Conversion Queen - Day 4 Recording
Zee Slingsby teaches email marketing, DM automation, and sales copy. Open rates matter less than consistent relationship building. She breaks email into three types: workflows (trigger-based), real-time (personal and short), and launch emails (pre-written for product drops). For sales copy, use clear headlines, specific value, and a consistent call-to-action in every email.
Chapters
Hello, hello. Next week is gonna be so sad when I don't get to see you guys every day. It's hard to believe it's the last day already. I know, I know. It's really crazy, isn't it? Nuts. And what is today, Thursday? Yeah. Hi, Christine. Alright, you guys, did you guys get my email last night about getting Loom if you don't already have Loom? Okay, I know. Hi, Carrie. Okay, cool. How many of you guys have used Loom before? Okay, you've already used it. Cool. Perfect. Even better. I am gonna pull up a few screens. Let's make sure we're recording. We are. And we're gonna jump right in. Okay, I am not gonna waste any time because I do wanna have some time at the end for— hold on. It's so weird. My phone's on do not disturb, but like the ring notifications still go through. Super annoying. Okay, let me share screen. We're gonna jump right in because I wanna try and have time for any like final Q&A at the very end that might come up on any of the days. So it doesn't have to be just from today. Okay, so we'll go through the topics today and then, um, have time for Q&A. You guys can go over anything from this entire week that's come up for you, and we'll take it from there. So Conversion Queen Day 4, we're talking about email and sales copy, and then we're going to talk about DM automation too. Actually, I didn't have that in there, but that's going kind of get weaved in. Okay, why do so many of my clients, and I think some of you guys too, just hate email? I hear it all the time. And I have so many clients that have like crazy email lists, so many people on your email list, but you're not writing to your email list. And I, what I hear, and that's like what I'm being told and also what I suspect, is that you maybe are unsure how to write emails authentically. Like, it just doesn't feel the same way it is when you're writing other pieces of content. Um, you're seeking perfection. You're like, I need to get on my email game, as if it's like this new type of bike that's been released and you have to practice riding it instead of just like doing it, right? So you're kind of waiting for this moment where you like become this email master, right, before you start. Ironically, it's never going to happen, right? You just kind of have to get in there. A big one is expectations versus reality. I think we're always— we're so mean to email, you guys. We're like, I have a 30% open rate, you guys. If 30% of my audience was watching my stories, I would be so happy. Right? Like, why do we think email needs to be like 100% open rate to do well? We just have this expectation around it, but we don't actually act the same on other platforms when email actually— it's been proven that the people that do show up on your email actually spend more time on an email than they ever would on one of your stories or your reels. So the amount of time from the people that do show up, and there's a much higher chance someone's going to click a link there than find a reel and then go click a link somewhere else. So the click— the ability to click an email is actually pretty strong. But we do have a little bit of email entitlement. Like, we think we should be doing better with email instead of like with Instagram. It's like we kind of all know our story views. For most of us, there's a couple of people that are outliers and really crushing it, but like we don't expect 50% of our audience to watch our stories, but we're shocked when 50% of our email list doesn't open our email. Okay. Email. The other thing, entitlement, when I see email is we feel like I'm not getting purchases from email. Okay. So we kind of, we think it should be performing a certain way. I have been sending emails from, I mean, some of you have done like one, some of you have done courses of mine from like back in the day when I talked about email back then. So I've been in the email game for a super long time. Here's why I believe in email. The months where I send emails consistently, I make more money. Now, can I track it back down to a click in email every single time? No, I cannot. Okay. But when I look at it as part of my ecosystem, I do see that the months where I'm on my email game, I simply do better. And so that's how I see email. Opens and unsubscribes mean nothing to me. Unsubscribes, I really don't care if you unsubscribe. Obviously you're someone that's not— like, I'm not speaking to you, so that's fine. You don't belong there. Opens actually don't matter as much either, because here's what's interesting. There are people in my, in my email box right now that will message me, and I'm on their list, and I don't always open the email, but I think of them every single time I see an email from them. And I have not unsubscribed because I actually really do like their content. I just don't have time to be reading email every single day, but I do think of them every time they email me. Now here's what, here's what, how I see the entire sales ecosystem. We are being inundated with so many messages every single day, right? So let's say, um, you're a wellness coach and your client is not feeling that great about how she's feeling, how she's looking, her clothes fit, all that. Um, and she's getting all this content thrown at her, but she sees your story sometimes, she sees your post sometimes. You took Conversion Queen, so you're really good about actually telling her she needs to work with you and you're speaking to her, but you still need like 12 touches nowadays for someone to see something to actually pull the trigger. Every time I get an email from a person, that counts as one of those like, oh, I thought of her. Oh, I thought of her. So it helps move them along through the funnel, right? You become top of mind. Even if I don't open the email. Now, what's really cool about email is if you put a link in your story, there have been so many times I'll go back to someone's story and I'm like, oh shoot, I don't have the link, but I can search my email really easily, find an email that somebody sent, and find the same exact link if they are consistent when it comes to sending emails. So even though I'm not opening all the emails from creators and coaches that I actually really like, I'm keeping them around for when I need them. And they