8-Figures Through 1 email A Day with Luke Charlton

If you send email like the way most people do, which is there's kind of two ways, it's either like full of content, like just full of like teach lots of content or it's like like a big guru list, right? Just kind of pitch, pitch. So those are the two kind of main styles of email.

Welcome to the Next Level Income show where it's our goal to take your income, your investments and your life to the Next level. I'm your host, Chris Larsen. If you haven't yet, get a copy of our book for free, free at our website, nextlevelincome.com. that's www.nextlevelincome.com. just click on the book link and I'll even send you a copy if you put your address in. In 2013, Luke Charlton, who joins us today on the Next Level Income show decided to quit his comfortable six figure a year government job. He moved halfway around the world to London, which he's going to tell us in his story in this episode. And he started an online business as a coach. He, he thought he knew enough about marketing to survive in one of the most expensive cities in the world, but quickly realized this online thing wasn't as easy as it looked. And through years of trial and error, he finally discovered his formula for online success. He's gone on to spend millions on advertising, help his clients generate over $50 million in sales. And now he spends his days as a quote unquote hermit living somewhere near Byron Bay with his two lovely children, runs his ad agency and teaches other coaches how to get consistent high paying clients with paid advertising and email. And he's going to teach you his system today. Luke Charlton, welcome to the show.

Hey Chris, how you going? Pleasure to be here.

Yeah, man, I look, if you are listening or you're watching, you don't know this, but Luke is coming to us from around the world in Australia and it is early there. So he's doing this podcast at most times that people are sleeping and Luke is the man. I'm gonna allow him to talk a little bit about his background and, and hand it over to you before we dive into the, the meat of this discussion here.

No problem. Yeah, I, I, it's 5:00am moment for those listening which is actually as we were chatting about before, it's, I actually get up at 2. So it's, this is, if I, if I get up at, if I get up, that's like a slip. It's like a sleeping for me. Yeah, I get up at 2 because I've got a 2 year old and a 4 year old. So I can just get a lot more done if I go to bed early and wake up early. Anyway, my background. So yeah, I am a marketing sales coach. I predominantly work with paid advertising and email and I've been doing this in 2000. Well, it became a. I just thinking about this last night actually. It's basically a decade that I've. I got certified in 2012 as a coach. Just I got certified as a generic life coach and I was, I was a personal trainer and I wanted to do like more of the health stuff. And as I was. I moved to London in 2013. I thought, you know what, I'll launch my. I'll go full head on into my coaching business. And I moved to London because my family's from there. So I got my passport and I thought because I'm from Canberra in Australia, which is the capital but it's not a big city. So I thought. My logic at that time was well, there's more people in London so it'll be easier to clients. So that's why I moved to London and. And it was. And I failed miserably. Basically. I got one, one new client in 12 months and the approach and what.

There's like 8 million people in London.

So I mean, yeah, yeah, it's cr. It's a lot. And I was like networking like because it's, it's so big you can go to a networking event like every night of the week. So I was networking like five nights per week. Just I, I felt like if I was doing something, you know, I was moving towards client. I didn't get any clients from any of my networking after 12 months.

Wow.

