Nicolas Cole explains how ghostwriters can sell educational email courses to B2B AI companies. Replace generic demo forms with a focused email course funnel to capture leads at much higher rates. Run ads directly to the opt-in page, not your homepage, and frame the offer so the right customers self-select.
How do we write educational content that reaches the right person?
And it's a very simple answer.
The answer is the way that you frame the offer makes people self-select. If I frame an educational email course as here's how to improve at life, I'm gonna get a gazillion different types of people, right? But if I frame the offer as here are 5 problems that exist inside B2B AI-native companies, and here's how to solve them with technology. I'm not gonna— like, some random person on the street is not gonna opt in for that, right? Like, the offer itself makes people self-select. And so it actually is a very easy answer of whatever— whoever you're trying to attract, you're building something specifically for them. The follow-up is then, okay, so that makes sense, but where does the traffic come from? And this is very common. I mean, drop in the chat anyone else. I'm sure you've explained an educational email course to someone and they're like, okay, yeah, that makes sense if you have a million followers, but I don't understand how I'm going to use this. Okay. The beauty, the beauty of an educational email course is that you can apply it to lots of different scenarios. So what that means is if someone has an organic following, can they drive traffic to an EEC? Absolutely. Could they also drive ads to an EEC? Yes, they could. Most, most big B2B companies are some of the worst companies at running ads in the world because what they do is they run brand reach ads to their homepage.
Horrible. That's not how you run ads.
Okay, so if you were gonna help someone improve the way that they're spending media or spending their budget, you would tell them you don't want to run ads to a homepage because you're not collecting their email, right? You're giving them too many different options. Exactly. And you're lighting money on fire. And so like when we run ads, we run ads to an educational email course, we run ads to a very clear opt-in. So one angle is educating them on if you are spending money on ads, you're probably spending it incorrectly and you're doing it incorrectly. This can be an ads asset. Another way that an educational email course helps people is with web traffic. B2B companies typically have huge websites. They have a gazillion pages, right? And the way, the way that they capture emails is, first of all, most of them don't. So there's the opportunity. Most of them don't. Second is the way that they capture emails is they go sign up for a free demo. But we all know when you go to a B2B website and you click free demo, what, like a form from 1999 pops up and they ask for, you know, your social security number and fax number and grandma's maiden middle name and it's, they ask for all this information. You're like, I'm not gonna sit here for 10 minutes and fill this out for a thing that I don't even know if I want yet. So the question to ask these B2B companies is, What is your opt-in rate on however they're collecting emails? What's your opt-in rate on that free demo page? What percent of people that get on that page actually type in their information, actually type in their email? You're gonna get two answers. One, they're either gonna say, "I don't know," which means they just told you the answer, like they have no clue what they're doing, right? Or they're gonna tell you a number and that number is gonna be very small. They're gonna be like, "Oh, it's like half of 1%." Like, great, what if it was 20%, right? That would have a monumental impact on their ability to capture leads. So the other scenario is helping them embed or put the educational email course opt-in somewhere on their website. Now, there's a bunch of nuance in that, and I wanna be very clear for you and for everyone here, You are not expected— when you're talking to a company like that, you are not expected to naturally know everything that there is to know about the way that their website is set up. What I mean is, like, some websites are built on WordPress, some are custom-built, some are built on Wix, some are built on some other piece of advanced software. Some B2B companies have an internal team that runs their website. Other B2B companies use contractors. Like, you don't know any of that information and you're not expected to. The thing that you're responsible for is going, you have a website, you could look up their web traffic. You're like, your website is getting 100,000 visits a month. That's a lot of people, right? That's a lot of people that you should, that you should tap into. And so you tell them what an educational email course is and then you educate them on here are some different ways we could do this. One, replace the free demo page, just turn the free demo into an educational email course and just change the offer of the page. Instead of type in your email plus all this information and sign up for a free demo, just type in your email and over the next 5 days we will explain to you how to do XYZ. It is the same thing as an educational email course. Everyone here, you have also been on a website where a pop-up happens, right? You go to click somewhere and then it pops up, it tries to capture your email. That should be an educational email course. And so all you have to do is just point these opportunities out and then say, obviously, I don't know what your website's built on. I don't know what sort of team you have, but I would be happy to work with your team to help you set this up or to tell them this is where you should put this form. These aren't like complicated things. Bill, so follow up in the chat. How can you promise a 20% opt-in? That the nuances— it's not that you're promising that. What you're doing is you are educating them on the fact that the way they're currently capturing emails is ineffective, and this is a more effective way of capturing emails. And all of marketing— marketing, I think the biggest thing that people misunderstand about marketing is they think that marketing is a sure thing. They think the way you sell services is by going to someone and saying, If you pay me $1, I will make you $3. I hate to be the bearer of bad news for everyone, but if you had your own lottery machine where you spent $1 and you made $3, you wouldn't bother doing it for anyone else. You would just do it for yourself and then go buy a yacht. So all of marketing is speculation. All of it. And so your job is to find the marketing mechanisms that have the highest likelihood, right, the best speculation, and going, we should try these. And we know, because we have enough industry data where we know if you have a free demo page that asks for 12 pieces of information and doesn't even tell the person what they're gonna get, it's not rocket science. Like, the opt-in rate of that is gonna be terrible, right? And we know if we do the opposite and we say, just give me your email and I will give you this very tangible thing or I will help you solve this very tangible problem, we know the opt-in rate will be higher.
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What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