are actually— they count as a ding every time they send me something. Okay. Obviously our goal is to get folks to open our emails. Okay. So I'm not saying we don't need any opens, but it still counts as a reminder that you exist if somebody doesn't open an email. Okay. So there are kind of three kinds. There are three types of emails that we're going to talk about today. The first are workflows. Workflows are not related to time. I've heard other names for workflows, but pretty much it's any type of automated messaging that goes out and it's not related to time. So for example, if somebody downloads a freebie, today is June 2025, they're going to get a series of emails from me afterwards. Those do not talk about our summer plan or 2025 because I wrote those a while back.. And if you download them in January of next year, if you download that freebie, you're gonna get the same exact emails. And then once again, it's not speaking to anything that is time related. These just kick off as a result of somebody downloading my freebie. Now, real-time emails are incredibly powerful because you are writing them semi in the moment, like real-time emails. I might write them 3 to 7 days in advance. Sometimes, sometimes maybe like 30 days in advance, I'll write my whole month's worth of emails, but I do not write them any more in advance than that. So they are very real-time. What's happening in my world? What's going on today? Okay, excuse me. Then there's launch emails. Launch emails are specifically if you guys were on my email list, I sent out a lot of Conversion Queen emails like, hey, we're getting close, we're getting to the launch day. These are emails I would never use these again unless I did this live bootcamp again because they specifically pertain and I would have to change them because they say in there the dates, right? It's like it's in June, da da da. So launch emails are something that you create ahead of time usually, but it's for a specific launch plan. Okay. Okay. These are some workflows you need and I am going to, when you guys get the recording today via email, you're gonna get this slide deck. Okay, you're gonna get the slide deck in there as well, and you can click here and access these if you don't already have a freebie to upsell template created or an email sequence created. I'm gonna let you guys use mine. Okay, so this is a freebie to upsell. Okay, um, on the left-hand side is a template, on the right-hand side is actually an email of mine. These were created before AI was around, to be honest, but I don't really consider them outdated because I painstakingly wrote them myself and they're good. But if you don't love it, then you should write your own. If you do love it, now that AI is around, you can actually literally copy the templates and tell AI, please fill this in with my info. Here is my product, here's my freebie, here's my avatar. Or you can just write it yourself. I've made it like ridiculously easy where you can literally just change the highlighted sentences and have it pertain to yourself. And there's 5 of them. Okay, so you're going to get a copy of these, but if your freebie does not have a workflow attached to it, you're going to want to do that. Okay. The second is a low ticket to an upsell. So if you have a low ticket, This one performed really, really well for me. I actually am a really big fan of shorter emails right now. Like really right now. I've changed my mind about emails a lot. These are not super short. I wrote— they're not old. They're actually from January, February of this year, but they converted really, really well. So I'm not going to mess with them. I would just say that today I'm really a big fan of shorter emails. The conversion rate in these was incredible. So this is a low ticket to, uh, it, it, this one, this workflow, I wanna see from here to here, it upsells into a certain product, like another low ticket, and then it switches and it upsells into my mastermind. So you just have to see if you can make this work for you. But I think you could also take this and put it into AI and just say, hey, this is my product. These are my products. This is what I want to upsell to. You could use these as a potential starting point, but I am going to give you guys access to these so you can use them. Okay? You do want to have funnels here. Don't go through all that work of creating freebies and low ticket and getting all these people into your world and then you don't have any kind of workflow. Okay? Okay. Next segment. So no matter what email platform you use, there's either like a segment or a tag. Some of them call it a tag. If you are selling, especially those of you that are selling like mid to high ticket, you need to have one called your hot list. These are people that have done a clarity call with me. They have thought about working with me. I, most of the time they're, they've done a clarity call or they're in my DMs or they are, they've applied to work with me in a mastermind or one-on-one capacity. They're going on a hot list because this group here is super bottom funnel. They probably already know my pricing. They already know everything there is to work about what it would be like to work with me. They are my hot list. And that segment right there, I will sometimes curate very specific emails to them that nobody else gets. And in those emails, I'll talk pricing, I'll talk specifics. I will be very bottom of funnel. Like, this is for you. Um, and I don't have to nurture as much because we've already nurtured so much on a clarity call. So I highly recommend a hot list. Um, if you're doing clarity calls and you have applications, get those folks onto a hot list. Okay, low ticket. I don't care how many unsubscribes you get, low ticket, you're going to want to send more emails. And the proof is like my clients that are doing low ticket, they're sending more emails and they're getting sales from emails. And they are more salesy emails. I know you don't want to hear that, but they are more salesy. They just are. They're like, here's my product. Not icky, but it's like, hey, I think you're gonna love this. You should get this. Here you go. Hey, there's a promo on this. Like very to the point, not lots of fluff. For everybody else, you could do— I, I really believe in consistency. So if you've never done emails, these real-time ones where you're writing it like in the moment, start with one a week. Just pick a day, be like, Tuesday is my day to write emails. Okay, if you do that and it feels good, bump it up to twice, maybe 3, but you can actually hang out at 2 forever and that's a great place to be. Okay, now the hard part is