Issue 19: ‘New,’ Edu-taining Emails, A Quick Lead-Gen Book, and a Valentine’s Dessert
Mary Rose "Wildfire" Maguire
Author & Lead-Gen Ghostwriter ????? | Authority Marketing for Financial Advisors | Host of "The Financial Advisor Authority Podcast"
Happy Valentine’s Day!
Just remember, it’s all about love. Celebrate the ones you love today!
Today’s issue is about making waves. Doing something new and offering a fresh perspective. It’s also about using time-tested principles to market your business.
In The Leading Edge, I talk about how to introduce and promote new services. Your clients and prospective buyers have already been conditioned to look for “new and improved.” Instead of fighting it, why not leverage it? There are a few pins, though, that need to be set before you roll your ball down the lane.
In The Sharper Edge I talk about email marketing (again). This time, it’s about creating “edu-tainment” emails that will make your subscribers laugh while potentially clicking that CTA button. Some are risky but for marketers, that’s just another Tuesday for us.
If you missed my not-so-humble bragging, I released “The BOOK It! Workbook” in January. If you want to write a lead-generation book and skip the part where you bang your head against the wall trying to figure out how to start… this workbook is for you. I talk about one of the quickest lead-generation books to create in The Cutting Edge.
Finally, I share a sweet dessert recipe that only uses 3 ingredients. Seriously. THREE. You’ll find it in The Italian Edge. If you have eggs, flour, and Nutella… you can whip this up within about 30 minutes. Your beloved will be delighted.
You can still find my “Apology Letter” here. I wrote it to anyone who is thinking about writing a book. Read it if that’s you. It just may save you hours of anguish in the end.
My mission is to not over-complicate things. You have enough on your plate without a dense newsletter that will give you heavy marketing lessons that will take a long time to comprehend let alone implement.
This newsletter is divided into four parts:
The Leading Edge: Focusing on YOU, leadership & authority building
The Sharper Edge: Focusing on your business, sharpening the axe to get things done
The Cutting Edge: Focusing on your environment, productivity tools/hacks, and decluttering your space
The Italian Edge: I’m a foodie. I’ll be sharing some of my favorite recipes and food-related items in this section.
Congratulations on filling your tank. You’re going to receive a lot of good ideas for free!
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Did You Hear… ?
If you’ve been following me for any length of time, there’s a good chance you’ve seen me mention my “BOOK It!” Home Study Program . The 8-module program came from my live 8-week guided book writing course I offered in 2021. The Home Study Program allows anyone to go at their own pace through the course while still having access to me.
But now… I have distilled the program even further and created a WORKBOOK, now available on Lulu.com !
So yes, if you want to write a lead-generation book in 2024 but don’t know where to start, grab your copy of The BOOK It! Workbook: The Quickest Way to Write Your Lead-Generation Book So You Can Build Authority, Attract Amazing Clients, & Create Lucrative Opportunities!
It’s full of information to help you begin your book and tips on how to self-publish it. Most of the same forms available in the Home Study Program are in this book.
PLUS, there’s a special offer for the Home Study Program at the end of the workbook for those who want the fuller experience.
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NEW Podcast Episode:
Navigating the digital marketing landscape can be overwhelming for many financial advisors. The abundance of channels like social media, content marketing, and email marketing can leave you feeling lost. But there’s no need to get stressed out, because today, we're going to break it down into manageable steps and share tips on how to leverage these platforms effectively.
Available on iTunes and Spotify . You can also listen through Podbean and Podcasts.com .
How to Introduce and Promote New Professional Services
Part of being seen as an authority is to consistently refresh your business offerings that will reflect trends and current challenges. Your prospective buyer is searching for a business that is responsive to their “top of mind” concerns.
The key to sustained success lies in your ability to adapt and innovate. Whether you're offering consulting, marketing, legal, or any other professional service, introducing something new to the market is crucial for staying competitive and meeting the evolving needs of clients.
