Guest Post: Ten Basic Pieces of Tech Worth Tackling by Molly Mandelberg

Coming from a long line of teachers, preachers, artists and writers, the tech world never sang to me. At least not until I started my own business and realized what was available, if I were to master a few key ingredients.

This is where my nerdy researching took flight. I dove head first into studying all the tools I could find to make running my business (hypnotherapy at the time) easier in any way I could. I started launching online courses, building out elaborate sales funnels and futzing around with email sequences until I finally found my calling. Turns out my writer background and engineering brain LOVES to build and connect these valuable strategic business systems laced with boatloads of content.

I’m talking about automation: for some it’s passive income, for others it’s a lighter load in their email inbox. Whatever it looks like, the point is that technology can make life a heck of a lot easier, if we just take the time to set it up.

“We are the Jetson’s!” We are living in a time where it couldn’t be easier to share your message on a large scale.

But Where the F do we start?

NOTE: These are useful tools to implement, but by NO means necessary to the growth of your business. You can always go without, it just gets easier when you have some systems to support you.

# 1 Online Scheduler – (and a digital personal Calendar to sync with)

This one can be the biggest immediate game-changer. Imagine how things are to begin with: Someone makes it to your website, they realize they want to learn more, and you have them ‘contact’ you in a simple form which leads to an email correspondence. That leads to three or four more emails to find a mutually good time to meet and after a good 30-45 minutes of your life has been spent organizing, you eventually have the appointment.

What if instead, a person made it to your website, and decided they wanted to talk to you and (with or without the filtration step of an application or survey of some kind) they book themselves directly onto your calendar for a consultation. !!!! Time saved. Potential client relationship starting off with a bang.

My favorite tool for this is Acuity Scheduling as it does custom appointments, allows for automated email reminders, syncs with your personal calendar, takes payment, and even allows you to host classes and sell packages. Here’s my affiliate link: bit.ly/wildheartsacuity or a direct link: https://acuityscheduling.com/

Online scheduler’s can be a hassle so I made a quick checklist to help people set Acuity up, if you’d like a copy of that you can find it here: https://wildheartsriseup.mykajabi.com/p/acuity-checklist

The added step of syncing this calendar with your personal appointments depends on your use of a digital calendar such as Google Calendar, iCal, Outlook or the like. Not necessary, but really nice for avoiding the dreaded ’double-booking’.

Look for: Payment processing, calendar syncing, email reminders and a nice user interface. Free is not always better in this case.

#2 Autoresponder –

I LOOOOOVE this tool. This might be my nerdiest love affair of them all. This is what people refer to when they ask about your ‘list’. Basically, an autoresponder allows you to automatically, or manually, email your entire following of subscribers (I hate that term too) anytime you like.

I’ll set the scene again: (Although this has likely happened to you on the receiving end, many times.)

Imagine you invite someone to a workshop, or to partake in your free gift, or someone makes it to your website and wants to receive updates from your blog or something… They plug their email into a little box, click submit, and KAPOW! They get a message right away! That immediate delivery happens from an autoresponder. Again, lots of amazing tools out there, but in my nerdy poking around on the inter-webs, and after trying out at least 3 for myself, my hands-down favorite is Active Campaign.

I get a little heart flutter excited every time I share about it.

Affiliate link: bit.ly/wildactive or direct link: https://www.activecampaign.com

Here’s what you want to look for: (and what Active Campaign of course excels at)

  • Does it include automation for the introductory price?” Mailchimp is a great introductory tool, but won’t take you as far as other programs that allow for tagging and better organization of your list.
  • Is it easy to segment the list? This may not come into play for you at first, but at some point you are going to want to send a message to your whole following except for your current clients and your moon circle friends (maybe that’s just me?) and that is NOT simple, segmentation I mean, on some of the platforms out there. Active Campaign uses tags and it may sound fancy but you get the hang of it pretty quick. i.e. Send to everyone except ‘x’ tag, and… done.
  • Can the user experience be catered to their interactions with your emails? In AC, you can actually tag someone when they click a link, or become a client and they will immediately stop receiving a series of emails encouraging them to schedule with you or ‘check out this thing’. I find that when we only send messages to people based on their interests, we not only hit the nail on the head for them offering-wise, but we can feel a whole lot better about what we’re sending because we know it actually applies to who it’s going out to.

PRO TIP: Always, always, ALWAYS write emails in a document first and copy them into your autoresponder later. This is to minimize loss and frustration in the writing and sending phase as well as the migration to a new system phase. Keep that stuff organized for extra brownie points. You will thank you later.

#3 A Business Building Website –

WTF is that? There are two kinds of small biz sites out there:

1. A Brochure Website: Gives information, talks a lot about your services, links to a bunch of things, maybe has a contact form.

2. A Business Building Website: Builds a relationship with your people, speaks directly to their heart, offers value up front and allows the visitor many ways to get in touch or receive more from you. Free gifts, opt in forms, scheduling links etc. Brings them down the path from viewer to friend.

My favorite tool for this: WordPress.org

PRO TIP: This process begins with purchasing a ‘hosting’ package through one of the many Hosting companies out there. SKIP GoDaddy, they suck for more than one reason. I use Bluehost, and also recommend HostGator as a trusted source with good customer service. Once you purchase hosting, they will help you ‘install’ WordPress onto your fancy new domain name.