how do you write these emails? You could write them yourself, which 99% of people I work with are not going to be consistent writing their own emails. You can hire a copywriter. Um, which is fine. Copywriters— I have a copywriter I love. Copywriters are not cheap, and a lot of them are using AI, okay? Which is fine, but just be careful how much you're spending on someone that's doing what you could do. So make sure that you've had that conversation of what that looks like. You could use AI yourself. I have mixed feelings about how good those are and how authentic they seem, or they are. And you could do what I've been doing. So I have a copywriter there. I'll tell you guys my journey on email. Um, I was writing all my own emails when I started, every Every single one was written by me and I actually really enjoy it. Like I do. But as my business really started to take off, obviously my time capacity is not the same and I started to get really bad at writing emails even though I do enjoy them and they were really working for me. And so I have a copywriter that I adore and I handed it off to her. It was not resonating. I was not getting, even though her emails were better than mine, it did not have the me factor in there. And so we found a middle ground that I love. I riff in a Google Drive, a Google Doc, and I'm just like, and then she cleans it up and makes sure I don't have typos, and she puts it in the Flowdesk and sends it out, and she just makes it look better, sound better. Um, but I find it that for me, I like it when I do the base email myself. Now, I think those convert better when you've got your heart in there. Some of you probably don't want to sit there writing emails. So I'm going to teach you something that I've been doing and I love it. I'm absolutely obsessed with it. I find it to be so easy and so much more authentic. And I have not taught this to anybody in any of my programs yet. So you guys are actually the very first. So what you do is you go over to Loom. I'm going to show you guys. I did one last night for you guys. So in this Loom video right here, I'm just going to hit pause. Okay. So in this Loom video, this is a testimony. It's just me talking. There's no camera, nothing. The camera's not even on. It's just me talking. And I'm reading a client testimonial and I'm saying on Loom, I'm like, hey, this is a client testimonial. This is a client. I'm going to read it. And then I was like, and I'm just like blabbering, literally. I'm like, hey, this is a client. This is what she did. This is her backstory. I want my audience to know this. I really think this is important. I think this would be a really good lead-in into talking about my mastermind. I literally just put that into Loom and then after I recorded it, it's only 2 minutes. It took me 2 minutes to do. 2 minutes. I went over to the transcript and I hit copy. Okay. And I took that over to ChatGPT and I said, hey, I have a transcript. Of what I want my email to read. Okay. And hold on, I'm going to see if I could pull it up for you guys. I don't think I linked it. I'm going to say that I'm not a big fan of AI starting from scratch. That's just my personal thought. Out of everything I've ever had AI do, this was like the most on point because it was literally my voice, like speaking as I talked to my friend. I was like, hey, This is a testimonial from a client. I want you to put this into the email. I'm going to pull it up for you guys. It has a chat feature. I guess you could do it that way too. Okay. Yes. And great. So I guess you do it right into ChatGPT now. And then Grace said, I do this, but with voice memos on my iPhone, then I paste the transcript. Yes. Okay. So you guys know how to do this. So I made you download Loom for nothing. Okay, but if you're going to use it to write— Chat Daddy— to write emails, I recommend you use some type of voice, okay? Because it will always sound more like you if you can add voice to it, even if it's written but it has voice underlying, like it came from you just speaking. So these are the 4 different ways that you can be writing emails. I would recommend figuring one out and sticking to it. Okay, I'm just looking. Okay. I— oh, I love that random thoughts and then you just do voice memos. That's actually so smart. So however you're doing it, voice. Now, writing emails that actually get opened. Let's talk about that for a minute. Right now I'm actually really trying to move to shorter. I'm still not there yet, but a lot of my clients and I have been working on redoing their stuff to make it shorter. The other thing I want you guys to know is these real-time emails, okay? The more that you can make your audience feel that they're real-time, the more likely they are to convert. So saying things like, I'm actually getting my hair done as I write you this email, which I have a hair appointment later and I was literally like thinking of that, but I am getting my hair done as I write you this email. I took a quick break from you know, my workout to come over here and write this email. The more they can feel like you're actually inside the email and it's not generic, because here's the problem. Everybody knows workflows exist, and I do think you need a workflow. However, the real-time ones need to feel real-time. They need to distinguish away from these ones. This is why people don't love email, the feeling around email stories. I know you got in your stories and you just posted it in your stories. There's a human there. Where email is starting to feel way more detached from the human being. So the more you can make it so that the human is there, the more likely people will actually resonate with the email. So shorter, and then actually make it feel the real-time emails that you're actually there. The biggest thing I also hear about email is how do you get outta the promotions tab, which I think I've been in your promotions tab this whole time, but there is a way you can, what you're gonna want to do, and I have a plan to go back and like edit every one of my first emails, is that first email that somebody gets, see the freebie and the low ticket, these in the workflow, that first email, tell them to reply in that first email. That, and if you're using Kajabi, Stan Store, whatever it is, that confirmation email, tell them first thing I want you to do is hit reply so my emails don't get stuck in your promotions tab. If you can get that individual to reply to your very first email, they're going to get pulled out of that promotions tab. Okay. And into your actual inbox. For everything else, I think these real-time are your moneymakers. Okay. Like I said, that my