And I was doing like. Yeah, I was really bad. I was doing. I had my own. It was back then it wasn't YouTube Live, it was Google Hangouts. I had a Google Hangout show that I was doing once per week. I was doing like webinars. I was doing email very poorly back then. It got so bad at the end where I was door knocking. Literally going from restaurant door to restaurant door, like just door knocking. Trying to not even sell my coaching at that stage because I was just so desperate. I was selling mobile applications to like create like mobile websites because my mentor at the time said, yeah, they're really hot. You know, just, just try and sell a few of those to bring in some cash flow. Anyway, door knocking was really not a great. It. It's kind of experience gives you a lot of confidence, you know, get a lot of rejections which the sales people listening can probably, you know, to that. But yeah, so I felt miserably and I, I went over there with it with a lot of savings and came back with a lot of debt. I had to move back to Australia and I ended up living with Anne because she was the only one that would let me live with her rent free. And it was kind of a blessing because I, it allowed me to go, okay, like, take a couple steps back. I got a side job in a bar, like night, a nighttime gig. So I worked on my business during the day and I worked there at night. And it allowed me to kind of go, okay, what I'm doing is not working. Stop chasing all these bright shiny objects. Like, I even, I even signed up to an MLM company while I was in London selling pain patches. I actually have some of the pain patches still. Pretty funny. So anyway, it allowed me to take a couple steps back and go, I'm not just doing all this random stuff is not working. And that's when I started to go, okay, what is it that the most successful people do? And really, I should have done this right in the beginning. So I started looking at what they were doing in terms of, even before the Internet. Right. People. What were people doing, like years ago? That's what kind of got me onto copywriting and learning about people like Eugene Schwarzenegger, like Joe Sugarman, Gary Halbert, you know, Dan Kennedy and all the kind of big names in marketing and copywriting. Yeah. And so I started just looking at them and looking at, okay, what makes them successful are these kind of like boring principles, these fundamentals. And that's what I, I'm. That's what I kind of what has made me so, so successful. Talk about in a little bit in terms of like, where I've gone. But I started realizing what makes you successful is not like these bright, shiny new funnels or this tech.

It's.

It's the boring stuff that people don't really talk about. Yeah. Like step one, you know, if you're going to sell a product, you need to understand that if you want to like, attract that client. Understanding them almost better than they understand themselves. Right. Their biggest pain points, their frustrations, their desires, problem that they're struggling to solve. That step one as a fundamental, and that's requires hard work, it requires research, it requires doing all of the tedious work people just don't want to do requires getting on the phone with people and having conversations. And to me, that's just, it's just like, like now looking back, it's, it's so simple. It's on the phone with people, have a conversation, you know, figure out what they're struggling with. But for whatever reason, people. And I was the same. We just looked for these kind of easy shortcuts to like, what's the funnel like? Is it a five day challenge? What's the, what's the shortcut to success? And so I went away from that and looked more at the fundamentals. And so that, that's what I kind of harp on about now. It's, it's not the sexiest topic a lot of the time, but it's what actually gets results, what makes you a lot of money. So anyway, I, I started learning copy and getting deep into that. And then I was at that stage, I was really tired of like pounding the pavement of like literally door knocking, right. Chasing down leads that I knew I wanted a more automated way of getting clients. It's the typical like I, I knew there was a, like, it had to be a better way kind of phrase. And that's what to paid advertising. And this is when this is back in 2015 now and Facebook was just starting to become like. And I found this guy and I bought his Facebook advertising course and he ran an agency and he put up an ad inside his private coaching community. Hey, I'm hiring media buyers applied and out of 50 people, I got the gig. And so I went from spending like 20 bucks a day on my own campaigns, like $100,000 a month over literally overnight. More than that, it's probably about $200,000 a month. He just threw me in the deep end, basically. So I learned very quickly how to run ads.

Yeah, yeah.

So I worked with him for a couple of years and then I went out and started my own agency. So I've been doing that ever since. So there's like kind of two sides to my business where I will, you know, set up and scale camp that get appointments for coaches and experts and service professionals, salespeople. And the other side is I'll coach people how to do the same thing if they're not a fit for the the done for you side.

Y.

Now part of my story, well, is going back to the fundamentals. I was really tired of all the kind of complex funnels and all this stuff. And one of the notice that people have been doing for like the last hundred years, very simple strategy, right. To get clients is step one, you build a list, right. Of quality leads. Build a list and you email that before, before Internet, it was kind of direct mail them. Right. So you build a list or you put it up and add in a newspaper, get inquiries and then you send direct mail. The Internet version of that is you build an email list and email them. And, and even to this day, email is the most profitable marketing method. It's the best ROI about that. Even with all. Yeah, even with like SMS and Messenger and all that, like email has the highest roi, that follow up mechanism. Right. You can send multiple marketing messages and follow up with your prospects. And so that's what I focused on. It was not the sexiest. That's, that's what works really, really well. So I got really good at paid advertising and I started getting, you know, great at email too. So I kind of combine those with my clients running ads and showing them how to use email without. It's like how to get high paying clients without any complex funnels. Right. Using advertising and email is kind of my, it's like through. Yeah, through that journey. So that's, that's, that's what I teach and.