(Note: .com is highly recommended over .org or .biz if possible when choosing your domain)

I hate seeing people get stuck on this step. The truth is you DO NOT need a website to get your business up and running.

But, I know for some there is a feeling of legitimacy that comes with a website, so if you want to go the WordPress route and want some help setting it up, reach out. Someone in your network, or Tad or I can recommend someone. I even built a mini course to walk people through building sites on WordPress because I was tired of seeing my friends spend $5k on a website they didn’t like.

#4 Surveys, Questionnaires, Quizzes –

One of the greatest ways to know what your people want is to….. ASK THEM! Yep, to actually get their input on how they think about their issues, what they desire most and what kinds of solutions they are looking for. (There’s a great book on how to do this called “Ask” by Ryan Levesque.)

You can use a free system like Google Forms or Typeform and create a quick survey that asks them a couple key things.

  • What’s the biggest challenge you’re facing right now?
  • What have you already tried?
  • What do you want instead?
  • What kind of support are you looking for?

….and so on.

PRO TIPS on this: Keep the number of questions low and make most of them multiple choice. The one you really want their exact words on is how they’d describe their biggest challenge when it comes to (the problem you solve). Surveys work better when you make their personal info optional, or don’t ask for it at all. This is an info-gathering phase, not a list-building phase.

Quizzes are awesome ways to both get to know your people and add some value. It’s human nature to want to know about ourselves, if we can provide insights like that, while also learning about the needs of our audience, awesome! I use Thrive Quiz Builder on WordPress, but have heard good things about Qzzr as well.

#5 Content Delivery Platform –

Do you have a Blog? Podcast? Youtube Channel? Meetup Group?

Are you sending out emails, pdf’s, checklists and blueprints? There are countless platforms to assist you in delivering your message to your people. My recommendation matches Tad’s, start where you feel like starting. Play to your strengths.

Whatever you do, start doing it and sharing it with your people. Your unique point of view is what sets you apart from every other practitioner.

Yes, the world needs your message.

There are people out there literally waiting for your refreshing take on this wild ride called life.

Share it.

Ring the bell.

Shake the dust.

#6 Social Media Biz Presence –

This could be a Business Page on Facebook, a Professional Profile on LinkedIn or even an Instagram account, the point is to figure out where your people are hanging out and show up there. Many kinds of people hang out on Facebook, but sometimes it’s easier for a jeweller or photographer to get found on Instagram, as it’s more imagery based. Likewise, corporate or traditional business folks might be more inclined to seek resources on LinkedIn.

I encourage people to begin with a media presences that feels light to you. If you are a writer, write. If you are a speaker, live stream some videos. If you are better in some other format, start there. I have personally gained a lot by pushing myself to expand to new frontiers of visibility, but I started with words on a page. That’s what I knew how to do.

#7 Social Media Scheduler –

One of the biggest game changers in my business growth was when I started batching my creative output. Rather than worry about how I was going to be ‘visible’ on social media, or to my list, or in the world on a daily basis, I started tackling that stuff in big batches.

So I’d sit down and write 20 inspiring posts, or a months worth of Blog entries, or pull a bunch of quotes from past talks and videos. I started mining past articles I’d written for what I like to call ‘nuggets of glory’ and then using those quotes on an amazing website called Canva.com where you can easily put images and text together in a fancy way. (Without having to learn the ins and outs of photoshop.)

Then, I would, and still do, take this chunk of juicy content bits and use Hootsuite.com to schedule them out into the future on my various social media pages. Don’t put it off forever, it goes quicker than you expect.

#8 CRM or Follow Up System –

I don’t personally use a CRM (Client Relationship Management Software) but the idea is that with a good tracking system, following up is easier to do. When you meet someone and they express interest in your work, or you do a consult and someone says “Yes, but let’s start next month.” You want to have a solid way to track that information so you don’t forget to follow up because when you follow up, you generally end up with more clients.

I use a project management tool called Trello.com which syncs to my phone and allows me to set due dates and make notes about people I’ve spoken to. (More on this below.) You can also set a reminder in your actual calendar to call them back. Whatever you use, make sure you’ll keep up with it. The best plan of action is one you will actually take action on.

#9 Content/Project Management –

Tad talks (“TadTalks”) about tracking things like the ‘Hubs’ for your niche, and organizing your brilliant ideas as they come to you. I found after a few years of great ideas and personal connections, I was overwhelmed with pieces of paper and ‘important notes’. So this tech tool tip is to find a project management, or idea organization system that works for you and USE it!

Here are my favorites:

Trello.com: I use this to create new projects, to organize what I delegate to my VA’s, to track my work with my clients, what they’re working on, how many sessions they have left etc. I even use it to keep all my To Do lists organized in one place. FREE I have like 30 separate project boards and still haven’t paid a dime.

Evernote.com: This is where my brilliant strikes of inspiration go first, into special organized note folders until I know what they’re for or what project they associate with in Trello. Lists like Books to read, Links to remember, Groceries to buy, and Gift Ideas for Mom and Dad usually end up in Evernote. FREE

Scrivener: This one is really more for writers, but I’m mentioning it here because I love it. I’m actually writing this in Scrivener right now. Easily create folders and subfolders for different parts of a project. Great for keeping good track of ALL your content without going hunting for it, or for managing the development of a book. $40 software.

