What’s In This Episode:
Brad: Welcome to Breaking Down Your Business episode 344.
Jill: Brad, we’re talking to you.
Brad: It’s a new year.
Jill: Is this a new year, new you?
Brad: It’s a new me, yes.
Brad: You can find something if you go to breakingdownyourbusiness.com/344. There’s something there.
Jill: 344? Happy New Year.
Brad: To you too.
Jill: I really hope old Brad comes back. We don’t like new Brad already.
Brad: I’m transforming myself. I’m making myself into something new, and better. And you don’t like it already?
Jill: Correct. And perhaps the listeners do, but I don’t.
Brad: I’m doing my own self-improvement thing and you’re dogging me?
Jill: Are you shouting at me?
Brad: You’re dogging me?
Jill: There he is.
Brad: I’m Brad from Anchor Advisors.
Jill: I’m Jill from The Founding Moms.
Brad: And this is Saul, who’s got a review for us.
Brad: Hey Saul.
Jill: Hey Saul. Happy New Year.
Saul: Happy New Year to you. So, what we have here-
Jill: What did this gorgeous listener say?
Saul: Oh, this gorgeous listener named, [AMamaMonomous 00:01:09], did I say that right? No, AMamaMous, wow.
Brad: It’s hard to say.
Jill: Sure. Sure.
Brad: Just say it fast, that’s what I do when I can’t pronounce things.
Saul: Amamamous, has for us, “I must say, I am an avid listener. I enjoy the stress that comes along with listening to Jill getting almost every question Brad asks wrong.”
Saul: “Hehe, just kidding.”
Jill: Yeah, thanks.
Saul: “But seriously, did clone yourselves? Side note, episode 85 is my all time favorite, Hehe, peace.”
Jill: This is so cryptic, in your cryptic voice.
Brad: I love that she stressed, out or he… I’m going to say she because it’s AMamaMous, she’s stressed out about you getting things wrong.
Jill: I’m so sorry that my low IQ causes you pain, listeners, but do I get every question wrong? I don’t know how sensitive I should be about this [inaudible 00:02:07].
Brad: I don’t think it’s a quiz. I don’t know if there’s grading involved, but I mean, you tend to disagree with me in ways that are not necessarily productive.
Jill: No, no, no. There was no comment about disagreement, it was about how I get it wrong-
Brad: Wrong, that’s true.
Jill: … because apparently, you are always right.
Saul: Sounds like a direct attack, to me.
Jill: It really does.
Saul: Just a direct attack.
Jill: And you know what? I appreciate all feedback, and we love all reviews. So, thank you.
Brad: Yes, we appreciate it.
Jill: Yeah, no, I love it. I love it. It was fantastic.
Brad: So Jill, are you like a resolutionist? Do you make resolutions?
Jill: Am I going to get this wrong? because that’s what the listener says.
Brad: Yeah, totally.
Jill: Am I going to get this wrong? Am I a resolutionist?
Brad: Yeah, do you make resolutions?
Jill: Sounds so resolutionary. You know what? I am at-
Jill: I am at heart. I feel like I am old enough now to say, “I don’t do that,” but I don’t like people who say, “I don’t do that.” And I think, “Aren’t you one of those people?”
Brad: I’m very skeptical of resolutions. I think I want to have goals, but I want to have goals all the time. Not at the new year.
Jill: You’re making me remember. I love them, and I have set some for myself secretly. I’m happy to talk about them on the air.
Brad: We’ve made them publicly also.
Jill: We have in the past, and we can again.
Brad: We can, but maybe not.
Jill: But, I don’t understand why folks would not take the opportunity to try something new. I don’t care about the lasting effect.
Brad: Because apparently, when I try something new, you hate it.
Jill: I do hate it. I do hate specifically how we lose who you are as a person. I don’t think resolutions should be, let me change who I am at my core-
Brad: Wait, wait, wait, time out. Who I am as a person is shouty? That’s what you’re saying?
