The Growth Letter: Issue 02
“Every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes build up, so does the evidence of your new identity.” ― James Clear, Atomic Habits
Insight from the Week
For the last three weeks, I’ve taken the first hour of my day to work on personal projects.
I think one of the biggest mistakes I’ve made in my career is not building out my own email list. I’ve let it fall by the wayside, and now I regret it. There’s no audience built up… nowhere else to go but to keep chugging along with what I’m doing.
Not that I’m in a bad situation, it’s just that I’d like the option to transition to something else if I wanted.
So, rather than continue to let my inactivity in this area keep me from taking action, I decided to move forward.
My first project was to update my 30-Day Email Copy Challenge and my Email Copy Handbook. Both were exciting at the time, but after I finished them I completely lost steam.
I found myself wanting to avoid taking the hour in the morning. I lost my direction. I lost focus.
This morning, I think I discovered why… and it starts with this quote from Sean D’Souza:
If you sell pizza, it's not solving a problem. If you sell pizza for vegetarians, it solves a specific problem. If you sell "tiny pizza" it solves a problem for those who want to eat pizza but end up eating too much. Pizza itself solves the problem of food, but the moment there's an additional issue involved, the problem creates clarity and urgency.
After reading that, I realized what I've been creating is still very generalized. I just sat down with the resources I had already created and thought, "What could I create with this?"
But everything I have is still extremely general.
While it's true the content I have could help someone write emails, I don't think there's anything truly unique about what I've put into it. I've just aggregated all the information I've learned from other people and put it into one place.
What I think I could create that would be unique and solve a much more specific problem is an iteration on what I have... and focus it on the niche I have the most experience with: Alternative Health & Wellness. Even more specifically, Alternative Health businesses that sell digital products. If I wanted to get more specific, it's something like... Yoga, Tai Chi, and Qi Gong businesses with digital offerings.
I believe I could create something much more specific for this group about writing emails that inspire your students to show up and practice.
This seems much more specific and suddenly adds the frame of urgency you were speaking to in the thread I linked above...
You're a yoga teacher that teaches online classes, you have an email list and know you should send email to them, but you don't know what to write.
It's all the same problems, but focused on a specific person with a specific kind of business and a specific kind of customer.
So, where I’m at now is I’ve completed the Email Copy Handbook… but I think I need to rework it from the ground up to focus on one single person. (Duh, Marketing 101) I have far more to add to the conversation about how to write emails that get people excited to practice than I do to the email copywriting conversation in general.
To bring this home to you, dear reader, I pose a question.
Where are you avoiding focusing on a single person in your product creation and marketing?
Let’s Look at Data
This week we closed enrollment for our Breathwork Online Course. You can see the sales page there.
We’ve had 294 students enroll so far, but cart closes at midnight tonight so I’m guessing we’ll get a few more before then.
Just going off the current numbers, we’ve had 5,175 unique visitors to the sales page. That gives us a 5.68% conversion rate on the page I linked above… and this isn’t even a live course.
The last launch we did for a similar style of course only had a 2.09% conversion rate.
I think it did so well because:
1. We’re getting close to Black Friday, people are in the mood to spend money.
2. The topic is better. More people in the audience are interested in it than a niched topic like the previous course.
3. We’ve kind of pre-sold it in other places by mentioning the course over and over again as a good remedy to many ailments.
Image of the Week
Always have a backup.