low-ticket upsell did really, really well. However, my real-time emails are the ones that turn into long-term clients that end up booking clarity calls and actually signing up for mastermind because these are the ones that like hit deep. Okay, I'm gonna show you guys a couple examples too. So with low ticket, let me see if I can pull this up. This is a low ticket that I sent. It was for, yeah, it was for Black Conversion Queen. This is a straight up sales email, you guys. I'm like selling there. It's just like, hey, you should be in here. Here's a couple testimonials, but I'm like, full-on telling you to buy this. There are multiple links inside the email. There's a link here, there's a link here, there's a link here, there's pricing. Like, in every sense of the word, this is a sales email. Okay, now the nurture emails, which you really want to get in the habit of nurturing your audience, the higher-ticket offers that you have. This one is literally just like me sharing something personal. And by the way, this got so much feedback, literally just people replying and talking about this with me. And the more people that reply, the more they get out of the promotions tab for you. And I talked about areas of my life that I'm messy. It was like, I'm always told that I'm super organized, so I was like, let's talk about some areas I'm messy. And, um, it just really resonated, right? Because it's a— it's more me content. It's like, this is Zee's life. Right? And so the cadence and email that I have followed for years, I know some of you guys in my older, older, older programs remember this, it has not changed. Nurture, nurture, sell. Nurture, nurture, sell. Nurture, nurture, sell. Now, when I was selling Conversion Queen, these spots, when you launch with a set date, sell more, we were like down to the wire the last 2 weeks. We didn't do that. We were just like selling to the program and it's a low ticket. But for an offer like one-on-one or mastermind, a pro— a program that you have that, you know, you're constantly opening up for people to join, nurture, nurture, sell is my favorite. And this does not mean 3 emails a week. It just means every 3rd email is a sell. So if you do a nurture email this week, a nurture email next week, then week 3 is your sell. If you're doing 2 emails a week, then it's nurture, nurture. Next week you're gonna do a sell. And then a nurture, and then the week after it's a nurture and a sell, right? So it's just nurture, nurture, sell, nurture, nurture, sell. I like it because what I find happening in email— this is like the weirdest thing, you guys. On, on social media, people don't want to sell. It's like you just want to be everybody's friend. You're not on purpose, but people are everyone's friend and you're giving content information and education. And then you get to email and everyone's like straight up selling all day long. Like, it's like the most interesting thing that happens. So an email for a higher ticket, for longer type programs, you still want to nurture. And nurture emails could be educational, it's personal story, right? And I think I'm going to show you guys, this is what I call a sell blurb. So this one, um, I said reply back and let me know what areas of your life you're okay not being 100% at. I didn't sell anything. However, every one of my emails has a blurb right here. Okay, so the blurb is Zee Slingsby is a strategy-focused business coach, blah, blah, blah. Here's what I do. Click here if you'd like to learn more about working with Zee. Okay. And this actually goes to my application. You could have it go to a website if you wanted. It doesn't have to be that, but I have a blurb on every single email. Every email doesn't matter if it's nurture or sell, but every single email has a blurb. The difference with the sell one is it has like 3 different places where I'm telling you to click and buy, where nurture is I'm not, and then the blurb just has it in there. Okay. Okay. Let's see if I missed anything in here. The blurb at the end. Yeah, Kim, I figured you remember. Oh, okay. You remember that one? Okay, hold on. Let's see. I'm gonna scroll up. Up, up, up. Let's see. I don't know about replying to emails in Stan. That's interesting. They should be able to, though. That's concerning. Okay, I think we're good. I didn't miss anything else. Okay, we're going to jump into talking about DM automations. All right. If it's top of funnel, okay, I think you need an automation, whether it's Stan or ManyChat or whatever else is coming out. You really should consider for top of funnel, meaning if you're doing a freebie, if your top of funnel is just education and you're just telling them to follow you, then you don't need this. But if you're doing a freebie, you should 100% consider having an automation in there. Okay. And I love this automation from Lindsay at LiveSweet because it's for a freebie, but she actually upsells you immediately. She's like, here's the freebie, here's the mold that I'm using to make the freebie. Here's a promo for you, 60% off the snack bundle. Like immediately she's already upselling you to the next option. And I do recommend that with freebies and low ticket is just upsell, or at least freebie, sorry, upsell immediately in the DM automation. Okay. With bottom funnel, mid to high, two options. If you don't have a lot of leads, I don't think you should do automation. I think you should be talking to your leads directly yourself with voice notes. If you're getting a lot of leads and you're like, I cannot manage all of this, you can make a ManyChat voice memo. Okay. If you did not know you could do that, you could go comment ready. I believe— I don't know if I turn that one off or not. You could try it. I'm going to show it to you guys though. And you guys remember that you're going to get this slide deck. This is a Loom video on how to set this up. So it's a really short video. It's going to show you guys how to set up your ManyChat so you can have a voice recording go out in your ManyChat. Now, I think voice notes are my absolute favorite thing. I feel like they build trust immediately. So you can do a voice note with any automation. I just highly recommend it, especially if it's something a little bit higher ticket where you want to talk to someone. Now, if you're Lindsay and you've got like thousands of people in your DMs, you might not want to do a voice note, right? It just depends because she's not going to be able to go back and forth. But if you don't have a ton of people responding or in your DMs, definitely consider either just handling it yourself, don't even use an automation, or do ManyChat voice memos. And you