just theory, right? It's meant to 00:01:33.209 --> 00:01:35.950 be your shortcut to mastering a really essential 00:01:35.950 --> 00:01:39.170 part of digital connection, of community building. 00:01:39.480 --> 00:01:42.579 Sounds useful. So right from the start, Carnegie 00:01:42.579 --> 00:01:45.000 lays out this core idea, kind of sets the stage. 00:01:45.480 --> 00:01:47.840 He says building an email list is vital for every 00:01:47.840 --> 00:01:50.920 business. Why? Because it creates an asset that 00:01:50.920 --> 00:01:54.049 the business owns. Ah. Ownership, that's interesting. 00:01:54.250 --> 00:01:56.689 Yeah, giving special access to a customer's personal 00:01:56.689 --> 00:01:59.329 space. He talks about it being a cheap and authentic 00:01:59.329 --> 00:02:01.930 technique for building leads, delivering value, 00:02:02.129 --> 00:02:04.689 building trust and rapport. All crucial things. 00:02:04.909 --> 00:02:07.870 Totally. But what really jumped out at me was 00:02:07.870 --> 00:02:11.569 his insight that multiple strategies can be used 00:02:11.569 --> 00:02:14.150 at the same time for real growth. So let's unpack 00:02:14.150 --> 00:02:17.050 that a bit. In this world just saturated with 00:02:17.050 --> 00:02:19.870 social media platforms promising instant fame. 00:02:20.609 --> 00:02:24.449 Why does Carnegie insist email is the fundamental 00:02:24.449 --> 00:02:27.550 asset? What makes it stick around? Well, what's 00:02:27.550 --> 00:02:30.189 fascinating here? I think is how timeless this 00:02:30.189 --> 00:02:32.550 core principle really is despite all the tech 00:02:32.550 --> 00:02:34.689 changes right all the new platforms We've seen 00:02:34.689 --> 00:02:37.349 yeah, Carnegie hits on something absolutely fundamental 00:02:37.349 --> 00:02:40.430 ownership when you build an email list You're 00:02:40.430 --> 00:02:42.930 creating an asset that you the business you truly 00:02:42.930 --> 00:02:45.530 own it Okay, think about it your followers on 00:02:45.530 --> 00:02:48.979 social media your audience on say Facebook, Instagram, 00:02:49.159 --> 00:02:51.439 TikTok, those rented platforms. Right, rented 00:02:51.439 --> 00:02:53.659 space. Exactly. They're all subject to the whims 00:02:53.659 --> 00:02:55.759 of algorithms, sudden platform changes, maybe 00:02:55.759 --> 00:02:58.319 even shutdowns. You don't own that connection. 00:02:58.639 --> 00:03:01.360 It could be taken away or throttled so much your 00:03:01.360 --> 00:03:03.300 message barely gets through without paying big 00:03:03.300 --> 00:03:06.590 bucks. But an email list. That's different. That's 00:03:06.590 --> 00:03:09.090 direct personal access to your audience. It's 00:03:09.090 --> 00:03:12.129 a communication line you control entirely, a 00:03:12.129 --> 00:03:16.289 direct path to their inbox, their personal space, 00:03:16.310 --> 00:03:18.509 as he puts it. So no middleman, essentially. 00:03:18.689 --> 00:03:20.550 Precisely. You're not dependent on some third 00:03:20.550 --> 00:03:22.689 party to reach the people who explicitly said, 00:03:22.849 --> 00:03:26.069 yes, I want to hear from you. It bypasses all 00:03:26.069 --> 00:03:28.449 that noise, the algorithmic filters that often 00:03:28.449 --> 00:03:30.750 stop your message getting seen elsewhere. Okay. 00:03:31.009 --> 00:03:33.930 And the direct line. It allows for really authentic 00:03:33.930 --> 00:03:36.509 kind of one -on -one communication, which is 00:03:36.509 --> 00:03:38.810 absolutely crucial for building deep trust, real 00:03:38.810 --> 00:03:42.050 rapport, especially if you're consistently delivering 00:03:42.050 --> 00:03:45.370 valuable content. Value is key. Always. And it's, 00:03:45.370 --> 00:03:47.349 you know, a very low -cost method compared to 00:03:47.349 --> 00:03:50.129 paid ads, for instance. Yet it consistently delivers 00:03:50.129 --> 00:03:52.169 some of the highest returns precisely because 00:03:52.169 --> 00:03:54.389 of that direct personal and importantly owned 00:03:54.389 --> 00:03:56.669 connection. It's about building something resilient, 00:03:56.870 --> 00:03:59.009 a long -term relationship, not just a fleeting 00:03:59.009 --> 00:04:01.250 glance. Okay, so diving a bit deeper into this 00:04:01.250 --> 00:04:03.770 owned asset idea. Yeah. It really sounds like 00:04:03.770 --> 00:04:07.409 Carney is talking about long -term vision resilience. 00:04:07.789 --> 00:04:10.430 But, you know, in today's world, everyone's chasing 00:04:10.430 --> 00:04:15.669 viral trends, instant gratification. How do you 00:04:15.669 --> 00:04:18.110 really convince someone, maybe a new business 00:04:18.110 --> 00:04:21.279 owner, that Investing in something that feels 00:04:21.279 --> 00:04:24.800 kind of old school, like email, is the smartest 00:04:24.800 --> 00:04:27.079 long -term move. What's the bigger picture people 00:04:27.079 --> 00:04:28.860 miss? Well, if we connect this to that bigger 00:04:28.860 --> 00:04:31.600 picture, it really is about building that direct 00:04:31.600 --> 00:04:34.019 line of communication you control, not being 00:04:34.019 --> 00:04:36.519 at the mercy of these external platforms. Right. 00:04:36.680 --> 00:04:38.459 Control matter. For someone just starting out, 00:04:38.560 --> 00:04:40.980 it means building a stable, resilient foundation 00:04:40.980 --> 00:04:43.680 right from day one. You're making sure that as 00:04:43.680 --> 00:04:46.360 you grow, your audience isn't tied to another 00:04:46.360 --> 00:04:48.459 company's tech, which could change the rules 00:04:48.459 --> 00:04:51.240 or just disappear. Yeah, that's a scary thought. 00:04:51.500 --> 00:04:54.620 It is. And for a seasoned pro, it's about diversifying 00:04:54.620 --> 00:04:57.160 your reach, creating this robust channel that 00:04:57.160 --> 00:04:59.240 protects your business from just how volatile 00:04:59.240 --> 00:05:02.439 platforms can be. Imagine if, say, Instagram 00:05:02.439 --> 00:05:04.759 vanished tomorrow. Oh, wow. Or Facebook suddenly 00:05:04.759 --> 00:05:07.339 charged for all organic reach. If your whole 00:05:07.339 --> 00:05:09.800 audience is locked in there, you're in a really 00:05:09.800 --> 00:05:12.750 tricky spot. Your own email list is that backup 00:05:12.750 --> 00:05:16.870 plan. And honestly, often it's the primary most 00:05:16.870 --> 00:05:20.209 effective way to convert leads and build genuine 00:05:20.209 --> 00:05:23.209 lasting relationships. So it's not instead of 00:05:23.209 --> 00:05:25.589 social media? No, no, not at all. Yeah. It's 00:05:25.589 --> 00:05:28.769 not about choosing email. over social. It's about 00:05:28.769 --> 00:05:31.209 using social media and all those other channels 00:05:31.209 --> 00:05:35.129 as really powerful funnels to build that owned 00:05:35.129 --> 00:05:37.149 asset. They bring in discovery, that initial 00:05:37.149 --> 00:05:39.670 engagement, sure. But the email list, that's 00:05:39.670 --> 00:05:41.430 where the deepest, most valuable connections 00:05:41.430 --> 00:05:45.370 are really forged and sustained. So this raises 00:05:45.370 --> 00:05:47.649 a really important question for any business 00:05:47.649 --> 00:05:50.670 out there, for you listening. How much control 00:05:50.670 --> 00:05:52.709 do you really have over your audience elsewhere? 00:05:52.939 --> 00:05:55.300 Mm. Good question. And if that control is limited, 00:05:55.759 --> 00:05:58.060 what's your strategic countermeasure? The email 00:05:58.060 --> 00:06:00.060 list is exactly that. It's your strategic anchor. 00:06:00.220 --> 00:06:02.339 That makes total sense. Yeah. Building that digital 00:06:02.339 --> 00:06:04.959 home base you actually control. OK. Let's shift 00:06:04.959 --> 00:06:07.399 gears a bit, get practical. Starting with your 00:06:07.399 --> 00:06:09.839 digital storefront, your website. Yeah. Carnegie 00:06:09.839 --> 00:06:12.199 gets really deep into optimizing this digital 00:06:12.199 --> 00:06:14.959 front door for capturing emails. He talks about 00:06:14.959 --> 00:06:17.519 purpose -built conversion hubs, like landing 00:06:17.519 --> 00:06:20.759 pages. What is it about a landing page that makes 00:06:20.759 --> 00:06:23.160 it so effective for grabbing that email address? 00:06:23.500 --> 00:06:26.459 Right. So the source defines a landing page as 00:06:26.459 --> 00:06:29.639 a standalone web page, distinct from the main 00:06:29.639 --> 00:06:32.439 website, and is designed purposefully with no 00:06:32.439 --> 00:06:34.680 global navigation, tying it back to the rest 00:06:34.680 --> 00:06:36.939 of your site. OK, no escape routes. Exactly. 00:06:37.420 --> 00:06:41.019 The genius is in its singular focus. By stripping 00:06:41.019 --> 00:06:43.399 away all that navigation, the links to home, 00:06:43.699 --> 00:06:46.639 about, services, blog, you're basically removing 00:06:46.639 --> 00:06:49.269 all distractions. Right. Its main purpose is 00:06:49.269 --> 00:06:52.110 crystal clear. Guide the visitors to the intended 00:06:52.110 --> 00:06:54.730 conversion goal, which, for us here, is nearly 00:06:54.730 --> 00:06:56.629 always getting that email address. Leak sense. 00:06:57.050 --> 00:06:59.389 Limiting options is just crucial for conversion. 00:06:59.550 --> 00:07:01.449 It funnels the visitor's attention like a laser. 