Episode 225

Email Marketing Essentials for Speakers: From Audience To Inbox With Kennedy

Mastering Email Marketing with Kennedy: Turn Followers into Clients & Cash

Summary:

In this episode of Present Influence, we're joined by Kennedy, a renowned name in the world of email marketing. If you're a coach, speaker, or entrepreneur tired of chasing social media trends and ready to build a high-converting email list, this conversation is for you.

Kennedy delves into the psychology behind buying behaviour, the importance of building trust through email, and why a small email list can still be hugely profitable. He also shares effective techniques for turning live audiences and social media followers into paying subscribers. Don't miss out on this masterclass in modern email marketing packed with actionable insights.

Get Kennedy's Bottomless Email Strategy Completely FREE - CLICK HERE and then visit https://emailmarketingheroes.com to find out more about what email marketing can do for you.

Chapters:

00:00 Introduction to Email Marketing with Kennedy

01:30 The Importance of Email Marketing

04:28 Building Trust and Credibility

06:51 Challenges and Benefits of Email Marketing

15:43 Transitioning to YouTube and Content Creation

22:13 The Power of a Small Email List

27:28 Challenges of Building an Email List from Social Media

28:00 Effective Techniques for Audience Engagement

29:03 Leveraging Events to Grow Your Email List

32:44 Using Secondary Lead Magnets

39:17 The Power of Frequent Emailing

43:40 Optimising Your Email Marketing Strategy

50:08 Conclusion and Final Thoughts

Go to presentinfluence.com/quiz to take the Stage Radiance Quiz and discover your greatest strengths as a speaker as well as where to focus for growth. For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

You can find all our clips, episodes and more on the Present Influence YouTube channel: https://www.youtube.com/@PresentInfluence

Thanks for listening, and please give the show a 5* review if you enjoyed it.

Transcript
John:

What if you could send one email a day and build a business that brings

2

:

in needs, clients, and cash without

chasing every new social media trend on

3

:

today's Present Influence, I'm joined by

the one name Wonder of Email Marketing.

4

:

Kennedy.

5

:

If you are a coach, speaker, or

entrepreneur who is tired of dancing

6

:

for the algorithm and ready to

build a reliable, high converting

7

:

list, this conversation is for you.

8

:

We are gonna get into the psychology

behind why people aren't buying like they

9

:

used to, how email builds real trust in a

world full of BS, and why a small email

10

:

list can still make you a big income.

11

:

Oh, and Kennedy shares some killer

techniques for turning live audiences

12

:

and social media followers into

subscribers who actually buy.

13

:

You won't want to miss a single

minute of it, so let's get into it.

14

:

And if you haven't already, make sure

you subscribe to Present Influence.

15

:

I can hardly tell you how excited I

am to welcome into my virtual studio.

16

:

The man who only needs one name because

he's that big of a star and a celebrity in

17

:

the email marketing world, it's Kennedy.

18

:

Welcome, Kennedy.

19

:

Kennedy: Hey John, lovely to see you.

20

:

John: I am very excited

to be talking to you.

21

:

You've been on my guest wishlist for

a long time, and when we finally got,

22

:

introduced by a mutual connection,

it was just, a very easy, let's

23

:

do this, let's make it happen.

24

:

And you're like, yeah, let's go for it.

25

:

So I'm really happy.

26

:

Thank you for coming on.

27

:

Kennedy: Thanks for the invite.

28

:

I'm super excited.

29

:

I can't believe it's taken us this

long to realize we should do this.

30

:

I feel naughty.

31

:

John: I feel like this is such an

important thing as well, because I don't

32

:

think that many people I know of in the

space really have ever focused on what you

33

:

do and how you help people with building

up email lists and as a way to stay

34

:

connected with people and to grow your

audience, your authority, and of course

35

:

your income as well to make money from

an email list they don't necessarily need

36

:

to go into how you ended up getting into

email marketing so much as to what it

37

:

is that you are doing with your clients

now that's helping them with this, and

38

:

why email marketing is so important.

39

:

Kennedy: I dunno if it's, in

fact, I know I'm not alone.

40

:

I've been speaking to a lot of

entrepreneurs over the last few weeks

41

:

and one of the things that a common

thread is, and I'm sure listeners

42

:

and viewers of this will have been

noticing the same thing, which is.

43

:

People are taking longer and

longer to say yes to working

44

:

with us than they've ever taken.

45

:

What used to be a quick,

oh yeah, let's go for it.

46

:

Whether you are a coach or

whatever kind of business you have.

47

:

It used to be a quick yes, and now it's

a lot more thought, a lot more time.

48

:

Needed.

49

:

And I think one of the big shifts that

has happened in all of our psychology,

50

:

'cause my background is psychology,

rather than being a professional marketer,

51

:

I ended up getting good at marketing

'cause of my background in psychology.

52

:

But the.

53

:

The thing that is happening is we've all

been over promise and underdelivered.

54

:

We've all got excited about something

that we think was finally the big solution

55

:

that's really gonna help us to live

our wildest dreams, only to have those

56

:

mushed into a little pulp, when they

underdelivered, or more importantly,

57

:

that we just didn't deliver it ourselves.

58

:

You know, like sometimes we

fell off the wagon or we weren't

59

:

good enough at the thing.

60

:

And what's really interesting when that

happens is it just now means that all

61

:

of us think again before investing.

62

:

Not just the money, but the time

that you're gonna put into this

63

:

next program, this next project.

64

:

You know, it's like, we were

thinking about moving house

65

:

recently and then we were like,

well, do we wanna do the garden?

66

:

Or are we gonna move house?

67

:

Like what are we gonna

invest this time into?

68

:

And people seem to be doing that with

buying decisions a lot more than we've

69

:

ever done in the history of time.

70

:

John: Yeah.

71

:

And are the cats happy

to move or are they,

72

:

Kennedy: yeah.

73

:

The cats don't like being told what to do.

74

:

I've got two Bengal cats, right?

75

:

They are sisters.

76

:

They're called Nova and Ivy.

77

:

They're absolutely beautiful, but.

78

:

They're fine.

79

:

They're happy if you don't

tell them what to do.

80

:

But if you say you've gotta go in your

box 'cause we're going on a vet or you're

81

:

going on your holidays, which, you know,

we travel fairly regularly and they just

82

:

look at us and they make noises like we

are the most evil, horrible people ever.

83

:

But yeah, so I think moving house,

no they wouldn't like it 'cause they

84

:

don't like, people want a do job.

85

:

John: But pro prospects can feel a

bit like that sometimes, I guess.

86

:

And our audience can feel a bit like

they're trying to herd cats and the likes.

87

:

And I've heard the number of people in

the marketing world recently talking

88

:

about trust deficit in the market.

89

:

What makes, email marketing

best or important in that?

90

:

Kennedy: Look, what's happening

is because of what people are

91

:

coining to be, this trust deficit.

92

:

It just means that all of the bullshit

that's been happening that people used to

93

:

get away with by making these grandiose

promises, then they got found out.

94

:

It just means that people who continuing

to do that are getting found out fast.

95

:

And that's happening across everything

with celebrities, with marketers,

96

:

that wasn't even his Lamborghini.

97

:

He was sat on, you know, all

that shit's just coming out and

98

:

it was always gonna come out.

99

:

That's the thing.

100

:

What's really cool about email marketing

and it's really weird to say like, email

101

:

marketing is cool because I don't even

say something cool, but what I really

102

:

appreciate about it is there is nothing

else in this world where I could be

103

:

sat on the balcony on holiday, looking

over the ramblas in Barcelona like we

104

:

were last summer, and I can type words,

I can press buttons on a keyboard.

105

:

And immediately take my thoughts and

put them into somebody else's mind.

106

:

Just by pressing send and it

popping up on their phone.

107

:

And I can do that in a

way where I own the data.

108

:

So if Zuckerberg wakes up tomorrow morning

and he, Zuckerberg gets up every morning

109

:

and the way I think of it is he gets up

every morning and he plays with his knobs.