Amazing. So I do want to, I do want to kind of rewind a little bit here, Luke. So you know, people, people might have heard this in the intro, but you had a, you had a nice comfortable six figure government job before you moved into this. What. Yeah, you know, tell us a little bit about what you were doing and what was the decision that allowed you to make that leap or inspired you to make that entrepreneur?

So I actually worked for the Australian Federal Police, which is basically the FBI. Like it's equivalent to the FBI in the US And I was just a, I was like an IT service desk analyst type thing. I help people with their. And stuff like that. So kind of. No, not. Nothing to do with marketing.

Yeah.

And it's all data though.

Right. And like you said, going back to the fundamentals. Interesting stuff.

Yes.

Yeah.

Yes, there's, I mean, yes, there is in that job. There's definitely fundamentals and ways of solving problems in there that are just, yeah. Repeatable and well based. So what I realized, like I, that was, I was about 26 at that, at that stage when I left that job. And so my, I had worked in a nine to five for about maybe five years. So before that it was custom in customs, Australian customs. And then I transitioned to the afp. And what I kind of realized, actually not at the time, but I, I was in the, I was in a career that I didn't really see myself doing and it was just kind of like I did it just to make Money, like a lot of, like a lot of people. And when I joined the. I left the customs because I just, it was monotonous and it was the same and I was like, wasn't enjoying it. So I moved to the AFP and it was really great for the first six months. And then after the first six months, after I kind of learned everything, it got really monotonous again and I really started to not enjoy it. And where I'm from in Canberra, it's the capital. It's kind of like Washington. Oh, it's all public service jobs basically. And the only way you can move up in your career is if someone dies or if they retire, like seriously like you, it's very hard to like move up. There's no progression.

Dying and retiring sound miserable too, but I mean, it sounds miserable being in that sort of role.

It's like no progression at all. Right. And as you know, being a business owner, like every day you are growing, it's like you don't have an option otherwise. Otherwise your business falls apart anyway. But I didn't realize that at the time. I didn't like it. I didn't realize it was because of no growth, like no personal growth. Because I like the first six months when I'm learning stuff and it's all new. It's very monotonous. And all I knew is I just hate. I just didn't want to want to be in this a 9 to 5 type role anymore. If I reckon if I had landed in a 9 to 5 job where I was doing like sales or something more entrepreneurial where I was growing, I think I probably would still be in a 9 to 5 because it's probably more about growth. So anyway, I thought, okay, I don't want to do a 9 to 5. It's, they're all, they're all monotonous. I need to, I want to grow my own business. It wasn't even a monetary type decision. It was just like, I want something that's a bit more fulfilling.

Sure, absolutely.

Yeah.

And the, the really, the catalyst was I just really hated, hated the job.

And.

I probably what I did was I just, I just quit the job to London, which I probably don't recommend. Like if you're, if you wanted to start a business, I recommend kind of keep your job as long as you can so you have that cash flow to support you and build your business on the side.

But I just, yeah, I think that's a great, great, great.

I just was in such a bad spot. The way I Describe it is like having a straight jacket on your soul. Like, I just felt so constrained. Like it got so bad at the end of my time there that, I kid you not, like, every, every hour I would have to stop. I would walk around the building and then I would do another hour. Like it just got that kind of, I don't know, depressing. I guess it was. It was really bad. That was me and that's why I quit. But if you can, if you can kind of grit your teeth through your job, I recommend it's much better to bring in that cash because as I said, I just went into a lot of debt in London. It wasn't, Wasn't a good position.

