103 | Selling with Ease: How to Make More Sales Through Email - with Lisa York

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Hello and welcome to Women in the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor and ICF accredited coach

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Microphone (Samson Q2U Microphone): and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty.

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You can tend to armor up and protect yourself from vulnerability.

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In this podcast, I'll be sharing honest, not hype, practical and

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emotional tools to support you to make the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Hello, welcome to episode 103 of Women in the Coaching Arena.

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So glad you are here.

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I am excited today to have a guest on the show.

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I haven't had many guests so far because in all honesty if you've listened to

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this podcast often, you will know that I end up recording it on a Saturday or a

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Sunday morning because my diary is super busy with school hours only so I haven't

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always been able to have guests cause I have had no time to speak with them.

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But I've always wanted to, and so I'm excited to bring approximately one

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guest a month onto this show going forward to mix it up a bit, help you

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get different perspectives and help me learn different perspectives too, because

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I gain so much from those I talk to.

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One of these people is Lisa York, who I'm excited to have invited into my

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program as a digital sales strategist.

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She also obviously runs her own business doing this, so you will

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learn so much from her wisdom and I hope you enjoy this conversation.

Joanna: 00:01:48

Hi, Lisa.

Joanna: 00:01:49

So, excited to have you on the podcast.

Joanna: 00:01:51

I haven't had many guests, so I'm really, really excited that you are

Joanna: 00:01:55

one of my first guests and I know you're brilliant at what you do.

Joanna: 00:01:58

Please do share a bit about yourself and what you do.

Lisa York: 00:02:02

Oh, hi, Joanna.

Lisa York: 00:02:03

I'm honored to be your guest on such a prestigious podcast.

Lisa York: 00:02:06

So thank you so much for having me.

Lisa York: 00:02:08

I'm Lisa York.

Lisa York: 00:02:09

I'm a digital sales strategist.

Lisa York: 00:02:11

My business is called Sell More Stuff.

Lisa York: 00:02:14

And what I do is I help women who have small businesses make more sales.

Lisa York: 00:02:19

And I do that through sales funnels, email automations and campaigns and

Lisa York: 00:02:26

launches, because I find that if we can tighten up their sales funnels, which

Lisa York: 00:02:31

feels big and scary, but it's really not

Lisa York: 00:02:33

and we'll go into that later.

Lisa York: 00:02:34

But if I can help them tighten up their sales funnels and get those sales

Lisa York: 00:02:38

coming through in an easier way, then they've got more time to spend on other

Lisa York: 00:02:43

elements of their business because they know that the sales are coming in.

Lisa York: 00:02:47

So that's what I do.

Joanna: 00:02:48

Love it.

Joanna: 00:02:49

Thank you.

Joanna: 00:02:49

Sales can have a really negative association.

Joanna: 00:02:53

I think for a lot of women, because you know, we've all been brought up often to

Joanna: 00:02:57

be caring and to do everything for free and just to be a really nice person.

Joanna: 00:03:01

So tell me more about any resistance like that you've noticed and how

Joanna: 00:03:06

you help people through that.

Lisa York: 00:03:08

Well, I've noticed a lot of resistance and the

Lisa York: 00:03:11

key word there was women.

Lisa York: 00:03:13

It's women who struggle with it.

Lisa York: 00:03:14

I've been to events where it's kind of a bit more bro marketing and they're all

Lisa York: 00:03:19

big and bold and brash and, you know, they're telling everyone about what

Lisa York: 00:03:23

they do and the women, literally event I went to recently, the women were all

Lisa York: 00:03:27

cowering on the back row saying nothing and struggling with imposter syndrome.

Lisa York: 00:03:33

And I think it's such a shame because women have so much to offer.

Lisa York: 00:03:38

If only we were able to step into the sale and I think the reason why it has

Lisa York: 00:03:43

negative connotations is because we think that we're going to be that sleazy used

Lisa York: 00:03:50

car salesman with a gold tooth twinkling at people and actually the reality of it

Lisa York: 00:03:55

is that it doesn't have to be that way.

Lisa York: 00:03:58

I'm a big fan of relationship marketing.

Lisa York: 00:04:00

So as you know, Joanna, you're on my email list and I build my

Lisa York: 00:04:04

personality through my email list and eventually that transforms into a sale.

Lisa York: 00:04:09

I think that's a really good way to do it because I feel like I'm

Lisa York: 00:04:13

selling myself and my personality and this is what I help women to sell

Lisa York: 00:04:18

through yourself because what you've got to offer the world is amazing.

Lisa York: 00:04:22

And you are so unique and capable and an amazing person that why not

Lisa York: 00:04:27

just sell through your personality?

Lisa York: 00:04:29

That's my mission is to help small business women to make more sales

Lisa York: 00:04:34

using relationship marketing.

Joanna: 00:04:35

Love it.

Joanna: 00:04:36

And you're super interesting because you don't use social media.

Joanna: 00:04:39

So tell me more about what you consider relationship marketing to be.

Lisa York: 00:04:43

Yes.

Lisa York: 00:04:44

People are often horrified when they know that I don't use social media.

Lisa York: 00:04:48

I don't use it in any way, shape or form.

Lisa York: 00:04:52

I think that when you have a small business, you have to have all the hats,

Lisa York: 00:04:57

you've got to do all the jobs yourself.

Lisa York: 00:04:58

There's a lot of balls that you've got to keep in the air and so I'm a

Lisa York: 00:05:02

big advocate of my business, my way.

Lisa York: 00:05:06

And so for me personally, I actually don't enjoy social media.

Lisa York: 00:05:10

When I used to have my podcast, I used to think, Oh, I hope nobody replies to me

Lisa York: 00:05:15

via social media because that means I've got to talk to them via social media.

Lisa York: 00:05:17

I just didn't enjoy that.

Lisa York: 00:05:19

I prefer a deeper relationship.

Lisa York: 00:05:21

And I guess, you know, the fact that I'm teaching people to make

Lisa York: 00:05:25

sales, I sort of show by example and

Lisa York: 00:05:29

for me, that means I don't enjoy social media and I don't need social media.

Lisa York: 00:05:34

I actually do my marketing and my sales in a different way that doesn't involve it.

Lisa York: 00:05:40

So if you were to look me up on LinkedIn, I've literally got a one

Lisa York: 00:05:44

liner saying, I don't use LinkedIn.

Lisa York: 00:05:46

Come to my website if you want to chat and people who do come to my website

Lisa York: 00:05:50

and then go onto my email list find, Oh, we're having a conversation.

Lisa York: 00:05:54

It's like having, DMS, but we're doing it by email and I'm building a closer

Lisa York: 00:06:01

relationship with them because , I'm doing that on a personal and individual level.

Lisa York: 00:06:05

So I don't feel like I need the social media in my business.

Lisa York: 00:06:09

It's a personal choice.

Lisa York: 00:06:10

I'm not dismissing social media.

Lisa York: 00:06:12

I think it's a brilliant platform and I think it depends on what your

Lisa York: 00:06:16

business is, whether you should be using it or shouldn't be using it.

Lisa York: 00:06:20

But I don't think that we should automatically be saying because I've got a

Lisa York: 00:06:24

business, I have to be using social media.

Joanna: 00:06:28

Those are interesting.

Joanna: 00:06:29

I don't think I've ever spoken to anyone who doesn't use

Joanna: 00:06:31

social media in any capacity.

Joanna: 00:06:33

So you haven't even like with your friends, family,

Joanna: 00:06:36

Instagram, Facebook, nothing?

Lisa York: 00:06:38

No, nothing at all and I make lots of sales.