But successful innovation goes beyond simply presenting something new. It requires strategic planning and effective promotion. In this article, I’m going to give you three solid steps you can take to deliver something new to your clients and promote innovation effectively.
Step 1: Understand Client Needs and Market Trends
The foundation of any successful innovation lies in a deep understanding of client needs and awareness of market trends.
Begin by conducting thorough market research to identify gaps, pain points, and emerging trends within your industry. You likely are on a lot of industry email lists. Notice what type of webinars they’re offering and the topics that come up regularly. Check online industry publications and professional association websites. You’ll soon start to see patterns of challenges, questions, and new developments.
Engage with your existing clients through surveys or interviews to gather valuable insights into their evolving requirements. By aligning your innovation with these needs and staying ahead of market trends, you increase the likelihood of introducing a solution that resonates with your target audience.
Don’t forget to pay close attention to company layoffs, growth, or closures. Also consider new technology. Do they have any ripple effects for your prospective buyer? Are there areas that intersect with your services?
Step 2: Develop a Unique Selling Proposition (USP)
Once you have a clear understanding of client needs and market trends, focus on developing a unique selling proposition for your new offering.
A LinkedIn marketing maestro, Thomas Braun , is someone you should follow if you haven't already. He recently posted two updates that combined, are a USP masterclass. Part 1 and Part 2 . Many businesses misunderstand the importance of nailing down a USP.
As Thomas said (emphasis mine):
A USP has been defined as an advertising promise by the man who coined the term; and a promise, by its very nature, can be rational or emotional, so there’s no need to reinvent the USP for emotional approaches.
Consider how your innovation will address specific pain points or provide additional benefits compared to existing solutions in the market. Highlight the unique features and advantages of your new service to make it stand out.
This could involve enhancing existing services, introducing a specialized niche offering, or combining multiple services to create a comprehensive solution. Your USP should communicate why clients should choose your service over alternatives. You want something that enables you to stand out from your competition.
Step 3: Implement a Strategic Launch and Promotion Plan
A well-executed launch and promotion plan is essential for ensuring that your new service gains traction in the market. Start by creating a comprehensive marketing strategy that includes digital and traditional channels. Leverage your existing client base and industry connections to generate buzz before the official launch.
Reward your best clients by giving them a “backstage pass.” Offer exclusive previews or early access to them. Additionally, use social media platforms, content marketing, and targeted advertising to reach a wider audience.
Search for the influencers or thought leaders in your industry and collaborate with them to amplify the reach of your message. Create engaging and informative content that showcases the benefits of your innovation, such as case studies, testimonials, or demonstrations. Utilize email marketing to keep your existing clients informed about the new offering and encourage them to explore it.
Be creative and have fun with this! I still think about Mailchimp sending me cute and whimsical chimp stickers simply for being a good customer. It was unexpected and made me smile. Don’t overlook direct mail in your strategy. A physical mailbox is one of the loneliest places on earth and if you fill it with a fun promotional item, a smart USP, and an irresistible offer, you will make an impact and a good chance at making a sale.
Selling professional services requires a strategic approach that goes beyond the mere introduction of something new. Remember, the risks taken in the pursuit of innovation often lead to valuable lessons and insights that contribute to long-term business growth. Embrace change, stay ahead of the curve, and position yourself as a leader in your industry.
The Power of “Edutainment” Emails: Capture Attention and Close Deals
I’m going to continue the theme from a few weeks ago: email and how to improve your email marketing.
Years ago, I discovered a popular marketer who offered training on how to write emails that get noticed. Many people had subscribed to his list just to receive his funny, weird, and highly entertaining emails. He believed that email content should be around 90% entertaining and 10% educational.
He also recommended sending a daily email (always with an offer) and when you had a special offer, making sure you sent several emails on the same day. He strongly advised you to increase the number of emails as you approached the offer’s deadline.
Understandably, there were critics. But others who had tested this approach vouched for its success.