I think that's such a good rule. And I mean, that's, that's why I teach a lot of our coaching clients is what we teach through our course. And I used to, I used to train salespeople and we were on call, we were in the medical device industry. It's very challenging, very challenging, very stressful. A lot of hours. And you don't have control over your time, which I think studies have shown that, you know, having control your time is, is one, if not the predictor of happiness in a job. Having, you know that. Yeah, that. In that internal ability to control kind of what you're doing and the time that you do it. Like, janitors are happy because they get to kind of decide what and when they're going to do it, as long as pride in their job. But we have a lot of salespeople that listen. We have a lot of entrepreneurs that listen, Luke. And you know, you've, you've worked with thousands of coaches and correct my numbers here if you hear anything, but is it true you sent over a billion emails?

Yeah, I haven't written a billion emails, if that's your asking, but I'm like, yes, sent over a billion emails. It actually sounds like.

Still sounds pretty good number.

But it's actually, it's. It's not that. Like, if you, if you break down, like, let's say you're an example. Let's say your list is like, you know, because I send an email each day, right. A daily email, sure. But let's say your list is like 10,000, right. If I send 10, like 10 emails, that's a hundred thou, that's 100,000 emails right there over 10 days, you know, so it's a billion. Sounds like a lot.

Like you can get there fast if you have a good size list, though. It sounds. Yeah, yeah, yeah.

But Also, if you're sending daily like I do as well, so you can get that pretty quick.

DJ Van Kern, it's good to see you. I look forward to talking about the Four Institute and your upcoming fall program. I'd love for you to just introduce yourself real quick and tell us a little bit about what it is.

Yeah, so DJ Van Kieran and I'm the founder of the Four Institute. And then I've also worked for a number of very prominent families on the real estate portfolios.

Yeah, we've had DJ on the podcast and DJ works with family offices that are typically, and correct me If I'm Wrong, $250 million or more in net worth and the 4 Institute. I'm super excited for this program that I'm going to be attending. Typically this is information and access to to typically only these family offices get. But you're opening this to our investors as well.

So we actually it's an executive education program and in the program we've put together some of the most prominent professors around the country and industry experts. So we have professors from Wharton and Harvard and University of Denver, University of Chicago. We have family office and real estate experts. And we focus in on, you know, what it is to maintain and really generate significant growth through real estate. And it's in a format that's extremely valuable. And you know, on our front page at Ford Institute, not.com but.com institute you can even see videos of people and their experiences.

Awesome. And so I guess DJ what, what is someone going to learn that attends this class?

They're going to learn how to analyze opportunities. They're going to understand about market cycles, where are we in the market cycle and what to look like, look for in the various property types. They're going to understand, you know, get into some of the issues about maintaining your wealth from a long term perspective, tax strategies for your investments and really how to make better decisions on your real estate investing.

Now I think it's awesome. I think a lot of people have concerns about where we are right now in the economic cycle. What's going to happen to real estate. I follow one of the faculty, Dr. Miller's quarterly reports to stay on top of these things. And I'll tell you what it makes. It makes me feel a lot more confident knowing this information, knowing historically what has happened and to have access to these faculty this information. I'm really excited about it. How can people find out more if they want to attend?

Yeah, so they go to Ford Institute, which is F O R E for family Office real estate. So it's for.in dude, it's not.com, but it's.institute.

So.

So Ford Institute. And you can click on there to receive a brochure and then sign up for the course.

Perfect.

And we'll have the links right here along with this short video. Dj, it's great to see you. I look forward to seeing you in person here later this month. But your business, I mean, so you said you send an email a day. Like, okay, that's one email. And what. Yeah, so what, what if, you know, working with all these coaches going through this process, distilling it down to the ability to kind of channel it through that, you know, one, you know, that one point of communication. What, why, why an email a day? What have you learned in that process? And kind of. What is that? What is that business model kind of rolled up into that?

Yeah, so I have a simple rule with emails. Like, because of this, the more you email, the more money you make. So if you don't want to make money, don't send an email every day. Just send an email once every, you know, or once every two weeks like most people. But if you send email.

But I hate, a lot of people hate email though, so they might say one.

