#105 Email Marketing for Coaches: How to Make Sales Without Social Media, with Lisa York - digital sales strategist

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As coaches, we often feel pressured to be everywhere on social media. But, as much as it can be a brilliant platform for many, it's not for everyone.

What if I told you that email marketing could be more effective for making sales?

I am delighted to share valuable insights from my conversation with Lisa York, digital sales strategist and founder of Sell More Stuff. She helps women in small businesses increase their sales through email marketing – without using social media.

Why Email Marketing Trumps Social Media

"Email is not dead," Lisa emphasises. "I know people in the industry who make multiple six and seven figures purely by selling through email."

The key difference? Social media is for marketing, while email is for selling. Lisa points out that selling on social media rarely converts because it's too early in the relationship. You need time for connections to develop and grow.

Lisa's business thrives without any social media presence. She doesn't use LinkedIn, Instagram, or Facebook – proving that email marketing for coaches can, alone, create a successful coaching business.

Building Your Email List from Scratch

For coaches just starting out, Lisa recommends that you:

1. Build a basic homepage with minimal content above the fold

2. Set up an email service provider (Lisa uses Kit, formerly ConvertKit)

3. Create a simple opt-in

4. Start reaching out to your network individually

"Your homepage is like a first date," Lisa explains about the importance of a consistent flow of emails. "You don't go in telling them everything and asking for their hand in marriage. You tell them the basic stuff and let them get to know you."

The Truth About List Size

Many coaches wait until they have hundreds of subscribers before starting regular emails. Lisa strongly disagrees with this approach. When she started her business, she had just eight people on her list – and made four sales at ￡250 each.

"It's not about the number of people on your list," she explains. "What's more important is that those people are your people."

Lisa takes a unique approach to list building:

• She makes subscribers 'jump through hoops' to join
• Subscribers have to reply to her first email to stay subscribed
• Lisa celebrates when people unsubscribe, as it means she knows they don't want what she's offering
• She always focuses on quality over quantity

Creating Engaging Email Content

Lisa can't stress enough the importance of generating a consistent flow of engaging emails.

"It's like having coffee with a friend," Lisa explains. "If you have five coffees with a friend over five months, you'll have a closer relationship than if you just meet your neighbour once."

If you're struggling with what to write, Lisa has some helpful suggestions:

• Focus on one message per email and tell stories from your daily life, using interesting and entertaining anecdotes.
• Share client success stories, as social proof is an incredibly powerful endorsement
• Make notes while you're walking or driving as your mind often clears and creativity flows, and using voice notes is a great way to capture your ideas for content as they spring to mind.

Sales vs Marketing: Understanding the Difference

A common mistake coaches make is confusing marketing with sales. Marketing gets people into your world, while sales happen through email. Lisa notes that coaches often spend lots of time on marketing but shy away from selling.

"If you don't ask for the sale, you don't make money. And, if you don't make money, you don't have a business – it's just a hobby," Lisa emphasises.

Research shows it takes an average of 102 emails to make a sale. This isn't about quick wins – it's about building relationships over time.

Overcoming Sales Resistance with Relationship Marketing

As Lisa observes, “I’ve noticed a lot of resistance from women who are uncomfortable with selling. I've been to events where the men are big and bold and brash, telling everyone about what they do, and the women were literally cowering in the back row saying nothing and struggling with imposter syndrome. It’s such a shame because women have so much to offer. They just need to shrug off the negative connotations of selling and step into the sale.”

She encourages coaches to remember that they have something amazing to offer and that they can sell themselves through showing their personality in their email content.

Common Sales Funnel Issues for Coaches

Through reviewing numerous coaching businesses, Lisa has identified common 'leaks' in sales funnels:

- Lead magnets that aren't aligned with the target audience

- Marketing that is too broad and doesn't clearly communicate the offer

- Websites that contain too much information

- Unclear calls to action

- Lack of regular email communication

The good news? These issues are all usually simple to fix with small, easy to make adjustments.

Key Takeaways

1. Don't wait for perfection – start building your email list now

2. Focus on building relationships through email rather than social media

3. Tell stories in your emails and always include a call to action

4. Treat your email list professionally, regardless of its size

5. Remember that selling is essential for business growth

As coaches, we're often excellent at what we do but can be less confident in running a business. Start small, focus on email marketing, and don't be afraid to sell to your list.

As Lisa says, "Look after the people on your email list because they are your red hot prospects and they are the ones who are going to be the ones paying your bills."

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