In this episode, Joe shares how he was able to create 52 weeks worth of email content in less than 24 hours. It’s a five-step process that you can swipe and deploy to build trust & authority and stay top of mind with your audience. Creating valuable content is a challenge. Joe’s simple framework will help you build a library of topics and ideas that will provide your audience with high-value content consistently week to week.
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Joe Troyer 0:33
So super excited to be here. happy to share with you guys. You know, for me, so far, the takeaways have been there's, there's a lot of shifting happening, a lot of pivoting a lot of restructuring of offers, taking what used to be kind of online strategies, and there's a goldmine to be made in taking them offline, and really adjusting to what I would call her the new buyer habits, which have really been fast forwarded during the pandemic, right. So like we talked about, like, you know, going live on Facebook, you know, sending SMS. But what about email, right? So, email still does really, really well in is very underserved, I'm going to be sharing with you guys how literally, I wrote 52 weeks of content emails in less than 24 hours, and we're going to get a little tactical, I'm going to share with you guys exactly how I did it and how you guys can do it too. And I want to show you guys how you can go and you can do this for your clients, so that they can stay top of mind. And they can stay in front of their their audience and in front of their prospect. So when that person is ready to buy, that they're on on the forefront of their mind. So at the end of the day, the reason that I think most people don't do email, and why I haven't in my agency, and why probably you guys haven't wrote wrote a bunch of content emails, in your own agency, is because you're always focused on new prospects and getting sales out of those prospects. And then, you know, getting in into fulfillment mode. And really, the problem is, is, you know, we leave behind most of our prospects, right, most of our budget, most of our marketing is just wasted, it's his last opportunity, because we don't make the most out of the leads that we get. So I'm going to share with you guys just a really stupid, simple five step process, where you guys can literally create 52 weeks of content emails, in less than 24 hours for yourself and for your clients. And obviously, the goal of doing this is building authority building trust staying Top of Mind, and so that you're really in the forefront, forefront and at the right place, at the right time, in that buyers journey for your prospect, or your customer in their customers. And I think at the end of the day, it's really easy to write like one email, right, getting that past that hurdle and sending it isn't that hard, but really like having a system to do it and sending out emails every week. That's hard, right? The reason why nobody really does it either is like you got you got left brain and you got right brain, right. Creating valuable content sucks, right? creating it with consistency is like a battle of right brain versus left brain. When you really got you know, your left brain, the logical plan and orderly side, say, Yeah, we got to run all these emails. And we got to get them scheduled out, trying to work with and battling your right brain, which is the emotional and the creative side. And those two don't mesh very well. So it's no wonder it doesn't work that well. I'm going to give you guys a stupid simple system, again, just five steps that you guys can use right away to do this, right. So step one, is to simply break down the types of emails into categories of topics that you want to send out. So for me the way that I do these, and the way that I recommend people do these is just their content emails. And then in the bottom, you put a PS that is all about, you know the conversion, right? Or hey, by the way, you know, if you're a local business that sells bikes, oh, hey, by the way, we have these three bikes on close out this week. If you want them they're 50% off, right? Use it to blow out inventory locally. If you're selling memberships, like Brian, oh, hey, wait, don't forget, we're running a special on the membership this week, right?