110

:

That's the way I think of

Zuckerberg, because that's what

111

:

he does with the algorithm.

112

:

He gets up and he fiddle with his

knobs and I'm like, put it down.

113

:

It'll fall off.

114

:

Right.

115

:

So because we are all victims

to these algorithms, we're

116

:

gonna prioritize stories.

117

:

No, we're not.

118

:

We're gonna prioritize reels.

119

:

Now we're gonna do trial reels.

120

:

Now we're gonna say the

Facebook groups are big.

121

:

No they're not.

122

:

Facebook pages are big.

123

:

Again oh my God, I'm sick of trying

to keep up and play that game.

124

:

I don't wanna play that game.

125

:

I don't know about you.

126

:

I'm trying to do everything

else in my business.

127

:

Like, I don't just sit

all day and write emails.

128

:

Of course I don't.

129

:

I've got products to create.

130

:

I've got clients to deliver for.

131

:

I've got podcasts and friends

like this to hang out with.

132

:

I've got all these lovely things to do.

133

:

Email, social media is just part of it.

134

:

Bringing in sales, just part of it.

135

:

What's really nice is the

credibility around email has gotten

136

:

tighter over the past 12 months.

137

:

Finally, like 20 years ago when I saw

it online, I could have full as data.

138

:

I did not, but I could have sent

emails as payments@paypal.com,

139

:

be without anyone trying to stop me,

that, that that could have happened.

140

:

And I'm sure there were very lots of

naughty people out there doing that.

141

:

Now we've got a bunch more

verification, a bit more validation,

142

:

a bit more security, which means.

143

:

We can now get our emails delivered

into people's inboxes, which are

144

:

basically being read on people's phones

these days when they're out and about,

145

:

while they're waiting to pick the kids

up while they're waiting for their

146

:

partner to come home from their job.

147

:

And we can send messages to people in a

way that is not victim to the algorithm.

148

:

And also if you try and cheat the

algorithm or try and do things to have

149

:

more visibility on the algorithm, and

they give you a slap and postpone or

150

:

delete your account, which is happening.

151

:

Multiple times a day to people

who I know are, I've got like

152

:

5,000 subscribers one day.

153

:

I followers one day, and they've

got no account the next day.

154

:

Well, you can't download your Instagram

followers and upload them to LinkedIn

155

:

and carry on business as usual.

156

:

No.

157

:

Whereas if I fall out

with active campaign.

158

:

For whatever reason, I

accidentally do something naughty.

159

:

And I wasn't aware it was

naughty 'cause it can happen.

160

:

Or they just have a, a, a malfunction

and they don't know why it's gone wrong,

161

:

which you hear all the time on shut

down a, you know, Instagram accounts.

162

:

We don't know why it's being blocked,

but it's just the algorithm fine.

163

:

But I can, if I, if I have a Barney

with reactive campaign, I can download

164

:

that and put it into go high level.

165

:

No problem.

166

:

I've got the data.

167

:

I own the data and when you are emailing,

you can email as frequently as you want.

168

:

You own that data.

169

:

You can build those relationships, and

there's nothing like it in the world.

170

:

John: Well, it's gonna take me a while

to scrub that mental image of Zuckerberg

171

:

fiddling with his knobs out my brain.

172

:

But one of the reasons.

173

:

Kennedy: thumbnail for this episode.

174

:

John: Yeah, it should be good.

175

:

Uh, one of the reasons why I was attracted

to what you do and why I joined your

176

:

community to come and learn from you was

because I felt like it was always that

177

:

thing of chasing different social media.

178

:

Oh, threads is just startup.

179

:

You gotta go over there and start.

180

:

You can go and dominate

on threads as well.

181

:

And then it would be something

else, a blue sky or whatever else.

182

:

And it's like always trying to chase

these different social media things and.

183

:

Seeing what I was throwing

all the spaghetti at it and

184

:

hoping something sticks and no.

185

:

Now I try to just stick to back

with social media, just stick to

186

:

LinkedIn and YouTube and whatever

else goes out I don't care about.

187

:

But, um.

188

:

But I didn't feel like

I had control over that.

189

:

The same way you can do with your email

marketing list that you, you can be

190

:

freer in what you send out to them.

191

:

You can make, in some ways be more value,

less restriction, more control over it.

192

:

Everything about it was

just more attractive, but.

193

:

Can you perhaps say, because I know

you have speakers and coaches in

194

:

your community other than me, uh,

what do they generally say as being

195

:

the reasons why they come to this

and the benefits they experience?

196

:

I.

197

:

Kennedy: It's a really interesting thing.

198

:

'cause I mean, uh, talking about,

yeah, we have clients, we have lots of

199

:

clients like yourself who are speakers,

who are coaches, who are consultants.

200

:

We're helping people with stuff.

201

:

I'd love to.

202

:

Of the fact that my work helps people

to help more people, like I lo and

203

:

there's something just really nice

about that and getting to hear what

204

:

other people, different people's

businesses are is fascinating to me.

205

:

But also I speak a lot, like

I've got 20 something years.

206

:

I know I don't do it

right but 20 something

207

:

John: look younger than me, so.

208

:

Kennedy: Of speaking on stage experience.

209

:

Like just this week in the last seven

days, I've spoken to two different

210

:

events in the uk, one in London,

one in Harrogate, in Yorkshire.

211

:

And speaking on stage is a great

way of doing one of the three things

212

:

that we have to do in our businesses.

213

:

In fact, I made a video about this

on my YouTube channel, which is

214

:

called the email marketing show.

215

:

The other day I'll just basically

give you, the short version of that.

216

:

Obviously, if you wanna go check a

long version, definitely go do that.

217

:

But if you want to hear the short

version, it's this in our businesses as

218

:

speakers, as coaches, as consultants,

as experts who help other people, we

219

:

only have three things on our plate.

220

:

So when I realized this, it's

like, man, a live, the world's

221

:

easier, the whole business easier.

222

:

There's only three things.

223

:

The first of three is we've

gotta build an audience.

224

:

So where are you doing that?

225

:

Well, I'm doing that

on my YouTube channel.

226

:

For the email marketing show,

I also do it on the podcast

227

:

version email marketing show.

228

:

So that's where I'm building my audience.

229

:

That's one of the things I'm doing.

230

:

You might take that to another level.

231

:

It's like a semi sort of halfway house

place where you might have a place where

232

:

like, so for example, off the back of

our podcast, I created a free community

233

:

on Facebook called the Email Marketing

Show Community, which people sort of

234

:

move from the, listen to the podcast.

235

:

They search the email market show

community on Facebook, and they join that.

236

:

So we've got the audience building that.

237

:

And actually what's quite nice

about a Facebook group still

238

:

is, it organically does grow.

239

:

So that's still working by the way.

240

:

A lot of people are like, oh, leave

Facebook and come and join Skool.

241

:

Those people are the people

who are selling Skool, just so

242

:

you know that's who they are.

243

:

So you've got your audience

building and that might for you.

244

:

So for John and I, that's

our YouTube channels.

245

:

It's our communities.

246

:

For you.

247

:

That might be your Instagram.

248

:

For you, it might be your LinkedIn.

249

:

It's wherever you're building,

it's where the strangers are.

250

:

It's where you are finding brand

new strangers who you're gonna

251

:

warm up and release yourself to.

252

:

Second thing on your

plate as a business owner.

253

:

What we are, by the way.

254

:

Wow.

255

:

Amazing.

256

:

A business owner.

257

:

Crazy.

258

:

I didn't wanna be one.

259

:

None of us did, by the way.

260

:

We're all just, oh shit, here we are, but,

the second thing you gotta do is convert.

261

:

So your audience is the first,

third, second, third is convert.

262

:

You've gotta convert that

audience into paying customers.

263

:

That's what we've gotta do.

264

:

The best way in the world of

doing that, and this is not me,

265

:

this is not my opinion, this

is facts based on actual data.

266

:

The number one way to make sales for

businesses, whether you are wanting to

267

:

make 10 grand a year as a side hustle or

10 million a year, is email marketing.

