I’ve been working on an assignment with the 2CCXers, and I want to share one of my big takeaways that I had last night.
I want to share something with you that I’ve been thinking about a lot lately. We just launched our new Two Comma Club X coaching program a couple months ago, and one of the first things I asked everyone in the program to do (almost 400 coaching students)… Was to TRASH their current email address!
WHAAAT!!!! 😲😲😲 I know. Scary, right? Why did I ask them to do this? 2 Reasons…
1. Because it’s a DISTRACTION to productivity.
2. Use the email inbox to create a revenue-generating SWIPE file
Listen in to find out more!
Anyway, so as I was going through this exercise, I was realizing that I haven't retired my email address in a while, and I try to retire it every, I don't know, year to two years or so because it just gets so overwhelming that I can't handle it. So I set up a new address two or three days ago to do what I'd been telling everyone to do. And I started over, I started building my folders and stuff, and I started re-opting-in everyone's lists and getting all the forwarding in place, and it's been fun watching it. Every day you login, it's like, "Oh, I got three more emails today. I got five emails." It's fun to watch in real time as your email swipe file is getting built up.
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What's up, everybody? This is Russell Brunson. Welcome back to
the Marketing Secrets Podcast. Today I'm in my car, heading
downtown to the penthouse to record videos with Jay Shetty's
company, we're going to do some cool stuff and I'll tell you a
little more about that when we come back from the intro.
All right, everybody. Hope you guys are doing awesome. Like I
said, I'm heading downtown Boise right now and we hired Jay
Shetty's company to make some really cool videos for us. And if you
haven't seen Jay Shetty, obviously he's got a huge following, tons
of viral videos, and what's cool is the way they do their videos is
very interesting. A different way than I've ever done it before.
They figure out a story from your life that's like, "Here's the
moral of the story." And they script out the story, and then they
film you talking to camera, which, we've done a ton of things like
that. But then what they do is they hire actors to act out the
actual story, and then they weave it together between your
voiceover, you talking to the camera, and then actors acting out
this part of your life.
So anyway, I'm doing it with them. We hired them to do, I think,
eight videos for us. So yesterday, I was downtown filming the first
... I think we filmed five of the stories yesterday or six, so I
have three or four more today, and then they're going to go back to
LA, where they're from, and they hire actors to act out my
life.
How crazy is that? I'm so excited and so nervous to see my life
acted out. Oh man. But it'll be fun. It'll be kind of fun to see
what happens in these videos and how it all goes.
So anywho, that's what I'm doing today. And as I'm driving
downtown, I decided to come hang out with you guys today. I miss
podcasting. It's been a little bit since I sat down, and I wanted
to share with you guys something that I thought was kind of
interesting today. So as a lot of you guys know, we launched the
new, updated Two Comma Club Coaching Program a couple ... Man,
about a month and a half ago during the Two Comma Club Live Event,
and we got about 250 new people that came in the program, which is
awesome, so we're taking them all through and the existing members
and everyone else in this new process and it's really, really
fun.
And week number one, I gave them all an assignment, which was to
retire your old email address. I'm like, "You're just getting too
much crap. It's too much distraction. This is why most of you are
not having success is because you can't even control your email
boxes. Everyone, I want you to retire your email box." So I had
everyone retire it, I showed them how to do it, and in the whole
process, you don't miss out on any important emails. But then I
said, "When you're setting up your new email address, I want you to
do it in a very strategic way." And so what I showed them how to do
is how to create labels and folders for every single newsletter.
And I was like, "Every ad you see, you need to go opt-in to the ad.
Every ad." No longer are you like, "I'm annoyed by all the ads on
Facebook." You realize the only purpose of Facebook is for you to
click on ads. That's it.
So I'm like, "Go follow everything you're interested in, in your
market, and then every ad you see, every ad, not every once in a
while, every ad you see, you click on it, you go to it, and then
you opt-in. You have to." And then I said, "When you put your email
address in, they're going to start sending you emails, and then as
soon as that first email comes in, you set up a filter and say,
'Okay. Every email like this, skip the inbox and go directly into
this folder.' And then what happens is you start building up all
these folders with all the newsletters in your industry." And I
said, "This becomes your swipe file."
And what a lot of people don't know is that, people are always
asking me, "Russell, how are your emails so good? How do you get
such high conversion rates?" And blah, blah, blah. It's because
every email I send out, I have a dozen or so of my favorite
emailers throughout time, and I open up my folders with all their
emails in it and I go through and I just look at all their subject
lines. That's literally how I figure it out. Everyone's already
found out the best open lines. I don't recreate, I just scroll back
through 10 years of emails and I'm like, "Oh, that one caught my
attention. Oh, that one caught my attention." And I use those. And
that's been my big secret is I funnel hack people. What? What,
Russell? You practice what you preach? Yes, I do.
Anyway, so as I was going through this exercise, I was realizing
that I haven't retired my email address in a while, and I try to
retire it every, I don't know, year to two years or so because it
just gets so overwhelming that I can't handle it. So I set up a new
address two or three days ago to do what I'd been telling everyone
to do. And I started over, I started building my folders and stuff,
and I started re-opting-in everyone's lists and getting all the
forwarding in place, and it's been fun watching it. Every day you
login, it's like, "Oh, I got three more emails today. I got five
emails." It's fun to watch in real time as your email swipe file is
getting built up.