That's. Well, that's what I was about to say. So.

Okay.

Yeah, if you send email like the way most people do, which is there's kind of two ways. It's either like full of content, like just full of like teach lots of content, or it's like, like a big guru list. Right? Just kind of pitch. Pitch. Right. So those are the two kind of main styles. If you just like send like that, you know, sending lots, sending content is. Is fine. But here's what happens, and I'm sure we've all experienced this. You jump on an email list, you get like a buyer with lots of content and you put it in like, I'll read it now, I'll read it later folder. I've all got that, like, great content folder. And it just keeps getting filled and filled.

I got that.

And let me tell you, Hang on.

Let me tell you what it's called here real quick. It's called to watch and to read.

Right.

Too much to read.

The last time you, you like, she went through and like watched it and read it.

Well, the list gets bigger. It doesn't ever get smaller, I can tell you that much.

Yeah, yeah. And so that's the, that's the problem is, like, people, you'll notice that your open rates are really good for the first couple of weeks because people are getting all this content and then they kind of get burned out and they're like, okay, this is. I'll read it later, read it later. And they're just like, information.

Yeah.

And this was me, right. So in2015, when I started to get more serious about email, I was doing the same thing. I was spending like hours and like, just sending an email.

Yeah.

And I noticed that people would open for the first couple of weeks and then it would just die down. I'm like, it's really frustrating because you're spending so much time writing great content.

Yeah.

And then what I also noticed, which is also frustrating, is that they can't take 5 minutes to read my email, but they can spend like two hours a day. Like if you go to the. If you just Google, how much time people are spending on social media, how much time are people watching Netflix or YouTube? You know, it's literally hours per day. So they can.

Insane. Yeah.

Look at this stuff. That doesn't improve their life. My content does improve their life and yet they're not even paying attention to it. So what, what, there's like a disconnect there? What's going on? Well, obviously, if I want to get my content consumed, I need to make it like, more like what these platforms are doing. Another way of saying that is make it more entertaining.

Right.

Because the reason why people are on social watching Netflix is more entertaining.

Interesting.

Yeah. Entertaining. Now again, I'm an engineer.

I'm a boring guy. So I hear an entertainment. Yeah.

That's my next thing. It was like most people, you know, I'm not an entertainer, I'm not funny. I. I'm not a comedian. Etc, Etc.

That just made me laugh. That was funny.

Yeah. So that's the next. I just go down the objections, right? That's, that's. This is how I, how I write a sales page. It's like, okay, send an email per day. Like, you know, so you're driving. And then of course I say we, you know, just send entertaining emails. Well, I'm not, I'm not funny, etc. So there's. If you look at like Holland. And again, Netflix, YouTube, some of the most entertaining content is, is if you actually think back to how we were raised, right. In terms of the way that we speak and we communicate from fifth, when we start speaking, like maybe 15 months old. 15 to 18 months old.

Sure.

And onward, we. The way that we learn to communicate is through stories.

Right.

You've probably seen books Bible. It's like neurologically, neurologically wired to like communicate with stories. Basically. It's natural.

But.

And if you look at Hollywood, Netflix, et cetera, YouTube, the most entertaining content is in a story, right? That's because that's just naturally entertaining. So we are, by telling stories, by communicating with our, when we communicate with our spouse, our kids, our friends, we're naturally speaking in store stories. Inherently entertaining. The key there is we just want to make sure that the stories that we choose for our emails are going to be the most entertaining stories.

Right?

Until a story where it's like, you know, I, I drank a coffee today. Like that's, that's not really that then entertaining.

Instead of an ember mug that.

Oh, exactly. Tell your audience what the, what that is if you want. And ember mug, by the way, for those listening is just. I don't know how you've probably spoken about on your podcast.

