A quick guide to help you build your audience. We'll discuss how to use offers to start building your list, how to write valuable content to keep them coming back, and how to write letters that engage customers, instead of newsletters that end up in the trash folder.

1. Building Your Audience
Creating Interested, Engaged Mailing Lists
Glenn Stovall

2. What is an audience?
— People that are engaged with you, your product, and
your brand.
— Building your audience via a mailing list.

3. Email Converts Better than Social or Search Traffic
— Social: 0.71%
— Search: 1.95%
— Email: 3.19%

4. Email Has Greater Reach Than Social Media.
— Social: 6%
— Email: 20-30%

5. Together, This Means a LOT More Sales
— 10,000 Twitter Followers: 4.2 conversions
— 10,000 Email List: 79 conversions
— 1,880% Increase in conversion rate.

6. Don't give up on SEO & Social
Media
They generate traffic you can
convert into audience members.

7. Why Build an Audience?
— Have a foundation. Never start from zero.
— Customer feedback.
— Early adopters.
— More traffic & social media shares.
— Idea Validation (minimum viable audience).
— Always Yours.

8. How Do You Do It?

9. 1. Provide Value in
Exchange for Joining.
Signing up for a list = sales
transaction.

10. 2. Drive Traffic
Even if You Don't Have a Website.

11. 3. Start Conversations
Letters, Not Newsletters

12. Email List Tools
— MailChimp
— AWeber
— ConstantContact
— Campaign Monitor

13. Email Capture Tools
— LeadPages
— Unbounce

14. Capture + List Tools
— Drip
— ConvertKit

15. 10 Email Offer Ideas

16. — 10. Beta/Early Access to software/event
— 9. Present or Future discount
— 8. Case Study
— 7. Template/Source Code Files
— 6. Work sheet / Cheat sheet
— 5. Video Tutorial or Course
— 4. Email Course
— 3. eBook

17. The Last 2 Are From Clay Collin, Founder of LeadPages
Highest Converting AND Easiest To Do

18. 2. Host a Webinar / Seminar
1. List of 5 Tools

19. Short Content > Long Content
There is a lot of internet out there, people suffer from information overload.

20. Building Offers Quickly

21. 1. Re-purpose Old Content
Ex: Compile old blog articles.
How I created my first incentive

22. 2. Upgrade Old Content
Video > Audio > PDF > Article > Tweet

23. 3. Repackage "Sawdust"
Use internal document / project waste.

24. 4. Just Do It.
You can Create a Short One Quickly.

25. Set up a Landing Page

26. Landing Page Tools
— ConvertKit
— LeadPages
— LaunchRocks
— Unbounce
— Your Site (if you have one)

28. Your First Audience
Members

29. Host a Micro-launch
— social media.
— reach out to friends.

30. Borrowing Audiences
— Use Buzzsumo to find influencers.
— Guest posting.
— Posting on other networks.
— Reach out on Social Media

31. Content Marketing

32. 7 Tips for Writing Valuable
Content
You Don't Have to Be an Expert

33. 1. Do Your Research

34. 2. Write a Headline With a
Value Proposition

35. 3. Open With A Story

36. 4. Go Long

37. 5. Keep the Piece Visually
Interesting

38. 6. Give The Reader
Somewhere to Go

39. 7. Give Actionable Advice

40. Writing Letters

41. 1. Write to An Imaginary
Friend

42. 2. No Formatting

43. 3. Use Simple Subject Lines

44. 4. Use Your Own 'From'
Address. Encourage Replies

45. 5. Start with a Salutation

46. 6. End With a Friendly
Signature

47. 7. Actually, End With a P.S.

48. Frequency & Tone
The '2-1' Rule

49. — Between 2 a week or 1 every 2 weeks
— Events / Launches are an exception.
— Most of your emails should be valuable, and contain
no selling.
— The Soft Sell Email
— The Hard Sell Email
— Minimum 2:1 Value / Sell Email Ratio.

50. Example Email Sequence
— Value Email
— Value Email
— Soft Sell Email
— Value Email
— Value Email
— Hard Sell Email

51. Questions ?
glenn@concordantsolutions.com
@GSto
glennstovall.com/products/building-audiences