#10 Shopping Cart –

This is a key element when it comes time to sell a product, course, program or service. If it’s a class or appointment, you can use Acuity, or whatever scheduler you chose that hopefully takes payment. If it’s something larger, you can get started on PayPal, Stripe or Square. All charge roughly 3% to process payments. When you move into an online learning platform, they will often include secure checkout pages also linked to you via PayPal, Stripe or Square. Don’t feel like you need to go out and get a “Shopping Cart,” you’ll know there’s a need when the time comes.

The fact that you’re reading this means you are on to big things. I love that about you!

I’ll leave you with two last reminders:

1. You do not need all of this, especially not all at once.

2. You do not have to do it alone. If you need support, get it. If not me or Tad, someone else you have access to. It can be daunting to take new systems on but I promise you it is worth it in the long run.

To infinity and beyond!

Xo Molly Mandelberg

About Molly:

Having studied with masters, traveled the world and applied the great teachings to her own life, Molly Mandelberg is uniquely qualified to help launch you from where you are now, to the next level of your business. Molly has an unusual combination of spiritual/visionary and high tech/practical/business savvy. She is an artist, a globe trotter, a writer, a speaker, a facilitator and a leader.

Whether you are stuck in procrastination, confusion or things just aren’t moving fast enough for you toward your goals, having empowering, kickass support may be just what you need. From content and design through streamlined global delivery systems, Molly Mandelberg may be the answer you’ve been looking for. You can learn more about her at: www.WildHeartsRiseUp.com 

The Century of the Self

Century-of-Self1The following text is taken from the incredible site TopDocumentaryFilms where you can find many excellent documentaries you may have missed. I encourage your perusal of this site.

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This series is about how those in power have used Freud’s theories to try and control the dangerous crowd in an age of mass democracy. Sigmund Freud, the founder of psychoanalysis, changed the perception of the human mind and its workings profoundly.

His influence on the 20th century is widely regarded as massive. The documentary describes the impact of Freud’s theories on the perception of the human mind, and the ways public relations agencies and politicians have used this during the last 100 years for their engineering of consent. Among the main characters are Freud himself and his nephew Edward Bernays, who was the first to use psychological techniques in advertising. He is often seen as the father of the public relations industry.

Freud’s daughter Anna Freud, a pioneer of child psychology, is mentioned in the second part, as well as Wilhelm Reich, one of the main opponents of Freud’s theories. Along these general themes,The Century of the Self asks deeper questions about the roots and methods of modern consumerism, representative democracy and its implications. It also questions the modern way we see ourselves, the attitude to fashion and superficiality.

Happiness Machines. Part one documents the story of the relationship between Sigmund Freud and his American nephew, Edward Bernays who invented Public Relations in the 1920s, being the first person to take Freud’s ideas to manipulate the masses.

The Engineering of Consent. Part two explores how those in power in post-war America used Freud’s ideas about the unconscious mind to try and control the masses. Politicians and planners came to believe Freud’s underlying premise that deep within all human beings were dangerous and irrational desires.

There is a Policeman Inside All of Our Heads, He Must Be Destroyed. In the 1960s, a radical group of psychotherapists challenged the influence of Freudian ideas, which lead to the creation of a new political movement that sought to create new people, free of the psychological conformity that had been implanted in people’s minds by business and politics.

Eight People Sipping Wine In Kettering. This episode explains how politicians turned to the same techniques used by business in order to read and manipulate the inner desires of the masses. Both New Labor with Tony Blair and the Democrats led by Bill Clinton, used the focus group which had been invented by psychoanalysts in order to regain power.

Four Thoughts About Email Subject Lines in Marketing

First of all, this is not a blog post about how to write email subject lines that sell (though it may help you do that).

It’s also not a blog post about how to write good sales copy. I’ve got nine thoughts on how to do that here.

When you get an email, there is, like the title of a book or a chapter, the subject line.

It is, in many ways, the headline to your email.

My mentor Robert Middleton said this recently, “I agonize over subject lines. It’s kind of an art.”

I think that’s the right attitude to have.

This blog post came from an email that myself and many colleagues received from someone in our industry (you’ll hear more about it in Though #2). This inspired a lot of big conversations about it, and tactics like it, in a private facebook group. And that all inspired this blog post.

 

Thought #1: The subject line is not the most important factor in an email being opened.

Not by a long shot. It’s not that they aren’t important, it’s just that they’re a distant number two from the most important reason – who it’s from. If the email is from someone they deeply love and trust, they’re almost guaranteed to notice it and far more likely to open it. There is so much attention given to the subject line but it’s just not the most important thing.

Two things this means:

1) Having your message delivered by key influencers and hubs will have a lot of impact.