Lisa York: 00:06:41

My business is thriving.

Lisa York: 00:06:43

I have a big customer base.

Lisa York: 00:06:44

I'm making lots of sales.

Lisa York: 00:06:46

I just don't feel like I need it in my business.

Joanna: 00:06:49

So tell us the secret then.

Joanna: 00:06:51

How do you get in front of people without social media?

Lisa York: 00:06:55

Well, I know a lot of your listeners, they're coaches

Lisa York: 00:06:58

and they're starting from scratch.

Lisa York: 00:07:00

If I was to give my best advice, I would say to people, the first port of

Lisa York: 00:07:03

call is to reach out to your network.

Lisa York: 00:07:06

When I started my business, this is my third business.

Lisa York: 00:07:08

So I had a podcast business in a past life.

Lisa York: 00:07:12

COVID put paid to that , I struggled to homeschool my four kids.

Lisa York: 00:07:16

We also moved internationally.

Lisa York: 00:07:17

There's a lot going on.

Lisa York: 00:07:18

I had to put that on the back burner,

Lisa York: 00:07:20

but what I did was I reached out to my old podcast network.

Lisa York: 00:07:25

I told Individually I don't do round robins.

Lisa York: 00:07:28

I individually goes to every auntie, every uncle, every cousin, every friend.

Lisa York: 00:07:33

I mean, I'm very lucky we've moved a lot internationally.

Lisa York: 00:07:36

So I have lots of friends all around the world and I'm very specific.

Lisa York: 00:07:40

With what I tell them, this is on the basis that I already have

Lisa York: 00:07:43

a good relationship with them because I'm a people person.

Lisa York: 00:07:46

I love people.

Lisa York: 00:07:47

I've already got a good relationship with a lot of these people.

Lisa York: 00:07:50

And some of the people who I haven't had contact for years with, it's

Lisa York: 00:07:54

opened up a new conversation.

Lisa York: 00:07:56

So I don't just go in and go, I've got something to sell.

Lisa York: 00:07:59

I go in and I say, sorry for the intrusion.

Lisa York: 00:08:01

I hope you don't mind.

Lisa York: 00:08:02

You know, I'm just telling people about my business.

Lisa York: 00:08:05

Tell them what I do, and then get very specific.

Lisa York: 00:08:08

Have one clear call to action in your mind what you want to do.

Lisa York: 00:08:12

Do you know any small business owners who might be interested in what I'm doing?

Lisa York: 00:08:16

And then what I do is I get people onto my email list.

Lisa York: 00:08:20

I charm them through my emails and that starts the word of mouth.

Lisa York: 00:08:24

People now start talking.

Lisa York: 00:08:25

Oh, Lisa, your emails very interesting to have

Lisa York: 00:08:28

and it's been, it happens regularly.

Lisa York: 00:08:29

It was happening this weekend and I had messages.

Lisa York: 00:08:31

Oh, so and so said your email was really good.

Lisa York: 00:08:34

And here I am on your email list and from there I start to build the relationship.

Lisa York: 00:08:39

So I think the first port of call in answer to your question is starting with

Lisa York: 00:08:43

your own network and build from there.

Joanna: 00:08:46

Yeah, totally.

Joanna: 00:08:47

And that's why I knew I had to have you on the podcast because I signed

Joanna: 00:08:51

up to your email list and by the third email, I had contacted you and asked

Joanna: 00:08:56

you to be the sales strategist within my program, The Business of Coaching.

Joanna: 00:09:00

So I was like, whatever happened there, that was extremely good.

Joanna: 00:09:05

So tell me more about the difference between sales and marketing, because

Joanna: 00:09:10

I know you treat them as very different entities within emails.

Lisa York: 00:09:14

I do.

Lisa York: 00:09:14

We tend to mulch the two things together.

Lisa York: 00:09:18

Marketing is the thing that you use to get people into your world.

Lisa York: 00:09:23

It's the platform by which you can tell people that I exist, my business is here

Lisa York: 00:09:28

and I think you have to be strategic about the type of marketing you choose

Lisa York: 00:09:32

because it depends really on, like I was saying earlier, the type of business

Lisa York: 00:09:37

that you want to run and how you want to run it and also who your audience is.

Lisa York: 00:09:41

When I say marketing, I'm talking about all the social media platforms.

Lisa York: 00:09:45

I'm talking about the podcast.

Lisa York: 00:09:47

This podcast here now is one of your major marketing tools.

Lisa York: 00:09:50

And I know that you've, had real pivotal moment in your business

Lisa York: 00:09:54

since launching your podcast.

Lisa York: 00:09:56

You know, it's really building that deeper relationship with people.

Lisa York: 00:09:59

And I know that your social media is like a more of a superficial

Lisa York: 00:10:03

relationship and this really gets people , to know, like, and trust you.

Lisa York: 00:10:06

If you're going to talk marketing speak, but your marketing platform

Lisa York: 00:10:10

could also be your blog, your vlog.

Lisa York: 00:10:13

You could choose to focus on SEO.

Lisa York: 00:10:16

All of those things get people into the top of your funnel and I

Lisa York: 00:10:20

always say the only call to action.

Lisa York: 00:10:22

No, sorry.

Lisa York: 00:10:23

Not the only call to action.

Lisa York: 00:10:24

The main call to action with all those marketing channels

Lisa York: 00:10:27

should be go to my website.

Lisa York: 00:10:30

And that's not to say that you can't have others because you might, mention

Lisa York: 00:10:33

your lead magnet or a specific podcast episode or a blog that you've just

Lisa York: 00:10:37

released or whatever it might be, but it always should be go to my website.

Lisa York: 00:10:42

And from the website.

Lisa York: 00:10:43

The key thing is to try to get them onto your email list.

Lisa York: 00:10:46

So that's marketing.

Lisa York: 00:10:48

Sales is a different thing.

Lisa York: 00:10:50

Sales is what happens in your email list.

Lisa York: 00:10:52

And I find it very interesting because I think, if your listeners can stop

Lisa York: 00:10:57

for a moment and think about how much time they spend doing the marketing.

Lisa York: 00:11:02

Versus how much time do they spend making the sale?

Lisa York: 00:11:05

In some cases, the sales get 0 percent of their time because everyone gets scared.

Lisa York: 00:11:11

Nobody wants to ask for the sale.

Lisa York: 00:11:14

Whereas for me, if you don't ask for the sale, you don't make money.

Lisa York: 00:11:18

And if you don't make money, you don't have a business.

Lisa York: 00:11:20

And if you're not asking for the sale, well, it's actually just a hobby.

Lisa York: 00:11:24

It's not a business and I think that we, as women in business owe

Lisa York: 00:11:29

it to the world to ask for the sale.

Lisa York: 00:11:30

We have got a business so we can continue in that business and continue

Lisa York: 00:11:34

to offer our goodness to the world.

Lisa York: 00:11:37

It's really, really important that you do ask for the sale.

Lisa York: 00:11:41

And like I say, the sale comes

Lisa York: 00:11:43

through the emails.

Lisa York: 00:11:44

They say that it takes an average of 102 emails to clinch the deal.

Lisa York: 00:11:51

so I think I'm doing pretty well.

Lisa York: 00:11:52

I clinched a deal.

Lisa York: 00:11:53

I'm inside your business of coaching program after three emails.

Lisa York: 00:11:57

Thank you so much for inviting me in.

Lisa York: 00:11:59

102 emails.

Lisa York: 00:12:01

It's not a quick, you know, get rich quick scheme.

Lisa York: 00:12:04

It's an ongoing relationship building process.