I haven't. So yeah, I should have it. I should have something like, you know, top 10 recommendations this year, huh? But yeah, so, you know, Luke and I were talking before the show here and I saw him, I saw him drink his coffee and we're both early risers. Although Luke, you got me beat at 2am like, come on, dude, you're crushing, you're crushing me there. I stay up a little later though, to be fair. But yeah, so yeah, you're heating up your coffee like multiple times a day. My wife got me this ember mug and I'm terrible. Like, I always guess like presents I'm going to get for Christmas. And it drives my wife absolutely crazy. You know, I'm the kind of guy that can like, you know, put my hand over the box and say, oh, it's, it's this, you know. Yeah. And she's like, how in the hell did you guess that? Like, we've never talked about it, we've never done it and you know, just pops into my head. I opened this box, I had no clue it's an ember mug. And this self heating mug, you know, that recharges itself. And I'm not a stuffed guy. So I looked at, I was like, I don't need that. I got my mugs. We got 20 mugs in the cabinet, you know, nice mugs. Well, I tried it. I freaking love this thing. Like, I absolutely love it. Because now I can pour my coffee and not only is it hot when it gets into my mug, but after I drink it for a couple minutes, not only is it hot, it actually gets hotter. Like. Yeah, yeah. After it starts to cool off, it's just fantastic. And I can sit there for an hour with a hot cup of coffee and a microwave, you know, just kind of makes it. I'm kind of not a coffee snob, but I'm maybe a connoisseur is a better way to put it. So that's.

Yeah, so it's. That's a perfect example of a story right now. The way that I would. So anyway, to identify a story that might be entertaining is think about something that sparks an emotion within you, right? So you told me that story before we jumped on today because it was interesting to you, right? It was exciting to you. Dude, have you heard of the emblem? Right? So anything that sparks an emotion, like a strong emotion with you, like whether it makes you frustrated or happy or excited, sad. That's a really great place for a entertaining story. So I get stories from like news articles all the time of just something that, like, I saw one the other day where I wrote an email about this. This. This woman went to hospital because she was too afraid to fart in front of my boyfriend. Like, I kid you not. Like that was. And what also found funny was like, it was above the Ukraine war. Like, it was. It was high. Higher than the Ukraine, than some articles about the Ukraine war. I just thought I mentioned that as well. That was funny. I laughed. Yeah, she did, but I laughed. So I thought, you know, this is a great email. I don't know what the. The next step is the lesson, okay, so you got the story. Just tell the story. So for you, the ember mug, you know, the way that you might start that story is like, you know what really pays me off is like when you. Again, that's emotion, right? Is when you, you're sitting there with your coffee and it goes, you know, cold after 10. This is what I was talking to you about. It goes cold after 10 minutes. You have to drink and then you're peeing, and then you're peeing every, you know, five times every hour because you're drinking your coffee so fast. And anyway, I came across this great product, or my wife gave it to me mug. And here's what it does and here's what's called blah, blah, blah. So that's just the story. Okay? And.

And so I remember, I can. I, yeah, I can. I visualize, I'm like, yeah, I hate going because I don't have a bathroom in my office. I gotta walk downstairs. I gotta heated up in the microwave. It's like, yeah, right. It's Fantastic.

So you just tell this. You just tell the story. It doesn't. There's no kind of, like, magic. You just tell the story how you were telling to me before in your email. And the next step is the lesson. Right, but the point is you lead with entertainment because that's what people really want. That's what. Why people. It's really hard to reframe. I understand that. Because people are so used to, like, oh, my God, it's a marketing email. I can't send too many marketing emails because then my list will get really annoyed. These are emails that people like to read. I get. I get replies to my emails all the time saying, look, I love your emails. And the only way to really kind of see this is just jump onto my list. Just read some of my daily emails. You'll see how the, how it works. It's really simple. Story, lesson, close. The framework, just the story.

Story, lesson, close.

Yeah.

Oh, of course.

Sorry. Lesson, call to action. Same thing. Because the close is not like. It's not like this hard. Close. I guess I can use the word close for salespeople. This call to action, like, just a soft call to action to whatever your offer is like, hey, book an appointment if you need help with generating more sales or whatever. So the lesson for you now, what do you teach, Chris? What do you teach on your list? Is it about investing specifically, or is it different?

