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The Art of Selling Online Courses
The Art of Selling Online Courses is all about online courses.
The goal of this podcast is to share winning strategies and secret hacks from top performers in the online course industry. We are interviewing successful business owners, asking them questions on how they got to the point where they are right now, and checking how their ideas can help you improve your online course!
The Art of Selling Online Courses
Make $3,000,000 Using Good Email Copy & Urgency - with Monica Badiu
Welcome to "The Art of Selling Online Courses" podcast! Today we talk with our team over at Data Driven Marketing so meet Monica Badiu our Copywriting Chief & Copy Coach
Monica's passions extend across the realms of paper art, psychology, and entrepreneurship. As our in-house copywriting chief and copy coach, she brings a unique blend of creativity and strategic insight to the table.
Monica has carved a niche for herself in the world of copywriting, specializing in crafting compelling sales copy for online course creators. With her expertise, she empowers entrepreneurs to create copy that not only resonates with their ideal customers but also drives conversions. Her journey is a testament to her commitment to mastering the art of persuasive communication and helping businesses thrive in the online landscape.
Today we'll be focusing specifically on urgency in email copy and how Monica has made $3,000,000 with these strategies and as much as $50,000 with just one email.
If you're interested in growing your online course sales and funnel optimisation contact us at https://datadrivenmarketing.co/
Instead of saying you're running out of time, I talk about procrastination, procrastinating much. Let's talk about your procrastination To make them $50,000, just one email.
Speaker 2:Hello and welcome to the art of selling online courses. We're here to share winning strategies and secret hacks from top performers in the online course industry. My name is John Ainsworth and today's guest is Monica Badoe. Monica is our chief copywriter. She works with many of our clients and doing the copywriting for them, for the email, marketing and sales pages, and she has been responsible, in 2023 alone, for $3 million of revenue for our clients $3 million in revenue directly from the email promotions that she's written. Absolutely fantastic at this.
Speaker 2:Now we're gonna be talking today about using urgency in your emails. There is this incredible piece of work that was done into all the different ways that people buy, the reasons why people buy, and it covered what all of these things were around scarcity and urgency and authority and likability and reciprocity and all these different reasons and like was a real academic treatise into this whole thing. And urgency is one of the really, really crucial ones and it's a really big deal in the online course space. But how do you do it without coming across as an asshole? This is like a really, really big deal. How do you do it where you're not gonna feel bad about it? Your audience aren't gonna feel bad about it. Everyone gets a little bit triggered when they start using urgency, but it works amazingly, especially in the online course space, and Monica's been writing these emails for our clients for years and she's tested different tactics for urgency without sounding aggressive or manipulative. So we're gonna be learning all about that from Monica today and how that can help you to make way way more sales.
Speaker 2:Now, before we start learning from Monica today, I've got a quick question for you. Do you hate this podcast? Do you find the sound of my voice annoying? Do you think our guests are offensive? If you do, and you want me to read your hate mail live on the air, then leave it in a five star review. Every week, I'm gonna close the show by reading out our most recent five star review. I say every episode when I remember to do it. I'm gonna go search them out. I'm gonna read it. Any five star review that you leave, I am going to that you leave. I'm gonna review it. I'm gonna read it. Monica, welcome to the show.
Speaker 1:Great to be here again.
Speaker 2:What is it that stops course creators from using urgency in their emails?
Speaker 1:Eekiness in one word. No really, though if you look into your inbox, you're gonna see that most brands are sending promo emails that are maybe around like four emails. So one says amazing discount, go get it now. And then the other three are like this expires tomorrow and so will your life. This is your last chance. If you don't take action now, your life sucks. Oh my God, your discount expires Tonight. Take action. And that's basically the urgency in the email. So I totally get it why? You know, they're just, they just want it. They just don't want to do that. So just kind of summarize it it's like a fate of unsubscribes and complaints, because if you've been annoying people with bad emails by the point where you get to sending three urgency emails in 48 hours or in 24 hours, they're gonna unsubscribe, they're gonna report you, especially if you haven't really done a good job of communicating with them before flooding them with urgency. It's also good.
