My eldest son Huey loooovvess monsters at the moment.
Which is totally understandable for a three-and-a-half-year-old.
Right now, he’s watching this one special Halloween Episode of “Shark-Dog” on repeat.
In this episode, a big, scary and green Kraken is tormenting the kids by stealing their pumpkin jars full of treats. And it’s Shark-Dog that needs to save the town…
You know, the standard story plot for toddlers.
Anyway, this Kraken has Huey in all sorts — he can’t get enough of it.
And it reminds me of when I was scared of the boogie monster at his age.
Every time the lights would go off, I’d hide under the blankets thinking he was going to crash out of the wardrobe and eat me.
I know that sounds silly, but back then, I was genuinely scared.
Despite growing up since then (presumably, you have too), I still see this same type of logic when grown adults consider using email to grow their businesses.
Because one of the most significant objections I keep hearing against email is the risk of writing something that makes someone on your list want to unsubscribe.
So while it’s understandable, it’s a completely irrational and ridiculous reason not to use email to nurture, serve and educate your list.
Here’s why:
1. If someone is unsubscribing, at least that means you’re sending emails. Rather than worrying about who’s unsubscribing, think about the value you’re providing to those who opened it, get value from it, and now feel a deeper sense of connection to you.
2. When someone unsubscribes, they are pruning your list for you. There is nothing worse for your open rates than an email broadcast that doesn’t get opened by anyone. You only want subscribers to your list who actually want to be on it, so in some way, unsubscribers are actually doing you a service.
3. If you write emails that are valuable, then you should see your emails as a damned gift to your list. If they don’t value them, then let them leave.
It’s for these three reasons that no one could ever pay me enough to stop writing emails.
Because:
1. I enjoy doing it.
2. I believe I’m providing real value, and;
3. It’s still one of the best tools for creating deep connections with your prospects.
So if you want to harness the forgotten and overlooked power of email while everyone else is distracted with TikToks and YouTube shorts (not realising that it’s one of those things that will be in vogue today, and dead tomorrow), then you’ll want to subscribe to the Alley-Oop before the deadline of January 31.
Because in this edition, I’m writing the “Holy Gospel” on email marketing. And because it’s a physical newsletter, once it goes to print, there will be no way to get your hands on it again…
Unless you find out where I live, enter the vault, and kill the boogie monster that guards the originals.
Here’s the link to subscribe, where you’ll join over 100 gym and clinic owners who are going to get their hands on this system when it ships off February 1:
– Karl Goodman