Jill: Yeah. Have you met yourself? Have you heard an episode of the Breaking Down Your Business podcast? Thank you. Thank you Saul.
Saul: All right, I’m going back in my cage.
Jill: Any who, do you have any resolutions for the new year?
Brad: Well, I have a challenge for our audience.
Jill: Ooh, ooh, that’s not a resolution Brad.
Brad: And first, I have a confession.
Jill: You have so many things, but I want resolutions.
Brad: Okay. I resolve to have a challenge.
Jill: Not cool. Not cool.
Brad: What’s your resolution Jill? You want resolutions?
Jill: Some of them I’m probably not going to mention, there are always the resolutions of, “My business is going to be bigger and better this year.” I’m going to resolve to get more-
Brad: Is this about going blind or something?
Jill: It is not. No, I was going to throw down a challenge for you, and me-
Brad: Let me hear.
Jill: … to… if you have not listened back many episodes, every beginning of a new year, Brad and I announced that we are going off of sugar.
Jill: We’re not going to eat it anymore. And I say, why change things Brad? So about six months to eight months after we make this resolution, we fall off the wagon. And somehow-
Brad: Or six to eight weeks.
Jill: … cake becomes really delicious and cookies look really good, and we… it’s summer, you know what I mean? So whatever, no explanation needed.
Brad: I’ve got my bikini body already.
Jill: So this year, I’m going to tweak it and say instead of, “No sugar,” because let’s be honest, chocolate chip cookie, I think we should say, “No dough.” It’s going to be a no dough year.
Brad: No dough.
Jill: And I don’t mean money.
Brad: Yeah, I didn’t think you did.
Jill: I mean bread. I mean-
Jill: Chips. I mean cookies and [inaudible 00:05:22].
Brad: Chips are not dough, by any…
Jill: Like tortilla chips?
Brad: Still are not really, I guess. I don’t know.
Jill: I’m going to include them.
Brad: It worked though. Okay.
Jill: I’m going to include them.
Saul: Not dough. Corn, not dough.
Jill: Dough can be made from corn.
Brad: But you dough to make the tortillas with.
Jill: Yeah. Dough does not mean what you think it means Saul, but that’s okay. We’ll have a cooking episode [crosstalk 00:05:42].
Brad: All right, so we’ve done enough of this resolutioning.
Jill: Oh, that’s it? Are you in?
Jill: He said it on the air folks, he’s in. Woo.
Brad: Yeah, I’m in for today.
Jill: Woo. Okay, all right.
Brad: One day at a time.
Brad: Because I’m an addict.
Jill: See how many days we last this year, instead of months.
Brad: I’m an addict.
Jill: How many days?
Brad: Two. Okay.
Jill: That’s a challenge.
Brad: So first, I have a confession. Is that a late last year, I a committed podultery.
Jill: What is that?
Brad: That’s when I go on somebody else’s podcast.
Brad: Podultery, yes.
Jill: Podultery, I like that.
Brad: I was podcasting for someone else.
Jill: What the heck, should I have a whole tantrum right now?
Brad: No, no, no. I’m just confessing. And it was the offline podcast with Philip Morgan, and Liston Witherill, two great names, right? Philip Morgan and Liston Witherill, and they’re doing this thing called the Internet MBA Challenge. And they were talking about how MBAs supposedly prepare you for business, but there’s nothing in a traditional business education that has anything to do with doing business on the internet. And let’s face it, if you’re starting a business in 2020, you got to think about the internet. There’s some things you need to think about, about the internet, right?
Brad: So, if you go to internetMBAchallenge.com they’ve got a whole thing about it there. But I just wanted to talk about, they have three challenges in the Internet MBA Challenge, and I want to talk about these both from a, “Do you think these are critical skills for business owners in 2020? And also, “How would we coach people to do these things?”
Jill: Let’s be honest, I already don’t like the sound of this. So… You could really-
Brad: But you get everything wrong.