Lisa York: 00:12:07

And again, leading by example, I sell something to my audience

Lisa York: 00:12:12

in every single email, every single email has a call to action.

Lisa York: 00:12:16

Usually it's for a product that they pay for.

Lisa York: 00:12:19

Sometimes it might be a call to action saying, can you leave me a Google

Lisa York: 00:12:22

review or can you recommend me to some podcasts to me, but a couple of

Lisa York: 00:12:27

those dotted in, but generally I'm saying buy this, buy this, buy this.

Lisa York: 00:12:32

But I don't do it in that buy, buy, buy type fashion.

Lisa York: 00:12:36

I'm doing it through building a relationship.

Lisa York: 00:12:38

So it's really important to separate out the sales element from the marketing.

Lisa York: 00:12:44

The marketing is really important.

Lisa York: 00:12:45

That's what gets people into your funnel.

Lisa York: 00:12:47

But once they're on your email list, it's really important that

Lisa York: 00:12:50

you, step into it and, and brave up and start to ask for those sales

Lisa York: 00:12:54

because that's the thing that's going to keep your business alive.

Joanna: 00:12:58

And so by you saying that they're separate, just so I completely

Joanna: 00:13:02

understand, and our listeners can understand, do you mean therefore

Joanna: 00:13:06

there should be separate emails about sales or do you mean there should

Joanna: 00:13:10

just always be a sales call to action?

Lisa York: 00:13:12

What I mean is that marketing and sales do go hand in hand.

Lisa York: 00:13:16

I think that a lot of women think because they're spending a lot of

Lisa York: 00:13:20

time with their marketing, that that naturally is going to transpose

Lisa York: 00:13:25

into a sale and actually it doesn't because you have to ask for the sale.

Lisa York: 00:13:31

In a lot of cases, I look at a lot of women's businesses.

Lisa York: 00:13:34

When I first work with women, I do a sales funnel review and I have a really thorough

Lisa York: 00:13:37

look at every element of their business.

Lisa York: 00:13:40

And it's really quite interesting because what I often find is that I look at it and

Lisa York: 00:13:45

say, Well what is it that you're selling?

Lisa York: 00:13:48

I actually don't know what you're selling.

Lisa York: 00:13:50

I know what your message is.

Lisa York: 00:13:52

I know who you are.

Lisa York: 00:13:53

I know that you're a coach in your case, your audience of coaches.

Lisa York: 00:13:57

I know that you're a coach and it looks like you're a cracking

Lisa York: 00:14:00

coach because you're telling me all about that on your website.

Lisa York: 00:14:02

But I actually don't know what it is that I can buy from you.

Lisa York: 00:14:05

Am I buying one to one coaching?

Lisa York: 00:14:07

Am I buying a package?

Lisa York: 00:14:09

Do you coach me individually?

Lisa York: 00:14:10

Do you come into my corporation?

Lisa York: 00:14:12

You know, what actually is it that you do?

Lisa York: 00:14:14

And I think that you have to spell that out to people and you have to

Lisa York: 00:14:19

spell it out to them multiple times on multiple occasions, because we

Lisa York: 00:14:24

think that we're writing all these emails and oh, everyone's going

Lisa York: 00:14:27

to be sick of me, but actually,

Lisa York: 00:14:29

how many emails are going to get read?

Lisa York: 00:14:32

You have to assume that they're not actually going to get read.

Lisa York: 00:14:35

So it's a bit like nagging your kids to clear up their dishes.

Lisa York: 00:14:39

You have to keep going in and you have to keep asking for the sale

Lisa York: 00:14:42

and not be scared to do that.

Joanna: 00:14:45

That stat about 102 emails is amazing.

Joanna: 00:14:49

Like I think we all need to hear that because I often find I teach

Joanna: 00:14:52

people to set up their lead magnets and nurture sequences in my program.

Joanna: 00:14:56

And then obviously it's a two week sequence and then no one ever wants

Joanna: 00:15:01

to do the weekly email after that.

Joanna: 00:15:04

And then for some reason I get a lot of resistance saying, I just don't have

Joanna: 00:15:08

time to write the email, but instead they're posting on social media every day.

Joanna: 00:15:13

So how can we encourage people to make this a priority in their business?

Lisa York: 00:15:20

I think the bottom line is they need to make it a priority.

Lisa York: 00:15:24

I always say to people beware of the just because someone said just post on social

Lisa York: 00:15:28

media or just do this and just do that.

Lisa York: 00:15:30

There's a lot of things we've all got really overflown to do lists.

Lisa York: 00:15:34

And you have to make wise choices in your business about

Lisa York: 00:15:38

where you focus your attention.

Lisa York: 00:15:40

for context, I have four children and I spend about two hours every afternoon.

Lisa York: 00:15:46

I work from about one to three every afternoon.

Lisa York: 00:15:49

I go, okay, I've got a very small window.

Lisa York: 00:15:51

So I'm not going to spend my time on the social media.

Lisa York: 00:15:54

I'm going to spend my time on the individual outreach

Lisa York: 00:15:56

that I was talking about.

Lisa York: 00:15:57

And what I am going to spend time on is writing that email.

Lisa York: 00:16:02

And I hear that a lot too.

Lisa York: 00:16:03

It's interesting that you said that about that resistance to the emails.

Lisa York: 00:16:07

I think that you need to just brace yourself for the fact that

Lisa York: 00:16:10

you need to just say, I'm going to put this in my calendar.

Lisa York: 00:16:13

Every single week.

Lisa York: 00:16:14

And I know everyone says that I make that the priority, but really,

Lisa York: 00:16:18

what could be more higher priority than making a sale in your business?

Lisa York: 00:16:23

But I know that the more emails you write, the closer the connection is with your

Lisa York: 00:16:28

audience and therefore the more likely they are to want to buy your product.

Lisa York: 00:16:32

So I say with the email marketing, you need to make them the

Lisa York: 00:16:37

person that you would go to.

Lisa York: 00:16:39

For example if I was a coach and I wanted someone to teach me how to

Lisa York: 00:16:45

create a business around coaching, I'm not going to go to Google and go,

Lisa York: 00:16:49

Oh, I want a business of coaching.

Lisa York: 00:16:51

I'm going to come to you because I know you, because you spent time developing

Lisa York: 00:16:56

your relationship with me through your emails, through your podcast

Lisa York: 00:17:01

and emails, obviously, like you say, where the selling comes, as an

Lisa York: 00:17:03

example, when you started doing your events, Joanna, I was living overseas.

Lisa York: 00:17:09

And so I was like, you know, nose pressed against the glass.

Lisa York: 00:17:11

I'd love to come, but it's too far.

Lisa York: 00:17:14

I can't make it.

Lisa York: 00:17:15

And I decided that when I moved back to the UK I was coming to your event.

Lisa York: 00:17:20

And you literally just kind of made a little whisper about, Oh,

Lisa York: 00:17:24

you've got this event coming.

Lisa York: 00:17:25

I'm on your waiting list.

Lisa York: 00:17:26

Bam.

Lisa York: 00:17:26

I was on it.

Lisa York: 00:17:27

And I thought to myself, I am waiting for Joanna's email every single day, because

Lisa York: 00:17:32

the moment she tells me the events open and I can sign up for it, I'm getting on

Lisa York: 00:17:38

there because I don't want all the spaces to be filled up and me miss out on the

Lisa York: 00:17:41

chance to get to your How did you do that?

Lisa York: 00:17:44

Well, you did that because you'd built a relationship with me.

Lisa York: 00:17:48

I wanted to go to your event, not anyone else's event.

Lisa York: 00:17:51

Joanna Lott's her event.