Speaker 2:What I'm gonna hearing here is people are nervous about using this because the way that they're currently using it and the way they see other people using it and what they think they need to do is do it in an aggressive, salesy, spammy way which would annoy people and then unsubscribe. And what they don't realize is you could do it in a really, really healthy, good, approachable way that is not gonna annoy yourself and it's not gonna annoy your subscribers. But people just don't even know that exists. So they think, oh, it's either option A, which is don't use it, or it's option B, which is use it and sound like an asshole and I don't like option B, so I'm gonna go with option A, and they don't realize that there's option C, which is use it. Really well, is that fair?
Speaker 1:Yeah, sounds about right.
Speaker 2:It's kind of like if you thought that you wanted to lose weight and you thought the only way to lose weight was to carry a bowling ball on each hand and sprint up hills every morning before sunrise and that's the only option and that's what you had to do and you're like man, maybe I'll just be overweight and be all right with it, because that sounds like it sucks. And then you find out, oh, actually you could eat more healthily and do a kind of exercise that you like and a whole bunch of things that work really well for you and that totally change the what kind of food you're eating to include a bit more protein and a bit less sugar. And it's like, oh, I could do that right, but they just don't even know that kind of option exists or how to do it. All right, cool. Any other reasons why people don't want to use urgency in their emails?
Speaker 1:Just that, you know, urgency implies using fear of missing out to some extent, and if you don't know how to do it in a way that feels good or authentic to you, it doesn't really Make you, you know, feeling powered.
Speaker 1:When you send an email that's just about oh my god, your discount expires and that's kind of it. So a lot of people they just don't want to feel bad While writing those emails or sending those emails, because you know a lot of the marketing tactics that we're seeing in our inbox are just really bad examples of what it means to use marketing I'm, you know to make people feel bad about themselves and that's how you kind of trick them into buying. But there's these whole different way of doing marketing that feels good for you and for your audience and you don't have to use, you know, fear to get people into buying something, because that's what, like urgency is about. It's a fear of missing out and it's triggering some elements in your brain. That's all about, you know, human nature or whatever. But you can still use that tactic and it can make people feel good or you can at least give them some value or shift some perspectives for them.
Speaker 2:We've discussed the, the idea of like why people aren't doing it and what kind of issue is, and we've hinted at the fact that, or we've said there is a way of doing them. Well, and we'll come back to that in a second like how to actually do it, but talk to me a little bit more about what kind of impact it has Using urgency, like if someone's like oh, maybe I won't use urgency. Still, before we get into the actual like how to do it, talk to us about why it's such a big deal.
Speaker 1:Just works, but like to what?
Speaker 2:extent, like how much of an impact you see when you got the urgency emails sent out.
Speaker 1:So a few years ago, when we started figuring out what works in terms of email promotions, most of the results were coming just from like the going going, gone emails, and we thought, well, that's the deal, and the spikes were amazing. It would start like this and then it would go up through the roof. Then we tweaked the promotions and the strategy and now it's. We have a lot of other picks before the going going emails, the urgency emails that's what they are, but it's usually five figures in one day, even more sometimes for us, even for a lot of bigger brands, but it's when all the sales feel like they're coming in. It's like what the hell happened? Why is my entire list buying today? Because that's what it feels like. And For Black Friday in 2023, I think two of our clients had, I think, their best day ever in their business Thanks to the urgency emails, which is it is amazing because when, like Black Friday, that's when everybody uses this tactic right and everyone is kind of tired of it it's like, oh my god, well, look at this, and not the Black Friday, black Friday offer that expires today.
Speaker 1:So you need to figure out how to stand out in a crowd that that's using the same tactic to draw your audience in, right, but yeah, they're super, super, super efficient. I mean, personally, I hate. I hate trying to know, convince people to buy something just because of a discount that's that is expiring. That's actually why I started to search for other tactics are the way of Employing urgency. That would make me feel good about writing that email, but it's still effective. I mean, it's a psychology thing. Hmm, people, they just the one of me, self on something that is presented as valuable to them.
Speaker 2:One of the things that happened recently. One of the clients that Monica works with, eric, and if you want to hear, pardon me, if you want to hear from Eric Himself, he actually came on the podcast. It's episode 108. But he had this moment when he was on a boat During the promotion promotions we're running the promotion for him, it's all emails going out and he looked that he was still looking at his phone because all the sales were happening and the sales were coming in.