guys can you'll get a copy of this. You can watch that video if you don't know how to set that up. It's actually super easy. Okay. Okay. Last thing we're going to talk about is sales copy. Okay. And sales copy. I want to show you guys— Marissa, are you on here? She's on. There she is. Oh, her video's off. Okay. I wanted to show you this because this is— I'm here. I'm sorry, I'm in the car, but I'm listening. You're okay. This is her copy for her funnel, you guys, from her freebie. Look how good this is. Before you go, I have an offer you can't find anywhere else. This is not salesy. Okay, I'll tell you what this is. This is telling me what to do because I am a parent in a hurry and I don't have time to analyze your confusing sales copy. Not you, Marissa, but just like anybody., right? So you just have to be super clear in sales copy. Low-ticket sales copy matters more than high-ticket. I'm going to explain why. If we get off this call and you're like, Zee, I want to work with you, um, I want to join your mastermind, and then I'm like, yay, awesome, we talk, everything sounds great, you want to do it, and I send you my landing page to sign up, sign up, you're going to probably look at my sales copy, but At that point, unless I have something absolutely horrible in there, you're probably not going to care that much. And you're— we've already done all the work together. With low ticket, they are not talking to Marissa ahead of time. They're not like, yes, tell me all about the course. This is perfect. And so her sales copy has to very clearly, clearly, not cleverly, clearly explain who this is for. You language, maybe some testimonials. Show value and/or the full price. So right here I can see that it's slashed out from $97 to $27. Not only that, don't make me do the math, get $70 off right there. I see it. Before you go, I have an offer you can't find anywhere else. Okay, and then I see $70 off and it tells me exactly what this course is. Okay, so with lower ticket, or it's not even just lower ticket, anything where someone is buying but they're they're not going through you first to have a conversation, sales copy is so important. So I have a client who has had incredible success with low ticket since she came on board with me. I will say, I think we analyzed her sales copy maybe 20 times on the same exact page, and it just kept resulting in better and better. But it was— it's sometimes like you get in your head like, oh my gosh, how many times can we analyze the sales copy? But that's how important it is when you're not directly talking to your clients. Okay, if you could take one thing out of this, make it clear, very, very clear. Tell them what to do before you go. I have an offer you can't find anywhere else. So clear, and then it created incredible urgency, major, major urgency. Okay, um, okay, freebies and guides, my language. This is a game changer for freebies and guides. Let me show you the difference. Instead of saying, uh, get the— I don't know, get the food list or get the grocery list, the Costco grocery list, or, uh, Costco grocery list. What if you were like, here's my Costco grocery list to boost fat loss? Costco grocery list to boost fat loss. It's like, cool, that sounds great. I love Costco. But the minute you add my My Costco grocery list to boost fat loss. Here's what that tells my brain. ChatGPT, AI, and Google are not gonna have this cuz this is yours. This is this person's. And I'm like, ooh, I want this. So anytime that you can have my in the title and also inside the— if you don't have it in the title, make sure it's in the copy. It immediately creates urgency cuz it's like, I know I can't get this somewhere else. This is this person's. Okay? And just don't be scared to sell on a sales page, right? I don't even consider this salesy. I just think it's very clear, like, you need this, you're getting $79 off, don't go anywhere else. Like, you're crazy to pass this up. Okay. All right, you guys, that's it for today because we're going to do— we're going to kind of move into the next phase and then we're going to do some Q&A. But I do want to do a recap of— we'll do Q&A for today too. Okay. Recap of the last 4 days. So day 1, we talked all about top of funnel, middle of funnel, bottom funnel. I did have someone on the VIP today ask about middle of funnel, and I think I wanna address that a little bit more cuz it seems like maybe some of you felt like, okay, what is middle funnel? Middle funnel is where people are getting stuck in your world. Okay? So in, if you think about it, they come in from top of funnel, they're like, wow, this is educating, this is amazing. This is where someone starts to like you, right? They're not going to buy from you, but they like you. People buy not just from someone they like. They need to also have trust in you and trust that it could work for them. So this is where they're like, I like you, I respect you, I like what you're saying. This is helpful. Thanks so much. I'm going to save, I'm going to share with a friend, and they get into your world. Bottom funnel is like, I know I need to hire someone. I am so close to making that decision with you. So, so close. The middle is where people get stuck, right? And they get stuck for usually one big reason. They're not 100% convinced it's gonna fix anything for themselves. So this example from Rianne was that she helps people like me make sure that our contracts are secure and we have everything lined up correctly. So we, um, are protecting ourselves, copyright, this kind of stuff, um, trademarks. And what in her situation, it's actually a great example where people get stuck in the middle is they don't feel like they need to make a move right that minute. They're like, I'm okay right now. They're also probably feeling like they're scared to open Pandora's box. They're like, oh, seems like it's going to be a lot of work to go and figure out all these contracts and it's going to be super painful. And I'm probably a little embarrassed about how mine aren't that great. And I don't know if I can handle this. And I mean, hopefully I'll be okay, right? It's kind of like when you avoid a dentist visit to get a cleaning. And you end up with a root canal. But hopefully you just go get the cleaning and everything's gonna be fine. But they're in this spot where they're not feeling enough pain yet to want to make a move. So her big thing to get people out of this area in the middle where they're stuck— because that's what happens, people get stuck— is to make the path feel easier. Number one, like, it's not going to be painful. I'm not going to, like, you know, blow a bomb up in all your