Yeah. So if you look at, if you look more at our. Our coaching and, and our education platform. Yeah, we're teaching strategies to, to make, keep, and grow your money. So ultimately, develop streams of passive income is what we teach. Cool.

I would think about. Okay, here's, here's Ember. Here's the company. Now, what's, What's a cool lesson from this story? Now, it could be an investing lesson in terms of, like, hey, they. This company found a need in the market, very niche kind of need in terms of. But what they've done is actually pretty cool, is like, they've. They've found a problem that people get annoyed by, and they've created a really cool product for that. Right. So that's a lesson in investing. Right. If you want to invest in a good company, find one that has, I don't know, great marketing or solves a great problem or whatever. The lesson is right to the point. There's a. There's an investing lesson in there.

Or I would say, yeah, what pops into my mind is, look, we. We invest in multifamily because the demographics point in that direction. We don't have enough housing. People need a place to live. It's something that almost everybody needs. Coffee is the number one consumed beverage in the country. And it's a. It's a massive. If you're going to go after a. A business area or an investment, go and go into a rising tide, go where there's a lot of fish. Right, there you go.

Very simple. So it's a story, and you kind of think about it.

All right, great. Great interview. Good. Have a great. No, I love it. That's. No, it makes perfect sense.

Yeah, it's trifle. I mean, that's it. That's. That's. That's the.

Absolutely.

So.

All right, I'm gonna. I'm going to pull it because I know you're the email expert, but I want to pull this because I'm thinking about it from kind of a. Not only a bit of a selfish perspective, kind of from my past in sales, but also for my friends and listeners who are in sales or entrepreneurs. It sounds like I could use this, especially if I'm seeing a client on a repeated basis. It's like the guy, right, what is it? Ned Ryerson in Groundhog Day? He walks up, he's the insurance salesman, and Phil turns and he runs the other way in the street and steps in the puddle. Right? So, like, I don't. I don't want to be that guy. I don't want my client or my customer to run away from me. So what you're. What you're saying, Luke, is I could use the same strategy, right? I could. I could say any.

Yeah, any business. Yeah. As long as the emails are like. Yeah, if your emails are annoying, don't send. Don't. Like, if they're not. Like, I don't understand this, like, this mindset of, like, oh, I don't want to annoy my list, so I'll just send one annoying email per week versus, like, seven. Annoying email. No, you don't send any emails. Like, every email should be something that they want to read. And if they want to read it, why wouldn't you send it every day? Because then you get more offers in front of them. So that's why I say, look, the email, the more money you make. But you've got to send emails they want to read.

Yeah.

If they don't want to read that, don't send any emails. Don't send one a week or one a month.

It's.

Does that make sense?

As long as it makes perfect sense. Yeah. Yeah. But no, it's. It's Fantastic because I think you know, if you know for people what I mean what are the biggest mistakes you see that people make when they're sending emails? I mean I'm not doing these things.

But yeah, so, so the in terms of like. So number one is yes. Not sending email actually want to read so relevant and you know, entertaining. Number two is they, they teach too much. Right.

So just too much.

Yeah.

Over teach.

So that's why I do the story lesson. Story lesson close. It's not like story blog post. Right? It's not a blog post where it's like okay, he's had a sign up to close funnels and then you, once you're in click funnels. Then this is the type of funnel that you create and then here's how to set up the landing pages like you know, really long blog post. That's not, that's not what. And kind of like what I used to do like when I was getting into email many years ago and people that just overwhelms people that just go straight into the old I'll get to it later, this is great, I'll get to data folder. So that's why I say story lesson close. I'm very specific about the lesson because it's just like what's the principle? What's the lesson? And that another way of saying that is what's the what and the why?

Right.

Don't go into the how, the what and the why. So what you need to do, you need, you need to send regular emails, right? One email per day. Why? Because the more you email the more money you make.

Right?