Speaker 2:And it was one of these last days and he was having one of these big spikes in sales as, like, the urgency emails were going out and he said his wife looked at his phone, he showed, or he showed his phone to his wife or, like you know, show all the sales cream and she said, no, that can't be right. It was so many sales there's just like that, mmm, I don't know. That doesn't seem to make any sense. It's like that's the kind of thing that you start to get in, that when you have those urgency emails going out, all right, cool. So I want to add something.
Speaker 1:So when your urgency emails, work to that extent where you're seeing results that feel unbelievable, like there's there must have been, like an error, there's the bug with our sales process, whatever it's because what you've done before the urgency emails hit, that's been seen as valuable and it has presented the offer something valuable. It has really touched all the good points of you know the audience hearing about it and saying, okay, this is actually for me, but for some reason they're still not taking the action. And that's where the urgency comes in. If you only focus on the Pricing aspect of it, you're not gonna get that many good results. If you take it one step further, then you actually tackle the real objections. So I think that's something we need to really Make sure people understand. It's also what you do before the urgency emails and we've talked about that in so many podcast episodes, but that's majorly important. That's why we have so many emails in our promo sequence. Yeah, because there's all these different points to here. Yeah, yeah, yeah, yeah, if you want to go back. So the overall framework.
Speaker 2:I'll give you the very, very important View just the names of the whole kind of structure to it. So it's pain, agitation, solution is the warm-up emails, and then it is game, logic, fear, frequently asked questions, future casting and then going, going on. And the going going on of this specifically like the, the urgency ones. There is some urgency mentioned in the others, but they're the ones that like focus on it. And so what Monica's talking about is there's all these different reasons that people need, the things that people need to hear in order to think is this right for me? Should I be buying this? You've got to be talking to them about what their pain is. You got to be agitating it. You're going to talk about the potential solution, talk about the gain aspect, the logic aspect, the fear aspect. What? All the different answer, all the questions they've got and frequently asked questions. Talk to them about the future and how that's going to be different Before you get into. If you do all of that, before you get into the urgency with the going going on, then people have already got to the point where they're like they're so close to buying. They're like, yes, this is right for me, but they still haven't taken action because they're not going to be able to get into the urgency. But they still haven't taken action because they just haven't got around to it yet. There's other stuff going on. The kids started crying, they need to get to work, they've got, you know, squashed tonight, or they've got to go to the gym, or their buddies ask them to go out drinking or whatever. Some things just happened right and they got distracted. And then the urgency gets them to actually take action now.
Speaker 2:And so if you want to go back and listen to previous episodes about all of those other emails and what they kind of look like the episode 93, mastering the art of warm up emails so that's that Pain, agitation solution, how to do that. One writing emails for different decision makers episode 84, three promotions to have in q1 that's episode 70. And there's one about Christmas sale as well, which we do cover this kind of outline in, I think, in episode 67. So go back and listen to those and you're going to hear, like, how do you actually start to those, those different emails? And then today we're going to focus on the last ones, the the urgency side of things. Okay, so we've covered why people don't do this, the fact that there is another option as a way of doing it. Well, how well these work. So now let's get into how do you actually use urgency without sounding like an asshole? What can you actually do?
Speaker 1:Be disruptive. I mean you. If you, let's say, you signed up for all your competitors and you're getting their emails, if everything they're doing is, you know, dangling the carrot and saying, oh no, you're discount expires. Now Be disruptive. Come with a message that is so different that it just stands out in the in the crowd. I mean most people. They just focus on last chance, last reminder, and I feel like I die a little bit inside whenever I get an email that says you run out of time, monica, am I, really, am I last call? This ends now. Seriously, I mean, I know the tactic. If I'm gonna wait a little bit longer, you're gonna offer that product to me, maybe not for the same discount, but just saying last call, closing soon.
Speaker 1:It doesn't say anything about me and why I'm actually not Paying attention to you or not. Actually, you know enrolling in your course, because that's the deal. They don't care. Your audience doesn't care about you. They Don't care about you. Don't care about me, what they don't care about me making money. They don't care about I don't know how much you're giving away to charity. They don't care about you, they care about themselves and that's how you get them to pay attention. Just urgency, random stuff. But if you make it about them and you talk about the fears they have, what's actually keeping them stuck Not in relation to just like buying your stuff In general, to the goal they have, to them living a better life, whatever it is then they pay attention.
