The Negativity Quick: How a Easy Apply Can Rework Your Life

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The Negativity Fast: How a Simple Practice Can Transform Your Life written by John Jantsch learn extra at Duct Tape Marketing

The Duct Tape Advertising and marketing Podcast with John Jantsch On this episode of the Duct Tape Advertising and marketing Podcast, I interviewed Anthony Iannarino, a famend knowledgeable in B2B gross sales, bestselling writer, and advocate for positivity. With a long time of expertise producing tens of millions in income, Anthony shared insights from his newest e book, “The Negativity Quick: Confirmed Methods to Enhance […]

From Subscribers to Revenue: A Tactical Guide To Mastering Newsletters written by John Jantsch learn extra at Duct Tape Marketing

The Duct Tape Advertising and marketing Podcast with John Jantsch

On this episode of the Duct Tape Advertising and marketing Podcast, I interviewed Russell Henneberry, a famend digital advertising marketing consultant, speaker, and the founding father of The Clikk e-newsletter. Our deep dive into the world of electronic mail newsletters unveils tactical methods for reworking subscribers into revenue-generating belongings.

Russell shares invaluable insights on the resurgence of electronic mail newsletters. Because the founding father of The Clikk, Russell has witnessed the evolving panorama of newsletters, recognizing them as a robust intersection of content material advertising and direct response promotion.

On this eye-opening dialogue, Russell mentions the importance of electronic mail newsletters as a primary platform for making direct calls to motion. Highlighting the significance of engagement derived from content material advertising, he guides us by the steadiness of offering invaluable content material whereas seamlessly integrating strategic calls to motion.

Key Takeaways:

Russell Henneberry supplies the tactical methods to rework subscribers into income. Uncover the resurgence of electronic mail newsletters as a dynamic instrument for content material advertising and direct response promotion. Russell emphasizes the artwork of crafting partaking content material with a objective, seamlessly balancing info, inspiration, and leisure. Dive into the strategy of nurturing subscribers in the direction of significant engagement and strategic calls to motion. Uncover diversified monetization methods, together with promoting, consulting, and information merchandise, guaranteeing a sustainable and worthwhile e-newsletter enterprise. Study essential metrics for fulfillment, from open charges to the standard of subscribers. Russell Henneberry supplies a roadmap for mastering newsletters, providing insights to raise your digital advertising technique and switch subscribers right into a invaluable income stream.

Questions I ask Russell Henneberry:

[01:51] How have you ever seen newsletters evolve through the years?

[03:40] Do you consider placing newsletters behind pay partitions can have sustainable longevity?

[04:53] What’s your editorial technique to getting and maintaining subscribers?

[06:15] Would you agree {that a} key strategy in E-newsletter writing is having a voice?

[09:34] Has a E-newsletter writing profession all the time been a part of the plan or was it simply one other digital advertising tactic for you?

[11:18] What’s your strategy to monetizing?

[15:09] What are a few of the metrics that showcase success in E-newsletter writing?

[17:17] What strategy would possibly you advocate to any individual to construct a listing?

[20:36] Do you’re feeling like you’ve a special relationship as an advertiser due to the connection together with your readers??

[21:34] Has AI impacted your ideas on producing content material?

[25:26] The place do you need to invite folks to attach with you?

 

Extra About Russell Henneberry:

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This episode of The Duct Tape Advertising and marketing Podcast is dropped at you by ActiveCampaign

Attempt ActiveCampaign free for 14 days with our special offer. Join a 15% low cost on annual plans till Dec 31, 2023. Unique to new prospects—improve and develop your enterprise with ActiveCampaign right now!

 

John (00:52): Whats up and welcome to a different episode of the Duct Tape Advertising and marketing Podcast. That is John Jantsch. My visitor right now is Russell Henneberry. He’s a digital advertising marketing consultant, speaker and co-author of Digital Advertising and marketing for Dummies. He is the founding father of the clikk an electronic mail e-newsletter about digital advertising. Russell additionally consults and trains staff of firms by his digital advisor program. So Russ, thanks and welcome to the present.

Russell (01:20): Hey, thanks for having me on.

John (01:22): It is an honor. So do you go by Russell or Russ or Will depend on who you are speaking to.