268

:

It's the number one sales driver in the

world, whether you're selling really high

269

:

ticket, high touch product or small ticket

or reoccurring things like memberships

270

:

and subscriptions, we've got lot of

fitness people in our world who, again,

271

:

have membership subscriptions or one

off email marketing over and over again.

272

:

The third piece is.

273

:

Serving the customers.

274

:

It's the only thing we need to do.

275

:

We need to build our audience.

276

:

We need to convert the audience,

and we need to serve and deliver

277

:

results for our customers.

278

:

The only three things we have to do,

once we realize that we go great.

279

:

If we take one of those things, the

convert thing, for example, and we say,

280

:

how are we gonna deliver a great job of.

281

:

Turning brand new strangers

into paying customers.

282

:

The simplest way that I know of, which

doesn't depend on the algorithms,

283

:

it doesn't depend on anything like

that, is to get people onto your

284

:

email list, show up regularly.

285

:

So they know they can trust you to

be there when they do buy from you.

286

:

'cause if you're showing up regularly

when they're not buying from you, you're

287

:

gonna show up regularly and deliver

for them when they do buy from you.

288

:

Right?

289

:

Show up and sit and show

them what you are like.

290

:

So I swear a lot in my coaching calls.

291

:

I swear a lot in real life.

292

:

So in my emails.

293

:

I swear a lot 'cause I would rather

offend people before they paid me.

294

:

I don't want somebody getting a surprise.

295

:

Oh these squeaky clean, old, you

know, Dorothy joined and she's

296

:

really easily offended and, uh, she

loves my emails kinda squeaky clean.

297

:

She gets my coaching program and I'm

like, fuck it Al Dorothy, what you doing?

298

:

She's not gonna be very happy.

299

:

John: Yeah, it's one of the

things I like about you, Kennedy.

300

:

Kennedy: Yeah, so because I just

like to, I think like I wanna be

301

:

legit, like when I get excited, I'm

going to express myself excitably.

302

:

Yeah.

303

:

But, and here's the thing, once you

master the email marketing piece, what's

304

:

really lovely is you basically have

taken the conversion third off your

305

:

plate, and all you then have to do is

exactly what I'm doing now, and that

306

:

is go places to build your audience.

307

:

And spend more time working with

your paying customers to get

308

:

'em better results, which means

you get better results people.

309

:

People stick around for longer,

people like you more, they tell

310

:

more people and say you're really

good, which builds your audience.

311

:

It's a self-fulfilling thing.

312

:

John: It's interesting that the.

313

:

Journey into your world was pretty much

mine that I was listening to your podcast,

314

:

I think it was, a mutual, another mutual

friend, Bob Gentle who recommended

315

:

your podcast to me in the first place.

316

:

I started listening to that been

listening to your show for a

317

:

long time, and it's interesting.

318

:

And then I joined the Facebook group,

and then I came to one of your events,

319

:

and then I joined the community.

320

:

So pretty much that's what happened.

321

:

You mentioned your YouTube channel and

I know as a regular listener to your

322

:

show, you seem to have previously been

more focused on the audio podcast than

323

:

the YouTube stuff, and there's more

recently seemed to be a shift to YouTube.

324

:

Maybe that's just my perception, but, not

wanna go too far down the hole with that.

325

:

But what has been the, reason for that?

326

:

Kennedy: I dunno about you, but I think

many coaches, certainly me, sometimes

327

:

you just wish you'd took your own advice.

328

:

Do you ever do that?

329

:

You go, I wish I would just do

what I'm telling people like.

330

:

You know, that whole thing.

331

:

So here's what was happening is I've had a

podcast, so this one email marketing show,

332

:

I had one before that, but I had an email

marketing show for 280 episodes, right?

333

:

So 280 weeks of talking about email

marketing on this podcast for a long time.

334

:

Maybe the last two years, people have been

saying to me, oh, you've got a podcast.

335

:

What would be your advice to be to people

if they were starting a podcast and every

336

:

single time, I would say I would do it

on YouTube first if I was starting again,

337

:

because there's discoverability there,

whereas there's some discoverability on

338

:

Spotify and a little bit of our podcast.

339

:

If you search for,

340

:

John: painful though.

341

:

Kennedy: It's painful.

342

:

It, I mean, I purposely named it

the email marketing show, just so

343

:

I had email marketing in the title.

344

:

So I know we do find people,

because I get feedback from people.

345

:

It says, I was searching for email

marketing on my podcast and this came

346

:

up, and because it's got it bang in the

middle and pretty much nothing else in

347

:

the title, it really ranks quite well.

348

:

So that was strategically done, but

then I just, it was January this

349

:

year, January, 2025, I thought.

350

:

How long are you gonna keep giving

this advice without taking Kennedy?

351

:

How long are you gonna do this?

352

:

And then, so I just

started in planning mode.

353

:

I was like, okay, what do we

have to do to transition to being

354

:

YouTube first, audio second?

355

:

And that's what I did, and it

was lots of tiny little changes.

356

:

The change is difficult for all of us.

357

:

Like changing habits are

difficult for all of us.

358

:

I just made lots of tiny changes,

created a new process for making

359

:

the show, and we now, I record it.

360

:

As if it's just a video, but

I keep in the back of my mind,

361

:

will this still make sense for me?

362

:

Strip just the audio out.

363

:

We do a slightly different edit,

very, very slightly different edit

364

:

for the audio, than the video.

365

:

I've just put a team in place.

366

:

Some good freelancers had a system and

put processes in place and yeah, I mean

367

:

I'm only like, I'm only a baby on YouTube.

368

:

I think I'm like eight

or nine episodes in.

369

:

I just, you know, this

week got 10,000 views.

370

:

Whoopty do, but I celebrated it anyway.

371

:

John: Look, it is big.

372

:

I mean, to someone who's been

on YouTube, while, I mean

373

:

that, that sounds pretty big.

374

:

And like my YouTube channel is very

small, but like yourself, I'm leaning

375

:

into that channel because I'm just

so frustrated with the slowness of

376

:

podcasts in general, the lack of

discoverability there that I, and I've

377

:

had such big boosts on YouTube recently

with watches and people tuning into it.

378

:

And more people discover from the channel

379

:

Kennedy: Don't you think as

well, like John did you just,

380

:

did you think this as well?

381

:

Like you get comments on YouTube?

382

:

John: Right.

383

:

Kennedy: Like, I didn't realize

how important that was to me to

384

:

have some public gratification.

385

:

I think it's the speaker in me, you know,

the guy who likes to get the applause

386

:

on stage or the, the praise afterwards.

387

:

You kind of get, I mean, I don't get lot.

388

:

I get one or two comments,

don't get me wrong.

389

:

But those, I'm like the

most important thing

390

:

John: Right.

391

:

I mean, Spotify started bringing

some of that stuff in, but I don't

392

:

know if anyone's really using that.

393

:

I put stuff up there and it

is been sort of like putting

394

:

a tumbleweed, really not much

395

:

Kennedy: I wouldn't even know

where to look for Spotify comments.

396

:

I haven't got a.

397

:

John: think that's, that's the case

with most people, unless you're

398

:

actually publishing your show with,

with Spotify, which thankfully I don't.

399

:

But yeah, I was just curious because

seeing myself, knowing that I'm sort of

400

:

leaning into that channel more now, seeing

people like I guess, you know, people

401

:

are Taki Moore, who also is very much

focusing on the YouTube much more now.

402

:

It just seems like interesting that

you are as well, and that the people

403

:

are making, making that shift.

404

:

Kennedy: Well, I'll tell you the person

who really inspired me to do it, I'm

405

:

gonna do a little name drop here.

406

:

It's not usually my style, but this is

the gravitas that really it took to get

407

:

me to get my finger out my ass and do it.

408

:

And that was, uh, it was Ryan Deis.

409

:

It was a conversation with Ryan Deis.

410

:

Digital market, uh, the scalable group.