2) If you are not trusted, it doesn’t matter how good your subject line is. So, if you do things that break trust with your followers, your emails will be ignored. This leads neatly into thought #2…

A colleague of mine Kathy Mallary said this, “Another thing that rarely gets mentioned is that if you are doing a good job of building a meaningful, value-based relationship with the people on your list (a first step might be to refer to them AS people, rather than “my list”!), then your subject lines will probably get better results no matter what — even if they, shall we say, ‘suck‘.  For instance, if Mark Silver or Robert Middleton were to send me an email that said “Sorry, but I have to move on…” I would DEFINITELY open it, and even if inside they were to (accidentally, I’m sure) say something silly like “I’m really sorry that I have failed to communicate the value this program could create for you and that now we are leaving you behind!” I would most definitely email them back and check to see what the heck is going on, because that kind of message affects our relationship. Because both Mark and Robert have consistently taken the trouble to build a relationship with their audience, and as one of their tribe, I trust them and care about what they’re up to. So if you’re the marketer, I encourage you to get up to speed on relationship marketing — it’s actually a “thing”. And getting good at it might actually create the space and forgiveness you need so you can afford to make a silly mistake once in a while (who doesn’t?!).”

 

Thought #2: Your subject line is a promise that the email fulfills (or not).

Whatever you write in the subject line is a promise to them.

The email is where you fulfill that promise.

If you consistently make good on your promises (and maybe even over deliver) people will trust you.

If you consistently break your promises, people will trust you less.

Here’s the story about how this blog post came to be (it includes an epic rant).

One of my colleagues got an email from another colleague which had a subject line that she felt (and I agree) was misleading.

The subject line was, “Here’s my phone number”.

But the email she gave in it, was not her personal cell phone number. It was a conference bridge line. This is a part of the email.

“I’ve never done this before – so TAKE ADVANTAGE OF ME!

Here are the details:

Primary dial in number: (425) 440-5100
Secondary dial in number: (513) 233-7881
Guest pin code: 834536#

Give Me a Call … I’d LOVE to Meet You!!!”

My colleague was upset and ranted, “Oh for the LOVE of all that is HOLY – do not EVER EVER EVER send an email to your list with the subject line “here’s my phone number” and then give a motherfucking conference bridge line. ARE YOU KIDDING ME? DO YOU THINK I AM A COMPLETE MORON?? WHAT THE WHAT?!?!?! She’s never done this before? What? Given out a bridge line? Who suggested to her she do this? Has she lost her mind. This is the most disingenuous, insidious and offensive marketing email I have ever gotten. She was trying to like dupe the reader into believing it was her personal number…. Just say you are having a Q&A call and you will stay on to answer any question – TERRIFIC – AMAZING – I LOVE IT – I DO IT – I ENDORSE IT…. but pretend you are giving out your personal phone number?!?!? Just a douchey move on my part. Way way way douchey and bad for the entire industry. My point is – say that – “I’m having a Q&A call and I’ll stay on the line until every question is answered.” But don’t pretend we are friends and you are giving me ‘your’ phone number and that it’s something you’ve ‘never done before.’ That’s the dirty creepy gross part – to me. I think we can all still make lots of money and make a huge difference without lying or manipulating people into it. In my personal gut, heart and soul, I believe that they wrote that subject line to get me to think that inside there would be a personal number – maybe a cell phone, maybe a google number but not a bridge line. I have never used the phrase “here’s my phone number” to refer to a group call. It also implies – TO ME – in my interpretation — a personal call between me and the sender. So my vet just sent me an email with his number and I’m going to call him. I believe they wanted the reader to think they were going to have a private call with her before they opened the email.”

And I agree with her rant. I think it’s how more and more of us are feeling these days.

The email subject line made a promise.

The email broke it.

You must deliver on what you promise.

Of course, it’s not always so blatant.

I’ve seen many email subject lines that I felt were misleading to me.

Here are the usual suspects that are just so clearly hyped up and disingenuous.

  • “The World’s Best ________” – In the world? Amazing. I know a donair shop that is the best in the world too! The sign says so!
  • “You can make a million dollars too – using my system” – Somehow I suspect this system will involve me sending emails to others with the headline, “You can make a million dollars too – using my system”…
  • “Meet the woman of your dreams – simply read this book” – Phew! I was scared I might have to actually start a conversation and risk something.
  • “I saw what this ____ did with this ____ and I can’t believe it!”- Really? You couldn’t believe it? Were you actually that shocked? 
  • “You can lose/get _______ with this one weird trick” – Really? That’s all it takes? One thing? And, real talk, how weird is it actually?
  • “I’m a Nigerian Prince and I’d like to help you” – For once, I’d like to meet an actual Nigerian prince. I bet he’d be charming as hell. We’d go on adventures. It’d be the best.
  • “I Have No Secrets <- (Open BEFORE 3pm Pacific Today!)” Really? Or will the content of this email be annoying and all baiting.
  • “This amazing product for you for such a low price, but I have to take it down forever after ______ date.” – You have to? HAVE to?
  • “This is the best thing you’ve read all day!” – How do you know? Creeper. 
  • “‘Secret’ Leaked Video: Watch Here Tad!”- Whoa! What an exclusive scoop! Thank you for secretly leaking the video and then totally leaking it and secretly announcing it to your list of thousands. I’m so glad this isn’t some marketing ploy to make the video seem more valuable!
  • “watch this movie 3 times/week and watch your in…come go up by at least 10K, mine did” – If this worked, a dear friend of mine would be a horse whisperer by now. And I’d be travelling space and time in a TARDIS.
  • “This REVOLUTIONARY training” – Move over Che Guevera! THIS is what a revolution is all about! Packing old ideas in a new way and selling them for millions!
  • “Board Update” –  My colleague, Toronto based copy writer and social media strategist, Rachel Foster sent me this appalling gem. “I can’t recall where I saw your post on bad email subject lines. I just got one that said “board update”. The mailer was targeting executives and assumed that most of them are on boards. Sneaky jerks.”