When it comes to email marketing, capturing the attention of your audience is—as my grandmother would say—a tough row to hoe. Your email campaigns must cut through the noise and engage potential clients effectively.
In my experience as a successful email marketer, I've found that injecting a healthy dose of entertainment, coupled with valuable educational content, is the winning formula to stand out in crowded inboxes. Plus, I had an amazingly good time writing those emails. I’m now using them as LinkedIn updates.
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Why Entertaining Emails Matter
Let's face it: nobody likes to read boring emails. Individuals are bombarded with countless messages daily. The key to breaking through is to entertain and engage. Entertaining emails evoke emotions, whether it's humor, curiosity, or surprise, prompting recipients to take notice and, most importantly, take action.
Think of your email as a mini-performance. Just as a captivating storyteller holds their audience spellbound, your emails should captivate and compel your readers to keep scrolling. By infusing your messages with personality, wit, or even a touch of quirkiness, you humanize your brand and forge a deeper connection with your audience.
We live in an entertainment-drenched world, where people inexplicably watched the recent Super Bowl game just to catch a glimpse of Taylor Swift. They spend hours on TikTok. Find inspiration in what is popular and blend it with your own business message.
The Educational Edge
While entertainment grabs attention, educational content adds value and establishes credibility. As a provider of professional services, your expertise is your most potent asset. By sharing insights, tips, or industry trends, you position yourself as a trusted authority in your field.
Educational content not only informs but also empowers your audience. But use your educational moments like seasoning. A cook doesn’t dump a cup of dried basil into tomato sauce. A little seasoning can go a long way.
Whether you're offering practical advice, debunking common myths, or providing exclusive insights, keep it brief but helpful. Demonstrate your commitment to helping clients solve their problems and achieve their goals. This builds trust and lays the groundwork for meaningful client relationships.
Successful Email Strategies
Now, let's delve into some of my most successful email strategies when reaching out to prospective clients:
1. The Storyteller's Approach:
Craft your email as a compelling narrative, complete with a captivating beginning, middle, and end. Share a real-life anecdote or case study that highlights the benefits of your services in action. By weaving storytelling into your message, you create an emotional connection that resonates with your audience.
In my emails, I’ve included personal anecdotes, my interests and hobbies, and of course, my husband and sometimes his stories. For my clients, I’ve also used their stories and a light-hearted tone of voice for engagement.
2. The Spark of Bizarre:
Hands down, this is one of my favorite email types to write. Pique your recipients' curiosity with a bizarre subject line with an opening hook that leaves them eager to learn more.
For this email, you want to do a little sleuthing. Check online for the odd or bizarre news stories. The more bizarre, the better. Trust me, people will stop in their tracks to read a weird story about how a jilted Chinese young woman—told by her ex-boyfriend she was overweight—used her body fat to make soap, just so she could send a bar of it to her ex, telling him to gift it to his mother.
Yeah, wow. I realize this type of approach isn’t for the timid. But who does anything worth remembering if they’re timid?
3. The Value-Packed Newsletter:
My husband still comments about an older eNewsletter I sent called “Morning Copy.” It was filled with a mix of entertaining content, educational articles, and exclusive offers.
Keep yours visually appealing with eye-catching graphics and concise, scannable text. By consistently delivering value to your subscribers' inboxes, you foster long-term engagement and loyalty.
4. The TV or Movie Character Approach:
This is one of my favorites because I’m such a film and TV junkie. Take whatever is your favorite character and connect it to your business. You could also use a character who does the wrong things and mention how you don’t want to be “that guy.”
The good news is that some of your content is already written—in the form of a character’s signature one-liners or memorable quotes. So many have used the character Bryan Mills (played by Liam Neeson) words, “I don't know who you are. I don't know what you want. If you are looking for ransom, I can tell you I don't have money. But what I do have are a very particular set of skills…” as a springboard for their message.