Speaker 1:So one of the things that I like to tackle when it comes to using urgency in emails instead of saying you're running out of time, I talk about procrastination. So it's like procrastinating much. Let's talk about your procrastination. This is why you keep saying, but you don't do so. All of these are just examples of subject lines that you can use in your urgency emails to get them to pay attention, because if they have opened your emails, if they have seen your offer and they have read through all the other emails, then what's actually keeping them stuck from taking action could be a personal belief, a limiting belief about what is actually possible for them to do.
Speaker 1:So something that a lot of people don't really understand is that with urgency, that's one way you can drive action, but the discount doesn't really matter that much, because what's keeping people stuck is not money. That's not why they're not buying. It's not their time, like lack of time. It's because they don't understand how you can help them, how your product helps them, what are the results they can get? They don't believe that they can achieve what you're telling them they can achieve.
Speaker 1:So it's a matter of going a few layers deeper, behind the well, I don't have time and I don't have money, because once you do that, you realize that the discount is just like the smallest possible nudge ever. It's one of the littlest things that can matter to them making the decision to purchase something. If you say, okay, you have 25% off this course. I can bet you that if I go to your competitors, I'm going to find a similar course for at least the same discounted price, because you're not the only one who's trying to sell me something, but you could be the only one who's coaching me through the objections I have around achieving my goals. So procrastination is a really great theme. You can tackle that. You can still combine with urgency. You can make it sound good. So you don't shame people for procrastinating. You empathize.
Speaker 2:So do you think procrastination is the only reason why urgency is needed, or are there other ones? Is that just one example?
Speaker 1:That's just one example. I mean, I'm super passionate about psychology and consumer behavior and once you go that down that route, like a whole new world unveils. So a lot of people they don't buy something, they don't take a course, because they're simply afraid of something new, of starting something new. But I actually wrote one of these. So I'm using this theme for one of our clients. I've used it in five different promotions the same email, the same theme and I think it's like the one of the last three emails. So it's obviously urgency and it's made them more. I know $50,000, I think or around that combined. Just one email and it was repeated, which means that it does work and it does speak to the audience.
Speaker 1:So, fear of starting something new. It's more common than you think, because a lot of people they want to change but at the same time they are super afraid of change. Because if you agree to the fact that, okay, if I want this and I have change, then one I need to be comfortable with doing the work. A lot of people they're not. That's where you also can combine procrastination. The other one is that a lot of people they're more comfortable in the pain they are right now than opening up to the idea that if they change and if they solve their problem, a lot of the other things will change in their lives, and they don't want that. So you can talk about that specific fear and you can show them that it's just a commitment they have to make.
Speaker 1:Yes, that discount is going to go away. You don't have to buy this because of a discount. That's another tactic to use. Buy it because you understand what can be possible once you solve this problem, this pain you have. Just imagine what can change. But change is one of the words that triggers your fear, that triggers your procrastination. Understand that this is what's actually happening behind you. Looking at all these emails, thinking this sounds amazing, but I don't know if, and making all those kinds of excuses.
Speaker 2:People have got stuff going on in their head more than in their life. That means that they need some help with actually taking action. And when you actually talk to people in person, you see this all the time, didn't you? You see like people will tell you all kinds of nonsense about why they're not doing a thing, and you listen to it and you're like that doesn't even make any sense. But it's like a story that someone's telling themselves in order to avoid getting around to actually doing what it is that they need to do.
Speaker 2:I've heard myself do this when I've been self-aware enough to realize what I'm doing. It's like here's some goal that I really want to achieve, and then I've got some excuse why I'm not doing it. Because what if I fail? What if I try it and I admit to myself how much I want to achieve this thing? And then I try it and I don't succeed at it. Isn't it safer to deny to myself that I actually want to achieve the outcome, because that way it's more comfortable, whereas if I accept that I really want the outcome, that means that I'm less happy with my life now than I thought I was. And then if I don't succeed, oh my God, that's really going to hurt now. So I was like whoa, that's a whole load of emotion in there. I can see why you might need a little bit of help, kind of working through that whole kind of thing, right. And then the urgency is like a little bonus. If you take action now, cool, we're going to give you whatever 100 bucks off or something like that.