411

:

Um, and he had some great advice and

I'll just reshare this here 'cause

412

:

if it unlocks something in somebody

else, I think he would be really,

413

:

really happy for me to, I hope he

would be happy for me to share it.

414

:

'cause it was in a private conversation.

415

:

But I was asking him

about his YouTube channel.

416

:

How often do you do you post?

417

:

And he said these words, which give me

the, the most amazing permission ever.

418

:

He said.

419

:

Every single week,

apart from when I don't,

420

:

which basically means if shit hits

the fan and or you are busy or

421

:

something's going on and you can't

post, or in the same case if you can't

422

:

email, I email like, this might be

stronger, but I email every single day.

423

:

Every single day I show up with some

value, a story that people want to hear

424

:

'cause they wanna learn how to grow

their business with email marketing,

425

:

make more sales, bring in more clients.

426

:

But I've given myself the permission,

like I do that every single day.

427

:

Apart from the days I don't.

428

:

Now, I'm not gonna give that my

ultimate excuse of like, I'm not

429

:

gonna email for three days in a

row because I can't be bothered.

430

:

No, 'cause I can those days, but if

I'm flying back, like I remember I was

431

:

flying back from doing a keynote at

some marketing thing in Las Vegas and

432

:

because of there was a flight delay

then eight hour time difference.

433

:

And then it's a 14 hour flight.

434

:

I just meant that 24 hour period.

435

:

I didn't send an email.

436

:

I'm okay with it.

437

:

John: Right.

438

:

But then you, because people often in

your community are expecting your emails.

439

:

Do you then find yourself receiving

emails saying, Hey, what's going on?

440

:

Kennedy: Oh yeah.

441

:

Is Kennedy okay?

442

:

Oh yeah.

443

:

I get health checks all the time.

444

:

I feel like I've got

lots of moms and dads.

445

:

You know

446

:

John: That's, that's kind of nice.

447

:

It is.

448

:

Like, you want, you want people

to miss you being in their inbox.

449

:

I know from my own perspective and

probably for many of the people

450

:

who do come and work with you, it

seems like, maybe one of the things

451

:

might put people off from, I.

452

:

The email marketing is the idea that

it might be really hard to do that.

453

:

Building up your list, on email marketing.

454

:

Like what level would how do you

get people in, what level do you

455

:

need to build it up to, to be

able to make some money from it?

456

:

All these things that if you don't

know, it might seem like it's probably

457

:

gonna be kind of huge and something that

might not be seen as easily achievable

458

:

as maybe trying to make something

go viral on YouTube or Instagram.

459

:

Kennedy: You are dead, right?

460

:

Obviously.

461

:

I mean, you are dead.

462

:

Dead, right?

463

:

And I think it's because.

464

:

We think we need to have this huge

email list in order to make any money.

465

:

But the truth is, we don't.

466

:

I mean, I'll give you my first

person proof, not even the client.

467

:

This was me, started this business wanting

to help other people with email marketing.

468

:

'cause I find it enjoyable.

469

:

'cause I'm very strange.

470

:

So I, 'cause I find it really enjoyable.

471

:

I started this thing, I started with a

podcast, the same one I was talking about

472

:

and the Facebook group that went with it.

473

:

We had one and a half thousand people

in the Facebook group and less than

474

:

5,000 email subscribers when we did

multiple six figures in sales, and

475

:

we did not have a high ticket offer.

476

:

I think at the time, I may have this

wrong, so I don't have the date in

477

:

front of me, so please forgive me,

but from what I can think, I think the

478

:

highest price thing we even sold at

the time, we had a membership that was

479

:

$67 a month, and I think we had another

little course that was $300 one time.

480

:

We were able to do that because the

real aim of the game is not to collect

481

:

as many email subscribers as possible.

482

:

If they're not Pokemon, you don't

have to catch 'em all right?

483

:

What you have is to turn as many

customers as you possibly can.

484

:

That's the game.

485

:

So if you are a coach with a

higher ticket item,:

486

:

10, 25, $50,000 offer, which I know

many in the coaching space are.

487

:

Then you don't need that many subscribers.

488

:

You really don't.

489

:

You just need to get really good at

turning subscribers and customers.

490

:

And I learned how to this

by accident, by the way.

491

:

Because I accidentally inve in naivety

of the as a eight, yeah, it must

492

:

have been 18, maybe 21-year-old.

493

:

I was fully booked as a performer,

and so I had other entertainers

494

:

asking me how I was fully booked, so

I decided to launch a subscription.

495

:

A membership was a print physical

newsletter, which I would write and

496

:

print and mail out every single month.

497

:

And this was to like the tiny sub

percentage of performers who wanted

498

:

to basically turn professional and

pay their bills and support their

499

:

families by being entertainers and.

500

:

The Mac, I had the biggest list

at the time in the industry

501

:

and it wasn't very big.

502

:

It was less than 10,000 people.

503

:

I think it might have been

like seven or 8,000 people.

504

:

So I guess still a lot of people

like you match the seven or 8,000

505

:

people in a room in front of you.

506

:

It's a bloody load of people.

507

:

You'd be terrified, maybe

speaking on that stage.

508

:

Certainly would just do a few

extra vocal warmups, wouldn't you?

509

:

but, on a list that doesn't sound

like a lot of people 'cause they

510

:

kind of like feel like numbers.

511

:

They're not numbers,

they really are people.

512

:

But in that niche I was able to make a

side hustle income of an extra, I mean,

513

:

I did over a hundred thousand dollars

a year while I was flying to do my own

514

:

gigs while, 'cause I was writing stuff

and typing and sending emails and writing

515

:

stuff while I was in the airport departure

lounge when I was flying to do some gig.

516

:

Or I was in my hotel before the

gig or after the gig or whatever.

517

:

So you really don't need

that many subscribers.

518

:

What, when you've got a small list,

'cause you're in a small niche,

519

:

which I was, I was accidentally in

a small niche because I didn't know

520

:

anything to do with understanding.

521

:

What's the size of the total

addressable market, also known

522

:

as tam, total Addressable Market.

523

:

How many people could

possibly buy from you?

524

:

I didn't have any notion of

that at all at the age of 22.

525

:

So I didn't realize I had this tiny.

526

:

Total rest of the market of people

who could potentially buy from me.

527

:

All I knew was I had say, five

or 6,000 people on my email list

528

:

and I had, I wanted to make as

much money as I possibly could.

529

:

'cause it doesn't matter.

530

:

It's the same amount of work for me.

531

:

I'm still gonna type these

words, I'm still gonna print

532

:

some stuff off, still gonna go.

533

:

So I just got good at it.

534

:

By applying all the skills of psychology

and body language and stuff that I

535

:

was using on stage in an after dinner

comedy show where I ba I did after,

536

:

after dinner comedy show where I

combined psychology with comedy to

537

:

make it look like I could read people's

minds basically for conferences,

538

:

corporations, and that kind of stuff.

539

:

And I got, I gotta do

that at a nice level.

540

:

I just thought, why don't I apply those

skills to email marketing to actually

541

:

get myself more gigs than I did?

542

:

Then I started applying those same skills

to the email marketing to sell this

543

:

sort of subscription coaching program,

and that worked really, really well.

544

:

So I just accidentally, just through

the circumstance that I found

545

:

myself in, got good at turning more

subscribers into buyers, and then other

546

:

businesses started saying, Hey, could

you come and teach it to us as well?

547

:

And so I did, and that's how I

ended up doing what I'm doing.

548

:

And using those sort of scales.

549

:

And I think that's probably why

my approaches to email marketing

550

:

are quite, very different to

what most people are teaching.

551

:

I don't really get the other way people,

other people are teaching it because

552

:

that stuff never really worked for me.

553

:

John: I think that that's, that's

great insight into how you've

554

:

moved things along with the

journey and why this is important.

555

:

What I tend to encounter with a lot

of people, I work with people who are

556

:

speakers, coaches, consultants, trainers,

they have opportunity potentially to

557

:

get, they're in front of audiences

a lot of the time, many of them.

