Creating a Loyal Customer Base: The Underrated Power of Email Marketing

Welcome to the latest episode of "The Small Business Show" where #thepromoguy Swire Ho and Tanya Brody present a deep dive into the world of email marketing for small businesses. Discover the power of email marketing, as our experts uncover the potential this strategy holds for nurturing customer relationships and generating leads. Learn how to build a strong email list from scratch, create engaging content, and overcome content repetition. The email is not just a marketing tool – it’s your path to building lasting customer relationships.

Understand how to leverage email to solve customer problems, from identifying their pain points to offering them effective solutions. Our speakers reveal why authenticity is key and how you can infuse personality into your emails to create meaningful connections. This episode also throws light on how you can engage your subscribers to form a community, embrace a beginner's mindset to freshen up your content, and identify the true metrics to measure beyond just email opens and clicks. Tune in for these insights and more!

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Transcript

0:16

And growing a small business. The small business show is the official podcast of Garuda promo and branding solutions. Hello everyone, you're listening to the small business show. My name is Sway Air Ho. You can also call me the promo guy. My guest today is Tanya Brody. She's an email marketing connection academy. She is a full stack direct response copywriter and an email marketing consultant. She worked with numerous companies to generate new leads, grow their email list and turn new subscriber into customer. Currently in past clients includes humanitarian teams, Mary Swift, international lead pages and more. Tyre firmly believed that every business needs an email list and should be emailing that list regularly to build a relationship with email subscribers and nurture them along the path to become happy, paying, loyal customer. Welcome to the show Tanya. Thank you so much swire. It's a pleasure to be here. I think the last sentence of your bio is perfect. Makes them happy, paying and loyal customer. So. But before we dive into that, I'd love to find out more about your work and how did you get to become a copywriter and then email marketing consultants? Sure. So before I was a copywriter, I was actually a touring celtic musician. I traveled all over the country playing celtic music with a partner. And I mean like, we literally did everything from like big irish festivals and scottish games to like public libraries. And a lot of what I did in that business was I ran our marketing and we started an email list. And my very first email list was collected on a piece of paper, on a clipboard at all of our shows. And I had to then sit down and try and translate people's bad handwriting and make sure I actually got their email addresses right as I manually entered all of those email addresses after every show. So that's actually where I got started with email marketing is just, you know, doing it for my own business. When I was a musician and I sent out a monthly newsletter, I always made sure I emailed all of the people in the area we were coming to, who were on our list to let them know that we were going to be there and to bring their friends so that we always had people at our shows. So that is actually how I got started with email marketing, was just doing it for my own business and I saw the value of it. I'm like, why would you not do this? Why would you not stay in touch with your, you know, your, your, your audience, your people, to let them know what's going on? It just made perfect sense, especially as a musician who needs an audience, who needs people to buy their cds and their t shirts and come and support them and, you know, all of that stuff. So after I was a professional musician, I'd already been doing all this marketing, so copywriting was the next logical step. I already had a degree in creative writing and theater. I may as well put that to good use. So I became a full time, full stack, direct response copywriter. And email marketing just felt like the natural thing to me. I'd been, you know, like I said, I'd already been doing it and I kind of love it. And I ended up going to work for a company called leadpages, which you mentioned earlier. And their big thing is creating that email list. And well, once you have that email list, you have to keep emailing people so they don't forget who you are because otherwise, you know, you'll get someone on their list, on your list and you'll like, yeah, I've got someone on your list, on my list. But if you never actually email them when you have that sale and you're ready to try and get them to buy, if you haven't given them any information about you, they're going to look at their inbox and go, who is this person and why are they in my inbox? And click delete. Or worse yet, click spam. And that's the last thing that you want. So that is how I got to where I am today. Thank you for sharing, Ty. That's a, you know, interesting story is how we become what we doing right now because of our past experience, you know, so, you know, we didn't change to be a certain profession, but then, you know, along the path, you know, we like something that we have encountered and that's, that becomes what we do. Yeah. And it's, it's funny, the weird path that life takes us on. Like I said, you know, I, I have a degree in creative writing and theater. I graduated from college, qualified to run a small theater company and wash dishes. That's, you know, seriously. But yet here I am running a, well, running a small company, but it's, you know, a totally