Lisa York: 00:17:52

I want to go to your event because it was run by you because you'd

Lisa York: 00:17:56

built that relationship with me.

Lisa York: 00:17:58

So back to your question, it's so important that you actually make the

Lisa York: 00:18:03

time to write those emails because that's how you build that deeper relationship

Lisa York: 00:18:08

and therefore that's how you make sales.

Joanna: 00:18:11

I love it.

Joanna: 00:18:11

And I know that there'll be people listening because I hear this all

Joanna: 00:18:14

the time saying, well, I'm just going to wait until I've got 500

Joanna: 00:18:18

people on my email list before I bother starting up this weekly email.

Joanna: 00:18:23

What's your advice to those people that maybe have got two or three,

Joanna: 00:18:26

they're fast lead magnet signups and how should they go from there?

Lisa York: 00:18:30

Well, I think they should always treat their email

Lisa York: 00:18:34

list very professionally.

Lisa York: 00:18:36

I think people get, caught up on these vanity metrics.

Lisa York: 00:18:40

We need to have a lot of people on our email list in order to make the sale.

Lisa York: 00:18:45

That is absolutely incorrect.

Lisa York: 00:18:47

When I first started my email list and just for context, I held off that

Lisa York: 00:18:52

for quite a while because I wanted to build a really enticing welcome

Lisa York: 00:18:57

sequence and my welcome sequence and my automations have a lot of emails in them.

Lisa York: 00:19:02

I spent a considerable amount of time doing that, but I also

Lisa York: 00:19:04

wanted to make sure that I had the capacity to write those emails.

Lisa York: 00:19:07

So I held off launching my business until I had all those pieces in place.

Lisa York: 00:19:12

When I first started my business, I had eight people on my email list.

Lisa York: 00:19:18

And from those eight people, I made four sales at 250 pound

Lisa York: 00:19:23

each, which is a thousand pounds.

Lisa York: 00:19:25

I'm in your business of coaching, get onto people's podcasts.

Lisa York: 00:19:28

I use those people wisely.

Lisa York: 00:19:30

And I think it really doesn't matter.

Lisa York: 00:19:32

It's not about the number of people you've got on your email list.

Lisa York: 00:19:36

What's more important is that those people on your email list are your people.

Lisa York: 00:19:41

And this is another element of the sales funnel that I teach.

Lisa York: 00:19:44

It's about using your marketing, the social media, the podcast, the blog that

Lisa York: 00:19:49

we talked about using the marketing to be very specific in talking to the very

Lisa York: 00:19:54

person that who is your target market.

Lisa York: 00:19:56

I know in your program, you talk a lot about niching, you know, niche

Lisa York: 00:20:00

down as much as you can't just go, I'm a coach and go, Oh, so what?

Lisa York: 00:20:04

You need to be specific about what that is.

Lisa York: 00:20:06

And then in your marketing, you can talk specifically about that.

Lisa York: 00:20:10

And through your opt in process is actually really good.

Lisa York: 00:20:12

If people don't opt in because the more people you have on your list, the more

Lisa York: 00:20:17

money you have to pay to have them there.

Lisa York: 00:20:19

So I'm ruthless with my list.

Lisa York: 00:20:20

It's like, if you're, if you're not reading, you can go and

Lisa York: 00:20:24

actually, I love unsubscribes.

Lisa York: 00:20:26

I mean, everyone, heart sinks, like someone unsubscribed for my list.

Lisa York: 00:20:30

And it's all terrible.

Lisa York: 00:20:31

I do little leaps around, cartwheels and what have you, because I think.

Lisa York: 00:20:35

Great.

Lisa York: 00:20:35

That's good that they've unsubscribed.

Lisa York: 00:20:37

It's not that they don't like me.

Lisa York: 00:20:39

It's just that I'm not offering them something they want.

Lisa York: 00:20:42

And I would rather that they left than stay on my list.

Lisa York: 00:20:45

So for me personally, my list is very, very small, but they

Lisa York: 00:20:49

are really highly targeted.

Lisa York: 00:20:52

I'm very specific about who I let into my world.

Lisa York: 00:20:55

As you know, I mean, I actually laugh about it with the first emails that

Lisa York: 00:20:59

I send people telling people, you've got to jump through some hoops here.

Lisa York: 00:21:03

I make them reply to the first email and say hello to me.

Lisa York: 00:21:07

You know, all these things that people would probably gasp in shock about

Lisa York: 00:21:11

what I'm doing with my business.

Lisa York: 00:21:13

But once they get onto my email list, because they're so highly targeted and

Lisa York: 00:21:17

because they've really got to know me.

Lisa York: 00:21:20

I find like you after three emails and for context, we had a relationship

Lisa York: 00:21:25

before because you'd come to me before I'd launched my business

Lisa York: 00:21:28

and what have you, but people come to me early in that process.

Lisa York: 00:21:33

It doesn't take me too many emails to get people to convert to becoming customers.

Lisa York: 00:21:38

Don't get hung up on that 102 emails I've got to write.

Lisa York: 00:21:41

but in answer to your question, it doesn't matter.

Lisa York: 00:21:44

If you've got three people on your list, treat it professionally, still

Lisa York: 00:21:48

do to them what you would do if you had 300 or 3000 people on your list.

Lisa York: 00:21:53

that would be my advice to that.

Joanna: 00:21:55

It's so true.

Joanna: 00:21:56

It reminds me of when people say, if you had three people in a room, you

Joanna: 00:22:00

wouldn't just completely ignore them, you can actually do the things that you're

Joanna: 00:22:04

doing, for example, like hit reply, and I'll send you a review of your website.

Joanna: 00:22:10

I think I saw in one of your emails, so you can do like, super

Joanna: 00:22:13

personal, really helpful things when you have that capacity.

Lisa York: 00:22:17

Correct.

Lisa York: 00:22:17

once they've got through the hoops with my email list, one of the first

Lisa York: 00:22:20

emails, and I don't advertise this.

Lisa York: 00:22:22

They can only see this once they've come onto my email list.

Lisa York: 00:22:25

But I say to them, I'll give you a free above the fold website

Lisa York: 00:22:29

critique and I make it kooky.

Lisa York: 00:22:31

I say to them, you've got 24 hours to take me up on this.

Lisa York: 00:22:35

And if you don't want to take me up on it, that's fine.

Lisa York: 00:22:37

But guess what?

Lisa York: 00:22:38

I'm never giving you anything for free ever again, because everything's going

Lisa York: 00:22:41

to have a price tag because guess what?

Lisa York: 00:22:43

I'm selling stuff because I'm going to teach you how to sell stuff.

Lisa York: 00:22:47

But what I find is the people that are very highly targeted and

Lisa York: 00:22:51

most people take me up on that.

Lisa York: 00:22:53

They come in and they say, yes, we'd really love your critique.

Lisa York: 00:22:57

And I don't do the critique going, Oh, now here's the next thing to buy.

Lisa York: 00:23:00

I just give them a critique, give them really useful feedback.

Lisa York: 00:23:04

We, tick tack a few emails and then they're still on my automation.

Lisa York: 00:23:08

And then my emails do the selling.

Lisa York: 00:23:10

I very, very rarely say to people by this, you know, in person, I just try

Lisa York: 00:23:16

to give them value and I entertain them in my emails and I find that that comes

Lisa York: 00:23:22

to me naturally, which makes it so much easier, makes the business so much easier.

Lisa York: 00:23:27

And this is why I'm so passionate about what I do, because I really want

Lisa York: 00:23:30

to encourage women and your audience coaches to do the same thing to sort

Lisa York: 00:23:35

of not, not completely set and forget.