Speaker 2:But that's not the real issue. The real issue is fear of failure or in somebody else's, in another situation. It's like procrastination. You're putting this thing off because you're worried and, like you said before, it's like you're worried that if you do this, then that's going to have a knock on effect and then other things going to change in your life and you're not sure how you're going to deal with the fact that now your friends are going to see you differently because you've done the thing that they wanted to do but they weren't going to get around to doing it and all kinds of stuff right, and so we're helping in these emails to actually coach people through dealing with that. Whatever that thing is for your audience, how do you know what it is? Is that from the customer avatar survey? How do you know if it's procrastination or it's fear, or how do you know about that?
Speaker 1:It's part customer avatar and it's part research for the audience from other people, because you will find that you will find lots of ready threats, quota questions, whatever, about the goal they want and they talk about. Well, I want to lose weight but I don't think I can because I'm not the person who can be, who can commit. I have a hard time focusing. I don't think I'm going to be able to learn this language I'm really bad with languages. So all these limiting beliefs, this inner voice, this inner critic that describes what's possible and what is impossible for you. You can find that information everywhere and there are specific themes that apply to every human being, because all of us so much mental trash every day. Some industries, some groups of people have themes that are more intense. For instance, for me as a copywriter, imposter syndrome is probably the worst kind of possible. If you talk about imposter syndrome in an urgent email that speaks to copywriters, you're going to get that sale, you're going to get that sale. That's the only reason I buy stuff. I just copywriters.
Speaker 1:They're like oh my god, they totally get me. Yeah, that's totally me. So this is going to help me with this. Okay, I feel seen, I feel heard, I feel safe. Let's give this a try.
Speaker 1:Other people, you know, it could just be fear of financial anxiety. So, for a lot of people who want to start the business, there's a lot of financial anxiety and you have to go behind that. Beyond that, like, what exactly does that mean? Are you afraid that you're not going to be able to pay your bills? Are you afraid that you're not going to be able to put money on the foot for your family? What is it that you're actually afraid? And you could take it one step forward, which is, like how much money do you actually need to be making to be able to do that? And if you're not comfortable with taking that risk, maybe entrepreneurship is just not for you, which is totally fine. Not everybody needs to be a business owner, not. Maybe this is not the right moment for you. If that's not you, you can just work on your money mindset. You can save up some more money until you are ready to join this program, and when that happens, I'm totally here.
Speaker 1:If, on the other hand, you're ready to overcome financial anxiety and figure out how you can make more money from your business in the next six months. I'm your person. I've been there. Other people have been there. Go to the sales page, figure out like, read other people's discounts and if it's really about financial anxiety, this is the better time. This is the best time to actually get it, because you're going to save 50% of the regular price. This is actually helping you. So it does depend. And yeah, customer avatar books, psychology research I mean for me as a copywriter, all of these are supernatural elements of my craft. I know that, for course, creators they have so much on their plate, but to some extent, just think about you. When you started doing whatever you're teaching people now. What were your limiting beliefs? What made you think you're not going to be able to do that? And it's a big possibility that there's going to be a crossover to your audience as well. Cool.
Speaker 2:Okay, so go out, do the research customer avatar survey, reddit, quora, your own forum. If you've got it, comments under your YouTube videos. What have you Try and find out? Why are people not buying? What's their fears? What's stopping them? What is making them keep putting that off? And then address that in the urgency emails. And then we've covered a few possible subject lines, kind of the way you might structure that Beautiful. Okay, this is kind of the overall theme, isn't it? We've talked about before of using the emails as a way of coaching people rather than trying to bully them into buying or something like that. It's like how do you actually use this to provide value to your audience? How do you kind of coach them throughout that? Okay, so could you talk us through the structure of those going going going emails so people know how that all fits in and how they need to be sending these out?