different kind of small company. I am serving business owners and helping all of you make your email marketing better because it's such a great channel for marketing. Let's get started. I'm wondering myself too. So how do you build that list? It seems like if I am a retail company, already have my brand awareness, it will be easier. If I'm a celebrity, I'll be easier. But for all of us out there, small business, maybe we are in the commodity industry, maybe we're just starting out. So how do we build that list? So there are two ways to do it. The first one is actually, believe it or not, simpler than you think it is, which is to make a list of all of the people, you know, who you think might be interested in receiving your emails. And I mean, like, actually, no. Personally, you make that list and you start emailing them and you say, I am doing this thing. If you want to stay on this list, tell me. And then you start emailing them. One of the things that I did when I wasn't touring full time, I was going through acupuncture treatment, and it was a really new weird thing for me. And so I just started writing about it and emailing it to a bunch of friends. It's like, this was like one of my first, you know, built email lists that had nothing to do with music, but, and it like, there was no advertisement. It was literally, this was my experience at the action punk today. But the point being, it's, you're creating your own community, so, you know, you can start there, but what you want to be doing is reaching beyond those people. You want to be putting out what is referred to as a lead magnet, opt in bribe, or freebie giveaway. That thing that you go to a company's website and they're like, download our coupon, or, you know, download this free report or get this free checklist, whatever that is. And you want to set one of those up and then have a way for people to give you their email address in exchange for that thing. If you go to my website, you will see a big pop up for my list of 30 subject lines that helps, that keep your subscribers opening and reading every email. And what that is, is literally it's 30 subject lines with writing prompts that you can use to write your own emails. Because like I said, you gotta keep writing those nurture emails so people remember who you are. So you want something like that that's relevant to your business. So you're the promo guy. So for you, it would be something like ten most popular promo items for your business to share with your customers. Just as a random example. Yeah, that will bring me to my next question. And it's funny that you mentioned me. Like, I do that, but sometimes I, I'm having a hard time. Not a hard time. Like, I have to think, like, I always talk about like, ten best things of something, right? Next time I'll do ten best things of something again. Like, for me, it's so I've been writing that for a long time. But then for, obviously, for subscriber or for people who haven't read that piece, it's new to them. So how would you suggest that we engage ourselves? Right? If we write the same thing over and over again, it gets to us. Like, do you feel that way? I'm a copywriter. I always feel that way. And that's, that is one of the things. And here's a really important thing to remember as an expert in any given field, whether you are a copywriter or a musician or someone who specializes in promo materials, you know your business, you know everything about it. And to you, it's normal, right? So to someone who's never seen it before, never dealt with it before, or is trying to learn more about it, it's new and exciting. So if you come at whatever it is you're writing about, whatever it is you're promoting from a beginner's mindset, that whole idea that you've never dealt with this before, what can you learn from it? Even you, as the expert will find things that you can learn with the beginner's mindset. But think about it from the perspective of someone who has never given away a promotional item before. It's like, okay, so what should that even be? You know, when I was a musician, we had a really hard time figuring out that what that was, it ended up being stickers with our logo. That was easy, you know, so. But what if I wanted to do something different? What else could I do? What else would be meaningful, you know, besides my cds and t shirts to my audience? So I would have no idea what to start with after stickers, because stickers are easy. Would you suggest to, like, ask yourself, subscriber, like, you know, do you, what do you, what question do you guys have for us? Like, we could, you know, touch on that, if that's your interest. Yeah. And that is actually one of the best ways to get fodder for your emails, by the way, is to ask your subscribers. Think about the questions that your customers ask you. That's an email topic. They're just total aside, but this is actually a thing about SEO, but it's still applicable to email. There was a pool company, I think, in Maryland, that managed to get the top spot for pools service companies nationwide just by writing blog posts that answered their customers questions. Yeah. Because that's stuff people want to know. So if you get someone on your email list and they're a total newbie to copywriting, to email marketing, to promotional materials, you want to give them that information so that they have the same information you do and can do something with it for their business, for their lives, whatever that may be. Basically, someone joins your email list because they're interested in what it is you have to offer. When someone downloads that lead magnet, they're raising their hand going, yes, I am interested. This, yes, this looks totally cool to me. This may solve my problem. And my favorite