Lisa York: 00:23:38

But have, a strong email automation behind you so you're not having to do all

Lisa York: 00:23:45

that selling because that can be quite wearing on your time and your emotions.

Joanna: 00:23:50

And so you've reviewed all of my masterminders businesses, you've

Joanna: 00:23:54

reviewed my business and you've just joined last week, my business of

Joanna: 00:23:58

coaching program to help review, my business of coaching clients businesses.

Joanna: 00:24:03

What have you noticed so far?

Joanna: 00:24:05

Is the theme perhaps for coaches or for the coaches you've seen so far?

Lisa York: 00:24:11

That's an interesting question because the women in your

Lisa York: 00:24:14

mastermind are a different level of their business to the women who

Lisa York: 00:24:17

are in your business of coaching.

Lisa York: 00:24:19

They're sort of more at the early stages.

Lisa York: 00:24:22

But what I tend to notice, because like I said earlier, I look at every element of

Lisa York: 00:24:26

their sales funnel from their marketing to the copy on the website to the opt in

Lisa York: 00:24:32

the lead magnet getting onto the email list, I get onto people's email list,

Lisa York: 00:24:36

look at their welcome secrets and then see how that plays out with the live emails.

Lisa York: 00:24:40

What I find is that there are often just some minor adjustments

Lisa York: 00:24:45

that they need to make.

Lisa York: 00:24:47

I call it a leak in the funnel.

Lisa York: 00:24:49

You imagine a plastic funnel in your kitchen and someone

Lisa York: 00:24:52

put a red hot poker from it.

Lisa York: 00:24:53

You've got water spouting out and they are your customers pouring out of the funnel.

Lisa York: 00:24:58

If we can just plug that funnel, the hole in the funnel and keep all those

Lisa York: 00:25:03

prospects in the funnel, then they're more likely to come out through the other end.

Lisa York: 00:25:08

And the leak in the funnel is different for different people.

Lisa York: 00:25:11

So it might be that they have a lead magnet that's not really very

Lisa York: 00:25:16

aligned with their target audience, or it might be that they've kind of

Lisa York: 00:25:21

gone too broad with their marketing.

Lisa York: 00:25:23

In fact, they want to get this type of customer, but they've kind of gone, Oh,

Lisa York: 00:25:26

well, I don't want to niche down too much.

Lisa York: 00:25:28

So maybe it's with the niching.

Lisa York: 00:25:29

Sometimes it's with their websites.

Lisa York: 00:25:32

I think with websites, the fewer words that you have on your website, the

Lisa York: 00:25:36

more likely people are to read them.

Lisa York: 00:25:39

My website, and I'm talking about the above the fold part, which is the

Lisa York: 00:25:43

first part that people see when they land on your website, I couldn't count

Lisa York: 00:25:47

now but probably like less than a dozen words on my above the fold, because what

Lisa York: 00:25:51

you need to do at that stage is you need to go in and you say, this is what I do.

Lisa York: 00:25:55

Here's who I serve.

Lisa York: 00:25:57

Here's what you need to do.

Lisa York: 00:25:58

Here's the call to action.

Lisa York: 00:25:59

Like literally just that.

Lisa York: 00:26:00

And I think sometimes, people get a bit hung up like, Oh my gosh, I need to put

Lisa York: 00:26:04

all the information all into the website.

Lisa York: 00:26:07

Whereas I think your homepage is like a first date, you're not going to go

Lisa York: 00:26:10

out with a bloke for the first time.

Lisa York: 00:26:11

No, it's a distant memory.

Lisa York: 00:26:12

I've been married for 17 years, so I can't remember dating blokes.

Lisa York: 00:26:15

But, you don't go in to a first date telling them everything and

Lisa York: 00:26:19

asking for their hand in marriage.

Lisa York: 00:26:21

You go in and you tell, the basic stuff and you get them

Lisa York: 00:26:24

to know you and what have you.

Lisa York: 00:26:26

Anyway, there are lots of different things that can go wrong that can spring

Lisa York: 00:26:30

leaks in your funnel and I find that it's different things for different people.

Lisa York: 00:26:34

But in answer to your question, really, the theme I've noticed throughout

Lisa York: 00:26:39

is that those problems are usually very small and very easy to fix.

Lisa York: 00:26:45

You know, a little plug here and a stop gap there and tweak this and change that.

Lisa York: 00:26:48

And hang on now the funnel's working really well.

Lisa York: 00:26:51

And now you're finding that the sales are coming out the bottom end.

Joanna: 00:26:55

I love it.

Joanna: 00:26:55

Thank you.

Joanna: 00:26:56

The people that you've reviewed so far are like probably five years plus in business.

Joanna: 00:27:01

So how about now for the person who is starting out in business, has no

Joanna: 00:27:07

list, hasn't really got a clue what they're doing for their marketing.

Joanna: 00:27:11

What would be your advice for them to get started with an email list?

Lisa York: 00:27:15

Well, the first thing I would do is if you're completely

Lisa York: 00:27:18

starting from scratch is I would

Lisa York: 00:27:21

build yourself a very basic homepage.

Lisa York: 00:27:24

This is in terms of the funnel.

Lisa York: 00:27:26

Build a very basic homepage.

Lisa York: 00:27:28

Prioritize that.

Lisa York: 00:27:29

You can build all the rest of it.

Lisa York: 00:27:31

The products and services.

Lisa York: 00:27:32

You can build all that later.

Lisa York: 00:27:33

The about page.

Lisa York: 00:27:34

It can all come later.

Lisa York: 00:27:35

But get yourself a homepage, even if it's just the above the fold part with

Lisa York: 00:27:40

those very key things on that I was just talking about in the last question.

Lisa York: 00:27:44

Set yourself up with an email service provider.

Lisa York: 00:27:48

There are free ones out there.

Lisa York: 00:27:49

I actually use it used to be called ConvertKit.

Lisa York: 00:27:52

It's called Kit now.

Lisa York: 00:27:52

They've changed it.

Lisa York: 00:27:53

Kit's better.

Lisa York: 00:27:54

It's not so much of a mouthful, but I've used them for about eight

Lisa York: 00:27:57

years and I like the functionality.

Lisa York: 00:27:59

I like the simplicity of it, but it's got high functionality to create automations

Lisa York: 00:28:04

and I would prioritize getting that set up because It's wasted effort.

Lisa York: 00:28:09

If you go to your network, the method that I was talking about earlier about

Lisa York: 00:28:13

reaching out to people individually, you need to have somewhere to send them.

Lisa York: 00:28:18

So you can't say to them, Hi, I'm fresh to this and I'm doing coaching.

Lisa York: 00:28:24

And then what do you then say to them?

Lisa York: 00:28:27

I think if you can have a very basic website set up and start email marketing

Lisa York: 00:28:32

from day dot, I hear a lot of women saying to me, Oh my gosh, I wish

Lisa York: 00:28:37

I'd set up my email list years ago.

Lisa York: 00:28:40

The thing is with an email list is you have got them as a captive audience.

Lisa York: 00:28:45

I mean, recently we've had , the tick tock thing in America, are they

Lisa York: 00:28:48

going to pull the pin on it or are they not going to pull the pin on it?

Lisa York: 00:28:51

And, I reached out to a couple of my clients who had to have

Lisa York: 00:28:55

tick tock platform saying, Oh my gosh, is this going to affect you?

Lisa York: 00:28:58

My, my point is that those sorts of things can blow up.

Lisa York: 00:29:02

Social media can blow up at any time.

Lisa York: 00:29:04

But if you've got people on an email list, however few people you have

Lisa York: 00:29:08

on there, you've still got them.