Jill: … really, already what you said, I’m pretty sure is lifted from their website. Already, it sounds Like a sales pitch that I didn’t want to hear.
Brad: Okay. I will just say, there is no sales pitch about this. It’s actually a very low… Anyway, let’s talk about the challenge.
Jill: It’s a low?
Brad: They send you a Google Doc. This is not some highly polished thing.
Jill: Exactly. It reinforces my thoughts about this whole thing. Why are you making us talk about this?
Brad: The first thing that they are challenging people to do, is to create an email list and get 10 people to sign up.
Jill: Well, we all already knew to do that. What does that have to do with anything?
Brad: Jill, I am telling you, every week I talk to business owners that have either not built a list, to have not-
Jill: I’m not saying people have built them. I’m saying we all know to do that. Whether you’ve done it or not, it’s up to you.
Brad: Why don’t people do it if they know it? If they know that they should do it, why don’t they do it?
Jill: Why people do a lot of things if they know it?
Brad: Why don’t people stop eating dough?
Jill: Exactly, we know we shouldn’t, and when-
Brad: Because it tastes good.
Jill: Yeah, we do. It does taste good. In some of us, it’s totally fine. But anyway, just not for me and you. But here’s the thing, carryon because I’m already bored by this intranet MBA, yeah.
Brad: But I’m wanting to engage on this question of why don’t people build a list? Why? What is it? I know that we’ve said this before.
Jill: Okay, okay. One answer that helps them, is they don’t teach that in business school, because it is something that you must learn when you come out into the world, and realize I can’t just launch a website or launch a business and expect that people will show up.
Brad: One person explained it to me this way. He said that, “When you have an email list, it’s like there are people waiting outside the doors to your virtual store waiting to get in, right?
Brad: Wouldn’t you want to have people out there waiting to get in?
Jill: Sure, but then, are we going to talk about all of the reasons that people don’t have them? Like, “I don’t want to be too ‘salesy’. I don’t want to ‘annoy’ people.”
Brad: Oh my gosh, wait, wait. Stop right there. Stop right there.
Brad: You have to sell things if you’re in business. If you’re in business, you got to sell things.
Jill: I’m just saying, these are excuses I have heard. You know I have a daily email that goes out, so I don’t have this feeling.
Brad: It’s bull honky.
Jill: Of course it is, except that that’s what… oh, hold on, here’s my favorite, “I don’t have time.” And I always want to say, “Okay, if you don’t have time to create a mailing list,-”
Brad: Are you brushing your teeth?
Jill: “how do you have time to do everything else? Because aren’t you trying to sell things?”
Jill: I mean, okay, word of mouth is king. That is numero UNO, that’s the thing we all want. We can’t manufacture that. But the next best thing that is still more powerful than anything you do on social media, is an email list.
Brad: For sure.
Jill: So, what’s the hold? I’m kind of with you Brad, but I’m down on this [crosstalk 00:10:11] MBA thing.
Brad: One of the points that Liston was making about these challenges, is that there are things in us that need to change. This is the tie into new years. There’s things in us that need to change, in order for us to be more successful in our internet business. And one of them, is we have to get over all this crap about being salesy, about asking people for things, and, “Oh, I don’t want to do that because everybody else is doing it. I’m so different,” whatever, you need an email list. Go get an email service provider, convert kit, Mailchimp, Mad Mimi, I don’t care who it is. Go get one and put a form on your site and start getting people to sign up to that.
Jill: And by the way, on this whole, “I want to be different,” tip, you can be different. Just do it within an email construct. I mean, you still need to communicate with people, and there’s no better way to do it. If you’ve thought of a better way, call us 708-872-7878. But until then, email people.
Brad: You can email them a picture, you can email them something you drew, you can email them a song. There was an artist that I worked with, and he emailed out a song every week that he wrote.
Jill: That’s so cute.