00:07:01.970 --> 00:07:04.949 They land, see one clear offer, one clear call 00:07:04.949 --> 00:07:07.829 to action. There's no chance to wander off exploring 00:07:07.829 --> 00:07:10.209 and forget why they even clicked the link. It's 00:07:10.209 --> 00:07:13.149 a direct path to that opt -in. So minimize friction, 00:07:13.589 --> 00:07:17.160 maximize clarity for that one goal. Got it. Now 00:07:17.160 --> 00:07:21.579 what about the welcome gate? That sounds maybe 00:07:21.579 --> 00:07:23.899 a bit more aggressive, even jarring. It can sound 00:07:23.899 --> 00:07:26.779 that way, yeah. But it's described as an enticing 00:07:26.779 --> 00:07:29.759 and full screen sign up form users see whenever 00:07:29.759 --> 00:07:32.300 they visit website full screen Yeah, but the 00:07:32.300 --> 00:07:35.160 key is thoughtful implementation the source clarifies 00:07:35.160 --> 00:07:37.519 users can still scroll past it or just close 00:07:37.519 --> 00:07:39.319 it So it's much less intrusive than you might 00:07:39.319 --> 00:07:41.959 think okay, so not trapped not trapped its effectiveness 00:07:41.959 --> 00:07:44.300 comes from pure visibility It's a full screen 00:07:44.300 --> 00:07:46.939 form with the sole purpose of getting more subscribers 00:07:46.939 --> 00:07:50.000 Unlike say a little sidebar form that might just 00:07:50.000 --> 00:07:53.000 blend in yeah easily miss a welcome gate demands 00:07:53.000 --> 00:07:56.040 attention It ensures visitors immediately see 00:07:56.040 --> 00:07:58.220 your subscription opportunity the second they 00:07:58.220 --> 00:08:01.199 arrive. It aims for a strong first impression, 00:08:01.660 --> 00:08:03.600 presenting a compelling offer right away, maybe 00:08:03.600 --> 00:08:06.079 a free guide, an exclusive discount. It doesn't 00:08:06.079 --> 00:08:08.600 trap them, it just makes a bold, unmissable invitation 00:08:08.600 --> 00:08:12.860 to engage. Okay, so once you've got these dedicated 00:08:12.860 --> 00:08:15.560 conversion spots on your site, how do you make 00:08:15.560 --> 00:08:18.660 the invitation itself really compelling? Carnegie 00:08:18.660 --> 00:08:21.180 talks about crafting irresistible invitations, 00:08:21.420 --> 00:08:24.540 especially with smarter calls to action or CTAs. 00:08:25.019 --> 00:08:27.120 We're all guilty of using those generic submit 00:08:27.120 --> 00:08:29.279 or sign up buttons, aren't we? But what's the 00:08:29.279 --> 00:08:31.639 real missed opportunity there? How can we make 00:08:31.639 --> 00:08:34.700 those tiny little phrases pack a bigger punch? 00:08:35.340 --> 00:08:37.379 Yeah, the problem, just as the source points 00:08:37.379 --> 00:08:40.240 out, is that those common words such as submit 00:08:40.240 --> 00:08:43.190 or sign up. They're just too common and it become 00:08:43.190 --> 00:08:47.009 outdated land totally bland uninspiring They 00:08:47.009 --> 00:08:49.549 tell the user absolutely nothing about what they're 00:08:49.549 --> 00:08:51.389 getting or why they should even bother clicking 00:08:51.389 --> 00:08:54.350 right the solution Create a CTA that's specific 00:08:54.350 --> 00:08:57.269 enticing and fun think about that exocere example 00:08:57.269 --> 00:08:59.409 in the source Oh, yeah, tell us about that one 00:08:59.409 --> 00:09:01.409 instead of just sign up for my list She asks 00:09:01.409 --> 00:09:03.789 want to learn the top 10 tools I use to run my 00:09:03.789 --> 00:09:06.929 blog plus biz every day and the button it says 00:09:06.929 --> 00:09:09.600 hell Yes, send me the list, huh? I like that. 00:09:09.740 --> 00:09:12.820 Much more engaging. Right. It sparks curiosity 00:09:12.820 --> 00:09:15.980 immediately, offers a super clear benefit, and 00:09:15.980 --> 00:09:19.480 uses this engaging conversational language. It 00:09:19.480 --> 00:09:22.320 changes signing up from some boring task into 00:09:22.320 --> 00:09:25.809 an enthusiastic yes. encouraging way more engagement 00:09:25.809 --> 00:09:27.429 because the user feels like they're making a 00:09:27.429 --> 00:09:29.809 positive, excited choice. That's a fantastic 00:09:29.809 --> 00:09:32.710 example. Personality really coming through. And 00:09:32.710 --> 00:09:34.830 it's not just what you say, but where you say 00:09:34.830 --> 00:09:38.090 it too. Carnegie suggests using multiple opt 00:09:38.090 --> 00:09:41.730 -ins way more than most sites use. What's the 00:09:41.730 --> 00:09:44.490 thinking behind that kind of saturation? Exactly. 00:09:44.629 --> 00:09:47.600 The core idea is simple. Most sites have maybe 00:09:47.600 --> 00:09:50.080 one or two opt -ins, often just tucked away somewhere 00:09:50.080 --> 00:09:51.860 like the sidebar or the footer. Yeah, almost 00:09:51.860 --> 00:09:54.220 hidden. Right. But Carnegie recommends having 00:09:54.220 --> 00:09:57.299 five or more opt -ins. Why? Yeah. Because, as 00:09:57.299 --> 00:09:59.840 the source bluntly puts it, no one will seek 00:09:59.840 --> 00:10:01.820 the email list. You've got to put the opportunity 00:10:01.820 --> 00:10:03.740 right in front of them wherever they might be 00:10:03.740 --> 00:10:05.440 looking or engaging. Makes sense. Don't make 00:10:05.440 --> 00:10:08.639 them hunt for it. Precisely. Recommended spots 00:10:08.639 --> 00:10:12.059 include the footer, headers, sidebar, under each 00:10:12.059 --> 00:10:15.889 blog post, and scroll box. This strategic saturation 00:10:15.889 --> 00:10:18.289 just ensures that no matter where a user is on 00:10:18.289 --> 00:10:21.149 your site or how they're interacting, just landing, 00:10:21.389 --> 00:10:23.970 scrolling an article, finishing up, they consistently 00:10:23.970 --> 00:10:26.769 see a chance to subscribe without having to actively 00:10:26.769 --> 00:10:29.929 look for it. It maximizes visibility and convenience, 00:10:30.450 --> 00:10:32.710 making it effortless to opt in. right when their 00:10:32.710 --> 00:10:35.509 interest is potentially highest. And trust is 00:10:35.509 --> 00:10:37.129 obviously huge for getting someone to hand over 00:10:37.129 --> 00:10:40.009 their email. Carnegie emphasizes adding social 00:10:40.009 --> 00:10:42.970 proof. What exactly is that? And why is it so 00:10:42.970 --> 00:10:45.149 psychologically powerful for encouraging signups? 00:10:45.370 --> 00:10:48.090 Social proof. It's defined as anything showing 00:10:48.090 --> 00:10:50.029 that others are already using or doing something, 00:10:50.110 --> 00:10:52.429 and therefore, that is the correct thing to do. 00:10:52.570 --> 00:10:55.190 OK, following the crowd. Essentially, yeah. Leveraging 00:10:55.190 --> 00:10:57.350 the wisdom of the crowd. It plays on our basic 00:10:57.350 --> 00:10:59.710 human tendency to follow others, especially when 00:10:59.710 --> 00:11:01.529 we're feeling uncertain. What are some examples? 00:11:01.769 --> 00:11:04.250 The source gives examples like case studies, 00:11:04.690 --> 00:11:07.009 customer reviews, maybe logos of well -known 00:11:07.009 --> 00:11:08.909 brands you've worked with, or just compelling 00:11:08.909 --> 00:11:11.970 numbers like plus 10 million active subscribers. 00:11:12.009 --> 00:11:14.610 Oh, okay. Seeing that tons of other people have 00:11:14.610 --> 00:11:16.389 already committed, whether it's signing up, using 00:11:16.389 --> 00:11:19.210 the product, benefiting from the service, it 00:11:19.210 --> 00:11:22.429 provides this powerful psychological reassurance. 00:11:22.669 --> 00:11:25.990 It basically tells a new visitor, hey, this is 00:11:25.990 --> 00:11:28.850 popular, people trust this, it must be legit 00:11:28.850 --> 00:11:32.009 and valuable. Reduces the risk. Exactly. It validates 00:11:32.009 --> 00:11:34.370 their decision and lowers that perceived risk. 00:11:34.629 --> 00:11:36.870 So it naturally encourages customers to sign 00:11:36.870 --> 00:11:40.429 up to the mailing list. It's subtle. but incredibly 00:11:40.429 --> 00:11:42.990 effective for building instant credibility and 00:11:42.990 --> 00:11:45.029 making people feel comfortable opting in. Okay, 00:11:45.110 --> 00:11:47.370 so beyond the forms and buttons, Carnegie also 00:11:47.370 --> 00:11:49.389 digs into the underlying tech and design of your 00:11:49.389 --> 00:11:51.850 site, enhancing user experience and conversion 00:11:51.850 --> 00:11:53.909 with site performance and design. And that really 00:11:53.909 --> 00:11:56.330 starts with something many of us, frankly, overlook. 00:11:57.049 --> 00:12:00.629 Site speed. What's the real, like, tangible cost 00:12:00.629 --> 00:12:02.429 of a slow website when you're trying to build 00:12:02.429 --> 00:12:05.129 your list? Oh, this raises that crucial question, 00:12:05.230 --> 00:12:07.860 doesn't it? How often do we skip over the basic 00:12:07.860 --> 00:12:11.159 experience for some flashy new tactic? Sight 00:12:11.159 --> 00:12:14.059 speed isn't just about patience. It is absolutely 00:12:14.059 --> 00:12:16.840 non -negotiable for conversion. It directly hits 00:12:16.840 --> 00:12:19.399 your bottom line. Oh, so the source sites is 00:12:19.399 --> 00:12:22.000 really powerful Walmart study It shows starkly 00:12:22.000 --> 00:12:24.480 when the loading jumps from one second to four 00:12:24.480 --> 00:12:27.899 seconds. The conversion rate will decline significantly. 