Lisa York: 00:29:10

They, they belong to you if you like.

Lisa York: 00:29:12

And so long as you treat them well and you keep them entertained,

Lisa York: 00:29:16

you keep them reading, then you can start to sell to them.

Lisa York: 00:29:19

Key things are set up a homepage on your website, get some sort of opt in, even if

Lisa York: 00:29:24

you don't have time for the lead magnet, just put on there, go to my email list

Lisa York: 00:29:28

and get your email list set up and from day dot start talking to them by email.

Lisa York: 00:29:34

The welcome sequence can come later and that sort of evolves.

Lisa York: 00:29:38

I mean, I am constantly changing all of my elements of my funnel, as I learn

Lisa York: 00:29:44

more about my client's needs and what have you, but they're the basic things.

Lisa York: 00:29:47

And then from there, once you've got that very rudimentary funnel set up, then

Lisa York: 00:29:53

you start to tell people, then you reach out to all your aunties and uncles and

Lisa York: 00:29:57

uncle Tom Copley and all, and start to tell them and send them to your website.

Lisa York: 00:30:02

Like I was saying with the marketing efforts.

Lisa York: 00:30:04

Always send to your website and just have that in your head as your mantra.

Lisa York: 00:30:07

Always send to my website, always send to my website and so once you

Lisa York: 00:30:11

start to get people on your list, prioritize talking to them and then

Lisa York: 00:30:16

backfill, with all the other things.

Lisa York: 00:30:17

Like we literally can go on and on and on forever with our businesses.

Lisa York: 00:30:21

It's, you know, the possibilities

Lisa York: 00:30:23

really are endless, but I think at the beginning, so you don't get too

Lisa York: 00:30:28

stressed and overwhelmed because that's a really big thing, that from your

Lisa York: 00:30:31

program, that overwhelm is a huge thing, but keep those key things in

Lisa York: 00:30:35

mind, get those set up and then, and then come back to the rest later.

Joanna: 00:30:40

I love it.

Joanna: 00:30:40

And something I've been working on this quarter myself is not selling so

Joanna: 00:30:46

much in my social media and bringing people to my email list to sell because

Joanna: 00:30:50

no one is going to like your post if you're saying come by my program.

Joanna: 00:30:55

So therefore your post will get less interaction and then less

Joanna: 00:31:00

people will see your offer.

Joanna: 00:31:02

Whereas if your post can be so good, so helpful and then there

Joanna: 00:31:06

can be that extra call to action to sign up for the email list.

Joanna: 00:31:09

Then you can do your selling there.

Joanna: 00:31:10

So that's working super, super well for me at the moment.

Lisa York: 00:31:13

That's good to hear.

Lisa York: 00:31:14

That's an action because I would always say do not sell in social media.

Lisa York: 00:31:19

Just don't sell people stuff in social media ever because it's

Lisa York: 00:31:23

actually too early on in the process.

Lisa York: 00:31:26

You need time for the relationship to develop and to grow.

Lisa York: 00:31:30

Otherwise they're going to not necessarily sit cold because I know,

Lisa York: 00:31:32

you have followers and what have you, but they're going to see that.

Lisa York: 00:31:36

It rarely ever converts when you're selling through social media.

Lisa York: 00:31:39

What converts is when you sell through email and people say, email's

Lisa York: 00:31:43

dead, it's not a very good platform.

Lisa York: 00:31:45

It's not, because it's not a marketing platform.

Lisa York: 00:31:47

It's a platform for selling and email is not dead.

Lisa York: 00:31:51

I know people in the industry who just make, multiple six and seven figures.

Lisa York: 00:31:57

Just purely by selling through email, that's not to say they're not spending

Lisa York: 00:32:01

money on ads and using their social media and all the other platforms.

Lisa York: 00:32:04

They're doing that as well, but that's driving people to their email list.

Lisa York: 00:32:08

but the sales are being made in the emails, not on the social media.

Joanna: 00:32:13

Totally.

Joanna: 00:32:14

I hear you.

Joanna: 00:32:15

And did I hear you say before we came on that you were going to do

Joanna: 00:32:19

a sales funnel review competition?

Lisa York: 00:32:23

Now you come to mention it.

Lisa York: 00:32:24

Yes.

Lisa York: 00:32:25

So what I'm doing for one of your listeners, Joanna, is I am going to

Lisa York: 00:32:28

give away a free sales funnel review.

Lisa York: 00:32:31

What's involved in that is I'll spend a couple of hours

Lisa York: 00:32:34

looking around the winner's website and their business.

Lisa York: 00:32:38

And then once I've done a full analysis of their business, we'll jump on a

Lisa York: 00:32:42

one hour call and I will go through with them all the findings, all the

Lisa York: 00:32:47

things that I found in their business.

Lisa York: 00:32:49

So we can start to plug those gaps and start to help them make more sales.

Lisa York: 00:32:55

This is generally the first thing that I do with my clients when they join my list.

Lisa York: 00:33:00

And it's actually one of my most enjoyable services because I don't

Lisa York: 00:33:04

ask too many questions of them.

Lisa York: 00:33:06

I just go into their business completely cold as a prospect would, and I

Lisa York: 00:33:11

give it a really thorough looking at

Lisa York: 00:33:14

and then give feedback on it.

Lisa York: 00:33:15

I'm offering a sales funnel review to one of your listeners.

Lisa York: 00:33:19

And how we're going to do this is I'm going to ask people

Lisa York: 00:33:23

to get onto my email list.

Lisa York: 00:33:25

I'm at lisa - york.com.

Lisa York: 00:33:29

Don't forget the hyphen in the middle because it will go and fly around

Lisa York: 00:33:32

cyberspace and get onto my email list.

Lisa York: 00:33:35

They'll have to get to the first couple of emails but when they reply

Lisa York: 00:33:40

to the first emails, if they tell me that they heard me on your podcast

Lisa York: 00:33:44

then I'm gonna put them into the pot.

Lisa York: 00:33:47

And so what I thought we'd do Joanna, just for a bit of fun, if you can pick

Lisa York: 00:33:51

a number between let's say 50 and a hundred and I'm going to choose the

Lisa York: 00:33:57

subscriber number that you've picked.

Lisa York: 00:33:59

so choose your number

Joanna: 00:33:59

57.

Lisa York: 00:34:02

Okay, that's the winning number.

Lisa York: 00:34:04

So the 57th person that joins my email list is going to

Lisa York: 00:34:10

be the winner of the prize.

Lisa York: 00:34:11

The reason I've done it like this is because I know with a podcast,

Lisa York: 00:34:14

sometimes it takes people a little while to get around to listening to it.

Lisa York: 00:34:18

it's not like an email where it's like, Oh, first come first serve,

Lisa York: 00:34:20

but we'll give people a little bit of time to listen to your episode.

Lisa York: 00:34:24

And the 57th person to get onto my email list or more to the point to

Lisa York: 00:34:30

respond to my first email saying they want to claim the free sales

Lisa York: 00:34:34

funnel review will be the winner.

Lisa York: 00:34:36

And then maybe what I'll do is once we've got to that stage I'll let you know, and

Lisa York: 00:34:41

you can share who won in your emails.

Joanna: 00:34:44

So exciting.

Joanna: 00:34:45

I love that way of doing it.

Joanna: 00:34:46

I do competition sometimes, but I'm literally like old school

Joanna: 00:34:49

and just get like a plant pot and write everybody's names in it.

Joanna: 00:34:52

I love that idea.

Joanna: 00:34:54

And also obviously you'll learn how to write a great nurture sequence.