But what's interesting is I started being frustrated because I
have a decade worth of emails that I couldn't see anymore because
I'm just getting the new ones in my thing and I was like, "Ugh." So
I was trying to go to my old email and forward all the emails from
the past and I couldn't figure out how to do it and there's no easy
way to do it, and I was kind of frustrated. And eventually, after
15 minutes of trying, I found some software, I don't even remember
what it's called, some Google plugin, that will allow you to
forward emails from one inbox to another. And I started freaking
out because I think it was $150 for the software, so I bought it
and I tried it, I did a test on it. I went and I said, "Okay, for
my old email address," which, I have an email address that I've had
for, I think, 15 years, I said, "Okay. I want to forward every
single email from Frank Kern into my new inbox, skip my inbox, but
put it all into this new Frank Kern folder."
So I set it up, clicked a button, and took an hour or so, and it
forwarded every email that Frank Kern has ever sent in the last 15
years into this folder. And I was like, "Oh my gosh, they're all
there." And then I put in somebody else instead. I started looking
at all my favorite emailers and I did that to all their lists, and
suddenly, my new email address, these folders are full. And I was
looking this morning, and one of them has got 2,500 emails in it,
one's got 1,700 emails, one's got 1,500. It's just kind of fun. So
I have this huge swipe file being built up in my new email address,
so that way, when I'm checking my email, I have access to all the
greatest newsletters.
And the other thing that was fun is I started doing this and I
started realizing, I've had tons of old email addresses throughout
time. So I started logging in to all my old email accounts and
started setting up these folders. Anyway, I'm such a nerd. I'm
going to have the greatest email swipe file of all time. But emails
from the last almost 20 years now are all being forwarded into this
one box from all my old email addresses, and it's really cool.
So I'm telling you this for a couple reasons. Number one, you
guys should all do this. Even if you don't want to retire your
email address, you should start setting up the folders in your
Gmail and then start setting filters for every email that comes in
and filter them into these different newsletters. That way, you can
say, "Hey, here's every email Russell's ever sent. Here's every
email that so-and-so's ever sent." And you can start seeing you
those and it gives you ideas for swipe files, headlines, subject
ideas. Just tons of stuff. So that's number one.
Number two, and this is a big aha I had. I was moving all these
people over and it's funny because there's people who I've known
who they are the longest, for a decade or more, the most prolific
people, and as I was looking at it, some of these email boxes, I
had 1,500, 2,000 emails in there. And at first, I was like, "Oh,
that's awesome." And I was like, "There's got to be more. There's
got to be more." And then I started thinking, "1,500 emails. If
they sent one email a day, that's 365 days, that would take almost
an email a day for a decade to get 2,000 emails." And I was like,
"Oh my gosh." The people who I still know today, the people who are
still relevant today, the people who still have their companies
today, were sending on average, I would say, three to seven emails
a week.
And I still look at these other people who I knew were good
emailers back in the day, but I haven't heard from them, they're no
longer relevant, I don't know what's happened to them, and I was
looking at them. As I imported them over, I might have 100 messages
over the last decade. And I'm like, "Oh, they were sending maybe an
email a week or maybe one or two a month." And it's interesting
because they're no longer relevant, they're no longer around most
of them. Even some of these ones who were amazing emailers. So my
big epiphany again was, I know there's always this conversation of,
"How much email is too much? Do you send one a day, one a week, one
a month? You send two a day?" And there's all these different
things. And I think that the reality is that the people who are the
most ... Who we all know, the people who have been around for the
longest, they send a lot of emails. I would say on average, about
one a day or more.
So I'm telling you that because I want to give you guys
permission. If you want to be relevant, if you want to be around a
long time, you probably need to send more emails to your list. I'd
say a minimum of one a day. And I know it sounds like, "Ah, people
are going to freak out if I send one email a day." Like, "That's
okay if they freak out. They're going to leave. That's not a bad
thing." But if you're not top of mind, you're not top of inbox,
you're not there, you're getting drowned out by all the other
noise. I have one friend who, he used to email nine times a day,
which is ridiculous. But he's in the how to pick up chicks market,
he's like, "Look, all I know is that some days, their heart's going
to be broken and I've got to make sure that the second their
heart's broken, that I'm the first email in their inbox." So he's
like, "So I send out a lot. And when they're dating and they're in
a good relationship, they might read my stuff because it's
entertaining, but they're not going to buy my stuff. But the second
their heart's broken, I need to be the first email." So that's why
he sent out so many emails.
Anyway, interesting mindset. I don't agree with the nine emails
a day. I have two friends who specifically focus on two emails a
day and they swear by it. It's how they built their companies and
they wouldn't do it any other way. So anyway, just to kind of think
through, but like I said, doing this little exercise and pulling
all these emails in and realizing the people that are most
prolific, the people who have been around for a decade or longer
are all sending out a lot of emails, which is why their email
subject lines are so good. They test it every day. They have a
chance to come up to bat and try again, and try again, and try
again, and it's because of that, their emails are getting better,
and better, and better. So I think it's a skill set that all of us
need to refocus on and get better at.
There you go. Couple big takeaways from today. The email swipe
file, send more emails, and there was probably something else cool
in there, I can't remember. Anyway, I hope that helps. Appreciate
you guys all, thanks so much for listening, and I'll talk to you
guys again soon on the next episode of The Marketing Secrets
Podcast.
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