558

:

And those are people that could

potentially be, on the list, but

559

:

often aren't because they're not doing

anything to get them on the list.

560

:

Or they have, dribs and drabs

of communities or people on

561

:

different social media channels.

562

:

But how do they get them off there

and into their email marketing list?

563

:

So potentially most mostly encountered,

they have that, the social media,

564

:

some social media followings.

565

:

They have some stuff going

on, but mostly they don't have

566

:

email lists or they're tiny.

567

:

Or what they would consider

to be insignificant.

568

:

What's your general advice

or recommendation for them to

569

:

get people off of their, other

platforms and into their email list?

570

:

Kennedy: I think.

571

:

There's two different techniques that

I really wanna talk about, and I think

572

:

it would be really useful to you.

573

:

And they're two, because they're used

in different places at different times.

574

:

I'll give you something to use that

is really effective for getting

575

:

members of the audience when you

are speaking to join your email.

576

:

It's like a bunch of techniques to

do that, which have been incredibly,

577

:

incredibly effective for me.

578

:

Just to give you some context on this.

579

:

This is not me boasting just to show you

how much I've tested this and sometimes

580

:

got it wrong, didn't work, and sometimes,

oh, I've cracked it and it's worked.

581

:

Most of the marketing events

that have happened in the UK.

582

:

I've spoken at at least once.

583

:

Many of them have been rebooked to

speak time and time again, and I've used

584

:

these platforms where they've ranged

from a few hundred people to multiple

585

:

thousands of people to bring in leads.

586

:

Okay.

587

:

Because generally, not all

the time, but generally you're

588

:

not getting paid to Amazon.

589

:

Well, I wasn't getting paid

to speak at those events.

590

:

What I was getting was leads and

great prospects and great positioning,

591

:

and of course some good B-roll for

a show reel and stuff like that to

592

:

make myself look lovely and, and

like I've got some kind of authority.

593

:

So let's speak about that first and

then secondly, I'll show you some

594

:

techniques on how to get people

onto your email list from socials.

595

:

'cause you should, you need to be

building your audience somewhere.

596

:

Your audience might be on socials, it

might be at the event you're speaking at.

597

:

That's all on that audience.

598

:

Third of the plate that we

were talking about earlier.

599

:

So events, the big thing I realized

way too late took me so long, and

600

:

this will save you flipping years

and tens of speaking engagements is.

601

:

If people are engaged with you

at an event, then the reason to

602

:

join your email list, which is

called a lead magnet, it's like the

603

:

reason, the reason to go and join.

604

:

It's it's the carrot.

605

:

You're dangling the enticing sugar

that you're putting in front of them

606

:

to say, Hey, come and join my email

list and you'll get this thing.

607

:

If someone's at an event, the best thing

you can offer them is another event.

608

:

It's a bit like if somebody buys a

video course from you on some element

609

:

of your coaching business, the best

next thing to sell them is another

610

:

video course, because that person has

said, I really like learning via video.

611

:

So in this case I've done.

612

:

Maybe hundreds, but definitely tens

of events where at the end I've told

613

:

'em about a cool video course that

I've got and had okay numbers of

614

:

that audience going to my QR code

that I put on the screen or going

615

:

the URL that I read out and joining

my list, but nothing compares two.

616

:

Hey, I've got something cool.

617

:

I would love to keep

teaching you more stuff.

618

:

'cause obviously at this point they

all say how much they've loved it.

619

:

So what I've decided to do, I knew I

would run outta time, so I'm decided to

620

:

do another event for you, but I'm gonna do

it online and I'm gonna do it on Tuesday.

621

:

So it's like, let's say it's

Tuesday, Wednesday, or Thursday now

622

:

on the following Monday or Tuesday.

623

:

So not a long time.

624

:

'cause you don't want to

run out of that energy.

625

:

I'm doing this thing, but rather than

having to travel all the way here, I'm

626

:

gonna do it online so you can all tune

in on Zoom, but it's still an event

627

:

John: Right.

628

:

Kennedy: and you are all invited.

629

:

This has worked really,

really well for me.

630

:

I did it last night at an event.

631

:

I did it last week at an event like

this is working for me extremely well.

632

:

I'm actually doing the webinar

thing tonight, which is basically

633

:

I'll do one every couple of weeks.

634

:

So whatever events I've been speaking

at, I can sort of pile two or three

635

:

of them together into the one webinar.

636

:

And sometimes if I have like a spell

when I'm not doing any speaking.

637

:

I'll just not run the webinar.

638

:

Of course.

639

:

Right.

640

:

So that's the big thing.

641

:

Um, does that make perfect sense?

642

:

John: look, this, this is fantastic.

643

:

I've not heard that idea before as

a lead magnet from live events, and

644

:

I get why it works with people and I

think it's something that any speaker

645

:

could easily schedule with their talks

and just have that as becoming that.

646

:

But I know you talk about

habit stacking quite often it

647

:

is almost like habit stacking.

648

:

something you're gonna

do potentially regularly.

649

:

Kennedy: Exactly.

650

:

I just look at, okay, I've got

these events coming up, so I

651

:

just go and duplicate the pages

that I have for my webinar.

652

:

Change the dates on them.

653

:

And ready to go like, okay, cool.

654

:

At the end of the thing they're gonna

QR code and 'cause these people like

655

:

showing up to things that are timely.

656

:

That's the behavior.

657

:

So why do we try and push against

the behavior We're also gonna kind

658

:

of make it a bit easier for them.

659

:

'cause we know one of the hardest

things about live events is getting

660

:

able to get their asses to the room.

661

:

So let's remove that.

662

:

Yes.

663

:

There's gonna be a little, another

friction, which is maybe zoom fatigue,

664

:

which I think people are not too bad

with at the minute you know, compared

665

:

to after COVID when we're all like

sick to death of quizzes and stuff.

666

:

Right.

667

:

So, so that's really helpful.

668

:

The other thing that I like to do from

stage is, and I do this every time

669

:

I speak, I can't even help myself.

670

:

It's just ingrained into.

671

:

The way that I think about stuff and

I've even done it on this podcast, right,

672

:

early on within the first one third of

the talk, whether it's on a podcast, a

673

:

YouTube video, in a live event it person

at a summit, an online virtual event.

674

:

I will mention what I call a secondary

lead magnet directly in that section So

675

:

my secondary lead magnet is my Facebook

group, the email marketing show, which

676

:

I spent a little bit of time earlier on

mentioning in the context of something.

677

:

Now you've gotta do it in a way that

is not crude and is not shoehorned.

678

:

it has to ride along like a sidecar

with the point that you are making.

679

:

So for me, there was a natural reason that

we would actually end up talking about it.

680

:

'cause actually I was using

it as a legit illustration.

681

:

But sometimes you'll sort of have to say

things like, um, so one of the discussions

682

:

we had the other week in my Facebook

group, email marketing show community.

683

:

Welcome to join that, by the way.

684

:

It's totally free.

685

:

I sort of do it like that.

686

:

and what I have to do,

'cause my background is I

687

:

trained as an actor, right?

688

:

Shock, horror.

689

:

I know you are all, you can't believe it.

690

:

You're like, surely not.

691

:

there's this thing that actors

have, which is called the internal

692

:

dialogue and the motivation.

693

:

That's what you're trained to have.

694

:

What is the motivation?

695

:

Why is he picking up

that skull in that scene?

696

:

Why is he talking to it?

697

:

Once you know the motivation,

it makes it look more natural.

698

:

So I found it really difficult to say

the words, my Facebook group, the email

699

:

marketing show without it sounding like I

was forcing the name of the group into it.

700

:

And the same with the podcast

on the YouTube channel.

701

:

How do you say that without sound

like you're shoe horning it in.

702

:

And it's not about practicing how you

say it, it's not about, come up with the

703

:

right words, which is, by the way, what

most people think email marketing is.

704

:

Most people think email

marketing is the words.

705

:

It is not about the words.

706

:

The words mean the smallest

amount in any communication only.

707

:

All you have to do is say to

your partner, how are you?

708

:

And for them to go, I'm fine.