description. Anyone's ideal customer is at some point, that is the person that is sitting in front of their computer in the middle of the night in their pajamas because they can't sleep, because this problem, whatever that problem may be, is keeping them up at night. So that is, and when I'm a copywriter, that is the person I am speaking to. What is the problem that is keeping you up at night? What is the thing that has brought you to your computer? To read my webpage, my email, my whatever, my blog post in the middle of the night? How can I solve that problem? How can I serve you and give you the information you need to make an informed decision? Email is one of the best ways to do that. And here's why. Social media is great. It's wonderful. It's a really good way of bringing people into our world. But the big problem with social media is it's so noisy. There's so many other distractions out there. I like to compare email marketing and social media to social media is like being in the middle of a crowded dance floor at a big party and trying to have a conversation with someone with all of thumping noise, all the flashing bodies, and, you know, it's like all of this stuff going on around you and like, you're like, what did you say? And an email is more like someone inviting you into their living room to have a conversation, to actually like, just sit down, have a cup of tea and a chat. You have their undivided attention. They're interested in what you have to say because they've said, yes, I want to receive your emails. I want you to show up in my inbox and give me this information. So it's, it's a huge difference. And that's why I say, everyone needs an email list and so you can stay in touch with those, those customers. Now here's a really important little factoid. Depending on your channel and your, your, your niche, you will get one to ten or one in 100 people who buy on that first touch from you, the person who sees that Facebook ad or comes to your website, and you're like, yes, that's what I need right there. What about you? If it happened, you got lucky. Yeah, you got lucky. What about all of those other people? That's where you're leaving money on the table and that's where your email list comes in. Because maybe let's say you got those ten people that one person buys, but those other nine say, well, I'm really interested, but I don't have enough information yet. Or I'm really interested, but I'm just not quite sure yet. So when you give them that lead magnet, that thing that gives them more information and you start emailing them, you build trust, you build your expertise and you're building a relationship with them. You're giving them something and in exchange they will want to give you their business, which is huge. And just doing that is going to result in more purchases, which is the whole point of having an email list is to get those further purchases because maybe you might not get all nine of those people, but even if you get three of them, that's still three more new customers that you didn't then have to go pay social media ads or pay per click ads or whatever advertising forum you're using because they already came to you. They are a captive audience, if you will. Well, Tanya, I know we talked a lot about, you talk a lot about engaging with your email list subscriber and I know the value proposition is there, right. You have to understand what their concerns about, not what you want to do. Like, I know we all want to sell our product and services at the end, right? That's how we keep our lights on. But customer, they care about themselves. They want to see what if I do this? Can this solve my problem? Or if I get your services, am I able to live my life better? So I think there's some figuring out involved, right. To provide the right content, other ways that you suggest to engage with customer. I think like with, you know, using me as an example with promotional product, I would almost want to do like a poll or like a questionnaire, you know, like pick four. Like what are you most concerned about when you think about our industry? And then when they pick or choose or I can, I can actually ask my paying customer, what do you guys care most about? And then that's me, the promo guy. I'm going to research and bring you that content that you're looking for. Do you think that might be a better approach? Like how do we get really good feedback to write the correct content for our subscribers? Subscribers. So I have what I refer to as an email welcome sequence, which is that first set of emails that someone receives from me. And in my second email, I actually ask people, tell me what it is about email marketing. That is your biggest challenge or frustration. And you can either just respond to this email or click right here and fill out this one question survey. And that I get a lot of response from that. And it is literally, it's an open ended question that just lets people vent. Believe me, there are people who vent. And that's the most valuable information in the world because I'm getting my customers actual words, I'm getting their actual concerns. And I can then take that information and go, oh, that's your problem. Here's how you solve that. And I put that out as an email and I say, I got a response from someone lately who asked me this question, and here's the answer. And here's why this matters. And my favorite thing in the world to remind everybody in business is it's not about you, it's about your customers. They are asking every consumer, you and I, when we are being consumers, ask the question, what's in it for me? That is the question you need to answer in every aspect of your marketing. What's in it for your end user? And to quote one of my favorite