Brad: Because he wanted have an audience that was making him create music, right?
Jill: Yeah, course.
Brad: So he promised to his audience, “I’m going to send you a song every week.”
Jill: And I know that you get tons of email and you don’t want your customers to feel like you, “I already get so much. It’s inundating. If your email is worth reading, we’re not going to delete it.
Brad: I just had this conversation with a client, where he’s like, “I don’t read any email. I’m like, really? There’s nobody’s email that you read? He’s like, “Well, there’s this one guy.” I’m like, “Great, tell me about that guy.” “Well, it’s so valuable.” I’m like, “Bingo,” right? Valuable emails, right?
Jill: You all get valuable emails, you know what we’re talking about.
Brad: Right. But, before you can send an email, you have to get people to sign up for your list. And I’m not talking about friends and family, I’m talking about people who you don’t know.
Jill: And they will sign up if you offer value, and maybe you feel like, “I don’t know what to say.”
Brad: So, say more about that. What is the value that you want to offer?
Jill: It depends on the business.
Brad: Yes, of course.
Jill: I like to put myself in my customer and client’s shoes, in the way of, “What would I be interested in reading? Oh, wait, something really short.”
Jill: “Oh wait, something that’s very colorful.” Those are my desires, and so I create it based on how I would want to receive emails. That doesn’t mean that I don’t get emails that I love. Brad, I love your newsletter.
Brad: Thank you.
Jill: It’s text only. There’s no color-
Brad: There’s still color, [crosstalk 00:12:39].
Jill: … it’s a longer than mine, a lot longer than mine, but it’s really got juicy substance to it. Minor like quick hot tips, minor fun tools you should try. So, ours are both very different, but a lot of people tell us that they get our emails at the same time in the morning, and they like them both. You can do it your own way, just make sure that whatever you’re offering helps me out.
Brad: I think mine comes out before yours in the morning.
Jill: I think by like two seconds. Just help us out. If I could boil it down to what should you email, help me. Help me.
Brad: One of the coaches that I was talking to this last week, he said, “Think about sitting on an airplane next to your ideal client. Once they figure out that you could help them, what is the thing that they’re going to ask you for first?” Just just answer that one question and that will be enough. I think people try to do too much in their lead magnets, so just answer one question, like 10 tips, 5 things you need to know-
Jill: And you just used that ugly term, “lead magnet.” I hate that, and I don’t think you need to do that. I don’t do that. I have something that once in a while… it is daily, but once every four or five refers back to something that we do with The Founding Moms. Otherwise, it’s purely informational, or it’s purely educational.
Brad: Right, so is mine. But, I’m saying, the lead magnet is what gets people to give you their email address. Making an offer of value.
Jill: Oh, oh, oh, I thought you were talking about when you send out the email, is there some sort of lead. Okay, I see. Okay.
Brad: No, no, no. Just saying, what do you want?
Jill: I take back my disagreeing for only this once, in 2020.
Brad: So, if you do not have an email list, or if you have never used the emails that I’m telling you, you already have, because you have customers, your 2020 resolution is going to be making an email list, number one.
Jill: Can I throw in, don’t do it just once a month.
Brad: Well, that’s the second challenge. The second challenge is to send something to your list that they will respond to.
Jill: More than once a month.
Brad: How often?
Jill: That’s what I’m saying.
Brad: How, how often do you think?
Jill: That’s what I’m saying. Instead, a lot of people are like, “Okay. [inaudible 00:14:38] I’ll go and I’ll do it for… once a month is enough for me.” But it’s not, we forget who you are every 30 days.
Brad: Here’s the other crazy thing, and you guys on the other end here, you’re going to be like, ” Whoa, crazy, crazy Brad.” I went from once a month to once a week. It was so much easier to write one once a week, than it was once a month.
Jill: Whoa, crazy crazy Brad.
Brad: Because once a month, it comes up and I’m like, “Oh, I got to think of something, and I got to do this thing.”