709

:

John: Right.

710

:

Kennedy: know that word fine

can mean anything from I'm about

711

:

to murder you in your sleep to.

712

:

I love you.

713

:

Anything on the scale, right?

714

:

Anything.

715

:

so the way that I, my internal monologue,

my, my motivation for saying those

716

:

words and saying the name of my soft

lead magnet, my YouTube channel, or my

717

:

Facebook group, or your group, or your

podcast or whatever it is, is in my head.

718

:

I just imagine that I've got more

than one of them, and I'm just

719

:

clarifying which one I'm talking about.

720

:

So I just think I've got more

than one Facebook group, which I

721

:

actually have because I've got one

for our customers and I've got one.

722

:

So that's not, it's not even imagining

really, it's just being aware of it.

723

:

So when I say it, I say it

like I'm just clarifying it.

724

:

So if you listen to the, the way

that I actually deliver it, I say,

725

:

so in our Facebook group, email

marketing show community as if I'm

726

:

going, it's that one, not this one.

727

:

So in the first third of

the talk, I will always.

728

:

Pretty much always and if I

don't, I curse myself afterwards.

729

:

But I will always try and get my

secondary soft lead magnet into that.

730

:

And then at the end, I want to

try and do something which is

731

:

like, for like with the medium.

732

:

John: Okay, that makes sense.

733

:

There's kinda like the Lady Gaga

effect or like she puts her name into

734

:

the song, so you know it's Lady Gaga

735

:

Kennedy: I had never thought that Justin

Derulo used to do that as well, didn't he?

736

:

John: Yeah, yeah.

737

:

Rap.

738

:

A lot of rappers.

739

:

Yeah.

740

:

Yeah.

741

:

So it appears in a lot of music,

so you know who's performing and.

742

:

You remember the name?

743

:

I guess it's, planting those seeds.

744

:

would you say that I know a lot of

people feel that same sort of like

745

:

trying to, this feels like a crowbar

coming in suddenly rather than a softer,

746

:

natural part of the conversation.

747

:

People tend to get that with that

and with sales, is it similar thing

748

:

and like selling from the stage?

749

:

You know, if you do any sales from

the stage, but, when you do your

750

:

events and you go into that, that's

where most people seem to forget that

751

:

unnaturalness in the way they speak.

752

:

Would that technique kind of work

in both scenarios, do you think?

753

:

Kennedy: I think so.

754

:

I mean, I'm not a brilliant.

755

:

Salesperson.

756

:

I think our businesses are either

marketing led or they're sales led.

757

:

And if you've got a marketing led

business, the idea is that marketing

758

:

should make sales superfluous.

759

:

As somebody once said.

760

:

Somebody's smart.

761

:

It wasn't me.

762

:

so that's what I prefer to do because

I'm not really a great salesperson.

763

:

I'm a great presenter.

764

:

What I'm trying to do though, and I think

we should all be doing this, is I'm trying

765

:

to constantly in this phase of my life,

I'm 41 this summer, and I'm just in this

766

:

phase of my life trying to figure out how

do I leverage the things I am good at.

767

:

To be good at the things that I

don't necessarily think I'm good at.

768

:

So how do I leverage the fact

that I love teaching and I love

769

:

having a chat and presenting

how do I use that skill to sell?

770

:

or how do I use that skill

to be a good leader or how to

771

:

attract the right team members?

772

:

How do I use the things I am

good at as my unfair advantage?

773

:

And that's what I did on YouTube as well.

774

:

I was like, well, I'm already

experienced at speaking on camera.

775

:

I'm already experienced at putting

together interesting content.

776

:

Why the hell am I not on YouTube?

777

:

That makes no sense at all.

778

:

So that means, oh, and I just realized

I didn't cover how to get people

779

:

on your list from social media.

780

:

I promise I will come back to that.

781

:

John: just was thinking, oh,

are we gonna have time to scoot?

782

:

'cause there's, there's other

things I wanna get to as well.

783

:

But yeah, I would love

784

:

Kennedy: I'll keep it real quick.

785

:

What you should do, when you are

trying to get people from social

786

:

media to your email list is give

them a reason to join your list now.

787

:

So, hey, if you're not on my email

list now, you're gonna miss out because

788

:

tomorrow I'm gonna send my email list.

789

:

this really cool resource.

790

:

If you make your lead magnet like

that and you can do that, then you

791

:

are gonna see more people joining

at that moment rather than just an

792

:

always open evergreen lead magnet.

793

:

John: That make you like, right.

794

:

You are only gonna get this if you

do this now, if you take action now.

795

:

I like that.

796

:

Kennedy: Also, it allows you to

speak to existing subscribers.

797

:

Like it's a really nice technique

to like talk your audience as

798

:

if they're already customers.

799

:

Like we do this on the

podcast a lot as well.

800

:

So we'll say like, Hey, you know, all

of you who are customers, if you go into

801

:

your members area and you'll see blah,

blah, blah, blah, blah thing, everybody

802

:

else is like, what they feel like

they hear in the conversation through

803

:

a glass pinned up against the wall.

804

:

You know, and it creates that FOMO effect.

805

:

Yeah.

806

:

John: You, I know you talk about

this in your own show a lot, and

807

:

you already mentioned it today that

you email your list every day pretty

808

:

much except the days you don't.

809

:

I think for people like

myself for our listener is.

810

:

That idea of what?

811

:

every day, aren't people

gonna get sick of you?

812

:

I think you're spamming them.

813

:

And how do you do that in a

way, that people aren't gonna

814

:

just be, oh, this spam, spam.

815

:

And, is every day right for everybody?

816

:

Kennedy: Right.

817

:

It's a great question and there's a bunch

of pieces we could talk about on this,

818

:

but let's talk about the spam thing.

819

:

First of all.

820

:

The number one reason people

report spam, by the way, is not

821

:

because they have too many emails.

822

:

It's because they don't recognize

the person who's emailing them.

823

:

And the fastest way for someone to

not recognize who's emailing them

824

:

is to not email them often enough.

825

:

So if I get an email from some chump this

morning and I'm like, who the hell's that?

826

:

How am I on an email list?

827

:

It's because they haven't

emailed me enough.

828

:

The second piece is you don't want

that to be a surprise that we're gonna

829

:

get emails from you every single day.

830

:

So I sell people on the fact that when

you join my email list, I'm gonna show up.

831

:

I'm gonna put the work into

sending you a new piece of

832

:

advice, a tip, some inspiration.

833

:

To help you make more sales from the

email subscribers you do have, so

834

:

you don't need as many subscribers.

835

:

Do you want to hear about

that every single day?

836

:

If you do, come on in.

837

:

If you don't, please don't bother.

838

:

And anybody who's like, oh gosh, yeah,

I would really like to earn more from

839

:

my existing subscribers, so I don't

even need to bring in that many.

840

:

You want to hear about those things.

841

:

So you're gonna join the list.

842

:

That's the thing.

843

:

No one likes surprises.

844

:

it's my girlfriend's birthday coming

up and I've bought her a great gift.

845

:

I can't tell you what it is because

she's like begging me, like, what is it?

846

:

I hate surprises.

847

:

What is it?

848

:

What is it?

849

:

So I think nobody likes surprises at all.

850

:

So tell them and tell

'em in multiple places.

851

:

First of all, you're gonna

tell them before they sign up.

852

:

So, that's not gonna be a surprise.

853

:

Then you're gonna tell them again

in that first welcome email.

854

:

Hey, welcome to my world.

855

:

Here's what to expect.

856

:

One, I'm gonna email you everything.

857

:

Remind them two, here's

where my podcast is.

858

:

Three, go and get my whatever.

859

:

four, go watch my.

860

:

Orientate people, but one of those

things in that first email that welcome

861

:

email should be a reminder of that.

862

:

And then of course, the other

thing is there's a lovely

863

:

unsubscribing to the bottom of

your emails where they can leave.

864

:

I always say this last night,

actually in the bot I was saying,

865

:

I think email marketing is really

great as long as you are not

866

:

kidnapping or holding people hostage.