copywriters, Mister Nick Usborne, the formula is help, help, help sell. So the first thing you do is you help someone. You give them the answer to that question. Then you help them a little bit more by saying, okay, so now that you have this question solved, what about that question? What about the next step on your journey? Then you position your product or service as that solution. So it's a process. It's not a buy my stuff, buy my stuff, buy my stuff, which is what I see so many businesses doing. It's a how can I serve you? How can I give you what you need to solve your problem? And here's this thing that will help you solve this problem. Here's the information you need to use it, to use it most effectively in your life and to understand how it. Will help you as a small business professional. I think like the most frequently asked question that you receive, Tanya, are probably money question, right? You know, how much does it cost, right. To do me? And I think the second most frequently asked question is how long does it take? I know that it depends question, but I'm going to ask you anyway. Like, if we are really serious about building a list, engaging with a subscriber, like how long do you think it normally takes for us to start seeing the result that we wanted? Okay, so first of all, a few fascinating statistics about email. Email marketing has a 4000%. Yes, that's it. 4400%. That's the number. Return on investment. Sorry about that. Yeah. And basically that means for every dollar you put into your email marketing, you can earn up to$44 back. That's incredible. That's really good. There is no other marketing channel that will deliver that. Now what that takes is getting someone onto your list to be able to do that. So email marketing, if you think about it, is sort of a back end thing. It's not flashy like Facebook ads, you know, it's not engaging like going out on podcasts like we're doing right now. But what it is is it's that that continued relationship builder. And when you put money into it, which, yes, does mean setting up that email funnel to deliver that lead magnet and send that welcome sequence to welcome people into your community and to give them that first chance to buy your product or service, then that is going to basically push everyone towards making that purchase. Now, I've had people on my email list who buy, like within three or four emails. I've had people on my email list who literally take years to buy. And this at every single person with an email list will tell you this, but we're all at different places in what's called the buyer's journey. I'm sure you've probably heard of the, the hero's journey, the famous Joseph Campbell circle of how we, how mythology evolves, Star wars standard hero's journey story. In fact, George Lucas actually wrote it off of Joseph Campbell's writings. Now, we as customers, each of us has a buyer's journey where, you know, we start out on that. I have this problem I need to solve. I have no idea how to solve this problem. And then, oh, there's a thing out there that can help me solve this problem. How do I get that thing? And then you go in search of that thing, and that thing helps you have the transformation in your life. It solves your problem. That brings you back to the top of that cycle of I am now the hero. I am, I have achieved my mission. I am bringing my adventure, my story back to my community. Somewhere in there is the guide, which is a critical part of that hero's journey. And on your hero's journey, swire, I am your guide. I am not your hero. You are the hero. Yeah, I am the guide. I am the person who is helping you along the way. And that's what email marketing does. It lets you be that guide. It lets you be that person that someone can turn to and go, I have no idea what to do next. And you say, well, here's the thing you need to know now. Go take care of this. It gives you that chance to be that relied upon, trusted source of information so that when that person is actually ready to take that step and by, they're going to turn to you as opposed to your competitors. So it really depends, right? It depends on all the items that we do are easy, right? A cup of coffee or versus, if you want to buy a house. Obviously, that's maybe once in a lifetime decision, but there are people who, we are set where we always have a brand or an expert in mine already. If we decided to do, uh, things in their particular industry, this is the only company or the only person, right. The only coaches that we will work with. So. And it takes time. Then, you know, while you're talking, I'm thinking about, you know, how do we really build trust? And then I am trying to remember, like, the email newsletter that I subscribe that I'm willing to open every single day. Sometimes they come every day, sometimes they don't, like, even in the professional world. And then in my own little things that I like, my hobbies that I will open from a certain company right away, you know, why is that? Why do I do that? You know, I'm thinking about that, and it's. It's interesting, right? Because I I trust them, right. In their particular industry, and that's why I do that. Versus, you know, you could spend a lot of money buying ads, maybe hiring influencer, try to influence, or maybe you take out a Super bowl ad or Oscar ad. You know, try to have people buy. If they don't trust you and if they don't know about your brand, then it might not be as effective. Then if you see the email, you know what to expect. And it's. It seems like the person who's writing it understand what. What I'm going through, so I really trust this person. Exactly. And that's why it's actually worth having that person's exact words, because you can literally say those words back to