Russell (01:26): It does not matter, however most individuals name me Russ, however Russ.

John (01:29): Okay. There are

Russell (01:30): A number of folks.

John (01:30): I simply jumped proper into it. Alright. I discussed that you’ve a profitable e-newsletter referred to as The Click on, so I believed we would speak about newsletters. Newsletters have been round for ages. I have been placing one out no less than for 20 years myself. How have, and I do know that you’ve got studied, we’re alluding to a few of the outdated timers earlier than we acquired on the air right here, how have you ever seen newsletters evolve? As a result of I believe they have been in kind of section one in every of digital advertising. They have been type of a typical instrument, however then social media got here alongside and different stuff got here alongside. They fell out of favor. Now they appear to be actually again in favor. What do you see taking place within the area usually?

Russell (02:10): Properly, what I see proper now could be a return to electronic mail newsletters. They’re sizzling proper now, and I consider electronic mail as this intersection of content material advertising and kind of direct response promotion. E mail continues to be an important place to make and doubtless the perfect place to make a direct name to motion, which is kind of frowned upon more often than not in social. However when you possibly can take the e-mail and switch it into content material so you are not simply repeatedly pounding your electronic mail record with promotions, you may get this kind of better of each worlds the place you get that engagement that you just get from content material advertising plus the bonus huge bonus of with the ability to make direct calls to motion.

John (02:58): Yeah, I imply I began mine to share, educate, construct, belief, all these issues. However let’s face it, it was a approach to construct an electronic mail record. I actually bear in mind folks 20 years in the past saying, oh, I acquired your e-newsletter. I am so excited. I that was earlier than we acquired tons and tons of electronic mail on daily basis. So by way of how, I imply I believe I have a look at your e-newsletter, I subscribe to your e-newsletter and it’s fairly traditional format by way of training. There’s not any new loopy know-how essentially that is showcased there, however I do know it really works. I imply, simply taking a look at a few of your statistics, I do know it really works for you, however earlier than we go into that, LinkedIn has newsletters now there are folks placing newsletters behind paywalls. Do you see these as approaches that can be with us for a very long time as a result of it is very curated content material or do you suppose the traditional strategy that you just take continues to be legitimate right now, clearly?

Russell (04:00): Yeah, completely. And I’ve checked out shifting my e-newsletter over to issues like substack or shifting into LinkedIn and publishing there. Personally, I would like to have the ability to management that know-how as a result of I would like to have the ability to do another issues with it, and I am not afraid to fiddle with that know-how. However I believe the barrier to entry into beginning a e-newsletter due to issues like substack after which the competitor, their beehive can be one thing to have a look at. In the event you’re taking a look at beginning a e-newsletter, the man who I consider was in command of record development at Advertising and marketing Brew or Morning Brew began beehive. So there’s some actually nice out of the field choices there. I prefer to have extra management over the whole lot, so I find yourself with kind of that patchwork of instruments. However yeah, I imply, entering into the e-newsletter enterprise is less complicated than ever right now.

John (04:51): Yeah, so getting subscribers is one piece of it, however then maintaining them, as a result of it is value studying is clearly an enormous a part of this. What’s your editorial technique? I am curious, how do you resolve? I am certain you do not get up on Monday and go, this is what I’ll write about.

Russell (05:11): Yeah, effectively, so the content material advertising aspect of the editorial technique, I am all the time in all the highest of funnel content material and kind of mid funnel content material that I produce. I am trying to both educate, encourage, or entertain, and I do attempt to get a bit of bit witty within there, and I’ve some editors that do a fairly good job of serving to me not inform too many dad jokes in there. However yeah, I imply my aim after I discuss to my editors after I take into consideration my very own stuff is that I need to provide you with one thing instructional, however I need to do it with a spoonful of sugar and that is that leisure do not take myself too severely angle. I believe we see a variety of that as a result of competing in opposition to different publishers like say Digiday or Adage or one thing like that, which are most likely a bit of bit extra buttoned up. And so when you like my fashion, then you are going to learn my stuff and you are going to anticipate my stuff coming into your inbox.

John (06:12): So that you did not say it as on to this, however I imply I believe definitely a finest apply can be have a voice of some kind that is going to both repel folks or entice folks.