All of the above, could be legit. If they’re legit and sincere.

As one of my friends said, “a red flag is anything that promises to blow me away, blow my mind, blow up my sales, etc. Just talk like a normal person already.”

You must deliver on what you promise.

Here are ten more examples of email subject lines that are often subtly misleading…

EXAMPLE #1: “I’ve never been so vulnerable!”:  Subject lines like, “This is the most vulnerable thing I’ve ever shared” or “I’m really scared to share this with you . . .” only to read it and have the vulnerable thing be something salesy that is clearly not very vulnerable at all. They used my caring of them as a hook to get me to open the email. That didn’t feel good. As another colleague of mine, Teray, shared, “When someone sends too many “vulnerable”, “embarrassing” subject headings in a row…it starts to feel like me me me me.”

EXAMPLE #2: Using Family Photos: My dear colleague Morgana Rae expressed her discomfort at marketers using truly heartfelt things as bait, “I heard about a colleague who recently shared pictures of her newborn baby, then tied that into a marketing campaign. At the end of the day, be a person.

EXAMPLE #3: Feigning Vulnerable Stories: My colleague David Jurasek expressed how, “The ones I get fooled into opening and annoy me most are when folks I generally trust pretend to get all up close and personal about their own story and then I find out in the email they are being quite superficial and linking me to their “good friend” who helped them once and is now selling a program.

One of my colleagues Brenda shared this recently on Facebook: “I have a confession to make… I am so TIRED of seeing that as a subject line!!! I just got one in my inbox. You know what the energy of that is? More like this: I have a confession to make. I think you’re such a sucker that you’ll open my email with baited breath, see how “authentic” I am with my paint by number marketing and jump at my offer, begging to buy from poor little me who just made a “confession” to you.  You know what? Come back to me when you have a REAL confession that means something, and when it isn’t just a ploy to get me to open your email and buy your shit. End rant. #TruthbyBrendamcintyre

EXAMPLE #4: re: Other colleagues of mine pointed out how much disdain they had for emails that began with “re:”. Kim Page Gluckie said,  “I don’t like the new trend to start with “Re: ……” It implies we have had a personal conversation or exchanged a 1:1 email. When it shows up in the subject line it feels overly familiar and contrived. Because it is. It happens on the lists I’m sure I never actually subscribed to.”

EXAMPLE #5: provocatively misleading: Kathy Mallary shared, ” I think the worst I’ve gotten from an “expert” started off with this subject: ‘Sorry, but I have to move on…’ and then went on to say: ‘I’m really sorry that I have failed to communicate the value this program could create for you and that now we are leaving you behind!'”

EXAMPLE #6: “I’m puzzled.”: I-ching worker Hilary Barrett of the UK was not too impressed when she opened an email with the subject line “Hilary, I’m puzzled.” and how the email went on to explain how puzzling it was that she hadn’t signed up for whatever-it-is. “I think these are generally the last one in an auto responder series, sent with the thought, ‘Well, if she unsubscribes now it’s fine, because she’s not buying anyway.'” I’ve gotten a few of these and felt like, ‘I’m puzzled why you feel entitled to my business…’ Another colleague sent out an email with the headline, “So… What gives?” and a different colleague, Thea, commented on it, “I know you agree with me, but I just had to vent. Why do people use guilt to try to get clients?!!! Pisses me off. Just received this email with the headline, “I thought building a business was important to you. I thought having the freedom to live life exactly the way you wanted was your dream. And I surely thought if I gave you the fastest path I know to big money … and made it absolutely free … you’d jump at the chance. I’ve done all that for you … and you still haven’t signed up for the FINAL encore of ….” And my colleague Rachel had this to say, “Ahhhhh!!! This happened to me a few months ago…where when I decided to opt out of doing a program, I was told that I *clearly* didn’t care enough and I preferred to just sit back and let my dreams and goals pass me by. UH…WHAT??!?! You were just trying to SELL something? Buh bye.” And Robert Middleton insightfully noted, “I’ll admit it. I want to send that kind of email all the time. But I restrain myself! Instead, I try to find an inspiring reason for them to take action. Sure works better. We need to remember that people do things for their reasons, not your reasons. The more you understand those reasons, the better results you’ll get.” Fact.

EXAMPLE #7: “I’m about to explode!” Or the Jay Abraham classic headline, “I’ve got to get this off my chest before I explode”. If you have something you feel that intense about, then sure, use that headline, but many of the times I’ve seen it used it felt like a contrivance. Like they knew that was a winning headline and then sort of reverse engineered it to try and come up with something they needed to get off their chest that might possibly relate to what they’re selling.