them and they're like, oh, my God, you get me. Because when someone says exactly what you just said to them, you feel understood. You know, it's like, you know, if you swear, let's say you said, oh, my gosh, I'm having the worst trouble with, you know, reaching out to my customers. I don't know how to do it. It's really confusing me. And if I come back to you and say, swear, I am so sorry you're having such a hard time reaching out to your customers and getting them to engage with you because you just don't know where to turn. You're going to feel seen. You're going to feel heard. You're going to feel understood. And isn't that what we all want, right? We all want someone to go, yes, I get you. I hear you. And you can totally do that with your email marketing. You can totally do that by listening to your customers and hearing what they have to say and showing them that, a, you get it and b, you have solutions for them. And that's going to make you that trusted expert. That's going to make you that person that they turn to when they're ready, whenever that is on their hero's journey, and they're going to come to you and say, yep, this is it. I'm ready. I'm going to plunk down my hard earned cash. I'm good. Everything you said, tanya, is really good. I'm asking this question for myself and also for all of us out there who aren't a writer. Like, I could talk for a long time, as you could probably tell. You know, I have a podcast and I also guess on other people's podcasts when they asked me like a bunch of promotional product questions. But if you ask me to sit down, write a blog post or, you know, like you have suggested an email newsletter, you know, I found myself really, I'm staring at my keyboard. I want to smash my keyboard. I know that we have, you know, we haven't mentioned chat GBT. Now we're going to mention it. It's been a little help, right? For what I do, I can actually use that to transcribe my guest episode of podcast and turn it into somehow like 60% ish type of format, and I will edit it so it helps me. But really, the question is, if I'm not a writer and I know the importance for writing an email marketing campaign, how do we get started? Like, what do we write first? Oh, my goodness. That is the problem that everyone tells me when I say, do you have any emails? They go, no. I say, why not? Because I never know what to write. And that is a totally fair thing because again, this comes from being too good at what we do. You know, all this stuff, it's normal to you. It's boring. But remember, the person who has no clue really wants to know. The easy place to start is with the really basic stuff you know, when I start with email marketing, when I start with specifically writing nurture emails, I start with, here's the basic stuff you need to know, you know, and a lot of it is what is we've been talking about here on this podcast. Another thing that you can do is you just pointed out swire, you talk, you're really good. You could talk about what you do until the cows come home, right? Pick up your phone, use the voice memo recorder, talk, talk into that recorder. Stop, put it into otter AI or chat GPT or whatever is. Get it transcribed. That's your email. Obviously you want to refine it a little bit. So you're not saying um, er, but that's a perfectly good way to write. And then you basically put some sort of call to action on it. Like read my blog post, schedule a call with me, what have you, and that's a perfectly good email. There is no fine art, perfect structure to email, and that's part of the beauty of it, in my opinion. Sales pages have a structure that you're supposed to follow. Blog posts have a structure that you're supposed to follow. Emails really are more like that conversation. They're more personal. You are literally coming into someone's inbox, like I said, like inviting someone into your living room so they don't have to follow an absolute structure. Now, I have one that I teach, but you know, it's pretty much that you need to have a subject line, an introduction, a body and a call to action. That's pretty easy. Most people can do that. So there are a lot of different ways you can write an email. That's why I have that 30 subject lines is because people really don't know what to write. But all of these subject lines are generic enough that you can apply them to your business really easily. There are writing prompts that will actually help you get started. Chat GPT is actually, this is, in my opinion, one of the things that AI is really, really good at is coming up with these ideas for you to write about. I will be completely honest with you, I use chat GPT all the time. I am a firm believer in actually using the tools. I do not let it write my emails. I'm a professional copywriter. I should be able to write my own emails. But I'm happy to let it get me started. I will then go through and make sure everything is a correct because we all know chat GPT is making some of this stuff up. It doesn't understand what you do for a living. It's not you, it's been trained on gigabytes and gigabytes and gigabytes of information. It's not going to know what you specifically do. You have to go in and make sure that everything represents you well. But the other thing is you want to make sure that your personality is going to show through and you are not a robot. Computers do not know how to human yet. Sorry. They just don't. So you have to go in and look at what was written and then take it and put it in your own voice. But it's going to give you great ideas, it's going to give you great starting points, and it's going to give you a framework that you can use. Just like you're not staring at that blank page anymore, which is what most people want. So, important