Joanna: 00:34:57

There's huge benefit whether or not you win the competition

Joanna: 00:35:01

to being on Lisa's email list.

Joanna: 00:35:03

So is there anything that I should have asked you that I haven't asked you yet?

Lisa York: 00:35:07

One of the things that it would be nice to talk about would be how

Lisa York: 00:35:12

to build the relationship with your list.

Lisa York: 00:35:15

Because I know a lot of people say, I know that I need to email.

Lisa York: 00:35:19

I get it, Lisa, you've told me enough times like, yeah, got it

Lisa York: 00:35:22

but, What do I say in the emails?

Lisa York: 00:35:24

Because I can't think of a single thing to say.

Lisa York: 00:35:26

To that, I would say this one thing per email.

Lisa York: 00:35:29

When I see the newsletter saying, I've got a blog post out and, and

Lisa York: 00:35:32

this happened, then this, and then this, and do this and do this.

Lisa York: 00:35:35

And I'm just like, Oh my gosh, my head's going to explode because you're

Lisa York: 00:35:38

telling me too much stuff in an email.

Lisa York: 00:35:40

I think it's actually better if you've got five different things to say in

Lisa York: 00:35:44

an email, send them a message five different times, because it's a bit

Lisa York: 00:35:47

like having a coffee with a friend.

Lisa York: 00:35:49

If you have five coffees with a friend over the course of five months, you're

Lisa York: 00:35:52

going to have a close relationship with her than if you just, meet your neighbor.

Lisa York: 00:35:55

So put all those things into separate emails and then tell stories.

Lisa York: 00:36:00

Now I often read people's about page and they're like, Oh, I've

Lisa York: 00:36:04

done this and I've done that.

Lisa York: 00:36:05

I know you've got to say those things, but what I do is I focus in

Lisa York: 00:36:09

and I focus down and I take one small element of something that I've done.

Lisa York: 00:36:15

And it can be tiny.

Lisa York: 00:36:16

You don't have to tell the entire story, but storytelling is really important.

Lisa York: 00:36:22

And you tell a story, whether or not it's related to the thing that you're going

Lisa York: 00:36:26

to sell or not, it doesn't matter because the story, it's a bit like Netflix.

Lisa York: 00:36:31

Like, why do people keep going back to Netflix?

Lisa York: 00:36:32

They go back because they want to find out what happens next.

Lisa York: 00:36:35

And through our emails, we're telling the story of us and our business.

Lisa York: 00:36:38

So I would tell a story about, your granny went to the supermarket

Lisa York: 00:36:43

and this is what happened to her.

Lisa York: 00:36:45

You know, my dog, met another dog in the park.

Lisa York: 00:36:48

Anything, it could be absolutely anything.

Lisa York: 00:36:51

For example on Saturday night, just gone, I did an event for the school.

Lisa York: 00:36:55

I helped with an event and I was the MC for the event because, there's nothing

Lisa York: 00:37:00

I like more than showing off in front of a crowd with a microphone in my hand.

Lisa York: 00:37:03

So I was the MC for the event.

Lisa York: 00:37:05

And after I get off the call to you, I'm going to write an email

Lisa York: 00:37:08

about one tiny element of me being the MC, and , there are loads of

Lisa York: 00:37:13

things that happen that night.

Lisa York: 00:37:14

I could talk about any one of those, but I try and take the piece that's

Lisa York: 00:37:17

really interesting and exciting, and I write a little story, a little

Lisa York: 00:37:21

anecdote or something about it.

Lisa York: 00:37:23

And then what I do, is I twist it into a transition to make a sale.

Lisa York: 00:37:29

For example, I always do my thinking outside of my computer time.

Lisa York: 00:37:32

When I was walking back from the school run this morning, I was thinking,

Lisa York: 00:37:36

okay, what can the transition be?

Lisa York: 00:37:37

So I'm going to talk about how I was the MC at the event.

Lisa York: 00:37:41

and how I like talking in front of a microphone and call to action.

Lisa York: 00:37:46

If you'd like me to talk to your people at your event, here's what to do.

Lisa York: 00:37:53

If you make a decision to spend a few hours, probably while you're

Lisa York: 00:37:58

walking, walking is a really good one.

Lisa York: 00:37:59

Driving is a really good one.

Lisa York: 00:38:01

Because, when you open up your laptop, your mind goes blank to

Lisa York: 00:38:04

think about what it is that you could talk to your people about.

Lisa York: 00:38:07

And when I make a decision to do that, I come back with so many ideas.

Lisa York: 00:38:11

I'm just like, Oh my gosh, I've got too many things to talk about.

Lisa York: 00:38:14

I mean, I've got lists of emails that I plan to write that probably will take

Lisa York: 00:38:18

me, three years to get around to writing it because I've got so many ideas.

Lisa York: 00:38:22

One of the key things is make a note of it.

Lisa York: 00:38:24

Because again, you get to your laptop and you'll forget what

Lisa York: 00:38:27

you're going to write back.

Lisa York: 00:38:28

What I do to write my emails is I audio them to myself.

Lisa York: 00:38:33

So I send myself an audio and I just go blah, blah, blah, blah, blah,

Lisa York: 00:38:36

blah, with all my different ideas.

Lisa York: 00:38:38

I transcribe it.

Lisa York: 00:38:39

I paste it into a document when I'm ready to write and I've already got the template

Lisa York: 00:38:43

of a really good email, something that's interesting and something that's engaging.

Lisa York: 00:38:47

And I think if you build your own personality.

Lisa York: 00:38:52

And, we've all got, stuff to say, interesting lives or what have it.

Lisa York: 00:38:56

Whether it's something that's happened Saturday night just gone, or whether

Lisa York: 00:38:59

it's something you plan to do in the future, or whether it's something that

Lisa York: 00:39:02

happened in the past, or whether it's the thing that happened to your neighbor,

Lisa York: 00:39:05

the neighbor's dog, your auntie Flo.

Lisa York: 00:39:07

It doesn't matter.

Lisa York: 00:39:08

It's more about getting that interesting story, telling the story

Lisa York: 00:39:12

and making a transition into a sale.

Lisa York: 00:39:16

So, you'll probably never look at my emails with the same eyes again but that's

Lisa York: 00:39:20

how you always have email fodder, plenty of it to keep the emails alive and never

Lisa York: 00:39:25

run out of things to say and of course, the other thing you can put into that

Lisa York: 00:39:29

is stuff to talk about your business.

Lisa York: 00:39:32

And a really good one is how you helped people.

Lisa York: 00:39:35

I love that Joanna, that you had an email the other day about one

Lisa York: 00:39:38

of your clients who you'd helped.

Lisa York: 00:39:40

and those emails to me, I'm really engaged with.

Lisa York: 00:39:42

I love reading those.

Lisa York: 00:39:44

I'm like, Oh my gosh, what happened to Kathy?

Lisa York: 00:39:47

And where did she end up being?

Lisa York: 00:39:48

And, they're really, really interesting.

Lisa York: 00:39:50

So there's always plenty of fodder for your emails.

Joanna: 00:39:54

I love it, Lisa.

Joanna: 00:39:55

I feel like I need to spend a lot more time doing that.

Joanna: 00:39:58

I think by the time I've done the podcast, I end up thinking,

Joanna: 00:40:01

quick, got to just write an email saying listen to the podcast.

Joanna: 00:40:04

It's definitely on my mind to make emails even better.

Joanna: 00:40:08

So how would you balance writing the email versus writing the podcast.