contracts. This is my specialty. I'm actually really good at this, and I'm gonna make it as comfortable for you possible. Um, so make them feel aware of the path, like what's gonna happen, and, uh, build trust around this could actually help you. So let's see, just any other industry, um, it's that belief of like, but can it actually help? Like, will this help? These are people who maybe hired another coach and were burned. And so what can help them here is number one, testimonials. Client testimonials are incredible to help kind of get mofu people moving over. Um, trust content, so talking head, even though I've always said it's like bottom funnel, it's kind of getting people into there because now they have a chance to hear you speak. Um, these people are not motivated to move because of fear or they don't think it'll work. So it's either fear of like, oh, this is going to be a lot, or they aren't totally convinced it's going to help their life. They're like, I know I have a problem, I've tried so many things and I just don't know if this is really gonna work. I want it to work, but I don't, I don't believe either you're capable of fixing it or I'm even capable of fixing it for myself. So the belief is not there, right? And like I said, authority content, building trust, testimonials, actually telling people what the path looks like, especially if it's something uncomfortable. Another one is like relationship coaching. I have a lot of clients that do relationship coaching. That's sticky coaching, right? Like you're fighting with your spouse. Things don't feel good. It's like, oh, should we just kind of accept the way things are? Maybe they'll get better. Maybe I'll read this book on Amazon that everybody talks about and maybe it'll get better and I can just not even need the coaching, right? They're not convinced that the process is going to end in the result that they want. And so they're scared of jumping in, right? The other thing for MOFU is they need to feel that you truly not— so remember, TOFU is like you understand the problem. MOFU is that you understand the problem and really understand the path to the solution. It's like you've dealt with clients like me before. You've dealt with clients. I'm not your only client whose contract was created 5 years ago and it's really messy. Like, that's what they want to feel, right? I am not going to be judged. I'm not going to feel like I'm a, I'm a rare case that you can't help. I wanna feel like you got this. You deal with people like me all the time. So sharing client stories is huge here. And if you don't have client stories, sharing your own story is super powerful as well. Okay? But that's who's sitting there in the middle. They're just like clogging everything up. They also, the people that are middle funnel, they can be the most confusing cuz sometimes you think you're like, I've got all these people interested, but they're not pulling the trigger. Right? So ideally you're just, pushing them one way or the other, either yes or no. The final piece of content for MOFU that's really, really spectacular is, um, pushing away the people who are not a fit for you. Okay, so the more you can repel who you don't want, it will pull in the people that you do want. And you can get so strategic. Like I was telling Rayanne, she can say, hey, those of you guys who, like, your business is not the most important thing in your life, maybe it's just a little hobby on the side, I get it. You're probably not going to want to have to spend all this time doing contracts and agreements. What happens when you hear that is the person who is serious is like, whoa, no, that's not me. I'm very serious about my business. I guess I should talk to her because I don't want to be lumped in with the other group. Right? So repelling can really attract who you want, and that's where you do the repelling is in that middle area here. Okay. Okay. Then yesterday we talked about selling in the DMs and clarity calls and how you can be truly, truly relaxed. The biggest takeaway I want you to have from yesterday, you guys, the number one takeaway, that only works if you're marketing like a champ on your other channels. If you are not marketing and you're not doing bottom funnel content and you're not in your stories actually selling, then that doesn't work. It does not work because when I am relaxed, I have folks wanting to work with me because they're watching all my stuff, right? It does not work if you try to show up to these and you're just like, relaxed and letting people decide for themselves, but then you're not marketing anywhere else. So the two really have to go together. And then today, email automations and sales pages. The biggest takeaways I want you guys to have is just to send emails. Just start doing it. Start sending emails. Um, and like all things, it has to be a habit. So look at your calendar right now, habit stack. What is something that you do every Tuesday? You're like, uh, this will now be my one day a week with an email that I'm gonna send out. Start small. Don't try to do it all at once and become this like email master. But once a week to your audience, I don't care if you have 200 people or 20,000 people on your list, pick a day of the week and just say, I'm writing an email every single Tuesday after I eat breakfast. Okay? But don't snooze on emails. All right. Last thing I will leave you with is you're not meant to learn through osmosis, like just showing up to the calls. It's going to help.. But come back and I was supposed to say proactive, come back and watch it again. You guys will have access to this. You have all the recordings that came out, but then next week you'll actually get access in Kajabi to the course so you can log in. You'll get an email that notifies you and it'll all be housed in there for you guys so you can come back and watch. Okay. All right. I told you guys, and the very last day, I am going to tell you all about my mastermind and then we'll open up for Q&A on any topic. It doesn't have to be on this. Um, my style of coaching is super hands-on. Um, it's my Achilles heel because I cannot put 100 people in a room, but I love it. I like to get into your business. I like to ask questions, and I don't like cookie-cutter coaching. So some of you have worked with me, some of you kind of know my style. If you like a coach like that, um, that will call you out and also really gets into your business, that's my style, and I love coaching that way. And I would say this is— this mastermind is for those of you who are looking to scale, but you already have a business, you already have offers. I am pretty adamant in this