I'm not going into how to write. Here's some copywriting techniques. That's for my program, that's for my coaching. But as long as I give the what and the why, that's hugely valuable. Even just the why in an email why they need to do email. A lot of my emails just have the why in it. Because it's very valuable to tell people look, you don't need a complex funnel to get clients. You don't need a complex automations or anything like that. You can actually get high paying clients just from you just from sending consistent emails. And that is just, just that is such a light bulb moment. Just that is valuable. So you kind of reframe what valuable content is. Valuable content can be the why, it can be the the what. Yes, it can be the how. But the how is for your program.

Yeah, no, that's fantastic. And actually I was the beginning of my career, I worked For Pfizer, which is a very polarizing company here over the past couple years with everything that's going on. It was a great, great company to, to learn sales. And I had a, you know, I talked to sometimes a dozen or two dozen doctors or surgeons a day. And I remember a doctor said to me one time, he goes, you know, I like you, Chris. He goes, you come in, you know, you don't waste my time. You give me something, you know, that's valuable, teach me something basically. And then, you know, you're, you're on, you're on your way. And I probably, you know, maybe I'm, maybe I'm a little funny. I have no idea. But I probably would say, you know, we talk about something entertaining or funny or that sort of thing and then. But I give them a quick bullet and roll out and. Yeah, I mean that's, that's terrific because I think we want to teach so much, you know, we want to provide so much value. But I think I love your point. If people aren't using it right, it's like, it's like having a steak that's too big. You're like, well, that's great, but I gotta, I'm gonna put it in the fridge. Well, it's not as good later if.

Yeah.

Didn't eat it. It's fresh.

Emails are there to sell. They're not. This is another really important point. They're there to sell. They're not there to teach. So if you teaching, you're not, you know, because where you can really transform your prospect is in, in your program. So your, the email. Email is a sales. It's not marketing. It's a. Because they're already on your list. Right. The marketing is getting them onto your list. That's where advertising comes in. You advertise a free guide or whatever. A lead magnet.

Yeah.

And that's what gets them onto your list. And then once they're on your list, you use email to sell them on your methodology. That's why you talk about the what and the why. The what in the why sells the money methodology. They go, oh my gosh, yes, I need Lou email system. How do I implement this? Oh, there's a call to action at the end to book a spot on his calendar.

Right.

So the email is a sales tool. It's not a being told. The marketing is the list building side of things. So if you're teaching, you're doing email wrong. It's. That's not what's. That's not what it's for.

I think that's fantastic. I mean, and in that vein, Luke, how can people best get in touch with you? How can they get on your email list? I've, I've been reading through the content here prior, prior to our, our discussion here today. It's fantastic. How can people get, get more.

Yeah, probably the easiest, I think. Just check out how the strategy works. It's, it's very simple. I guess I'm all about simplicity after my experience in London and trying all these complex funnels. It's funny, I actually do all the complex funnels for my clients. Like I can actually do them. But for myself and my clients, like my coaching clients, I just keep simple. So my strategy is, yeah, build your list, email it. So just all you have to do is go to 9emailoffice.com just the number 9email office.com that'll take you to the free guide. That's the guide that I advertise as well. Opt into our list and just see how the daily emails work. It's, it's, it's really straightforward.

Awesome dot com. That's going to be if you're watching on YouTube down here in the show notes it's. Or in the links. It's also going to be in the show notes if you're listening and yeah, check out Luke's info. Get on his list here. I know I am. And Luke, so thank you so much for joining us from across the country or across the world in another country. Hope you enjoy your coffee and still hot.

Thank you. Yeah, it's, it's still. Cheers. Thanks, Chris. Awesome. Cheers.

Hey Chris, here again. I hope you found this episode valuable. Now I have one more thing to give to you. We have a page for my coaching clients where you can get a free copy of my book as well as much more from previous guests on the show. Just check out nextlevelincome.com coaching to get a free copy copy of my book, audiobook and much more. I'll send you a copy of my book and cover all the shipping costs as a thank you for listening to the podcast. Also, please like share and take just 90 seconds to give us a rating on Apple podcasts.