00:12:27.940 --> 00:12:31.200 Wow just a few seconds. Yeah and conversely they 00:12:31.200 --> 00:12:33.779 found that for each one second improvement in 00:12:33.779 --> 00:12:36.700 load time a site will always report a 2 % increase 00:12:36.700 --> 00:12:39.539 in its conversion rate. 2 % per second that's 00:12:39.539 --> 00:12:41.940 huge. It's not marginal right it's a direct link 00:12:41.940 --> 00:12:44.179 between site performance and your ability to 00:12:44.179 --> 00:12:47.320 capture leads. A slow site just frustrates people. 00:12:47.500 --> 00:12:49.519 They bounce before they even see your great offer 00:12:49.519 --> 00:12:52.360 or CTA. Like trying to fill a leaky bucket. Exactly 00:12:52.360 --> 00:12:54.740 that. All your other efforts get undermined if 00:12:54.740 --> 00:12:58.000 the site itself isn't fast and responsive. It's 00:12:58.000 --> 00:13:00.779 fundamental user experience that translates directly 00:13:00.779 --> 00:13:03.899 to list growth, or lack thereof. That's a really 00:13:03.899 --> 00:13:07.379 powerful statistic. OK, and for capturing attention, 00:13:07.779 --> 00:13:11.279 Carnegie mentions these persistent and non -intrusive 00:13:11.279 --> 00:13:13.899 opt -in placements. Let's talk about the pop 00:13:13.899 --> 00:13:16.820 -up box. Ah, the infamous pop -up. Right. The 00:13:16.820 --> 00:13:19.700 data clearly shows they work. I mean, the Michael 00:13:19.700 --> 00:13:22.019 Stelzner results are phenomenal. But let's be 00:13:22.019 --> 00:13:24.139 honest, for many of us listening, myself included, 00:13:24.259 --> 00:13:26.159 they can feel super intrusive. Yeah, they get 00:13:26.159 --> 00:13:29.240 a bad rap. So how do we balance that proven effectiveness 00:13:29.240 --> 00:13:32.259 with, you know, potentially annoying our audience? 00:13:32.539 --> 00:13:35.139 What's the secret to making a pop -up not just 00:13:35.139 --> 00:13:37.580 immediately alienate someone? You're absolutely 00:13:37.580 --> 00:13:40.370 right. Pop -ups can be annoying. But their effectiveness 00:13:40.370 --> 00:13:42.690 in grabbing attention and converting visitors, 00:13:43.149 --> 00:13:45.710 it's undeniable. The source mentions HubSpot 00:13:45.710 --> 00:13:48.629 reporting that 96 % of website visitors often 00:13:48.629 --> 00:13:52.269 leave without making a purchase. 96%. It's massive. 00:13:52.309 --> 00:13:54.950 Right. So the goal of an exit intent pop -up 00:13:54.950 --> 00:13:56.990 especially is to try and convert some of those 00:13:56.990 --> 00:13:58.710 departing visitors right as they're about to 00:13:58.710 --> 00:14:01.470 leave. Michael Stelzner, founder of social media 00:14:01.470 --> 00:14:04.950 examiner, he added, what was it, 95 ,000 subscribers 00:14:04.950 --> 00:14:08.250 in only seven months using these. Staggering. 00:14:08.289 --> 00:14:10.549 Incredible numbers, but still the annoyance factor. 00:14:10.850 --> 00:14:13.889 Totally. The key caveat, as you said, and the 00:14:13.889 --> 00:14:16.049 source acknowledges, is their annoying nature. 00:14:16.529 --> 00:14:20.029 So to combat this, they must offer immense value 00:14:20.029 --> 00:14:22.210 to justify interrupting someone. OK, the offer 00:14:22.210 --> 00:14:26.070 has to be amazing. Exactly. They need great headlines, 00:14:26.389 --> 00:14:28.570 a description, and a call to sign up that gets 00:14:28.570 --> 00:14:30.769 the point across super quickly and compellingly. 00:14:30.889 --> 00:14:34.289 The secret is making the offer so irresistible, 00:14:34.490 --> 00:14:36.830 maybe an exclusive discount, a super relevant 00:14:36.830 --> 00:14:39.710 checklist, an instant free guide, that the user 00:14:39.710 --> 00:14:42.450 sees it as a welcome opportunity, not an unwanted 00:14:42.450 --> 00:14:44.929 interruption. So frame it as helpful, not hindering. 00:14:45.049 --> 00:14:47.029 Right. It's a last -ditch, high -impact effort 00:14:47.029 --> 00:14:49.470 to grab that lead before they vanish. And when 00:14:49.470 --> 00:14:51.549 it's done right, with a clear value proposition, 00:14:51.850 --> 00:14:54.029 it can be incredibly effective without totally 00:14:54.029 --> 00:14:56.789 alienating your audience. Timing and value are 00:14:56.789 --> 00:14:58.889 everything. That makes sense. The offer has to 00:14:58.889 --> 00:15:01.360 outweigh the intrusion. Okay, beyond individual 00:15:01.360 --> 00:15:03.399 forms, Carnegie also points to how leveraging 00:15:03.399 --> 00:15:05.659 your website's tech can create a smarter opt 00:15:05.659 --> 00:15:09.100 -in experience. Like WordPress plugins, for instance. 00:15:09.419 --> 00:15:13.919 He mentions this intriguing WWSGD plugin. How 00:15:13.919 --> 00:15:16.299 do tools like that go beyond just static forms 00:15:16.299 --> 00:15:19.080 to really engage and convert? Right. WordPress 00:15:19.080 --> 00:15:22.039 plugins, like that WWSGD What Would Seth Godin 00:15:22.039 --> 00:15:24.779 Do? plugin, they're effective because they move 00:15:24.779 --> 00:15:27.669 beyond generic forms. They personalize the user 00:15:27.669 --> 00:15:30.250 experience, helping get people deeper into one's 00:15:30.250 --> 00:15:33.389 content. How does that one work? Well, the WWSGD 00:15:33.389 --> 00:15:36.350 plugin, for example, puts this dynamic dialog 00:15:36.350 --> 00:15:39.450 box at the top of posts, and it welcomes users 00:15:39.450 --> 00:15:41.870 differently based on cookies, basically, based 00:15:41.870 --> 00:15:43.690 on how they got there or if they've been there 00:15:43.690 --> 00:15:46.450 before. Oh, clever. Yeah. So a new user coming 00:15:46.450 --> 00:15:49.250 from Twitter might see a message like, hey there, 00:15:49.429 --> 00:15:51.509 Twitter user, kindly check out our articles on 00:15:51.509 --> 00:15:53.720 getting the most out of Twitter. Ah, recognizes 00:15:53.720 --> 00:15:56.379 the source. Exactly. That personalized greeting 00:15:56.379 --> 00:15:59.039 immediately resonates, acknowledges where they 00:15:59.039 --> 00:16:01.860 came from, gently guides them to relevant content, 00:16:02.259 --> 00:16:04.000 makes them feel kind of seen and understood. 00:16:04.120 --> 00:16:06.740 Yeah, not just another anonymous visitor. Precisely. 00:16:07.200 --> 00:16:09.659 This tailored experience makes them way more 00:16:09.659 --> 00:16:12.100 receptive to engaging further and eventually 00:16:12.100 --> 00:16:14.120 subscribing, because they feel like the content 00:16:14.120 --> 00:16:17.080 is actually curated for them. It's smart, subtle 00:16:17.080 --> 00:16:20.259 personalization that makes opting in feel less 00:16:20.259 --> 00:16:22.799 like a transaction and more like just the natural 00:16:22.799 --> 00:16:24.860 next step in their unique journey. That's brilliant. 00:16:24.879 --> 00:16:27.379 Moving beyond just forms to actually creating 00:16:27.379 --> 00:16:30.360 a personalized path to subscription. OK, shifting 00:16:30.360 --> 00:16:33.279 from the website tech side, Carnegie pivots to 00:16:33.279 --> 00:16:36.000 one of the most powerful magnets for subscribers, 00:16:36.679 --> 00:16:39.720 truly valuable content. The core. He talks about 00:16:39.720 --> 00:16:42.460 offering deep value and utility through content. 00:16:42.960 --> 00:16:45.240 Let's kick off with writing long form guides. 00:16:45.500 --> 00:16:48.860 How does creating something so, well, extensive 00:16:48.860 --> 00:16:51.740 directly translate into email list growth? Long 00:16:51.740 --> 00:16:54.340 -form guides are described as insanely valuable 00:16:54.340 --> 00:16:56.139 for a lot of people. Think about something like 00:16:56.139 --> 00:16:57.840 a beginner's guide to social media marketing 00:16:57.840 --> 00:16:59.980 that genuinely covers everything someone needs 00:16:59.980 --> 00:17:01.899 to get started. Yeah, like a mini course in an 00:17:01.899 --> 00:17:04.609 article. Exactly. These guides aren't just about 00:17:04.609 --> 00:17:06.849 being long. They're about showing comprehensive 00:17:06.849 --> 00:17:09.470 mastery and a real commitment to providing deep 00:17:09.470 --> 00:17:11.970 value. When you create something like that, you're 00:17:11.970 --> 00:17:14.109 not just offering info. You're giving them a 00:17:14.109 --> 00:17:17.210 roadmap to success, a definitive resource that 00:17:17.210 --> 00:17:19.569 solves a complex problem. Positions you as an 00:17:19.569 --> 00:17:23.329 expert. Absolutely. That depth builds profound 00:17:23.329 --> 00:17:26.089 trust and positions your business as an authority, 00:17:26.470 --> 00:17:29.900 a go -to resource. Because they're created from 00:17:29.900 --> 00:17:32.200 the point of view of the target audience and 00:17:32.200 --> 00:17:36.180 tackle a big, specific need, these guides naturally 00:17:36.180 --> 00:17:38.980 attract more shares, likes, traffic, and links. 00:17:39.460 --> 00:17:41.700 So they have built -in virality, almost. In a 00:17:41.700 --> 00:17:44.740 way, yeah. That organic reach then feeds your 00:17:44.740 --> 00:17:46.940 email list. It transforms a curious visitor, 00:17:47.099 --> 00:17:49.900 someone who found your guide, to a loyal subscriber 00:17:49.900 --> 00:17:52.160 who sees you as the expert because you just proved 00:17:52.160 --> 00:17:53.990 you can solve their problem thoroughly. Okay, 00:17:54.109 --> 00:17:56.529 so it's about depth, not just breadth. And building 00:17:56.529 --> 00:17:58.789 on that idea of delivering value over time, there's 00:17:58.789 --> 00:18:01.430 creating an email course. How does a drip -fed 00:18:01.430 --> 00:18:04.269 course work as an effective lead magnet? An email 00:18:04.269 --> 00:18:06.569 course is really compelling as a lead magnet 00:18:06.569 --> 00:18:09.710 because it promises continuous, bite -sized value 00:18:09.710 --> 00:18:11.910 delivered straight to the subscriber's inbox. 