867

:

And by that, that's me being

purposefully evocative to

868

:

really drive this point home of.

869

:

Kidnapping in email marketing is scraping

people's email addresses and put them

870

:

on your email list without permission.

871

:

Holding them hostage is not letting

them off when they want to be.

872

:

Not having an unsubscribe link or

burying the unsubscribe link, big pet

873

:

peeve of amount, people put a million

cabbage returns that bought with an

874

:

email rather than just letting me,

because that's a really good way of

875

:

getting report on a spam and people

can't find the unsubscribe link.

876

:

The next thing they can find,

they can definitely find the spam

877

:

button, so it's definitely not

spammy, but he, here's the thing.

878

:

When people are on your email list

and you are emailing them regularly,

879

:

it's easy to have this perception

that when you send an email that's

880

:

like you showing up at their house and

being like, ah, what's for this place?

881

:

It's not they joined your email

list, they're at your house.

882

:

So if they come round and they're set on

the sofa and they don't like your cat and

883

:

they don't like the wallpaper, and they

start to complain, they can piss off.

884

:

They can leave.

885

:

'cause you wouldn't stand up for that

in your house and they're in your house.

886

:

I'll tell you why.

887

:

I know they're in your house.

888

:

You're not in theirs.

889

:

They're in your house because

they decided to come over.

890

:

They joined your email list.

891

:

Two, you pay for the house, you

host the email marketing platform.

892

:

You've probably paid either in

time, effort, or money to get them

893

:

to come over in the first place.

894

:

John: Yeah.

895

:

Kennedy: So they're

definitely in your house.

896

:

John: I think that's a great

way of thinking about it and

897

:

probably how most people don't.

898

:

'cause we tend to think our

emails and our marketing is

899

:

an intrusion on people's life.

900

:

And really this is saying the opposite

is true when it's your email marketing

901

:

that they've chosen to be a part of and

they can choose to leave at any time.

902

:

And if they do let them go.

903

:

So, um.

904

:

Kennedy: Let me tell you, is it

okay if I tell you my favorite

905

:

thing about email more frequently?

906

:

And this is like the ultimate hack

and I don't think I've really ever

907

:

shared this before on a podcast.

908

:

I shared it in some private

workshops recently, and I think

909

:

this is really interesting.

910

:

I hope you'd agree that for each

of us in our businesses and our

911

:

unique situation, if people really

understood what it is you could do

912

:

for them if they really understood.

913

:

If you just have the perfect way to

describe what it is you do and how much

914

:

you help more of your audience would buy.

915

:

Right?

916

:

So here's the thing.

917

:

If I email once a week, every time

I email, I am trying out a new

918

:

different way of describing what I do.

919

:

It's what I get to do Every single

time I send an email, I get a try some

920

:

other new, unique way I might describe

it in a more exciting way, or I might

921

:

describe it this time with social proof.

922

:

I'm describing it in different ways.

923

:

I'll highlight a different

elements, a different feature,

924

:

a different benefit each time.

925

:

If I'm emailing once a week,

it's gonna take me seven weeks.

926

:

To come up with the same amount of chances

of discovering that same message that

927

:

hits a home run, that really resonates

as when I send an email every single day.

928

:

If I'm emailing seven days a week

and you are emailing once a week, I'm

929

:

gonna discover the perfect message

in seven days, one week, that's

930

:

gonna take you seven weeks to do.

931

:

And what's really awesome, and here's

the real cheat, is every time I send an

932

:

email that hits hard, gets high, opens

lots of clicks, and makes me sales or

933

:

inquiries or bookings or appointments.

934

:

When I do that, I open that email,

very exciting, like a kid on Christmas

935

:

Day, and I look at what was it about?

936

:

Who did I mention?

937

:

What was the thing?

938

:

Was it about my cat?

939

:

Was it about this?

940

:

Was it about that?

941

:

What was the element of the, of the thing?

942

:

Was it about the fact

I love musical theater?

943

:

It was that.

944

:

That's what's resonating.

945

:

Guess what I do?

946

:

I queue that email up to be used again.

947

:

I go to my sales page and I update it.

948

:

I go to my ads.

949

:

I update that.

950

:

I look at my keynotes.

951

:

I update that because I know for

a fact with data, not with my

952

:

feelings, not with interpretation.

953

:

I know for a fact with data.

954

:

This angle.

955

:

There's something about the things I

said in that email, which makes the

956

:

audience go, which makes my audience go.

957

:

I get it.

958

:

And now I get to reuse that across

every platform, every interaction,

959

:

every point of the funnel.

960

:

And that's the ultimate cheat.

961

:

I can write sales pages and release

sales pages, which sell products

962

:

like crazy really quickly because

I get a test of message loads.

963

:

John: Yeah.

964

:

Now I know because I am, you

know, part of your community

965

:

and you've been your programs.

966

:

I got that, uh, one of the lifetime

membership courses as well.

967

:

And I know that this is just scratching

the surface Of what you do and what's

968

:

available and that it should be

exciting rather than overwhelmed people.

969

:

They just are hopefully already

seeing and understanding just what is

970

:

possible with email marketing and how

much more you can do and access and

971

:

build trust and improve sales and.

972

:

So, so much more.

973

:

So I really, really appreciate all

this and I maybe hope you might come

974

:

back again, that we can go into some

things, some other elements that we just

975

:

Kennedy: I would love that.

976

:

John: just don't have time for today.

977

:

If you'd be open to that,

that would be wonderful.

978

:

But um, given that we know, I don't

wanna let you have some of your day back

979

:

'cause as much as I could keep going on

talking to you and you definitely won

980

:

the competition for tallest hair today.

981

:

I was trying to compete.

982

:

But

983

:

Kennedy: Yeah, it's

Battle of the quiff today.

984

:

John: it is, isn't it?

985

:

I was noticing this on the screen as like,

yeah, I need to do some work on mine.

986

:

So, uh, to get it out to

the same sort of level.

987

:

But I'm curious what

your favorite musical is.

988

:

I know you're a big fan of musical beer to

989

:

Kennedy: Oh, interesting.

990

:

Yeah, that's a really difficult question.

991

:

At the moment, my favorite musical,

I think is something called Operation

992

:

Mincemeat, which is currently in London.

993

:

It's about to go on tour across the uk.

994

:

it's a comedy about a real operation

they did during the second World War.

995

:

But it's very funny.

996

:

it's had more five star reviews

than any show in West End theater

997

:

history, which is incredible.

998

:

So that's good.

999

:

Classics wise.

:

00:48:16,335 --> 00:48:20,265

There's a great production of

Oliver in the West End right now,

:

00:48:20,485 --> 00:48:23,095

with a really good friend of mine

called Simon Lipkin, who's playing

:

00:48:23,095 --> 00:48:23,215

Just

:

00:48:25,435 --> 00:48:26,455

incredible.

:

00:48:26,675 --> 00:48:28,685

Yeah, those are two great shows right now.

:

00:48:29,165 --> 00:48:29,675

John: Fantastic.

:

00:48:29,705 --> 00:48:31,805

I'm very old school with my musicals.

:

00:48:31,985 --> 00:48:33,845

Uh, CRE is my favorite West Side story.

:

00:48:33,845 --> 00:48:37,605

After that, it, uh, I definitely will

check out some of the more modern ones

:

00:48:37,620 --> 00:48:38,970

Kennedy: you a Les Mis fan as well?

:

00:48:39,645 --> 00:48:40,785

John: not so much.

:

00:48:41,085 --> 00:48:41,550

Kennedy: Interesting.

:

00:48:41,550 --> 00:48:44,450

'cause I love La m but also I

don't like West side stories.

:

00:48:44,450 --> 00:48:45,290

That's interesting.

:

00:48:45,590 --> 00:48:46,880

John: it is interesting.

:

00:48:46,880 --> 00:48:50,630

Perhaps it's like, I like the sort

of camper hap generally happy stuff,

:

00:48:50,690 --> 00:48:51,890

although West side story isn't that happy.