point, what you put into a writing prompt is what you get out of a writing prompt. So if you just say, chat GPT, write me an email for my customers, because it won't know what that means. You have to give it the information, you know, chat GPT, write me an email that will appeal to people who want to use promotional items in their business to drum up this, you know, to attract more customers. Well, that's it. A start. I'll ask a lot of prompts too. Like, I think, you know, one way it does is, you know, I could, I'm saying it on the show. I can be mean to it, but then it still works for me. Right, right. I'll ask, you know, act as if you are a marketing manager who are going to a trade show. All the prompts that I know customer buy from us, what do they think about? Like, what do they concern about? Like, why is it that they want to buy what we do? And then it actually gives me sometimes a little bit too much information. It'll give me like a whole paragraph or points that I should be right about. I think that's. It's good. And, you know, I think, Tanya, you also mentioned it. We listed the most frequently asked question on a website. I think a lot of website does. Like, that's like the ten most popular question that we have. I could actually put that in a Gmail form in my actual voice. Like, you know, I come to believe that, you know, people sometimes work with me, the promo guy, because, like, they, like, you know, some way that I talk. And so maybe it will also introduce to them what kind of person is this promo guy? Right. I think a lot of times, especially when we do the b two b is not just the product anymore. They want to see the person that they're dealing with, like, who is this guy? You know, who's this person? Are we able to trust him or her about, you know, things that we're about to do? If you're able to turn your personality or maybe you unique, right, in your email newsletter, not written by a robot, then maybe you could attract some of the people that are connected to you. Obviously there are those who are maybe turn away by your certain energy. It happens. And, you know, no, not everyone can be your customer. You have to understand that. That's absolutely true. So I think that something that's really, really important is that all relationships in marketing, whether you're a b two b or b two c, you know, business to business or business to consumer, are actually p two p person to person. You need to show yourself. You need to show who you are. And that's a big part of what's going to attract people to your business. We all have our favorite brands, right? You know, whether you like a certain kind of dishwashing liquid or you like a certain kind of toothpaste, those brands have created a personality of some sort, a way to appeal to attract their right people. Now, there are still hundreds of other toothpastes out there. That brand has created something that appeals to those particular customers. And you're not going to be everybody's cup of tea. I'm not everybody's cup of tea. That's fine. There are lots of other email marketers out there. But for the people who resonate with me, who understand what I say and it makes sense to them, those are the people going to come to me. Those are my customers. Those are the people who I'm going to want to work with and who I can help the best. If someone comes to your business and they're like, what you're saying makes absolutely no sense to me, it's going to be really hard for you to break through and make sure you're communicating on the right level. Whereas if someone comes to you and they're like, you make so much sense. I have never heard anyone say this like this before. Thank you so much. That's your customer. That's the person you want to be appealing to. And you need to let that shine through in your emails, in your online promos, in your podcasts, in your brochures, in whatever it is you're doing, because that's what's going to bring people in and it's going to bring the right people in. You know, so many businesses say, you know, when I ask who's your ideal client? They're like, oh, anybody with a pulse. No, no, no. Because anybody with a pulse isn't the person who has the problem that your product or service solves. That's your first layer. Then it's the people who resonate with you and what you're doing. The way you explain things and the way your product solves that problem. Yeah, I think, tanya, you explain it perfectly. You know, let me put it in a sales perspective. Let's say you charge a set amount of hours, right, for your services or you sell your product. There are people who are willing to buy from you today and they are really happy to work with you. And there are others who, if you ban a little bit, they might work with you, but they're horrible customer. So same experience. Like, you go through that in your day. What if you have worked with all happy customers, right? You describe in your bio and you work with all grumpy customer who are challenging you every step of the way, who micromanage you, like the worst customer. Which way do you work? Like how much would you willing to bet your health on it? But by writing the right email, you can actually communicate. So you attract, you know, people who like you already. Then you might actually filter people. I don't. I don't like this person. I don't like the promo guy. I'll go somewhere else and that's okay. Sometimes I think they're turning to, like a therapy session for people who are in sales who are pulling their hair out, right? I think you mentioned it, like, so much better, Tanya. Right? With the white way that you bring them to your journey. Along the way, you trust that person. So when you actually click by or pick the phone to call, I already made up my