Jill: You’re not into the rhythm of it.
Brad: Right. If you do it once a week, or three times a week like I do, or everyday like Jill does, you’re in a rhythm, you just do it.
Jill: But I’m not writing everyday.
Brad: Of course not, neither am I.
Jill: You can write your stuff once a month, but have it released more frequently.
Brad: Yeah, that’s right.
Jill: That’s up to you.
Brad: But when you say, “Stuff,” Jill, am I just talking to people about my business? “So this month, here’s the things that we did at Anchor Advisors.”
Jill: If you do, I’m unsubscribing immediately.
Brad: Bingo. So maybe that’s not the thing.
Jill: That’s definitely not the thing. Like, never say that. If you say it, you can put it as the ending to your other stuff. But if you don’t help me, I’m out.
Brad: Can I just put another category on there? Don’t email them and tell them about your new website.
Jill: Oh, that’s a fun one.
Brad: Those ones drive me absolutely bananas.
Jill: But they worked so hard and they spent so much money and look so good.
Brad: Oh, we got a new website.
Jill: Oh my God.
Brad: Nobody cares.
Jill: I always want to hit reply, and say, “You’re the only person who has ever gotten a new website congratulations.”
Brad: Yeah. You’ve got the one. The shiniest new website.
Jill: Oh my gosh.
Brad: But the point is, you want to send something to your list that will make them respond.
Brad: The best email lists are conversations.
Brad: You’re sending things out, they’re writing you back. And one of the great things about email, this is part of the reason why I’m recommending that everybody needs one, is that you’re writing one email, and you’re sending it to many people, but as soon as they reply, you’re in a one-on-one conversation with them.
Jill: And let me just add, that if you’re in a place where you send out an email and a couple of people reply, and they say, “This is so helpful,” I’m going to guarantee you that there are other people who find it equally valuable.
Brad: Yes. Say that again.
Jill: I hear from a couple people often, who think it’s a conversation, and in fact sometimes I’m going, “What? This wasn’t… I didn’t… Okay,” and then we converse about it. I know that there are a lot of other people, because I eventually meet them who say, “I’ve been on your list a long time. I love it. It’s so helped me.
Brad: This, this is amazing-
Jill: But I never hear from them via email.
Brad: … I heard an interview with Tim Ferriss who, I’m not a giant Tim Ferriss fan, but-
Jill: I kind of like the guy sometimes.
Brad: He’s smart.
Jill: Every Thursday. That’s it.
Brad: Someone was asking him about how he built his email list, and how does he decide what to write? Because he’s all over the place, he’s covering all kinds of stuff. And he says he never looks at any analytics. Jill, I think you’d like that. The only things he pays attention to, is what do people respond to.
Jill: Yeah, same.
Brad: Because then you’re in a conversation. I’m not interrupting people, I’m not bothering people, I’m talking to people. And that’s a key thing when you’re writing your emails, is write to someone. Have a picture of someone that you’re writing this to.
Jill: And can I just add that as we’re talking about it, and getting deeper into why we both have such positivity about it, and we get such good reaction, that you might be listening going, “But I don’t have time for the newsletter, let alone responding to these people.” When in fact, number one, that’s going to make your day-
Brad: Oh my gosh, it’s so great. It’s so great.
Jill: … when somebody replies to what you hand out.
Brad: If you’re on either of our email list, just hit reply. We would love to hear it.
Jill: Totally love it. Oh, foundingmoms.com/subscribe
Jill: I just got thrown off. Number two, when they respond and you reply, it’s not going to feel like this is work. It’s going to feel so good, and at the same time, you’re getting Intel. What they like, what they didn’t like. One woman wrote me in… I’ve been yelled at a lot. One woman wrote me in, she said, “You sound real angry this week.” And I thought, “Oh, that’s great. I didn’t even know I had moods coming through, but thank you.” And she was right.