5. The Controversial Angle:
Pick a fight. Go after what “they” say and plant your flag. Be bold and own it. Those who send such messages are not looking to be liked or approved of by the masses. They’re looking for their tribe. Your tribe may be small, but it will be mighty if you earn their loyalty. Remember that one of the strongest emotional triggers is the desire to belong.
If you figure out how to clearly articulate a frustration that others feel but also feel like they’re the only ones struggling with it—you will almost certainly create an ally. Again, when using this email type, do your thing but hook it to why you’re different, why your offerings are different, and why your competition has ignored the buyer—to their detriment.
You want to tailor your emails to the individual preferences and interests of your recipients. You can also use segmentation and personalization techniques to deliver targeted content that resonates with each subscriber.
By showing that you understand their unique needs and challenges, you demonstrate your commitment to delivering personalized solutions while showing a great sense of humor, which is much appreciated amid the dull, lifeless emails that usually land in your prospect’s inbox.
Writing emails that are both entertaining and educational is a winning strategy for grabbing attention, building rapport, and ultimately, closing deals. If you infuse your messages with personality, humor, and valuable insights, you’ll differentiate yourself from the competition and leave a lasting impression on your audience.
So, the next time you sit down to craft an email campaign, go for the gusto! Entertain, educate, and engage for maximum impact.
The Quickest Type of Lead-Generation Book You Can Write
Recently I released my latest publication, The BOOK It! Workbook: The Quickest Way to Write Your Lead-Generation Book So You Can Build Authority, Attract Amazing Clients, & Create Lucrative Opportunities.
This workbook is a very compact version of my 8-week guided book-writing course, “BOOK It!” The course first started as a live course, then I transformed it into an 8-module home study version.
The printed workbook is coil-bound and can be ordered from Lulu.com by clicking here .
In it, I describe four different types of lead-generation books.
The quickest type you can create is what I call “The Big Ten.” You take the top 10 questions your prospects ask and devote a chapter to answering each one. That’s it.
The key is to make sure these are common questions. The kind you hear over and over again. If you feature these on the back cover of the book, your perfect buyer is going to have an “AHA” moment and say, “Good night… I NEED this book!”
You could also use a variation of “The Top 10 Mistakes First-Time Home-Buyers Make,” “10 Reasons Why Lawyers Fire Their Clients,” or “The 10 Unspoken Truths Car Salespeople Will Never Tell You (But Will Cost You a Bundle).”
People love to know secrets, behind-the-scenes conversations, and insider tips and tricks. Curiosity is a very powerful trigger to get people to sit up and take notice. Combine that with a reader’s self-interest and you have an irresistible book concept.
By the way, if your book title doesn’t make you slightly uncomfortable, you’re playing it too safe.
Audentes Fortuna Iuvat!
Go here to grab your copy of the workbook: https://bit.ly/BOOKITWORKBOOK
3-Ingredient Nutella Brownies
Okay. It’s Valentine’s Day and if you want to give your sweetheart something sweet but don’t want to serve store-bought brownies, I’ve got your back. These brownies are incredibly delicious and only use THREE ingredients!
When I first came across this recipe, I was highly skeptical. But, I’m adventurous in the kitchen so I thought I’d test it. I was surprised by how tasty these were, but freely admit I love Nutella.
If you’re not a fan of the chocolate hazelnut spread, you may want to skip this one. I didn’t think it was overly “hazel-nutty” (my word) but it had a very nice chocolate taste.
Here’s the recipe:
Ingredients
Directions
Buon Appetito!
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NEW SERVICE: Would you like to get the same benefits of having a lead-generation book but at a fraction of the time invested? Looking for a lead-generation funnel for your website that will convert visitors into subscribers? Then check out my NEW LeadGenX Bundle.
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Become a published author in 2024! If you're ready to write and publish your own book, check out my "BOOK It!" Home Study Program . The colder months are a great time to slow down and focus on writing down your expertise. Authors get more opportunities! Reach out to me if you have questions.