mind. Yeah. They're coming to you as a ready to purchase person. They're good. You've given them the information they need. They're ready to click on that button or make that phone call or place that order. That's exactly what you want. And that's what email marketing can do for you. It's that salesperson that never sleeps, if you will. But I want to hit on that point that you were just talking about is as business owners, it saps our energy to have customers who are not the right fit for us. And I think that we have this mentality that we have to have all the customers, we have to have everyone we possibly can. And the truth is, we don't. We need the people who are going to work best for our business and help our business grow. And that's not everybody. I'm a pretty happy go lucky person. I'm not one of those. I'm going to get angry at every single thing people. And if someone is like that, I don't necessarily want them as my client because we're not gonna communicate well, and I'm not gonna be able to help them as much as I could. Someone who's also kind of happy go lucky, easygoing, like me, because it's gonna a. It's gonna be easy for. Easier for me to write their copy, but it's also gonna be easier for me to help their business grow because I believe in what they're doing, you know? And as a b two b person, that's something else you're doing. You're not just helping a specific customer. You know, it's like, you know, you're ringing someone at the grocery store. You are literally helping another business grow. And so we need to think about what is beyond just the person we're dealing with. There's all that other stuff. There's their community. There's, you know, their. Their family. There's the entire world. It's, how are we affecting the. What we're putting out? How is that affecting all of the people we're working with? And the more we can call those right people into us, our businesses are going to go faster, which is what we all want. Right. But also, we're going to be able to serve our people better. We're going to be able to give them experience that makes them really happy, that get. That helps their business grow, that helps them become better people in their world so that they can do the same for their people and so on and so on and so on. And ultimately, you know, it's. We're all interconnected in some way or another, right? Yeah. I will go back to your bio one last time. I promise. Like, you really mention it best, right. I'm looking at it right now. Happy paying lawyer. So if they. If they're happy, then chances are you're going to be happy, you know, for your day. And they're paying, so that obviously explains itself. And they're loyal, so they will work with you over and over again whenever that they have a chance. You imagine that you are working with a bunch of people who are grumpy, not happy with you, and they're sometimes not paying, and then they change vendor or they shop around every single time. I don't even have to explain you which side you pick, but I think, Tanya, you gave us a lot of good framework about email marketing, like a good therapy session for a small business professional. Why we should focus on people who care about our work, because that's very important. It's very challenging as it is as a small business professional. We also want to be circled by people who support us, people who pay us, people who are loyal to our brand, then to go out, people who are in a dark world that not paying you and then just don't care about your product and service. Maybe you just happen to be at the right place and they just mess with you for a little bit. But for a listener who wanted to find out more about what you do, what would be the best way to connect with you? Best way to connect with me is to go to tanyabroddycopywriter.com dot. That is my website. You will see all sorts of blog posts about all of this stuff, but also you will be able to download my lead magnet which is that 30 subject lines that will help you get your subscribers to open and read your emails. And most importantly, they'll help you write those emails. So you're getting them out into the world. So check that out. You will then get my welcome sequence so you'll be able to see what that's all about. And you're going to get some really useful information on email marketing. I do actually want to point out one more thing about people who are loyal, those loyal customers. They recommend you to their family and friends. Yeah. Which is huge. It's another big way to grow your customers because the best marketing is word of mouth. Think about the last time you wanted to buy a car or buy a bike or, you know, any really, any purchase. You know, I wanted to try a new kind of product. What do you use? You ask a friend, well, guess what? If someone really likes you and you're their go to, they're going to recommend you. So that's another reason to be building this relationship is so that all of those happy, paying, loyal customers say, oh my gosh, you need promo material. Talk to my buddy swire. You know, Tanya, really happy to have you on the show today. So you validate a lot of my point and you helped me take on my stress. I would say, like, really thank you for being a good guest on the show. You are very, very welcome. It was an absolute pleasure to be here. Thank you for having me. Thank you for listening to the show. If you enjoyed this episode, please subscribe to the podcast and share with your friends or colleagues who might benefit from the conversation. Any questions or feedback. Feel free to reach out to me on LinkedIn. I'd love to connect with you. Our show is live streamed both on YouTube and LinkedIn every Tuesday at

10: 43:48

00 p.m. pacific Standard time. I'll see you next time.