EXAMPLE #8: The False Promise of Info: Another colleague of mine shared this, “I can’t stand when a title implies there will be info in an email, and they try to redirect me somewhere else to get said info. I usually find this with business newsletters. They bait you about finding out about some incredible opportunity and inside there’s a link to a promo video on a website, trying to sell you access to the info you were interested in.” Again, the promise implied one thing but the reality was another. A friend of mine shared with me, “I  just foolishly clicked on one a few minutes ago, thinking I was going to read some research: “Surprising ways to reduce neuropathy” with a picture of a woman rubbing her foot. The ‘article’ an add for some kind of supplement.” The photo seems to have been used to imply that massaging your foot could do it when the real intent was to sell a supplement. Another colleague of mine vented about someone she used to love, “Dr. Mercola (who I LOVE for his pioneering on alternative healthcare) now clearly has a copy/article writing staff and they’ve been using an article summary gimmick in his newsletter that contains 5-6 articles. It’s a complete turn off the last couple of years. Something like “This food will give you Alzheimers and your won’t believe what it is!!” And then the article never actually mentions a specific food. I’ve gotten so I won’t read any article with that kind of sensational come on. When you grow to have a staff, you have to watch their brilliant marketing ideas!”

EXAMPLE #9: “Help!”: A few of my colleague vented about the subject line, “I really need your help!” Really? You actually need my help? Or is this just a sales ploy. I love helping if I can. But I don’t like being used. One colleague of mine shared how he opened an email with such a subject line and saw that what was meant by all that was, “I really want to help you be successful but I need your help to do it. ” followed by an offering or invitation. Boo.
 
EXAMPLE #10:  “Can you meet/call/”hang out with” me today?”: This is designed to sound like a very personal message. Why? So you’ll open the email. It’s designed to make you feel important and like you’re getting invited to an exclusive opportunity? Why? So you’ll open the email. But it’s not. Another one I saw was the “Tad (Personal Email)” – is this REALLY her personal email? or an email just to me? Let me check! Oh. Wait. It’s not. 

EXAMPLE #11: “I want your opinion on this…”: I just got an email from a colleague of mine with this as the subject line. So I opened it, busy as I was, because I like this colleague. And nowhere in the email was there ever an invitation for me to share my opinion. Nothing. My time was wasted. Here was the email below…

*

Hi Tad, Here’s a quick POP QUIZ …

QUESTION:

What do the billionaire Michael Dell, talk-show host Conan O’Brien, his Holiness the Dalai Lama and U.S. President Obama have in common?

ANSWER:

They all conduct Google Hangouts to get more media EXPOSURE.

Even CNN’s Anderson Cooper is on the Google Hangout bandwagon to conduct live social commentary for the millions in his audience.

What am I telling you this?

Because on November 20th, you’ll get a rare opportunity to learn from the “Larry King” of Google Hangouts.

It’s true! I’ve made a very special arrangement to get you access to a live, private interview on how G+ Hangouts can and will MAXIMIZE the EXPOSURE of your message.

Even if the date and time listed on the page below is inconvenient, get registered to access the replay.

Who is the “Larry King” of Google Hangouts?

Check him out here.

Watch the brief video, register and then forward this email invitation to a friend or colleague who could also benefit from attending this Hangout!

The 5 key lessons you’ll learn and your surprise bonus gift awaits you after you register for this event.

To Be Continued,

PS. Hangouts are a joint venture between the two most important websites on the planet – Google and YouTube – so don’t you want to strategically align with them? G+ Hangouts are ideal for tech-dummies who want to become #1 on Google without SEO skills.You’re ONE click away right here.

*

Cate Richards shared with me, “One interesting thing Tad is that they teach this stuff in copy school saying they work. What no one ever quantifies is how many ideal customers are switching off because they feel manipulated.”

So true.

Even so, all of those could be great subject lines if…

They really meant it.

If it really was a vulnerable thing they were sharing (and they weren’t using it as a pitch). If they wanted to share the joy of their new child and leave it at that people would be thrilled and loyalty and connection would increase. Do you really need to get something off your chest in a big way? Awesome. Use that headline or something like. If they were really puzzled about something and needed feedback, that might be a great subject line. If you really need help from your list, by all means ask for it. It can be dangerous to demonize a tactic and write it off entirely.

The key idea here: You must deliver on what you promise. My colleague Nick Pfennigwerth wrote this, “In the past two months my best email subject that received a 33% open rate was: ‘90% of Your Business Problems are Solved with This Change'” That’s a big promise. If he delivers a solid answer to it in his email that makes sense to people, he will build a huge amount of trust. But if it was something like, “Think more positive” without much of a unique take on it… he will lose trust and followers fast.

You must deliver on what you promise.

My colleague Steve Mattus of Heart of Business wrote that the subject line should, “sincerely represent the subject of the email”. Truth.

What’s the point of enticing people to open gifts from you if the gifts are always disappointing. That will hurt your reputation.

Another important reason to avoid sneaky subject lines that has nothing to do with you…

But it’s more than that, and this is important, it hurts the reputation of the industry. My dear colleague George Kao speaks beautiful of the notion of sustainable marketing. He urges people to look at any marketing tactic through the lense of “if everyone in my industry marketed like this, what would the impact be?”