Russell (06:23): Proper. Yeah, I believe a great way to consider that is an train you are able to do whenever you’re searching for a voice is you possibly can say to your self, I need to be the clean of clean. So if you recognize what area of interest that you just’re in, for instance you are going to be making a gardening e-newsletter, you would possibly say, I need to be the

John (06:43): Seinfeld of gardening e-newsletter,

Russell (06:45): Jerry Seinfeld of gardening or no matter, of gardening. And that may provide help to begin to field out what perhaps you are searching for from a voice perspective.

John (06:53): Yeah. What would Jerry say? So that you threw out the phrases high of funnel, center of the funnel. Perhaps clarify the way you differentiate your content material based mostly on perhaps the place any individual is in a possible shopping for state of affairs.

Russell (07:08): Yeah. Properly, and we have been speaking about this earlier than you hit report. We have been speaking about newsletters are an effective way to construct belief and so they’re an effective way to attach with folks. You are proper there of their inbox and also you do this constantly over time. You are going to construct that know and belief, but it surely’s nonetheless making a extremely excessive ticket supply. It is robust to do in an electronic mail. So I am usually trying to get folks to interact with my content material after which I’ll ask them to do, so. For instance, final week I ran an article after which I stated, if you would like me to shoot you a bit of video to develop on this and present you some examples, click on this hyperlink and I will tag you in my system or no matter. And so then I shot a Loom video and I despatched that out simply to those that have been tagged and had requested for it. After which inside that video, I make a name to motion for a service or a product or a horse or no matter that I am trying to do, however I solely need to do this with folks which are actually engaged strongest elements of my record. It is kind of that complete, do not ask any individual to marry you on the primary date sort factor. The place we need to type of construct up that know and belief with folks over time.

John (08:20): And also you make an important level as a result of I believe lots of people they’ve, you simply stated a excessive ticket merchandise, let’s guess at a worth $9,700 factor. And the concept any individual’s going to learn a e-newsletter imply if they have been following you for years, they’ve determined time’s, proper? However the concept any individual’s going to click on on a button and purchase one thing like that, it actually must be rather more of a dance to get their, does not it?

Russell (08:42): For certain. Each time I am speaking to anyone in my consulting work about what they’re promoting, I attempt to instantly put it in one in every of two buckets. I am placing it in, I can shut this deal on a webpage bucket or I put it in, I acquired to get this individual on the cellphone bucket. And if it is a cellphone bucket, which when you’re hitting that 10 Okay mark, that is cellphone bucket for me, you are going to have to get any individual on the cellphone. There’s going to have to be a gross sales course of and so forth. You would possibly be capable to shut that on-line relying, however most likely not. And so these sorts of calls to motion are troublesome to make in a e-newsletter. And so what I love to do with that’s you are attempting to nurture folks in the direction of a cellphone session, and that takes a variety of contact factors

John (09:27): Except you over promise one thing you possibly can’t truly ship.

Russell (09:32): There’s all the time that.

John (09:34): So we’re ready into monetization. How do you suppose, truly, let me again up earlier than I ask that query. I need to ask a broader query. Was there a cut-off date the place you stated, I’ll go all in on e-newsletter, that is how it will match my enterprise mannequin? Or did it begin extra as, yeah, this can be a regular commonplace digital advertising tactic?

Russell (09:56): So I type of did go all in. So we’re electronic mail first. So I prefer to suppose after I’m considering content material advertising, I take into consideration the place’s the genesis of this content material going to be? And I believe podcast, by the best way, are an exquisite place to create authentic content material and that is the place it is born. After which you possibly can hand that out to writers, for instance, and have them chop that up into items and exit to social with it and lower the video up and various things like that. And my e-newsletter is that for me, so I produce authentic content material solely there in that e-newsletter, after which that stuff is then chopped up and lower up and put into completely different locations. So the rationale I did that’s as a result of I used to be spending a variety of time considering, effectively, how am I going to get this individual from social media onto my electronic mail record and the way am I going to get this individual from listening to this over right here?