Brad: So, the third challenge in the Internet MBA Challenge. So, you’re going to build a list, you’re going to send something out that people are going to respond to. The third thing is, you need to make an offer that people pay you money for.
Jill: Everyday in every email?
Brad: Nope. Just once.
Brad: On your email list.
Brad: So, you’ve built a list. You’re sending out things that people will respond to, so you have that crowd waiting outside your door. Sell them something. One thing. It could be 10 bucks.
Jill: Every time?
Brad: No, just something. Just one. This is a challenge.
Jill: No, but I put it in every email? That’s what I’m asking.
Brad: No, no, no. Just sell something once.
Jill: That’s a huge, “How,” question mark to me.
Brad: Okay, say more.
Jill: Because you can easily say that to anybody, but am I selling it by going, “Today, this box is for sale,” period, send. With a picture of the box?
Brad: Do you think that’s going to work?
Jill: Of course not, but… well, forget it. I’m not going to give you options. How would you sell something in your email? How do you sell something?
Brad: So, when I am making an offer to my list, which I do probably once a quarter. I will start out by talking about the problem that whatever the thing is that I’m going to solve, is solving, right? And so, I’m agitating a little bit. “Here’s the problem, it kind of sucks, here’s how it feels, have you ever felt this way?” Trying to get people to respond, right?
Brad: And then I say, “By the way, there’s this thing that I made that might be something that would help you with that. Here’s the offer.” And then in my next newsletter, I might have a story about someone I worked with, that this thing solved that thing for them. “Oh, by the way, you can buy that thing.
Jill: How often are you putting that into your email?
Brad: I said once a quarter.
Jill: Oh, I didn’t hear that. I blacked out.
Brad: I might do a week of things with this offer. So, three or four times I send the offer. And one of the things that you learn when you start making offers like this, is that you need some sort of urgency. So, “I’m only selling this through next Thursday,” or “the price goes up massively next Thursday,” or whatever it is. But again, just like building a list gets you over that feeling of being salesy, and writing something that people are going to respond to, gets you over that feeling of bothering people. This selling something, even if it’s for a dollar, I’m just want to get you into-
Jill: The practice of it.
Jill: You got to practice it, because writing it out and getting zero purchases will help you go, “Wait. I’m not saying it correctly, I’m not telling them why this is so valuable. I have a daily email for those of you who want to move to daily. I include…” I sort of suggest along the way. Every three or four days, I throw in something that we offer at The Founding Moms that might help, and then maybe once a quarter too, I never thought about it, because I do this by feel not by data.
Jill: But I think maybe every two months, we have something that is for sale. “Buy my new book, become a member,” but always subtly driving home that if you become a member of the founding moms, you will get so many more benefits than just this newsletter alone. And our newsletter has sent us more paying customers than anything else we do.
Brad: 100%. Absolutely the highest ROI in marketing [crosstalk 00:22:10].
Jill: Because they get to know us, they get to know me. They get to see everything, because I’m showing you all of the amazing stuff. You guys could just send out emails of testimonials for a little while, that would convince me that you’re fantastic.
Brad: Absolutely right. So, if you’re in on the NBA challenge-
Jill: I’m still stuck though, on this MBA challenge. Is this our challenge, or you’re sending them to that challenge?
Brad: I’m borrowing from Liston and Philip. So, if you want to go sign up there, they have some lessons, they’ve got a little podcast that you can listen to, and-
Jill: Sharing is caring.
Brad: Yeah, exactly.
Jill: I like it. I like it. I’m just…
Brad: But, for our listeners, if you don’t want to go over there and do that, I just kind of outlined the three challenges. You can do that with us, if you want. Or you could just-
Jill: I’m going to say, I’m half supporting this challenge, because I’m already upset that not everybody already knows. That’s all.
Brad: If you’re in, text 708-872-7878 and tell us your name. I want to hear it.
Jill: Yes please.
Brad: We want to hold you accountable.
Jill: We do. I think we crushed it.
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