00:18:12.200 --> 00:18:15.579 It's designed to deliver bite -sized tips regularly 00:18:15.579 --> 00:18:18.359 through the email. Easier to digest than a huge 00:18:18.359 --> 00:18:21.680 guide all at once. Exactly. And what's particularly 00:18:21.680 --> 00:18:24.720 great, the source nodes, is that old content, 00:18:25.019 --> 00:18:27.680 maybe a series of blog posts or even an internal 00:18:27.680 --> 00:18:30.799 training doc, can often be repurposed and repackaged. 00:18:31.259 --> 00:18:34.079 Ah, smart reuse. Yeah, makes it a highly cost 00:18:34.079 --> 00:18:36.440 -effective strategy. By breaking down complex 00:18:36.440 --> 00:18:38.480 topics into these digestible lessons delivered 00:18:38.480 --> 00:18:41.839 over days or weeks, you give ongoing value establish 00:18:41.839 --> 00:18:44.539 your expertise bit by bit, and keep subscribers 00:18:44.539 --> 00:18:46.779 really engaged. Keep them opening your emails. 00:18:47.000 --> 00:18:49.500 Right. This ongoing interaction establishes you 00:18:49.500 --> 00:18:51.819 as a reliable source. They're more likely to 00:18:51.819 --> 00:18:53.839 open emails, share stuff, and just stay on your 00:18:53.839 --> 00:18:56.640 list longer. It's a strategic way to build rapport 00:18:56.640 --> 00:18:59.259 and demonstrate consistent value over time. That 00:18:59.259 --> 00:19:01.480 sounds like a powerful way to leverage existing 00:19:01.480 --> 00:19:04.450 assets and keep folks engaged. What about free 00:19:04.450 --> 00:19:07.470 online tools resources? How do they pull in subscribers? 00:19:07.589 --> 00:19:09.869 And what's the psychology behind that exchange? 00:19:10.410 --> 00:19:12.829 Free tools and resources are incredibly powerful 00:19:12.829 --> 00:19:15.829 because they offer immediate, tangible utility 00:19:15.829 --> 00:19:18.529 in exchange for an email address. Like a calculator 00:19:18.529 --> 00:19:21.029 or a template. Exactly. People are totally willing 00:19:21.029 --> 00:19:23.849 to share their email when the tool has some relevance 00:19:23.849 --> 00:19:26.309 to their needs and directly solves a problem 00:19:26.309 --> 00:19:28.970 for them. The source mentioned students readily 00:19:28.970 --> 00:19:31.769 giving emails for free plagiarism software. Yeah, 00:19:31.849 --> 00:19:34.789 it makes sense. Immediate need met. Precisely. 00:19:35.309 --> 00:19:38.509 The psychology is a super clear value exchange. 00:19:38.970 --> 00:19:41.349 You get this useful utility, a calculator, template 00:19:41.349 --> 00:19:44.170 generator, checklist builder, whatever, and in 00:19:44.170 --> 00:19:46.809 return, The business gets a qualified lead. It's 00:19:46.809 --> 00:19:49.990 very practical, immediate, direct, it bypasses 00:19:49.990 --> 00:19:52.109 a lot of the persuasion needed elsewhere, and 00:19:52.109 --> 00:19:54.250 just relies on the sheer usefulness of the offer. 00:19:54.690 --> 00:19:57.029 A fantastic way to attract highly engaged users 00:19:57.029 --> 00:19:59.589 actively looking for solutions. Okay, now let's 00:19:59.589 --> 00:20:02.069 talk about gating content for intent -based leads. 00:20:02.369 --> 00:20:04.670 This sounds a bit more direct in leveraging your 00:20:04.670 --> 00:20:07.539 content. First up, using content upgrade. How 00:20:07.539 --> 00:20:09.039 is this different from just offering a general 00:20:09.039 --> 00:20:11.299 free download on a page? Right. A content upgrade 00:20:11.299 --> 00:20:14.200 is described as a critical resource unique to 00:20:14.200 --> 00:20:17.420 blog posts. And it's highly effective because 00:20:17.420 --> 00:20:19.799 it's hyper relevant. Hyper relevant. How so? 00:20:19.980 --> 00:20:23.039 It's not just some generic freebie. It's a specific 00:20:23.610 --> 00:20:26.849 extra piece of content that directly enhances 00:20:26.849 --> 00:20:29.650 or complements the exact blog post the reader 00:20:29.650 --> 00:20:32.450 is currently consuming. Tied directly to the 00:20:32.450 --> 00:20:34.650 content they're already interested in. Exactly. 00:20:35.150 --> 00:20:38.029 So readers get access to this extra, often really 00:20:38.029 --> 00:20:40.269 valuable resource like a checklist, a template, 00:20:40.710 --> 00:20:42.630 maybe a deeper dive on something mentioned in 00:20:42.630 --> 00:20:45.339 the post, but only if they agree to share their 00:20:45.339 --> 00:20:47.640 email address. Makes the decision easy. Totally. 00:20:48.339 --> 00:20:51.180 The source notes, this leads to an unprecedented 00:20:51.180 --> 00:20:54.019 increase in the number of subscribers. Because 00:20:54.019 --> 00:20:56.279 the offer is so incredibly relevant and timely 00:20:56.279 --> 00:20:58.400 to what the reader is actively engaged with right 00:20:58.400 --> 00:21:02.099 now, imagine reading about advanced SEO strategies, 00:21:02.619 --> 00:21:05.019 and boom, an offer pops up for our exclusive 00:21:05.019 --> 00:21:07.660 checklist to implement these seven advanced SEO 00:21:07.660 --> 00:21:09.920 tactics. Yeah, you'd grab that immediately. Right. 00:21:10.079 --> 00:21:13.269 The friction to opt in. just vanishes because 00:21:13.269 --> 00:21:15.690 it's the exact next piece of value someone is 00:21:15.690 --> 00:21:18.450 craving right when they crave it. An immediate, 00:21:18.970 --> 00:21:22.130 contextually perfect incentive that drives really 00:21:22.130 --> 00:21:24.809 high conversion. That contextual relevance sounds 00:21:24.809 --> 00:21:27.470 incredibly powerful. And maybe a more direct 00:21:27.470 --> 00:21:30.390 way to get content. Require email address for 00:21:30.390 --> 00:21:33.089 people to view pricing. That sounds strategic, 00:21:33.430 --> 00:21:35.829 maybe a little bold. What are the pros and cons 00:21:35.829 --> 00:21:38.029 there? It is pretty straightforward and as the 00:21:38.029 --> 00:21:40.759 source says, relatively quick to implement. and 00:21:40.759 --> 00:21:43.180 it achieves two pretty significant goals. Okay, 00:21:43.400 --> 00:21:46.339 what are they? First, it discourages jokers or 00:21:46.339 --> 00:21:49.819 just casual browsers because it requires that 00:21:49.819 --> 00:21:52.660 small commitment, an email address, before they 00:21:52.660 --> 00:21:55.460 get sensitive info like pricing, it acts as a 00:21:55.460 --> 00:21:58.119 filter. Qualifies the lead. Exactly. The people 00:21:58.119 --> 00:21:59.940 who do provide their email are showing a higher 00:21:59.940 --> 00:22:02.579 level of commercial intent. They're serious prospects. 00:22:03.180 --> 00:22:06.059 Second, and this is crucial, it enables segmentation 00:22:06.059 --> 00:22:09.200 of subscribers. Ah, segmentation. How? The business 00:22:09.200 --> 00:22:11.220 can then automatically follow up with really 00:22:11.220 --> 00:22:13.660 targeted communications specifically for those 00:22:13.660 --> 00:22:15.599 people who've shown high buying intent by viewing 00:22:15.599 --> 00:22:19.660 pricing. Smart. Any downsides? Well, the potential 00:22:19.660 --> 00:22:21.819 downside, obviously, is that some casual browsers 00:22:21.819 --> 00:22:24.059 might just bounce rather than give up their email. 00:22:24.660 --> 00:22:26.940 But for a business focused on qualified leads, 00:22:27.339 --> 00:22:29.720 it's a great dual purpose strategy. Qualifies 00:22:29.720 --> 00:22:32.259 leads and grows your list efficiently, ensuring 00:22:32.259 --> 00:22:34.539 you're building a list of genuinely interested 00:22:34.539 --> 00:22:37.200 potential customers. OK, moving beyond your own 00:22:37.200 --> 00:22:40.509 website now. Carnegie really emphasizes amplifying 00:22:40.509 --> 00:22:43.230 your reach using social media and digital ads. 00:22:43.630 --> 00:22:46.509 He talks about building a broad digital presence 00:22:46.509 --> 00:22:49.329 and consistent outreach. I mean, let's face it, 00:22:49.509 --> 00:22:51.289 billions of people are glued to their screens, 00:22:51.869 --> 00:22:54.089 right? Scrolling Facebook, Instagram, Twitter, 00:22:54.369 --> 00:22:56.769 Snapchat, you name it, it's where your audience 00:22:56.769 --> 00:22:59.670 is. So what's the general game plan for using 00:22:59.670 --> 00:23:02.750 social media to build that owned asset, your 00:23:02.750 --> 00:23:05.529 email list? Yeah, indeed. The general strategy 00:23:05.529 --> 00:23:07.250 is really about meeting your audience where they 00:23:07.250 --> 00:23:09.170 already hang out, whether it's Facebook, Twitter, 00:23:09.470 --> 00:23:11.829 Instagram, Periscope, and Snapchat, among others. 00:23:11.910 --> 00:23:14.890 Be where they are. Exactly. Being present on 00:23:14.890 --> 00:23:16.990 two or more platforms gives an opportunity for 00:23:16.990 --> 00:23:19.630 one to access highly engaged audience that can 00:23:19.630 --> 00:23:22.650 subscribe to their mailing lists. It's not really 00:23:22.650 --> 00:23:24.630 about direct selling on every platform, though. 