And, I put it to you, if you knew that every email you got from a marketing coach like myself was a lie, what would you do?

I tell you what I would stop doing – opening the emails.

One colleague put it this way, “To further prove your point, I know exactly which email you’re referring to in your friend’s rant of Point #2, because i received it, too. Up until that email, I’d appreciated the value in what that particular person/company had to offer, even if the emails they sent weren’t totally my style. I am a good listener so I can make allowance for communication style. But that particular email tipped me over the edge and made me ask if that person/company had now dipped into the “dark side” of marketing. I thought of unsubscribing, haven’t decided yet. Even more interesting, though, is that it got me wondering about all of the other people in the industry who sometimes forward me that company’s programs as affiliates. They were sort of tainted by associate n. (sorr y, I think that might mean you too, Tad, but by now you know I’m a devoted fan of your stuff :) So, your friend’s point about it casting a shadow over the whole industry is well-taken. I guess the other very practical thing that occurs to me is that poor subject lines mean that, as a small business owner, you are much more likely to have people identify your email as spam, which will hurt your ability to spread the word in future.”

The way we conduct ourselves in business doesn’t just impact us, it impacts our colleagues, our industry and the level of trust in the marketplace as a whole. Using unethical marketing approaches, no matter how successful they are, is, ultimately, a very selfish act.

And one could legitimately raise the case that, “Everyone does this!” Sure. That’s true. But old man Hargrave asks you, “If everyone jumped off a bridge, would you?” Yes. Newspaper and internet headlines are full of hype. But is that the world we want where our word means nothing anymore? Where we assume everyone is lying to us?

Ask yourself, “Based on the subject line… Will people feel satisfied with this email or disappointed?”

This matters, because, especially in the seminar industry, we often see a pattern of broken promises. The subject line promises something that the email doesn’t deliver because the email is promising those answers can be found in a free live workshop. But the free live workshop leader tells you that, of course, those questions are too big to be answered in a single evening so you should sign up for the full weekend… Which turns out to just be a weekend of being sold into a high end coaching program. And yet, at no point was much value delivered.

Be wary of over promising. Sure, it will fill up your workshops. But with people who quickly wither on the vine and become bitter towards you.

I’m not arguing that these tactics don’t work. They do… in the short term. But they erode trust in the long term. Simon Sinek makes this point brilliantly here.

Are we impeccable with our word or not? This is the real question.

You must deliver on what you promise.

Thought #3: The point of the subject line is not to get people to open the email.

This is a bit of tricky wisdom.

Yes you want your email opened. But not by ‘people’. ‘People’ is code for everyone. And you do not want everyone on your list to open every email you send. Whaaaa???

I’ve been thinking about this for a while.

If I really wanted to get people on my email list to open an email, if that was my only goal, the subject line would be something like, “I”m dying and this is my last email to you.” That would go gangbusters. Except for the small peccadillo that it’s not true at all (beyond the dying bit which I’m hoping is a very, very long ways away). But you feel me. If the point was just to get them to open up your email, surely we could come up with more compelling things! “I’m pregnant!”, “I’m getting married!”, “This simple trick could double your profits overnight! Actually! No Hype.” etc.

But then we become the boy who cried wolf. And people come to learn, “Oh. Their subject lines are always provocative but the content is just the usual.”

And then there’s the whole ‘using-people’s-names-in-the-subject-line-thing’. Like a friend shared with me, “I recently got an email where the email subject line was, “We’re meeting today, right, Brenda?” And then it was a teleclass promo. I hate it when it’s made to look like it’s an individual email specifically for me.” I am also not a fan. It is insincere. It’s trying to give the impression that this email is just for me. Why? So you’re more likely to open it. But it’s not just for you. As my friend Craig Martin put it, “When I see my name in the subject line, 99% of the time it’s a Constant Contact user trying to appear more personal while sending out mass emails that have nothing to do with.me. If it’s something useful, tell me what it’s about and let me decide. Don’t pretend to be my buddy.”

I don’t think the purpose of the email subject line is there to somehow, by any means necessary, get everyone on your list to open every email. The point of the subject line should be to help people know if this email in particular is one that would be relevant to them and to state that in the most compelling way possible.

To state it another way: the purpose of the subject line is to get the right people to open the email (and make sure people the email isn’t a fit for don’t).

I just got an email from my colleague Bill Baren, “SF Bay Area Peeps Only: In-Person talk with Bill Baren”. What was in promoting? An in-person talk he was leading in San Francisco. So clear. No one’s time gets wasted.

To give a specific example. I recently sent out an email with the subject line ‘Do you lead workshops (or are you thinking of leading them)? It got a 22% open rate (my average these days is around 20%). Some people saw that headline and thought, ‘I don’t lead workshops and I don’t ever intend to. This email is clearly not for me.’ and they didn’t open it.

In my mind, that’s a success.

The goal of marketing isn’t to get people to say ‘yes’. There are three roles. First, to get their attention. Second, to filter and establish, as quickly as possible, if there is a fit at all between what you’re offering and what they’re wanting and needing. And third, to lower the risk of taking the first step.

Ideally your subject line does as much of the following as possible.

It lets them know what to expect in the email, who it’s for and what the benefit of that all is. It explains the value in the email. It helps them, in seconds, decide whether or not to open it.

