It's all about money

I’ve just finished (re) binge-watching The Wire and was blown away by how, even after 15 years, it’s still in my top 2 TV series of all time.

Series One is a masterpiece of storytelling, right from the opening scene.

McNulty is sitting on a step talking to a witness of a murder of a drug addict who’d tried to steal the pot for a crap game.

The thing was that the guy would try to steal the money every time they played.

And every time they’d catch him and beat the living crap outta him. Yet he’d try to do the same thing the very next week.

McNulty, perplexed by why they’d let him play asks -

McNulty:: If every time Snotboogie would grab the money and run away, why'd you even let him in the game?

Man On Stoop: What?

McNulty: If Snotboogie always stole the money, why'd you let him play?

Man On Stoop: Got to. This America, man.

And in the first 3 minutes David Simon, the writer of the show, lays out what the whole show is about…money.

Which is what you need to do with your welcome email.

Layout exactly what you are all about.

Yes, they’ve likely downloaded your lead magnet but you can’t assume that they’ve read it yet. So, your welcome email is your chance to set the scene for what is to come.

Which is the exact opposite of what most coaches do.

Tending to jump straight into the -

“Hey, here’s your copy of “something-that’s-pretty-shite-and-won-t help-you-with-anything”. Do you want some coaching?”

When what you should be doing is -

1. Creating a lead magnet that will actually help your lead.

2. Give them an insight into who you are and what you’re like. So be funny/serious/irreverent/etc if that’s you.

Aside from that, give them a bit of info about the freebie. Doesn’t need to be much but do highlight the benefits to them of implementing the material.

And more importantly, ask them some questions.

Ask them what their goals are.

Ask them what they’ve tried before.

Ask them for their IG handle.

Also, tell them you’ll reply if they reply to the email.

And DO reply.

That combo of a lead magnet that actually solves a problem and a killer opening email will turn your lean mead magnet into a profit generator.

Plus, those conversations are great for both converting them into paying clients and for marketing material. There’s nothing like getting material straight from the source.

So, with that in mind -

What are your goals for your business?

What have you tried up to now re: email marketing?

Later

Colin