00:23:25.049 --> 00:23:27.609 OK, so what is it about? It's more about using 00:23:27.609 --> 00:23:30.549 these channels as powerful top of funnel discovery 00:23:30.549 --> 00:23:33.849 tools. You provide value there, build some initial 00:23:33.849 --> 00:23:36.789 engagement, and then subtly guide them towards 00:23:36.789 --> 00:23:39.190 your website or those dedicated landing pages 00:23:39.190 --> 00:23:41.970 where the email opt -in actually happens. Use 00:23:41.970 --> 00:23:44.529 social to feed the list. Right. It's about building 00:23:44.529 --> 00:23:46.730 a following on each of your chosen platforms 00:23:46.730 --> 00:23:49.089 and then converting that initial interest into 00:23:49.089 --> 00:23:52.150 the more direct owned relationship via email. 00:23:52.710 --> 00:23:55.109 Okay, so strategically using social as a funnel. 00:23:55.279 --> 00:23:57.359 Let's get into a couple of platform -specific 00:23:57.359 --> 00:23:59.960 strategies for email capture. On Facebook, how 00:23:59.960 --> 00:24:02.460 can that CTA button on Facebook business page 00:24:02.460 --> 00:24:05.000 be used more effectively? Lots of pages have 00:24:05.000 --> 00:24:07.799 them, but they often feel kind of underutilized. 00:24:07.900 --> 00:24:10.299 You're spot on. Many Facebook business pages 00:24:10.299 --> 00:24:12.779 are extremely underutilized towards attracting 00:24:12.779 --> 00:24:15.359 new subscribers. The source recommends making 00:24:15.359 --> 00:24:18.140 this button a really prominent feature. How so? 00:24:18.359 --> 00:24:20.319 More than just visit website. Yeah, exactly. 00:24:20.650 --> 00:24:23.190 Instead of just a generic visit website button, 00:24:23.650 --> 00:24:25.769 you should add a clear call to action button 00:24:25.769 --> 00:24:28.269 to the top of one's Facebook business page that 00:24:28.269 --> 00:24:30.950 links directly to a dedicated landing page. Ah, 00:24:31.170 --> 00:24:33.829 straight to the offer. Right. A landing page 00:24:33.829 --> 00:24:37.049 designed specifically for email capture. This 00:24:37.049 --> 00:24:39.650 page would prompt the visitor to enter their 00:24:39.650 --> 00:24:42.150 name and email addresses before they can continue 00:24:42.150 --> 00:24:44.509 to get whatever valuable offer you're promoting. 00:24:44.730 --> 00:24:47.930 This simple change, it transforms your Facebook 00:24:47.930 --> 00:24:51.490 post from just an info hub into an active, always 00:24:51.490 --> 00:24:54.329 -on lead generation machine. It's optimizing 00:24:54.329 --> 00:24:57.049 that prime real estate to push for the most valuable 00:24:57.049 --> 00:24:59.670 conversion, getting that email subscriber. OK, 00:24:59.670 --> 00:25:02.230 what about Instagram? It's so visual, and links 00:25:02.230 --> 00:25:04.710 are notoriously tricky there. How do you invite 00:25:04.710 --> 00:25:06.589 subscriptions through Instagram posts when you 00:25:06.589 --> 00:25:08.829 can't put clickable links in the captions? Yeah, 00:25:09.009 --> 00:25:10.650 Instagram definitely doesn't make it easy with 00:25:10.650 --> 00:25:13.809 no clickable links in post captions. Limits direct 00:25:13.809 --> 00:25:15.509 list building leverage for sure. So what do you 00:25:15.509 --> 00:25:18.490 do? Well, the source suggests creative workarounds 00:25:18.490 --> 00:25:21.509 that are still really effective. The main method 00:25:21.509 --> 00:25:24.630 is to create a website link or landing page to 00:25:24.630 --> 00:25:27.420 the Instagram bio. that's the one clickable link 00:25:27.420 --> 00:25:30.180 you get. The link in bio strategy. Exactly. Then 00:25:30.180 --> 00:25:32.599 your whole Instagram strategy involves featuring 00:25:32.599 --> 00:25:35.279 highly engaging images that promote the lead 00:25:35.279 --> 00:25:38.819 magnets with easy links, meaning easy instructions 00:25:38.819 --> 00:25:41.559 pointing to that bio link. OK. So you use compelling 00:25:41.559 --> 00:25:44.400 visuals, short, intriguing captions, to tease 00:25:44.400 --> 00:25:46.759 some exclusive offer, a free guide, a master 00:25:46.759 --> 00:25:49.460 class. Then you explicitly tell users to hit 00:25:49.460 --> 00:25:51.740 the link in your bio to get it. You might say 00:25:51.740 --> 00:25:54.240 link in bio to grab your free Instagram growth 00:25:54.240 --> 00:25:57.099 guide. It effectively uses the platform as this 00:25:57.099 --> 00:25:59.660 visual, curiosity -driven funnel directly to 00:25:59.660 --> 00:26:02.539 your email list. Clever workaround. Now, shifting 00:26:02.539 --> 00:26:05.500 to targeted advertising and influencer outreach. 00:26:06.000 --> 00:26:07.960 Carnegie mentions targeting the same audience 00:26:07.960 --> 00:26:10.460 with ads using things like Facebook custom audiences. 00:26:10.640 --> 00:26:12.579 What makes this so much more powerful than just 00:26:12.579 --> 00:26:16.140 broad advertising? Ah, this is where marketing 00:26:16.140 --> 00:26:19.599 tech gets really precise and efficient. Facebook's 00:26:19.599 --> 00:26:22.240 custom audiences, for example, lets you upload 00:26:22.240 --> 00:26:25.019 your existing email list right into Facebook. 00:26:25.160 --> 00:26:27.940 OK. The platform then automatically works to 00:26:27.940 --> 00:26:30.299 target people similar to the matches found on 00:26:30.299 --> 00:26:32.980 the network. It creates what they call a lookalike 00:26:32.980 --> 00:26:35.839 audience. Finding people like your current subscribers. 00:26:36.019 --> 00:26:38.660 Exactly. New potential subscribers who share 00:26:38.660 --> 00:26:41.579 characteristics with your existing engaged list. 00:26:41.920 --> 00:26:44.900 Plus, you can also target to consumers who have 00:26:44.900 --> 00:26:48.119 liked competitors or have shown specific recent 00:26:48.119 --> 00:26:50.680 purchasing interests. Super specific. It allows 00:26:50.680 --> 00:26:53.279 for incredibly precise targeting. You ensure 00:26:53.279 --> 00:26:55.660 your ads reach people already primed to be interested 00:26:55.660 --> 00:26:58.559 in what you offer, makes your ad spend way more 00:26:58.559 --> 00:27:00.960 effective at generating high quality email leads. 00:27:01.400 --> 00:27:04.019 It's leveraging data to find your ideal subscribers 00:27:04.019 --> 00:27:06.640 much more efficiently. And while social media 00:27:06.640 --> 00:27:09.529 is fast, Optimizing the search engine SEO feels 00:27:09.529 --> 00:27:11.690 more foundational, but still critical for list 00:27:11.690 --> 00:27:14.690 building. Why is SEO so important for long -term 00:27:14.690 --> 00:27:16.930 email growth? Absolutely. Collaborating with 00:27:16.930 --> 00:27:19.809 search engines like Google through good, solid 00:27:19.809 --> 00:27:23.670 SEO, it sends consistent traffic to your content 00:27:23.670 --> 00:27:26.130 over time. Consistent is the key word there. 00:27:26.450 --> 00:27:28.930 It really is. The big differentiator here is 00:27:28.930 --> 00:27:32.339 that SEO provides greater exposure. compared 00:27:32.339 --> 00:27:35.079 to social media, where content can just be so 00:27:35.079 --> 00:27:37.519 fleeting, right? Social posts might blow up for 00:27:37.519 --> 00:27:40.119 a few days, maybe weeks. Then it's gone. Exactly. 00:27:40.660 --> 00:27:42.859 But a well -optimized piece of content ranking 00:27:42.859 --> 00:27:45.960 high in search results, it can consistently attract 00:27:45.960 --> 00:27:49.240 organic search traffic for months, even years. 00:27:49.380 --> 00:27:52.660 Wow. And this steady stream of highly intentional 00:27:52.660 --> 00:27:55.299 visitors, people actively searching for solutions 00:27:55.299 --> 00:27:58.119 your content and lead magnets address. That's 00:27:58.119 --> 00:28:00.400 gold for list building. They're already showing 00:28:00.400 --> 00:28:02.599 high intent, making them incredibly receptive 00:28:02.599 --> 00:28:05.240 to your offers and calls to subscribe. It's like 00:28:05.240 --> 00:28:07.960 the ultimate always on lead gen engine. And retargeting 00:28:07.960 --> 00:28:09.819 the pixel. That sounds like a way to catch people 00:28:09.819 --> 00:28:11.579 who slip through the net the first time. Give 00:28:11.579 --> 00:28:13.519 you a second shot. That's exactly what it is. 00:28:13.680 --> 00:28:15.619 Retargeting, basically, gives you that second 00:28:15.619 --> 00:28:18.460 chance with interested visitors. Helps in optimizing 00:28:18.460 --> 00:28:20.440 every visitor that enters the site. How does 00:28:20.440 --> 00:28:23.420 it work? It works by placing a tiny bit of code, 00:28:23.559 --> 00:28:26.420 usually called a pixel, on your website. This 00:28:26.420 --> 00:28:29.640 lets you bring back visitors to the site if they 00:28:29.640 --> 00:28:32.019 did not convert on the first visit. So you follow 00:28:32.019 --> 00:28:35.119 them around the web a bit? In a way, yeah. Imagine 00:28:35.119 --> 00:28:37.720 someone lands on your page, browses around, but 00:28:37.720 --> 00:28:40.299 gets distracted, and leaves without signing up. 00:28:40.359 --> 00:28:43.940 The Pixel lets you gently remind those specific 00:28:43.940 --> 00:28:47.279 visitors about your offer through targeted ads 00:28:47.279 --> 00:28:50.000 on other sites they visit or even back on social 00:28:50.000 --> 00:28:52.319 media. Seems efficient. It's highly efficient 00:28:52.319 --> 00:28:54.279 because you're not just shouting into the void. 00:28:54.859 --> 00:28:57.240 You're re -engaging warm leads who already showed 00:28:57.240 --> 00:28:59.599 interest, increasing the odds they'll come back 00:28:59.599 --> 00:29:02.299 and finally subscribe. Helps ensure you don't 00:29:02.299 --> 00:29:04.240 lose potential leads just because they weren't 00:29:04.240 --> 00:29:06.440 ready on that first visit. And finally for this 00:29:06.440 --> 00:29:09.809 section, reaching out to influencers. Seems like 00:29:09.809 --> 00:29:12.789 a powerful shortcut to expand reach quickly by 00:29:12.789 --> 00:29:15.210 tapping into someone else's audience. Influencers 00:29:15.210 --> 00:29:17.470 can be incredibly effective, yeah, because they 00:29:17.470 --> 00:29:19.410 bring that pre -built trust and authority they 00:29:19.410 --> 00:29:21.369 have with their audience. Built -in credibility. 