:

00:48:51,890 --> 00:48:54,530

Kennedy: happy at all, but I actually,

one of my other favorite shows

:

00:48:54,530 --> 00:48:57,620

is if anyone's not seen the show,

kinky Boots, it's freaking amazing.

:

00:48:57,765 --> 00:48:58,515

John: Yeah, I saw it.

:

00:48:58,545 --> 00:49:01,695

I saw it in, uh, New York and I

must've admit I was a little bit

:

00:49:01,695 --> 00:49:03,135

jet lagged when I went to see it.

:

00:49:03,135 --> 00:49:03,975

But it was a lot of fun.

:

00:49:04,185 --> 00:49:07,075

Although hearing what was

supposed to be Northampton accents

:

00:49:07,075 --> 00:49:08,245

with, uh, an American twang.

:

00:49:08,965 --> 00:49:11,545

Was a little weird for someone

who used to live in Northampton.

:

00:49:12,375 --> 00:49:12,825

Kennedy: strange.

:

00:49:14,085 --> 00:49:17,065

John: But for, for listener, I'm sure

they wanna check out more about you.

:

00:49:17,065 --> 00:49:18,205

So we know you've got the podcast.

:

00:49:18,205 --> 00:49:21,705

what's the best way for people to come

and, find out more about email marketing?

:

00:49:21,755 --> 00:49:22,025

Kennedy: Yeah.

:

00:49:22,065 --> 00:49:25,235

I mean, our brand is email marketing

Heroes, so you can definitely go check

:

00:49:25,235 --> 00:49:27,785

out the website@emailmarketingheroes.com.

:

00:49:28,145 --> 00:49:30,815

You can come and check out the

podcast, email marketing show.

:

00:49:31,115 --> 00:49:33,270

And honestly, if you wanna

just come and think about.

:

00:49:34,070 --> 00:49:39,710

How apply this stuff to your particular

situation with your offers, your

:

00:49:39,805 --> 00:49:42,470

brand, your business, your voice,

and the way you like to do things?

:

00:49:42,805 --> 00:49:44,160

Then come and join our

free Facebook group.

:

00:49:44,160 --> 00:49:46,200

It's called the Email

Marketing Show Community.

:

00:49:46,530 --> 00:49:49,260

Just go to Facebook, search for

the email marketing show community.

:

00:49:49,410 --> 00:49:50,340

You'll be more than welcome.

:

00:49:50,580 --> 00:49:54,905

You'll have the option, and it is

optional, to join our email list.

:

00:49:54,905 --> 00:49:58,355

At that point, start seeing these

emails and see the stuff in action,

:

00:49:58,685 --> 00:49:59,855

and then we could take it from there.

:

00:50:00,845 --> 00:50:04,065

John: AwAwesome sauce I promise we'll

be done well in time and we are not.

:

00:50:04,095 --> 00:50:08,415

So my apologies for that 'cause it

has just been so damn interesting.

:

00:50:08,715 --> 00:50:11,895

But Kennedy, thank you so much for

coming and sharing this amazing

:

00:50:11,955 --> 00:50:13,735

insights, knowledge on present influence.

:

00:50:13,735 --> 00:50:14,425

Really appreciate it.

:

00:50:14,915 --> 00:50:15,415

Kennedy: You welcome.

:

00:50:15,848 --> 00:50:18,218

John: Just while I've been editing

the episode, I've realized I had to

:

00:50:18,218 --> 00:50:22,568

come in and say, I recognize that we

didn't get to cover the part about

:

00:50:22,618 --> 00:50:25,588

getting your followers off your

socials and into your email list.

:

00:50:26,008 --> 00:50:28,018

Kennedy has said he will

come back onto the show.

:

00:50:28,018 --> 00:50:31,078

So undoubtedly we will get

to that point next time.

:

00:50:31,078 --> 00:50:35,248

But I hope that everything in here was

great for you, especially as speakers

:

00:50:35,458 --> 00:50:39,863

who can now use the tools that Kennedy

was suggesting at your events and

:

00:50:39,863 --> 00:50:43,313

get more subscribers from the places

where you are talking, whether you're

:

00:50:43,428 --> 00:50:45,143

talking for free or you're getting paid.

:

00:50:45,503 --> 00:50:48,653

There are people who could be

on your email list getting you

:

00:50:48,653 --> 00:50:50,543

even more income and opportunity.

:

00:50:50,543 --> 00:50:54,293

So I hope that has been plenty of value

for you in this episode, and apologize

:

00:50:54,593 --> 00:50:58,133

that partly my fault for allowing

things to run so much over on time

:

00:50:58,403 --> 00:51:01,433

that we didn't get to cover the bit

about moving people off your social media

:

00:51:01,433 --> 00:51:05,093

and into your email list, but something

to look forward to for the future.

:

00:51:05,341 --> 00:51:08,731

Well, that was an absolute

masterclass in modern email marketing

:

00:51:08,731 --> 00:51:10,531

without any fluff or fakery.

:

00:51:11,231 --> 00:51:14,836

So if this episode lit a fire under

you, go and check out Kennedy's world.

:

00:51:15,166 --> 00:51:17,536

Join the email marketing

show community on Facebook.

:

00:51:17,536 --> 00:51:18,286

I'll see you there.

:

00:51:18,646 --> 00:51:21,256

Subscribe to the email

marketing show podcast.

:

00:51:21,256 --> 00:51:22,486

I listen every week.

:

00:51:22,726 --> 00:51:25,756

And if you're serious about building

up an audience that buys, hit

:

00:51:25,756 --> 00:51:27,796

up email marketing heroes.com.

:

00:51:28,096 --> 00:51:29,776

You can check the link in the show notes.

:

00:51:30,046 --> 00:51:31,126

I am an affiliate.

:

00:51:31,186 --> 00:51:32,296

I will be honest about that.

:

00:51:32,296 --> 00:51:34,936

So if you do go and check it out

through the link in the show notes and

:

00:51:34,936 --> 00:51:38,006

you decide to sign up, I might get a

small payment, but I think we could

:

00:51:38,006 --> 00:51:41,636

consider that a fair exchange for

introducing you to something as awesome

:

00:51:41,906 --> 00:51:44,006

as Kennedy's work with email marketing.

:

00:51:44,186 --> 00:51:46,556

And while you're here, don't

forget to like this video.

:

00:51:46,766 --> 00:51:50,216

Subscribe to the channel and tap that

bell so you never miss an episode.

:

00:51:50,456 --> 00:51:54,176

And hey, if you are ready to step

up your speaking game and turn more

:

00:51:54,176 --> 00:51:59,876

stage time into income, check out my

charisma quiz@presentinfluence.com

:

00:52:00,176 --> 00:52:01,046

slash quiz.

:

00:52:01,046 --> 00:52:03,566

Thanks for watching, and

I'll see you in the inbox.

Next Episode All Episodes Previous Episode

About the Podcast

Show artwork for Present Influence: The Professional Speaking Show
Present Influence: The Professional Speaking Show
Speak to inspire. Influence with integrity. Lead with presence.

Listen for free

About your host

Profile picture for John Ball

John Ball

John Ball is a keynote coach and professional speaker on a mission to help upcoming leaders master their communication, create impact and stand out as experts in their field.
John left the high life of his flying career to do something more meaningful to him and has since worked with several leading personal and professional development organisations as a lead coach and trainer.
The heart of everything John does involves helping people shift to personal responsibility and conscious awareness of how they show up and perform in every situation, whilst equipping them with the tools to be exceptional.
John also co-hosts The Coaching Clinic Podcast with his great friend and colleague Angie Besignano.
He lives in the beautiful city of Valencia, Spain with his husband and often visits the UK and US for speaking and training engagements. When he's not speaking or podcasting, he's likely to be out swimming, kayaking or enjoying time with friends.

Enjoying the show?

Your support means we can bring you more with better production and new features, even bonus episodes. Thank you.
Tip Your Host
A
We haven’t had any Tips yet :( Maybe you could be the first!