So for category ideas, you can really talk about anything. And a lot of you guys are probably thinking really tactical about whatever topic it is. Let's say that you want to write content for your agency to send out to your prospects that you don't convert all the ones that you do. You're probably thinking like I got to talk about marketing content. I got to talk about tactics and strategies. I got to talk about reputation and social and everything else. I got to share a little bit of a discovery with you guys. In our agency, the emails that do best are not those emails, the emails that get opened the best gets the highest reply rates are all kind of personal things. So just some ideas for you guys, phone apps, computer apps, SAS apps, books, automations great things you like electronics, your your workout, your health training you enjoyed. For people like you guys, right tips and tricks and WordPress, takeaways and aha moments, we had sharing a case study, a podcast that you enjoy your you listen to, you know, YouTube video that you enjoyed, or you listened to, of course you purchased and that you liked marketing tactics, it can really be about anything. But the key is to really create four different types of topics that you can write about. Alright, so then once you have that step number two, is to come up with 52, total 5252, I don't know, total ideas and break that apart, and divide that into your four different category ideas. So you should basically come up with 13 ideas for each of the categories, right. So the way that I did this really stupid simple, take out a piece of paper, right, draw a line vertically down the center, draw line horizontally across the center, and just break out your categories. And don't spend any time on this, like, take two minutes, and just make it a drill and how fast you can do it. Right? Don't think twice, just write it all out. Okay, and literally, a couple of minutes, you're going to create all the topics, and all the categories that you guys are going to be able to write about and send the emails out in just minutes. Okay. So step three, then it is really simple. You just want to come up with a template of how you're going to actually send the emails like, what's gonna be in the body? What's going to be in the subject? Is it gonna be funny? Is it gonna be like, matter of fact, are you just gonna say best? And then whatever it is, right? Are you going to include an image? Right? So if I'm going to recommend something, am I going to put in a picture of it to do YouTube video? Am I gonna have a picture? tip for you guys, I find that whenever I can put an image in my emails, not a bunch of images, not 30 images, right? When I can put one, that's whatever it is that I'm talking about, I definitely get much higher click through rates. So definitely put an image if it's appropriate in there, right? And then do you want to have it short form or long form? So we did this at invisible PPC. And Rob did 26 topics I did 26 topics, and we automated it for the year, a lot of you guys have probably gotten that content. And it's gone gangbusters the thing that we've done that's gotten the most responses of any emails that we've ever sent is always that. And so you want to make an email template. But for me, guys, if you get my emails, you know, I'm very Matter of fact, I'm very blunt. I'm like, this is the problem that it solves. Or here's the problem I got. Here's how I solved it. Check it out. Right. That's it, Rob is much more long winded, right? rather go into an explanation, I can't get into that level of detail. It would take me an hour, there's Rob, it's like, boom, two minutes later, he's done. So just figure out what you want the email to look like, all right. And then step number four. This is optional, but I'd highly suggest just organizing it in a Google Sheet. And the way that I do that is just put in the category, right the topic than the subject line. Then if I were you, I would break it down into problem, and then solution, and then a link, right. And so the last step, step number five is to schedule. Okay, so you want this to be consistent. You want people to look for these emails, you want to take your tribe, your customers tribe, and you want to get them opening your emails at the same time every day of the week, right? If that's three times a week, one day a week, you want them looking out for that email, I send a personal email to my personal email list at Digital triggers every Sunday, and the reason I send it on Sunday is because I never used to send anything on Sundays. So if I'm doing a promotion or anything else, Sunday was always open. So that's when I send out this email, right? And at the same time, every Sunday, it goes out like clockwork, and I have a core group of subscribers that every Sunday literally open that message, and we only send it to people that are engaged with us, and we have about an 80% open rate on that email. Okay, guys, if I need to sell something, or if I need to move some units, I get hit with a tax bill I didn't expect, right. How easy Do you think it is for me to generate revenue, like on demand, alright, so look at your schedule, look at your clients schedule, whoever you're helping set this up and pick a day of the week that doesn't conflict with that. Everything else. And that also sets you up for success. Okay, and then last step is to literally schedule this out. So when I do this in my businesses and the businesses that I work in, I do this and I schedule it out for the year. And I don't, don't think about it right. So I go through, when we did this, that invisible PPC, I spent about 90 minutes on the entire project scoping out all of the content. And then coming up with the instructions, I handed it off to a VA and a VA literally wrote all the emails and scheduled it out. It took me about 90 minutes, okay is my secret. So use this. Don't forget to throw in some pieces that have some promotion genes in them so you can generate some revenue for yourself and for your clients. I hope that was helpful for you guys.