It gives them a compelling sneak peak inside. A teaser. A micro summary. It piques their interest. Intrigue, engage, and intoxicate with the promise of real value (and then the email must deliver on what was promised).

What’s the point of getting them to open the email, if it, even in a small way, breaks trust with them?

It has the right people say, as my colleague Leslie Nipps put it, “Well crap! I gotta open this!” Rather than “Oh, one of my five bazillion emails in my inbox. Delete.” It’s got to give the right people a good reason to read more.

An important, and perhaps obvious note: the purpose of the subject line isn’t to get them to open the email. People who aren’t a fit deciding not to open your emails because of the subject line is a big success. But, you do enough of the right people opening up your emails to sustain yourself. So the key is to be focused on making sure you’re sending out the right things to your list rather than focused on the subject lines. And I suspect that this is a sticking point for many entrepreneurs with email lists, they haven’t really settled on a niche and so their emails are a bit all over the place. If someone had a laser focused niche and sends out emails that are 100% on topic for the people in their niche with compelling subject lines… they’ll do very well. The subject lines are the lipstick. The email is the pig. Pigs do not look good in lipstick.

You must deliver on what you promise.

But you also need to be promising things that are relevant to your people.

And, of course, this means that you need to know who your people are. Which most entrepreneurs don’t. If you can’t articulate what you do clearly, no fancy subject line will save you.

Thought #4: The subject line should be as clear and compelling as possible.

You might be thinking that I mean email subject lines should just be literal, factual and to the point.

But that’s not what I’m saying.

Toronto based copywriter Rachel Sparacio-Foster points out “anything that says something like “Latest Newsletter” is boring. It should tell me more about what’s in the newsletter.”

A blog reader, Monica O’Rourke backed this up with her words, “I recently unsubscribed from a recipe email list because every single time the subject line was “Check out our new recipes.” I bit once or twice, and the content was equally boring. So, ummm, no thanks. You can’t take a moment to highlight an interesting recipe to get me to open your email (as every other list I’m on does)? Then I’m not interested.”

So, I’m not arguing for being boring. As author Derrick Jensen says of the central rule of writing, “Don’t bore your reader.

I’m saying that your subject line should be making it clear if the email is a fit for them to open and to do that in the most clear and compelling way possible. And we will all have a different style in doing this. Some of us will be very direct, some more coy and evocative. It’s all good as long as it’s working for you. My colleague Leslie Nipps said, “My most opened email ever had the subject line: ‘for two who slipped away almost entirely…’ It was the title of a poem by Alice Walker that I quoted in my article. I usually average 18-22%. This one was almost 40%. I’ve been trying to find that special vibration ever since. Gotta hand it to the poets…” That’s a subject line that was evocative and, my guess is that the email delivered on speaking to what was evoked. But that’s the key. Are you actually speaking to what you lifted up in the subject line?

But, as Robert Middleton pointed out, it’s an art.

I remember hearing a story about three different headlines created for the same public speaking course. The first one, that got an okay response, was, “Public Speaking Course”. That’s very clear. Their second attempt was, “Learn how to speak confidently in public.” That feels a bit closer to the bone. That’s a bit closer to what people are actually craving. They don’t just want to learn the technicalities of speaking. They want to not feel so scared to do it. The third headline was the most successful, “How to Get Rousing Applause, Even a Standing Ovation, Every Time You Speak”. This spoke to what people were craving at the core. The response. Now, we can have a meaningful debate about whether feeding people’s egos like this is a good thing to do but that is a better way of saying the same thing and likely something they can deliver on (as long as their marketing also filters out people who wouldn’t stand a chance of succeeding) and the rest of their marketing clarified the promise.

Don’t bore your reader.

But there is something even more important here and I am underlining it so you get it.

Do. Not. Waste. My. Time.

Do not trick me into opening an email that isn’t actually useful or relevant to for me.

Do not bait and switch me.

That doesn’t turn annoy me. It angers me. It speaks to a level of disrespect that I have zero time for.

I am unspeakably busy with things that matter to me. Do not steal my time.

Be direct. Read this important piece about the relationship between directness and clarity in marketing by Lynn Serafinn.

Do. Not. Waste. My. Time.

And this post isn’t about how to write a compelling subject line.

Although here are a few simple tips:

  • Geography: If you’re promoting a workshop in a certain city, tell me that in the title. Don’t raise my hopes and make me spend 30 seconds opening and reading your email to find out the workshop is happening on the other side of the planet.
  • Dates: Is it time sensitive? Tell me in the subject line.
  • Problem/Result: Can you let me know what issue this email will help me with? What result it will help me get?

Basically, just help me understand what’s in the email.

Want to know how to do write more compelling subject lines?

Here are a few posts to get you started:

Megan Mars wrote a fine post called The 9 Best Email Subject Line Styles to Increase Your Open Rates. Affilorama had some good pointers here. Entrepreneur magazine share their thoughts here.

But my favourite post I found on this was from Copyblogger – read it here.

Also, from emailsthatsell.com read “57 Email Marketing Tips That Will Get You More Opens, Clicks & Sales.”

There are a number of examples of how I’ve done this with clients in my case studies and sales letter makeovers.