00:29:21.890 --> 00:29:36.990 Exactly. The source states, How might that look? 00:29:37.160 --> 00:29:39.680 Could be a social media share, a mention in their 00:29:39.680 --> 00:29:42.180 newsletter, maybe a joint webinar. The logic 00:29:42.180 --> 00:29:45.299 is simple. Their credibility and relationship 00:29:45.299 --> 00:29:47.819 with their audience transfers directly over to 00:29:47.819 --> 00:29:50.200 your offer. Makes sense. The source emphasizes 00:29:50.200 --> 00:29:52.839 that more influencers will lead to more shares 00:29:52.839 --> 00:29:55.259 and therefore more leads and a bigger list for 00:29:55.259 --> 00:29:57.640 the business. It's a really strategic way to 00:29:57.640 --> 00:30:00.059 tap into a highly engaged, receptive audience 00:30:00.059 --> 00:30:02.640 that already trusts the messenger, making them 00:30:02.640 --> 00:30:04.339 far more likely to check out what you offer and 00:30:04.339 --> 00:30:06.160 subscribe. What's really interesting and maybe 00:30:06.160 --> 00:30:08.000 a bit counterintuitive for an email list guide 00:30:08.000 --> 00:30:10.279 is that Carnegie doesn't just focus on digital. 00:30:10.400 --> 00:30:14.019 He brings in, beyond the screen, building relationships 00:30:14.019 --> 00:30:16.400 and expanding reach offline. Mm -hmm. Bridging 00:30:16.400 --> 00:30:18.359 the gap. Seems like a totally different world 00:30:18.359 --> 00:30:20.960 for email capture. But he starts with leveraging 00:30:20.960 --> 00:30:23.680 your network and partnerships, beginning with 00:30:23.680 --> 00:30:27.440 referral systems. How do these offline trust 00:30:27.440 --> 00:30:30.640 -based systems actually translate to online list 00:30:30.640 --> 00:30:33.259 growth? Yeah, this is a crucial point. It really 00:30:33.259 --> 00:30:36.660 shows Carnegie's holistic view goes beyond just 00:30:36.660 --> 00:30:39.819 digital tactics. Referral systems leverage your 00:30:39.819 --> 00:30:41.980 existing customers, people who already trust 00:30:41.980 --> 00:30:44.779 you, to recommend your brand, your products, 00:30:44.960 --> 00:30:47.819 your services to their own network, friends, 00:30:48.180 --> 00:30:51.400 family, colleagues. Word of mouth power. Exactly. 00:30:51.859 --> 00:30:53.640 The source says it's more effective compared 00:30:53.640 --> 00:30:56.319 to dozens of presentations. When someone you 00:30:56.319 --> 00:30:58.279 trust recommends something, you're way more likely 00:30:58.279 --> 00:31:00.799 to check it out. Definitely. So for email list 00:31:00.799 --> 00:31:03.019 building, this means getting new, high -quality 00:31:03.019 --> 00:31:05.559 subscribers who arrive with this built -in trust 00:31:05.559 --> 00:31:08.519 because they came from a trusted source. Strategies 00:31:08.519 --> 00:31:10.859 could involve actively asking satisfied customers 00:31:10.859 --> 00:31:13.380 for referrals, maybe offering a small incentive, 00:31:13.799 --> 00:31:16.240 and making sure that referral process leads smoothly 00:31:16.240 --> 00:31:19.039 to a digital opt -in for the new person. Creates 00:31:19.039 --> 00:31:21.660 this powerful, self -sustaining loop of trusted 00:31:21.660 --> 00:31:24.819 recommendations, leading to new, engaged leads. 00:31:25.240 --> 00:31:28.609 And building on that. host -beneficiary relationships. 00:31:29.250 --> 00:31:31.930 Sounds a bit more formal, like a partnership, 00:31:32.309 --> 00:31:35.150 but still seems rooted in leveraging existing 00:31:35.150 --> 00:31:38.690 trust offline. It is, yeah. This involves establishing 00:31:38.690 --> 00:31:41.549 good relationships with other businesses that 00:31:41.549 --> 00:31:44.490 are non -competing but serve a similar audience. 00:31:45.190 --> 00:31:47.490 Their existing customers are prime prospects 00:31:47.490 --> 00:31:50.309 for your stuff. Borrowing credibility, in a way. 00:31:50.430 --> 00:31:53.430 Exactly. The other business has spent maybe years 00:31:53.430 --> 00:31:56.519 building trust and a loyal base. A partnership 00:31:56.519 --> 00:31:59.259 lets you access their already existing customers 00:31:59.259 --> 00:32:02.339 by leveraging their credibility. The source claims 00:32:02.339 --> 00:32:04.779 this strategy brings more customers and cash 00:32:04.779 --> 00:32:07.539 within a short period by tapping into that highly 00:32:07.539 --> 00:32:10.160 qualified pre -vetted audience. How would that 00:32:10.160 --> 00:32:12.299 work for list building specifically? Could be 00:32:12.299 --> 00:32:13.960 co -hosting an event together, doing a joint 00:32:13.960 --> 00:32:15.920 webinar, maybe offering an exclusive discount 00:32:15.920 --> 00:32:17.819 to their customer base that requires an email 00:32:17.819 --> 00:32:20.200 opt -in on your end. You're essentially borrowing 00:32:20.200 --> 00:32:22.900 their hard -earned trust to rapidly grow your 00:32:22.900 --> 00:32:25.250 own audience with super relevant leads. Okay, 00:32:25.410 --> 00:32:27.630 and beyond partnerships, Carnegie also looks 00:32:27.630 --> 00:32:30.230 at traditional marketing and event -based collection, 00:32:31.109 --> 00:32:34.430 like exhibitions and trade shows. They seem like 00:32:34.430 --> 00:32:36.869 a prime spot for direct interaction and grabbing 00:32:36.869 --> 00:32:39.950 emails face to face. Oh, absolutely. Exhibitions 00:32:39.950 --> 00:32:42.289 and trade shows are huge events for businesses, 00:32:42.869 --> 00:32:45.609 not just for selling, but also to meet hundreds 00:32:45.609 --> 00:32:48.009 of prospects in a short time. High concentration 00:32:48.009 --> 00:32:50.750 of potential leads. Exactly. And crucially, they 00:32:50.750 --> 00:32:54.009 offer this unparalleled chance to collect customers 00:32:54.009 --> 00:32:56.410 personal information for future communication, 00:32:57.029 --> 00:32:59.650 including email addresses. Plus, you can gather 00:32:59.650 --> 00:33:01.839 opinions, do quick research. Right. These are 00:33:01.839 --> 00:33:04.160 high intent environments. People are actively 00:33:04.160 --> 00:33:06.579 looking for solutions, new connections, makes 00:33:06.579 --> 00:33:10.059 them ideal for collecting leads. The key, as 00:33:10.059 --> 00:33:12.339 the source stresses, is having a clear system 00:33:12.339 --> 00:33:15.339 to collect those emails, sign up sheet, digital 00:33:15.339 --> 00:33:18.200 kiosk, business card drop, whatever, and then 00:33:18.200 --> 00:33:20.359 critically important to follow up promptly. Don't 00:33:20.359 --> 00:33:23.160 let the lead go cold. Exactly. The source also 00:33:23.160 --> 00:33:25.779 mentioned using these events to introduce existing 00:33:25.779 --> 00:33:27.920 customers to new products they didn't know about, 00:33:28.299 --> 00:33:30.140 which strengthens those current relationships 00:33:30.140 --> 00:33:32.279 while you're building new ones. And building 00:33:32.279 --> 00:33:35.359 on that, just offline events as a general category. 00:33:35.539 --> 00:33:37.960 Not just huge trade shows, but any physical gathering. 00:33:38.480 --> 00:33:42.000 Precisely. Offline events like trade shows, exhibitions, 00:33:42.299 --> 00:33:45.420 and fairs are explicitly called out as successful 00:33:45.420 --> 00:33:48.359 places to collect a lot of email addresses. How 00:33:48.359 --> 00:33:51.359 do you handle the transition from offline collection 00:33:51.359 --> 00:33:54.480 to online list? Well, the process involves gathering 00:33:54.480 --> 00:33:56.420 those new addresses. Again, maybe you sign up 00:33:56.420 --> 00:33:59.059 forms, tablets, even QR codes linking straight 00:33:59.059 --> 00:34:01.640 to an online opt -in page and then importing 00:34:01.640 --> 00:34:03.940 them into your digital system. But here's the 00:34:03.940 --> 00:34:07.000 crucial step. It's always important to send the 00:34:07.000 --> 00:34:09.280 new contacts a welcome email to confirm their 00:34:09.280 --> 00:34:12.300 opt -in status. Ah, the confirmation email. Important 00:34:12.300 --> 00:34:15.239 for compliance, too. Absolutely. Ensures compliance 00:34:15.239 --> 00:34:17.659 and gives a positive first digital interaction. 00:34:17.869 --> 00:34:20.550 This step really solidifies that transition from 00:34:20.550 --> 00:34:22.849 the in -person connection made at the event to 00:34:22.849 --> 00:34:25.650 a lasting digital relationship. The power is 00:34:25.650 --> 00:34:28.110 in that direct, personal connection made offline, 00:34:28.449 --> 00:34:30.269 which significantly boosts the chance they'll 00:34:30.269 --> 00:34:32.409 actually become an engaged digital subscriber. 