program, like you already have your offers created. And then when you get inside, that's where we're making all the messaging tweaks, the offer tweaks, the sales page tweaks, all of that stuff to take you to the next level in your business. I do not currently coach business coaches that are exactly like me in here. That's just a personal thing. If you're a business coach in a different arena, that's fine. But that's sort of the, the, the path that I'm on, on who I'm working with in my business. Okay. Month 1, here's what it looks like inside Rich and Relaxed. In the very first month, we— so right when someone says, yes, I want to join, I call it the accelerator. We do a 60-minute deep dive, just the two of us. That's where I analyze your entire business and we come up with this really strong foundation. So I look at your offers, I look at your messaging, and it's like, okay, which area are we going to use to kind of boost you in the right direction so you're not leaving cash on the table, really. Um, we also do 30 days of Voxer one-on-one, so you'll get 30 days private with me because I find that after we create that foundation, we're going to want to talk through all of the details of it. And then there's mastermind calls. My mastermind calls are hot seat coaching, so I will sometimes sprinkle, I guess, speaker training, but there is a very strict hot seat schedule that everybody gets, and I don't move away from that because I don't like my clients to show up and get just training. I do training calls like this one, um, for that reason. And anyone who's in my mastermind gets access to every one of these things that I do throughout the 12 months in the program. But the actual calls, I want to get in your business. I don't want to train you, I want to get into your business. Um, and that's, I think, where like that personalized coaching is just so impactful. There's a school community. I'm going to show you guys like the backend where you can post like different questions that you guys have. Anything that you want my eyes on. The classroom gives everybody access to every past training that I've done. You can see like a couple days of Conversion Cleaner already in there. And then we have a calendar so you can see when it— when we are coaching, is it your day to get hot seat coached or is it not? So I'm going to move off of there. Okay. So if you want to work with me inside of a mastermind space, I— this is not like a shaky number. I'm only going to take 5 people because I do a deep dive with each one of you and I cannot put more than 5 into my world. So it really is a true 5. If you want one of these 5 spots, I am going to offer a bonus one-on-one session. I'm not sharing this publicly, um, that you can use anytime in the next 6 months. So you get your onboarding one, you get your Voxer, and then there is a bonus session that you will get to use anytime in the next 6 months. If you want to talk about it, you can send me a DM, or you can go here. I'll put this in the email too, but it's literally just zeeslingsby.com, and you're gonna go all the way down to any one of those buttons and there's two options. This is the payment plan or the paid in full. Uh, every single person, whether you choose payment plan or paid in full, will actually get the bonus. Um, that's something we have to change because I realized I don't like to coach people if I haven't done the one-on-one and the Voxer. So everybody does get the onboarding call, everybody gets the Voxer coaching. Um, and then those of you on this call, if you want to take advantage of that extra bonus call to use in 6 months, then you just have to be one of the 5 in the month of June. All right, you guys, opening up for questions. It does not have to be about mastermind. It could be about anything that we have talked about in the last 4 days. Marissa, you're so cute. All right, email, DMs, any of that stuff. What do you guys want to talk about? Go.
I know I already had time with you this morning, so if anybody else wants to—
I know, might be the VIP gals were on for 2 hours with me, so— okay, hold on though. Uh, let's see, is there any way to grow your email list besides a freebie? Who, uh, Brandy, where are you? Okay. Um, I guess I would say there's always ways that you could build your email list, but okay, you're driving, be safe. But freebie is probably one of the absolute best ways in my opinion. I think the, I would love, I don't know if you can unmute or not, but I would, I would just say like, how, you know, are you looking for other ways or is there a reason why?. But like, you could launch a podcast, obviously, right? There are other things you could be doing, but a freebie is the easiest barrier of entry. Um, my challenge for you guys though is freebie is not one thing. A freebie could be so many different things, right? It could be a video, it could be a quiz. Quizzes do really well. Um, Marissa, I have one freebie that grew my list to over 70,000. Yeah, so I would say freebies are just the best way, but don't get stuck thinking there's only one freebie, right? You could get super creative, and sometimes basic freebies actually do very well too. I'm, I'm here. Hi girls. If you're doing a freebie and you're marketing that, is it just on social media? Like, where are you like pushing your freebie so that people can even find it? Definitely social media. Um, but I would also— so I would say social media for sure, but think multiple channels. Like wherever you're at, like if you're using LinkedIn, make sure of your freebie. If you're using YouTube, make sure the freebie is in there. Um, anything that— anywhere I can find you, make sure your freebie is in there. If you're using Facebook, make sure your freebie is in there. But you only need one channel to really focus on. Don't go add all these other channels just to try to get— I would just say focus on one. So if you're on Instagram, the most important thing I would say is it's the growth content, because the freebie is going to be— there's two popular— two people who are getting most interested in the freebie: the people that are brand spanking new, okay, and the people that are stuck in your funnel will be interested in your newer freebies. Like, I did a couple newer freebies, and I did have people that have been around for a while that were downloading it. Okay. Um, but really you're gonna push it through feed content. It's— the days are kind of over. I mean, yes, I get some, but not tons of people like going to my LinkedIn bio and downloading my freebie. Like, I get it, but it's not lots. Most of the time it's coming from a post in the feed. You're welcome. Anybody else?