Speaker 1:Okay, so we have three emails. Maybe we do four if it's Black Friday and we feel cheeky about it, but it's usually three emails over 48 hours and what I usually try to do is like I make a list of top objections. Why are people saying no to this? What are the biggest fears they have about it? Do they trust the brand? Because if they don't trust the brand, then the actual structure of what I'm talking about in those emails changes. In general, it's maybe an FAQ kind of email which is like okay, all of your questions, we are answering them now. If it's not the matter of you know them not trusting the brand, then I can easily talk about fears and sometimes it could be like the 48 hour reminder email could be. But what if it works?
Speaker 2:Oh, oh, oh well, that hurts, just hearing it. What if it worked? Oh my God.
Speaker 1:You see how it is powerful. And I open that when I tell them look, you've been hearing about this a lot this week. You're still getting these emails. You're not unsubscribing to this series, which tells me you are actually interested, but something's keeping you suck. It could be just the fear of that it's not gonna work for you, or that you've tried things like this before and you weren't really good at following the program, or maybe you didn't like the voice or whatever. But imagine this what if this is the one that works? And I take them through the future and what's a possibility? What are the outcomes? And then I remind them towards the end of it.
Speaker 1:It's like this discount is gonna expire in 48 hours. The offer is still gonna be there after that, it's just gonna be a bigger price. But the idea is that now you have an opportunity to take it for a risk-free try, because it comes with the money-back guarantee, which means you can get access, save this amount and see exactly what's inside. And if it doesn't suit you, if you don't like it, if you hate my voice, whatever just send me an email, a dis-email address, within five, seven, thirty days, however long your money-back guarantee is, and I'll just refine you, no questions asked. You haven't lost anything. If you don't like it, if you do like it, you have earned so much more. So you still have urgency, but it's not, oh my god, 48 hours left. Take it now.
Speaker 2:You still have I've had so many emails or sales pages I've read before which is like you've got two options. I hate that you could. You could go on with your life, not by this. Be a loser, be hated by your family forever. You know that your children will spit on your grave. You'll die a horrible death and dog will pee on your corpse. Or you could buy it, in which case everything will be wonderful. Children will smile at you as you walk down the street. Your-your receding hairline will grow back. You will lose weight. Your life will be just better in every single possible way. Which option would you choose? Do you want to be a loser or do you want to like? Actually it's like, dude, come on.
Speaker 1:I hate that tactic to my core and sometimes I have to write the sales pages and you know you have the strategy says you have to have that kind of urgency reminder at the end of the page and I resist using it so much, so much. I'd rather just kind of remind them of the outcome they could get. You know why make people feel bad about themselves? I-i so strongly resist this, especially when you can do it in a much better way, like you don't have to make people feel bad to buy your stuff.
Speaker 2:But you can see why. If everybody sees all the other tactics everybody else is using the tactic of make people feel bad about themselves and FOMO and fear to get them to buy then it-it makes sense why they wouldn't want to do it, doesn't it Like? And it's like, but you could do it nicely. So there's this event that I run, dcx London. If you're an entrepreneur and you fancy coming to like the coolest, nicest, most lovely conference you've ever come across, then DCX London is the place for you. Go to DCXLondoncom.
Speaker 2:So before that event happens, we build up a WhatsApp group with all the people who are interested in attending the event and I remind everybody you really should join this and you should put this into your calendar because the ticket is going to go on sale and, um, uh, actually probably you can't buy tickets anymore because this will be sold out by the time this episode comes out. So just don't prepare yourself for that, but you could probably get it for 2025. So I build up this this WhatsApp group and at the moment there's like 230 people in there and there's 100 tickets and people are sending me like oh, you're giving people so much FOMO and getting them also hyped up and like making people feel bad if they don't get the chance to get the ticket. I'm like no, I'm really not. There's a genuine, um good intent behind this. Every year, people say to me man, I wanted to get DCX London tickets, but they were sold out. And I'm like oh well, then you person should know in advance when the tickets are going on sale, because that way you won't miss out on them going on sale. You will remember and you will be able to get yourself a ticket.