00:34:32.769 --> 00:34:36.150 Okay, let's pivot now to the subtle, but really 00:34:36.150 --> 00:34:39.230 powerful stuff. The psychology of conversion 00:34:39.230 --> 00:34:42.510 and building lasting connections. This involves 00:34:42.510 --> 00:34:46.360 fostering trust and simplicity. And the first 00:34:46.360 --> 00:34:48.400 point seems almost counterintuitive when you're 00:34:48.400 --> 00:34:51.480 trying to gather data. Avoid asking much information. 00:34:51.980 --> 00:34:55.400 Why is less actually more here? Yeah, this is 00:34:55.400 --> 00:34:57.760 a classic conversion principle, but one that 00:34:57.760 --> 00:35:00.500 so many businesses kind of struggle with. On 00:35:00.500 --> 00:35:03.340 opt -in forms, sign -up forms, one should not 00:35:03.340 --> 00:35:05.519 request too much information from the targeted 00:35:05.519 --> 00:35:08.119 audience. We've all seen those forms asking for 00:35:08.119 --> 00:35:10.480 everything. Exactly. The source points out some 00:35:10.480 --> 00:35:13.519 forms ask for names, phone numbers, emails, physical 00:35:13.519 --> 00:35:15.960 addresses, often when you really don't need all 00:35:15.960 --> 00:35:17.639 that just to start the relationship. But what's 00:35:17.639 --> 00:35:20.380 the core insight? It's simple. The less data 00:35:20.380 --> 00:35:22.139 one requests, the more likelihood of collecting 00:35:22.139 --> 00:35:24.480 more emails. Every single extra field you add 00:35:24.480 --> 00:35:27.239 to a form, it creates friction, it increases 00:35:27.239 --> 00:35:29.639 the perceived effort for the user. Makes sense. 00:35:29.860 --> 00:35:32.780 More work, less likely to complete. Right. Simplicity 00:35:32.780 --> 00:35:35.199 just reduces that friction, makes the opt -in 00:35:35.199 --> 00:35:37.699 process quicker, less intimidating. Just ask 00:35:37.699 --> 00:35:40.280 for what you absolutely need to start the conversation. 00:35:40.599 --> 00:35:42.599 Usually just an email address for the initial 00:35:42.599 --> 00:35:45.320 subscription, and you'll see significantly higher 00:35:45.320 --> 00:35:47.579 conversion rates. You can always gather more 00:35:47.579 --> 00:35:50.320 info later once that trust is established. That 00:35:50.320 --> 00:35:53.659 makes so much sense. Remove every possible barrier. 00:35:54.360 --> 00:35:56.579 And related to that, maybe the most critical 00:35:56.579 --> 00:35:59.900 point for long -term growth. Avoid rushing at 00:35:59.900 --> 00:36:03.289 the expense of trust. In our fast -paced world, 00:36:03.349 --> 00:36:05.829 this feels like it often gets overlooked. Why 00:36:05.829 --> 00:36:08.929 is building trust so paramount, even if it feels 00:36:08.929 --> 00:36:11.309 slower? Oh, it's absolutely paramount. Frankly, 00:36:11.489 --> 00:36:13.769 it's the bedrock of all lasting success, in business, 00:36:13.929 --> 00:36:16.130 in relationships, anywhere. Building trust takes 00:36:16.130 --> 00:36:18.269 time. It takes consistent effort. No shortcuts? 00:36:18.530 --> 00:36:21.130 None. Many people want others to succeed only 00:36:21.130 --> 00:36:23.050 when they sense that the person is there to support 00:36:23.050 --> 00:36:25.269 them, not just, you know, sell to them constantly. 00:36:25.429 --> 00:36:28.170 Right. Authenticity matters. Hugely. rushing 00:36:28.170 --> 00:36:30.690 the list building process, being overly aggressive, 00:36:30.929 --> 00:36:33.690 sending way too many emails too soon, maybe being 00:36:33.690 --> 00:36:35.510 a bit deceptive about your intentions. Yeah. 00:36:35.510 --> 00:36:38.190 It will inevitably lead to people unsubscribing 00:36:38.190 --> 00:36:40.590 or just tuning you out. Undermines the whole 00:36:40.590 --> 00:36:42.949 effort. Completely. Carnegie's timeless wisdom 00:36:42.949 --> 00:36:46.750 here is crystal clear. Once trust is built, many 00:36:46.750 --> 00:36:48.989 people would automatically respond positively 00:36:48.989 --> 00:36:52.210 to mails, as well as activities of the marketer. 00:36:52.570 --> 00:36:55.750 Trust is the ultimate currency for lasting relationships. 00:36:56.150 --> 00:36:59.369 You can't rush it. Sacrificing it for quick inflated 00:36:59.369 --> 00:37:01.750 subscriber numbers will ultimately just sabotage 00:37:01.750 --> 00:37:04.210 all your long -term efforts. It's a marathon, 00:37:04.210 --> 00:37:06.750 remember, not a sprint. Authenticity and patience 00:37:06.750 --> 00:37:09.610 really pay off. Now let's move into personalization 00:37:09.610 --> 00:37:12.010 and audience understanding. Carnegie recommends 00:37:12.010 --> 00:37:15.050 creating multiple email subscriptions. This sounds 00:37:15.050 --> 00:37:17.389 like maybe extra work, but what's the big payoff? 00:37:17.550 --> 00:37:19.489 Yeah, it might seem like more work up front, 00:37:19.489 --> 00:37:22.389 but this strategy allows a marketer to send more 00:37:22.389 --> 00:37:25.329 targeted content to specific segments of customers. 00:37:25.570 --> 00:37:28.210 And that is incredibly valuable. How so? That 00:37:28.210 --> 00:37:31.289 are targeting. Exactly. Instead of just one big 00:37:31.289 --> 00:37:33.809 generic newsletter for everyone, you can offer 00:37:33.809 --> 00:37:36.250 different subscription types. Maybe one for general 00:37:36.250 --> 00:37:38.889 updates, another for specific product news, maybe 00:37:38.889 --> 00:37:41.530 a third for really deep dives into a particular 00:37:41.530 --> 00:37:44.409 niche topic. Tailoring the content. Right. When 00:37:44.409 --> 00:37:46.769 content is highly relevant to the person receiving 00:37:46.769 --> 00:37:49.429 it, they're just more likely to click through 00:37:49.429 --> 00:37:51.900 emails that are targeted at them. This boosts 00:37:51.900 --> 00:37:54.639 click -through rates, sure, but crucially it 00:37:54.639 --> 00:37:57.659 also boosts subscription rates for those specific 00:37:57.659 --> 00:37:59.179 segments because people feel like they're getting 00:37:59.179 --> 00:38:01.659 exactly what they want and need. Makes them feel 00:38:01.659 --> 00:38:04.639 understood. Precisely. It fosters a much more 00:38:04.639 --> 00:38:07.239 engaged and growing list because your audience 00:38:07.239 --> 00:38:10.300 feels understood, valued, not just like another 00:38:10.300 --> 00:38:12.880 number on some generic mailing list. It's about 00:38:12.880 --> 00:38:15.940 serving their specific interests, not just broadcasting 00:38:15.940 --> 00:38:18.579 broadly. In building on that idea of delivering 00:38:18.579 --> 00:38:21.920 specific value, offer discounts or freebies in 00:38:21.920 --> 00:38:24.579 exchange for email addresses sounds like a pretty 00:38:24.579 --> 00:38:27.519 direct incentive. How does this ethical bribery 00:38:27.519 --> 00:38:30.480 work and what makes it so effective? It's a highly 00:38:30.480 --> 00:38:33.760 effective strategy. Often called ethical bribery 00:38:33.760 --> 00:38:36.840 because it provides that immediate tangible value. 00:38:37.179 --> 00:38:39.179 People are fundamentally motivated by getting 00:38:39.179 --> 00:38:41.460 something from the business. We all love a good 00:38:41.460 --> 00:38:44.900 deal. Exactly. Offering discounts, exclusive 00:38:44.900 --> 00:38:47.360 freebies like a valuable template or a short 00:38:47.360 --> 00:38:50.079 guide or special coupon codes in exchange for 00:38:50.079 --> 00:38:53.219 an email. It's simple but incredibly powerful. 00:38:53.440 --> 00:38:55.599 And the delivery needs to be quick. Absolutely. 00:38:55.679 --> 00:38:57.909 Once the emails entered, An automated system 00:38:57.909 --> 00:39:00.090 should immediately deliver that promised discount 00:39:00.090 --> 00:39:02.949 or gift. Reinforces the value exchange, creates 00:39:02.949 --> 00:39:05.650 a positive experience right away. This instant 00:39:05.650 --> 00:39:08.130 gratification just lowers the barrier to entry 00:39:08.130 --> 00:39:10.630 significantly. You're not just asking for an 00:39:10.630 --> 00:39:13.090 email, you're offering a clear, compelling reason 00:39:13.090 --> 00:39:15.630 why they should share that personal info. Creates 00:39:15.630 --> 00:39:18.010 a win -win that rapidly grows your list with 00:39:18.010 --> 00:39:21.289 genuinely intricate prospects. And the overarching 00:39:21.289 --> 00:39:23.289 principle for this whole section really seems 00:39:23.289 --> 00:39:25.889 to be give people what they seek. How do you 00:39:25.889 --> 00:39:27.889 consistently nail that beyond just guessing? 00:39:28.329 --> 00:39:31.090 It absolutely is the overarching principle. People 00:39:31.090 --> 00:39:33.789 always subscribe to a given list only if they 00:39:33.789 --> 00:39:37.369 can get what they seek and want. The key here, 00:39:37.909 --> 00:39:40.610 don't guess what your audience wants. So how 00:39:40.610 --> 00:39:43.550 do you find out? You actively carry out surveys 00:39:43.550 --> 00:39:47.300 aimed at identifying these needs. Ask your existing 00:39:47.300 --> 00:39:50.639 audience. Ask website visitors. Maybe poll your 00:39:50.639 --> 00:39:52.780 social media followers about their biggest challenges, 00:39:53.000 --> 00:39:55.460 their burning questions, what info they're struggling 00:39:55.460 --> 00:39:58.260 to find. Direct feedback? Right. Once you've 00:39:58.260 --> 00:40:01.079 identified those needs, then you can offer targeted 00:40:01.079 --> 00:40:04.800 solutions, a detailed guide, a free tool, an 00:40:04.800 --> 00:40:07.300 exclusive email course in exchange for their 00:40:07.300 --> 00:40:09.989 email. This not only builds your list with highly 00:40:09.989 --> 00:40:12.650 relevant leads, but it also gives you invaluable 00:40:12.650 --> 00:40:15.190 insights into spin -off products or content ideas. 