Don't—
my suggestion, don't do like a boring guy. Hold on, hold on, where are we? Um, or something generic. It should build curiosity. Yeah, yes, I agree with that. I think we're kind of over like the generic stuff. That's the truth. Like a few— couple years ago it was all generic. I would say get away from the generic and then also Um, don't try to make a freebie that encompasses everything, right? Instead, try to make it like my first freebie was like your guide to hitting $25K months. It's like still there, but I don't even pitch it because it's just so many different things and I can't get deep right into one topic. Where my freebies that have done better is a Loom video that's 6, 7, 10 minutes and I'm teaching one topic, how to build monthly recurring revenue. Or I'm teaching how to, um, or basic understanding of top, middle, and bottom funnel content. Uh, very, very specific on one little tiny problem that my audience wants to fix. Um, Jess, one-on-one, I would say send me a DM. It just depends on calendar. We could talk about it though. Okay, what are the 100 words? Can my kids say them? How long should a video be prior to a freebie? Not super long. And I, this is just for coaches that are trying to sell like a higher ticket eventually, right? Use your freebie as like a clarity call, but it doesn't, I would say keep it under 10 minutes unless you are teaching something that needs more time, but it does not need to be more than, it could be 6, 7, 8. It does not have to be super long. Marissa, 2 pages. The other thing is the reason that 100 words list is interesting is because the curiosity is like, it's the, can my kids say it, right? It's something that I'm just like, here, I wonder if my kid could say it. That's why it does so well. Quizzes actually do really well too, by the way. I do have clients that do quizzes and those do well. They're kind of a pain to build if you're going to build them out on a site, but they do do well. Conversion course be available next week. The price will be $199. So you guys were smart to jump in. For running a membership group, school, or Mighty. That's a tough one for me. Stan has a community, school has a community, Circle has a community. I'll be honest, I'm not loving anything because I can't go live. And I mean, I started my groups in like 2015 on Facebook and I could go live. You're so sweet, Jess. I— unless I'm wrong, I don't know if Circle can go live, but I have not found one where I can go live and I'm so bummed. Can Circle? Are you saying it can? Circle can go live, but we found it super glitchy, so we're still going back to Zoom. Like, I was just like, it's just not great. I miss having a community where we had calls like Zoom, but then randomly throughout I would just be like, hey guys, I'm popping up to say hello. I want to talk about this one thing. I miss that so much. Um, one thing I started doing, which I love, and some of you guys that work with me are just— we're just starting, like, make sure everybody's added. But I have school, and then I have on Instagram, we have a close friends list. So I made sure only my mastermind clients were on my close friends list so I could send like little hellos and tips and stuff and share things with them that nobody else can see. So I'm kind of using that as like my new live. But I don't really have an opinion on communities outside of that because I've yet to find one that I truly love.
You can't go live in Kajabi. Yes, you can. In the— yeah, and Kajabi communities has gotten way better.
It's gone better because that's why I stayed away from it.
No, my assistant, she's told me she's been looking at going back to that. She's looked at Stan Store. She's looked at a lot of them. She's an online business manager and she straight up said that it has gotten so much better. So that would also have all your courses already included because you're in Kajabi.
Maybe I will consider that for the future then.
Check it out.
Yeah, just check it out. It can't hurt. All right, I will. All right, you guys, what else? Anything else that you have any questions on from the week? Okay. This has been so fun. I have loved spending time with each of you guys. If you use— do you have a question, Lisa, or not? Yeah, I can't tell if you— sorry, I'm sitting here. My son and my boyfriend, they're like, just talk. I'm like, she's talking. So, okay, just a question about the video. When you said like, do your clarity call on the video like less than 10 minutes, like What do you mean? It's not necessarily a clarity call. It almost— I mean, and they might still want a clarity call, which is fine, but like mentally it replaces it because they just— it's like they get to know you within 2 seconds. They're like, oh my God, I love her vibe. I feel so connected, especially your clientele, right? This is a woman that's gone through a lot. She's probably not— she's not like at the top of her game. And so for you to get on and just be like, hey, this is me, this is my story. I'm assuming— I don't know. I'm assuming it's like I was in your shoes at one point. Um, I'm never feeling this way, and this is why I'm so passionate about working with women. I'm kind of just— like, introduction. And then you could even say, here's how I would use this guide. But you can still softly sell, and you can say, and if you love this and you have been maybe watching me, or you're just over here for the first time and you feel like you wish you had someone in your corner that wasn't your mom, I would say the best next step is to apply, and I'll reach out and we can hop on a call and see if it makes sense for you to have a coach in your life right now. Love that. Okay, thank you.
You're welcome.
Final chance. I'm just gonna say that I think that the fact that there are no questions is a testimony to how thorough and good your information was. Yay! Okay, good. That makes me feel so good. Awesome. All right, you guys, I have loved spending this week with you guys. Check your promotions tab because you'll see the recording go out, and then hopefully reply back so it gets out of promotions. And then next week you'll get one from Kajabi that lets you know you have course access. Have a fabulous, fabulous, fabulous day. Bye, you guys.