Speaker 2:Now, I can't control the fact that there's more people who want the tickets than there are tickets, but I feel like everybody should have a fair chance to go do it. And so we put the WhatsApp group and then hold the ticket sell out in, like you know, under 24 hours and but it's like a it's it's true, like what I'm saying is true. That is my intent. I'm like I feel really bad when people say to me oh man, I didn't realize the tickets were going on sale. It's like well, that's terrible, you should have at least known. Join the WhatsApp group and we'll remind you about it so that you know that it's coming up. And I don't know. Everyone still gives me shit about it and tells me that I'm creating FOMO and too much hype. But I mean it, you know.
Speaker 1:But that's the deal. So a lot of people and this applies very well to mobile marketing a lot of people they will not buy something, they will not try something, they will not commit to learning something new until the pain is so painful that they can't keep doing what they've been doing until then. But at that point, because you have so many conflicting priorities you have work, you have personal life, you know health issues, whatever and then on top of that you have social conditioning. What is it actually possible for me to do in this world of everybody's making money, big money, overnight? Am I even possible, if it's even possible, for me, to do that? Then you have family conditioning, which is like money mindset, stuff, how people, how your parents, dealt with money, what was the? I don't know how did they perceive risk? Is that something they take on?
Speaker 1:So do you have all these different layers that impact the decision and the commitment you put into something, and until your back hurts to the point where you can't continue your life anymore because it's painful, it impacts I know, career, it impacts meeting friends, whatever you're not gonna do anything to change your situation. Until your weight problems become really impactful to your, to your life, you're not gonna do anything about it, like serious about it, until your sleep problems get so bad that you are in danger every single day because you just can't be present. You're not gonna do anything about it. And the same applies to the positive. Until you get a job opportunity that requires you to up level your skills, you're not necessarily gonna be driven to prepare ahead. There's like a very small percentage of people which I wish I knew. How how small is it that actually take time to plan ahead. Those are the people who probably buy from the first email, but most people we.
Speaker 1:This is actually like a very mass kind of movement. It's like we just postpone, postpone all of the important decisions that could help us change our lives, just because it's easier to just be where we are right now, because it's not that painful. Yeah, my back hurts, but I could take meds maybe. I work from home so I could just work laying on the bed. I can order in groceries. I don't have to go to the stores. I can order food that is already cooked and warm for me, that comes to my door. I can spend time online instead of actually connecting with people. So it becomes easier and easier for all of us to just postpone stuff.
Speaker 1:That's why urgency, when it goes beyond the discount, works so well because it talks to you know the goals you used to have, to the goals you want to achieve, and they remind you. This is why you're still in the same place you were last year. It's not about the money, it's not about the economic context. It's about your choices and what you're doing in terms of your life, and every day you have a choice. I'll be here, no matter what happens. Don't buy this because of a discount. Maybe it's not the right time for you, that's totally fine. I'll still be here, helping you improve your life. And that's how you position it from a value perspective rather than a pressure perspective. You're with them, helping them in their journey.
Speaker 2:I got this friend, itamar. He's actually been on the podcast before. He's a mindset coach. He's in episode 79 how to know if your mindset is off with Itamar Marani and he one of his things with coaching right is he's like I'm going to share with you. I'm going to point out to you and prod at some things that you are doing that are going to be uncomfortable for you. You're not going to like hearing it, you're not going to want, it's going to be unpleasant for you to hear that feedback and it's going to be. It's going to be physically uncomfortable, mentally uncomfortable, emotionally uncomfortable.
Speaker 2:But I'm only doing it because I want you to succeed, because I want you to reach your goals and you've told me what you is, you want to achieve. You've told me some of the stuff that's holding you back and I want to help you to deal with that and I want to help you to get through that. And the way to do that is I'm going to have to prod at these things. So when I do that, don't be like. You know you could be pissed off at me if you want to, but like that's you don't need to be like it's. That's the reason I'm doing it.
Speaker 2:I'm doing it because I care, which is brilliantly helpful because it means when you hear the feedback, you are ready to and you're willing to listen to it, but it's it's like it removes all of your blockages, because what you want to do is be like, ah, screw you with your unpleasant feedback, I don't want to hear that, I don't like it, I'm going to ignore it. You know, you in the moment you want to be like that, but actually, overall, what you really want is to achieve your goals and this is a helpful way to get there. And so the same thing, monica, from what you're saying sounds like people have got all these blockages. This is the chance to coach them through that in order to get them to take action. It might be uncomfortable for them, but it's like it's a.