00:40:15.250 --> 00:40:18.210 Fees future strategy. Exactly. It becomes this 00:40:18.210 --> 00:40:20.190 continuous feedback loop that ensures your offers 00:40:20.190 --> 00:40:22.510 stay compelling and valuable, making sure you're 00:40:22.510 --> 00:40:24.409 always serving your audience more effectively. 00:40:24.889 --> 00:40:27.489 Finally, Carnegie wraps things up with the mindset 00:40:27.489 --> 00:40:30.789 for sustainable growth, consistency, authenticity, 00:40:31.190 --> 00:40:34.610 and adaptability. This starts with the power 00:40:34.610 --> 00:40:37.489 of authenticity and specifically avoid compromising 00:40:37.489 --> 00:40:40.429 on ideas for the sake of majority. In a world 00:40:40.429 --> 00:40:43.329 that often pushes conformity, how important is 00:40:43.329 --> 00:40:46.030 staying true to your unique voice for list building? 00:40:46.429 --> 00:40:48.510 Oh, this is such a powerful point about core 00:40:48.510 --> 00:40:51.110 authenticity. Absolute critical for building 00:40:51.110 --> 00:40:55.050 a truly loyal engaged community. The act of building 00:40:55.050 --> 00:40:57.530 an online community or an email list does not 00:40:57.530 --> 00:41:00.030 require one to shy away from being himself or 00:41:00.030 --> 00:41:02.789 herself. Be yourself, basically. Exactly. In 00:41:02.789 --> 00:41:04.869 fact, the opposite is true. People are drawn 00:41:04.869 --> 00:41:07.630 to genuine voices, to brands and individuals 00:41:07.630 --> 00:41:10.050 who actually stand for something and aren't afraid 00:41:10.050 --> 00:41:12.750 to express their unique view. Any examples? The 00:41:12.750 --> 00:41:14.670 source gives that compelling example of Erika 00:41:14.670 --> 00:41:18.130 L. James of 50 Shades of Grey fame. She managed 00:41:18.130 --> 00:41:20.489 to establish a group of extremely loyal and happy 00:41:20.489 --> 00:41:22.800 readers, even though she she faced constant criticism 00:41:22.800 --> 00:41:24.639 for controversial topics. Right, she stuck to 00:41:24.639 --> 00:41:27.519 her guns. Exactly. It shows that staying true 00:41:27.519 --> 00:41:29.940 to your vision, even if it's not for everyone, 00:41:30.420 --> 00:41:33.199 can build this deeply loyal, engaged community 00:41:33.199 --> 00:41:36.039 who connect with your authenticity. Trying to 00:41:36.039 --> 00:41:39.360 chase every trend or please everyone often just 00:41:39.360 --> 00:41:42.559 results in a bland, forgettable presence. Whereas 00:41:42.559 --> 00:41:45.559 a unique voice, even one that's a bit polarizing, 00:41:46.119 --> 00:41:48.760 builds passionate followers. That's a great reminder. 00:41:48.989 --> 00:41:51.130 True connection often comes from conviction, 00:41:51.389 --> 00:41:54.769 not just consensus. And finally, under embracing 00:41:54.769 --> 00:41:58.030 necessary evolution, he mentions embracing change. 00:41:58.250 --> 00:42:00.550 Seems obvious, maybe. But what's the nuance here 00:42:00.550 --> 00:42:02.610 for lease building? Yeah, this just acknowledges 00:42:02.610 --> 00:42:05.030 that the digital landscape is always shifting, 00:42:05.170 --> 00:42:07.110 right? What worked yesterday might not be the 00:42:07.110 --> 00:42:09.230 best approach tomorrow. There are different occasions 00:42:09.230 --> 00:42:11.349 when change may be necessary, depending on different 00:42:11.349 --> 00:42:13.969 factors. So stay flexible. Exactly. This could 00:42:13.969 --> 00:42:16.090 apply to your goals, your specific strategies, 00:42:16.190 --> 00:42:18.579 even the platforms you focus on. The message 00:42:18.579 --> 00:42:21.420 is that one should always consider changing whenever 00:42:21.420 --> 00:42:23.659 it is necessary to change in order to continue 00:42:23.659 --> 00:42:26.760 growing the subscription list. Adapt or stagnate? 00:42:27.119 --> 00:42:30.090 Pretty much. It's a call for flexibility. for 00:42:30.090 --> 00:42:32.989 constantly observing, testing, adapting your 00:42:32.989 --> 00:42:35.449 tactics to ensure you stay relevant and keep 00:42:35.449 --> 00:42:37.789 growing. It's not about abandoning your core 00:42:37.789 --> 00:42:40.269 principles, but about being agile and how you 00:42:40.269 --> 00:42:42.409 apply them in this constantly evolving environment. 00:42:42.789 --> 00:42:45.710 Those who get too rigid, they risk stagnation. 00:42:46.010 --> 00:42:48.829 Those who embrace intelligent evolution, they 00:42:48.829 --> 00:42:51.469 continue to thrive and grow that valuable audience. 00:42:51.769 --> 00:42:55.170 Wow, what a deep dive that was into Dale Carnegie's 00:42:55.170 --> 00:42:58.329 100 email list building methods. We've covered 00:42:58.329 --> 00:43:00.440 an incredible amount of ground, haven't we? We 00:43:00.440 --> 00:43:02.840 really have a huge range of strategies. Yeah, 00:43:03.000 --> 00:43:05.019 from optimizing your website with landing pages 00:43:05.019 --> 00:43:08.019 and great CTAs to using content like long -form 00:43:08.019 --> 00:43:11.099 guides and ethical freebies as magnets. Then 00:43:11.099 --> 00:43:13.159 amplifying reach through social media tactics, 00:43:13.420 --> 00:43:16.320 targeted ads. Right, all the way to those kind 00:43:16.320 --> 00:43:18.900 of old -school offline strategies like referrals 00:43:18.900 --> 00:43:21.119 and collecting emails at events. It's comprehensive. 00:43:21.280 --> 00:43:23.519 And every single one of these methods, digital 00:43:23.519 --> 00:43:25.900 or physical, they all really converge on that 00:43:25.900 --> 00:43:28.840 one vital goal. building an invaluable email 00:43:28.840 --> 00:43:31.599 list that you actually own. And if we boil it 00:43:31.599 --> 00:43:34.780 all down, those core insights really do stand 00:43:34.780 --> 00:43:36.940 out, don't they? The enduring power of having 00:43:36.940 --> 00:43:39.400 a direct owned relationship with your audience. 00:43:40.230 --> 00:43:42.949 You just can't overstate it. Yeah, that owned 00:43:42.949 --> 00:43:45.889 asset idea is key. It truly is an asset you control, 00:43:46.269 --> 00:43:48.949 that direct line of communication, bypassing 00:43:48.949 --> 00:43:52.010 the whims of platforms. And it's also just so 00:43:52.010 --> 00:43:55.989 clear that offering true undeniable value is 00:43:55.989 --> 00:43:58.030 absolutely non -negotiable. Gotta give people 00:43:58.030 --> 00:44:00.809 a reason to subscribe and stay subscribed. Exactly. 00:44:01.000 --> 00:44:03.579 whether it's a comprehensive guide, an exclusive 00:44:03.579 --> 00:44:06.880 tool, or just consistent, timely insights. People 00:44:06.880 --> 00:44:09.320 sign up and stick around when they see genuine 00:44:09.320 --> 00:44:11.679 benefit when you consistently solve their problems. 00:44:11.780 --> 00:44:13.519 And maybe the simplest truth, the one that kind 00:44:13.519 --> 00:44:15.619 of echoed throughout our chat, is that building 00:44:15.619 --> 00:44:19.099 a really robust, trusting email list. Well, it's 00:44:19.099 --> 00:44:21.159 a marathon, isn't it? Not a sprint. Absolutely. 00:44:21.340 --> 00:44:23.519 It takes consistency, strategic effort, really 00:44:23.519 --> 00:44:25.280 understanding your audience's needs. And all 00:44:25.280 --> 00:44:27.900 underpinned by authenticity, like we just discussed, 00:44:28.340 --> 00:44:30.820 and being willing to adapt as things change. 00:44:30.940 --> 00:44:33.199 Right. It's about cultivating genuine relationships 00:44:33.199 --> 00:44:36.099 over time, one valuable interaction after another. 00:44:36.280 --> 00:44:38.300 So this brings us to a really important question 00:44:38.300 --> 00:44:41.710 for you, our listener. Among these dozens of 00:44:41.710 --> 00:44:43.630 powerful strategies we've talked about today. 00:44:44.289 --> 00:44:47.090 Which single method feels like maybe the lowest 00:44:47.090 --> 00:44:49.809 hanging fruit for your goals right now? What's 00:44:49.809 --> 00:44:52.050 the very first step you think you'll take to 00:44:52.050 --> 00:44:54.949 implement it? Or maybe which one surprised you 00:44:54.949 --> 00:44:57.429 the most? Like a crucial element of list building 00:44:57.429 --> 00:44:59.650 you hadn't really considered before. And why 00:44:59.650 --> 00:45:02.550 did it surprise you? Yeah, take a moment. Think 00:45:02.550 --> 00:45:04.590 about your current approach to connecting with 00:45:04.590 --> 00:45:06.929 your audience viewed through the lens of these 00:45:06.929 --> 00:45:10.170 insights we've unpacked. And remember, even small 00:45:10.380 --> 00:45:13.179 Consistent steps, when they're applied strategically 00:45:13.179 --> 00:45:15.780 and authentically, can lead to really significant 00:45:15.780 --> 00:45:18.739 growth and ultimately a deeper, more valuable 00:45:18.739 --> 00:45:21.239 connection with your community. It's really about 00:45:21.239 --> 00:45:23.500 making a series of smart choices that compound 00:45:23.500 --> 00:45:26.079 over time, building that asset that will serve 00:45:26.079 --> 00:45:28.239 you and serve your audience for years to come.