Lisa York: 00:40:12

What I would do, for example, if you were writing an email now for this

Lisa York: 00:40:17

podcast, I would sit for a minute and think to yourself, what was the thing

Lisa York: 00:40:21

that stood out to you about what I said?

Lisa York: 00:40:25

Like one thing that stood out to you, so I'm putting you on the spot

Lisa York: 00:40:28

now, but is there something that you thought, oh that was powerful, that

Lisa York: 00:40:32

was interesting, or what have you?

Joanna: 00:40:35

Yeah, for me definitely the 102 emails.

Lisa York: 00:40:38

102 emails.

Lisa York: 00:40:39

Okay, perfect.

Lisa York: 00:40:40

So I would open up your email by saying, did that it takes

Lisa York: 00:40:45

102 emails to sell your product?

Lisa York: 00:40:49

So don't be disheartened by this and then say, and the reason I know that is

Lisa York: 00:40:53

because I interviewed Lisa York on my podcast, blah, blah, blah, blah, blah.

Lisa York: 00:40:57

And now you're transitioning into the podcast, but if you can open with

Lisa York: 00:41:00

something really punchy, in my emails, like I was I was talking about my

Lisa York: 00:41:04

son who was complaining about dinner.

Lisa York: 00:41:06

And so I'd written all about it, but rather than go, Oh, my

Lisa York: 00:41:08

son complained about dinner.

Lisa York: 00:41:10

I acted it out.

Lisa York: 00:41:12

So in the email, I was like, stomp, stomp, stomp, slam, he stomped up the stairs.

Lisa York: 00:41:17

He slammed the door.

Lisa York: 00:41:18

I've made it like a novel.

Lisa York: 00:41:20

And so if you can just pull out one little thing from your podcast

Lisa York: 00:41:24

episode that you think is really quite intriguing, that would make people

Lisa York: 00:41:28

want to listen, then that's your hook.

Lisa York: 00:41:31

And then you tell your story and then you transition to the podcast.

Lisa York: 00:41:35

And I think that makes it a whole lot more interesting for people to read.

Lisa York: 00:41:39

And then it gets to the stage where.

Lisa York: 00:41:41

Where you start to actually look at just like I was doing when

Lisa York: 00:41:45

you had your event, I'm looking out for Joanna's emails because I

Lisa York: 00:41:47

know she's going to say something that I want to do or want to hear.

Lisa York: 00:41:51

And if you can try and do that through every email and people start to read,

Lisa York: 00:41:55

then you can start to make the sales.

Joanna: 00:41:58

Thank you so much.

Joanna: 00:41:59

Well, there's my email written for me.

Lisa York: 00:42:01

There's your email written for you.

Lisa York: 00:42:02

You're welcome.

Joanna: 00:42:03

Thank you so, so much, Lisa.

Joanna: 00:42:05

Well, thank you so much for your time.

Joanna: 00:42:07

What is a final thought you would love people to take away from this episode?

Lisa York: 00:42:11

My final thought I think would be, don't be scared to get out there.

Lisa York: 00:42:16

I think once you start trying to get clients and getting clients, you

Lisa York: 00:42:21

start to learn about your business.

Lisa York: 00:42:23

You learn who they are.

Lisa York: 00:42:25

What they want, and I think it's really easy to hold back with your

Lisa York: 00:42:29

business and say, Oh, I'll do it when, and when this happens, when all

Lisa York: 00:42:33

the stars line up, then I'll do it.

Lisa York: 00:42:36

But I think it's really important and it doesn't, it

Lisa York: 00:42:38

doesn't all have to be perfect.

Lisa York: 00:42:40

You just get the first few people in and you start doing the

Lisa York: 00:42:43

clients and then you can start to tweak and tailor it around it.

Lisa York: 00:42:48

Because I think the thing is with your audience, Joanna, is that

Lisa York: 00:42:51

they are all really good coaches.

Lisa York: 00:42:53

They're brilliant coaches.

Lisa York: 00:42:55

They know their stuff.

Lisa York: 00:42:56

They know what they're doing.

Lisa York: 00:42:57

They're very accomplished.

Lisa York: 00:42:59

What they might be a bit more unsure about is how to run a business because running

Lisa York: 00:43:04

a business is a whole new ballgame.

Lisa York: 00:43:06

It's not coaching.

Lisa York: 00:43:07

It's completely different.

Lisa York: 00:43:09

And you have to have a new set of skills in order , to run a business as a coach.

Lisa York: 00:43:14

So I think that if they can just get started in a small way, and I

Lisa York: 00:43:18

answered that earlier, like, what would you do if you're just starting?

Lisa York: 00:43:21

Just, just get out there.

Lisa York: 00:43:23

And, and do it.

Lisa York: 00:43:25

And then for the more established people, I think the takeaway would be

Lisa York: 00:43:29

just maybe to pare it down, realize what's working and what's not.

Lisa York: 00:43:33

And don't be afraid to eliminate stuff.

Lisa York: 00:43:35

You don't have to serve everyone all the things all the time, but if you

Lisa York: 00:43:39

can focus on the emails, the sales component rather than the marketing.

Lisa York: 00:43:43

And if it means some of the marketing stuff has to slip then.

Lisa York: 00:43:46

So be it, but really, look after the people on your email list because

Lisa York: 00:43:50

they are your red hot prospects.

Lisa York: 00:43:52

And they're the people that are going to start to pay the bills for you.

Joanna: 00:43:56

I love it.

Joanna: 00:43:57

Thank you so, so much, Lisa.

Joanna: 00:43:58

It's been really insightful for me as well as hopefully the listeners, So

Joanna: 00:44:02

remind us again how we can enter your competition and get on your email list.

Lisa York: 00:44:07

I'm going to have one call to action only and that

Lisa York: 00:44:09

is go to my website lisa-york.

Lisa York: 00:44:13

com so if your listeners go to my website.

Lisa York: 00:44:16

Jump on my email list, and then with the, the hoops email, they'll know what

Lisa York: 00:44:21

I mean when they see it, the hoops email, send the reply, just let me know that

Lisa York: 00:44:26

they heard me on your podcast and that they'd like to be entered into the draw.

Lisa York: 00:44:31

And then when we get our 57th subscriber, I'll let you know, and maybe you

Lisa York: 00:44:37

can announce it in your email list.

Lisa York: 00:44:39

And we're thinking of a really cool way to announce it between us.

Joanna: 00:44:42

Thank you so, so much, Lisa.

Joanna: 00:44:44

It's been a wonderful conversation and thank you so much for being

Joanna: 00:44:48

here and for all of your wisdom.

Lisa York: 00:44:50

Oh, I've really enjoyed it, Joanna.

Lisa York: 00:44:51

I really appreciate being one of your first guests.

Lisa York: 00:44:53

So thank you so much for having me.

Lisa York: 00:44:56

Microphone (Samson Q2U Microphone): Thank you so much for listening to this

Lisa York: 00:44:58

episode of Women in the Coaching Arena.

Lisa York: 00:45:01

I have a mess of free resources on my website joannalottcoaching.com.

Lisa York: 00:45:07

That's Joanna with an A and Lott with two T's.

Lisa York: 00:45:11

joannalottcoaching.com.

Lisa York: 00:45:13

And I'll also put links in the show notes.

Lisa York: 00:45:17

Let me know if you found this episode useful.

Lisa York: 00:45:20

Share it with a friend and leave me a review, and I will

Lisa York: 00:45:23

personally thank you for that.

Lisa York: 00:45:26

Remember to trust yourself, believe in yourself and be the wise Gardner

Lisa York: 00:45:30

who keeps on watering the seed.

Lisa York: 00:45:32

Get into the arena dare, greatly and try.