Speaker 1:It's a process of like helping them to get over that fear to deal with the issue that they're facing it's honestly mirroring, and this is something that we're not getting as much, because we have lots like one-on-one human interaction, and mirroring is basically you have a person who's reflecting back to you, saying back to you the those obstacles that you're putting on yourself, because the only limits you have are those in your head, and this applies to every one of us. But if you don't have as much of one-on-one like really true, genuine connection, you're not going to be able to grow, to figure out what's happening. And let's, let's face it, like lots of people, they don't work with coaches, they don't go to therapy, whatever the reasons are. So you as a brand, if you do it from a perspective that's valuable and friendly and powerful and you empathize with them, you're giving them something super valuable. It's not even about the sale at that point. It's just simply about building trust with your audience, like, look, I see you. This is why you're struggling. I hear you, I feel you, it's horrible, but I'm here with you and you can tackle all of those different mindsets.
Speaker 1:I mean, for one of the audiences we have, I know that they're into astrology and I actually have an email at some point that says the reason you're failing is in mercury mercury because you know mercury retrograde other people. You know they. They think that they're just people who have bad luck. One of the urgency emails could just be like do you believe in bad luck? And that's the subject line.
Speaker 1:If you do believe in bad luck, then you're gonna think that you have probably missed out on something valuable because you haven't seen this email in time, because you have no idea what I'm talking about, or because either you don't have money in your bank account right now but it's not just about this specific offer.
Speaker 1:If you believe in bad luck, you've probably left allowed this belief to decide for you on many other aspects in your life. So let me just kind of shift this around. What if it's not bad luck, something from the exterior that's preventing you from achieving what you want? What if it's your perception of the world that the world is an unsafe place and you have to defend yourself against the world, and that's actually the belief that's causing you to think that you're someone who has bad luck? And if you operate from that mindset, then you're probably putting yourself down because you have more potential to achieve more things than you actually think is possible, but only if you try to look at things from a different perspective. So whatever you decide today, I hope you're gonna remember that it's not good luck or bad luck. We decide what happens in our lives and we get to change what we manifest every single day.
Speaker 2:So there's so many different ways you can make those urgency emails valuable so you could take, if you want to go back, like rewind whatever it was, two minutes and like just urgently write all of that down. That's like monica's basically given you like a whole email that you actually could send. But hopefully that gives you the idea of like this is the overall structure. We're looking for the fears that people have, the reasons that procrastinate and the reasons they're not taking action, and then we're treating each of those three emails as a chance to coach somebody through that and you might coach them through, like monica's just said, through that particular fear. Imagine you're talking to like just one person, like you.
Speaker 2:Actually you is talking to actually one person who's got those fears and coach them through that and then other people will relate to that as well and give them a reason and you can say, and you know what you can, you, if you, if you agree with that and you're on board this week, you get a hundred bucks off extra as well. But it's like hope, but that's the. That's not the real reason that you're not taking action. The real reason is whatever the fear that, what have you? Amazing, monica, that was awesome. I love that.
Speaker 1:Go on, go on I have one more thing to say, so you can combine the subject line with your preview text to drive home the urgency.
Speaker 2:Because you're getting super advanced now, monica what's a preview text?
Speaker 1:yeah magic google so you can have the subject line that says do you believe in batlock? Or today you say goodbye to fear, and then you can use your preview text to just remind them today's the last day. Price goes up tonight. So you can combine these two elements in a way that doesn't feel salesy, that drives home value and that makes you feel good about what you're doing. Is a brand and still beautiful, beautiful.
Speaker 2:All right, if you found this interview useful and you want to get future episodes, please subscribe. Wherever you listened, it would be awesome. If you live as a five-star review, it's going to help in a couple going to help you in a couple of ways. The more that, the more reviews we've got, the more people are going to hear about the podcast. That means we can spend more time on it, bringing more guests. If more guests, if we, if guests sees that we have a bigger show, that we're going to get more people who are able to, who are likely to come on and listen. So do that quickly. Go leave the five-star review. Thank you so much for listening, really appreciate your time. I hope that's been super helpful for you and thank you, monica, for for coming on, and I'm just going to wait until monica says goodbye, because she doesn't always at the end goodbye.