Nicolas Cole explains educational email courses as automated email series teaching a specific skill, positioned as a high-value opt-in. Directing traffic to a problem-focused course captures 30-70% of visitors versus 1% to a generic homepage. A 5-day free course on starting to write online can achieve 70% email capture while teaching ghostwriters newsletter writing and subject-line testing.
An email course is basically just an automated series of educational emails designed to solve a specific problem or help someone achieve a specific outcome. And it's intended to be a high-value opt-in. So the problem that every business on planet Earth has is like they might drive organic traffic or they might run ads, but typically people do both of those things wrong. And then they drive the traffic to something that isn't optimized for capitalizing on that traffic. So they send the traffic to my company homepage or they send the traffic to— and I have a newsletter, which is fine, but when you send send traffic, especially organic traffic, to something that is hyper-specific and hyper-congruent. So for example, we built an educational email course all about starting to write online. You're brand new, you want to start writing online. So every time I write about writing online and I send that traffic to a 5-day free educational email course on over the next 5 days I'm going to help you write your first post online, the congruence of that is so high that every person who lands on that page, we're collecting 30% of people who land on that page, we get their email. We had some email courses where it was upwards of 70% of people would type in their email. And when you compare that to, okay, I sent someone to my homepage, I don't collect their email, or I send someone to a newsletter and my opt-in rate is 1%, that upgrade of just that asset is so tremendously valuable to businesses. So that's what we show ghostwriters how to build. And then really it's like, we're going to give you this vehicle that not only can you monetize, not only does every business need this, but it's also an amazing vehicle for learning all the other skills. If you know how to build an educational email course, you know how to ghostwrite newsletters, you understand how to A/B test subject lines, you understand how to create offers. It's a great forcing function for learning all of those other things that you need to know.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
