As a professional writer you aren’t satisfied writing grocery lists. You long to deliver God’s message and see lives turned around. That will never happen until you have an audience, a group of people interested in your message. This includes people you haven’t met yet. They’re not looking for you; they don’t yet know how your message can help them. You must regularly reach beyond your family and friends to help new people discover you.
Once connected with them, you want to build a relationship, serving them consistently, becoming a valued resource. This is best done through email, not through social media. Why?
Imagine moving to Texas during the summer, into a neighborhood filled with walkers. Eager to make new friends, you sit on your front porch, offering first this and then that person a cool drink.
Some wave and thank you but move on. You might see them every day for years, but they rarely if ever accept your offer to chat one-on-one. These people represent your social media followers. Friendly from a distance but no solid connection.
Other walkers slow their pace and join you. As you visit, a seed of friendship is planted. Some will become dear friends. Even if they move away, the connection will remain strong because it’s deep. These people represent your email subscribers, those who have said by their actions, “I want to hear more from you. Please stay in touch via email.”
Years ago, a potential client said she didn’t have an email list and saw no reason to bother, because she had over 10,000 Twitter followers. I asked how many of those followers she could contact directly by email, to share her message or promote her book. “None,” she replied. Oh.
She used the “spray and pray” marketing approach, sharing her message with as many (in her case) Twitter followers as possible, praying that somewhere, somehow, some of those random people would purchase her book. Oy!
If you only invest in one marketing outreach, develop your email list. It’s the foundation of your platform. Social media followers are the whipped cream on top of your sundae.
What is an “email list”?
It’s a collection of names and email addresses. Ideally, each represents a human being interested in 1) you, 2) your topic, or 3) both. By “signing up” (voluntarily sharing their name and email address with you), they’re giving you permission to serve them AND promote your message, book, or event to them anytime you want (within reason).
Doesn’t an email list cost money?
Yes. You’ll need an account with an email marketing service, which is a company that stores or houses the names and email addresses of those who sign-up or “opt-in” to receive—by email—your newsletter, devotions, book launch promotions, podcast replay links…whatever you promised to share with them when they signed up.
It’s not possible to send out separate emails to each individual on your list from your personal computer, so companies such as Aweber, Active Campaign, MailChimp, and others do that for you. Many offer a low or no cost offer to start. As your list grows, they charge on a sliding scale, based upon the number of names in your account.
Myth: You don’t need an email service if you use WordPress.com.
When readers sign up to receive your latest blog post, WordPress.com stores their name and email address. You never have access to that information. So, you might have 5,000 readers (hooray!) but no way to contact them directly (boo!).
In that case, bypass WordPress.com’s sign-up box and share a link to one on your email provider’s site. Contact them to find out how.
Email marketing is targeted marketing.
If your email list is a hodgepodge of email addresses from old college roommates, people you met at a conference five years ago, and your second cousin twice-removed, it’s of no value. (Sorry, but somebody’s gotta tell you.)
But if the majority of your readers are people who’ve read your content elsewhere or heard you on a podcast interview and then digitally raised their hands to say, “I want to hear more from you!” you’re on your way.
Create content exclusively for your ideal audience and your email list will grow. These are the people God has gifted you to serve. Focus your content on them. Offer solutions to their problems. Answer their questions. Engage with them everywhere you can, always inviting them (never badgering them!) to sign up for whatever free resource you’re offering at that moment.
It takes time to build an email list (add more names to it). It takes more time to maintain it (stay connected to your readers). You’ll always be glad you did, for this is how your email list can be your most powerful promotional tool.
Patricia Durgin is an Online Marketing Coach and Facebook Live Expert. She trains Christian writers and speakers exclusively, helping them develop their messaging, marketing funnels, conversational emails, and Facebook Live programs. Patricia hosted 505 (60-minute) Facebook Live programs from 2018-2020. That program is on indefinite hiatus. She’s also a regular faculty member at Christian writers and speakers conferences around the country.
Website: https://marketersonamission.com/
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