(10:43): And I am from this YouTube video and from my web site, and I stated, effectively, why do not I simply begin there? Why do not I simply begin with them on the e-mail record and focus all the eye there after which I can transfer them out from there. So similar to you can do with a podcast, similar to you can do with a YouTube channel is simply the place are you producing that authentic materials? After which you possibly can then variety go and do what you need with it from there. And a variety of occasions you possibly can rent any individual to go do a variety of it from there.

John (11:10): So once more, now as I alluded to monetization, perhaps I will simply allow you to a lot as you are snug sharing about all of the methods you concentrate on monetizing, and I do know there are some very direct ways in which you do it, however I would love to listen to your principle on that.

Russell (11:27): Properly, I prefer to preserve it diversified as a result of issues go up and down. So for instance, I promote promoting and it is very straightforward to promote promoting within the fourth quarter as a result of everyone’s fleeing Fb and Google for cheaper clicks elsewhere due to all of the retail advertisements are cranking up costs and issues like that. For me, promoting might be type of seasonal. So I additionally promote trainings and programs. I exploit it to fill my consulting work. If I would like a consulting shopper, I’ll begin working in the direction of that by that record. And so yeah, it is promoting, it is consulting, and a few information merchandise like programs and so forth.

John (12:14): So if I am a possible advertiser, I am guessing high of funnel advertisements, like record constructing advertisements, give away an important useful resource e book, lead magnet type of advertisements are actually what work in a e-newsletter like yours. They,

Russell (12:28): I believe it is, after I converse to advertisers, I counsel them to attempt to transfer folks from my record onto theirs as a result of folks which are studying my e-newsletter have proven that they use electronic mail as a supply of knowledge. So it is sensible for them, in my view, to make use of a lead magnet supply or a webinar supply or one thing like that may transfer them into that individual’s electronic mail record as a result of that individual is an electronic mail reader. However we do get a variety of advertisers that know we need to go straight totally free trial or we need to go straight into a proposal or one thing like that. And we’ll do this too, however completely love the, and we see nice response from those that give out a strong excessive worth lead magnet to my record.

John (14:57): Let’s speak about metrics. Once more, going again to after I began, I bear in mind 83, 80 4% open charges. These days do not exist for anyone right now, however what are a few of the metrics that, not simply that you have to be monitoring, however that present you are doing issues proper?

Russell (15:18): Properly, so whenever you begin to become involved in shopping for visitors to get subscribers, it turns into fairly necessary that you just’re shopping for subscribers which are opening as a result of particularly when you’re promoting advertisements, as a result of give it some thought, you is likely to be measuring, for instance, your value per lead and it is likely to be for instance at a passable $4 per lead, however then you definitely’re discovering that these leads are solely opening at 30%. Properly, are they actually solely $4 leads whenever you’re solely getting three out of 10 to open? So it truly is necessary to be watching the standard of the subscribers that you just’re getting and whether or not they’re opening, and it is likely to be value paying six or $8 for a subscriber that may open. And so I do love the concept whenever you’re operating a e-newsletter of promoting and different newsletters, as a result of once more, that individual’s proven the propensity to learn newsletters and use electronic mail as a supply of knowledge. So yeah, I imply, it is the traditional ones. Open charges, click on charges, value per lead when you’re shopping for visitors. I additionally have a look at kind of the virality. How can I take any subscriber that perhaps I’ve purchased proper at $4, $6 or no matter and switch that into 1.5 subscribers so I can get them to unfold the phrase and get me. And that cuts. If I can get one each one individual to carry any individual else, then I cuts my lead prices in half. And there is some cool instruments on the market that can be utilized to do this

John (16:48): Referral instrument. Yeah,

Russell (16:51): Up viral is a cool one which works rather well to get folks to share and utilizing a novel hyperlink after which you possibly can reward them with extra content material, issues like that.

John (17:02): Let’s speak about record constructing then. Clearly a variety of your success, a variety of your capacity to promote advertisements, a variety of your capacity to have attain is that you just’re getting subscribers. So what’s type of your strategy or what strategy would possibly you advocate to any individual to construct a listing?

Russell (17:21): Properly, so after I began out, I stated I need to construct a listing that advertisers will discover engaging. In order that’s type of the place my mind began. In order that comes all the way down to your advert concentrating on that you’ll use whenever you purchase visitors. So I used to be trying to construct a listing of individuals which are doing advertising work for different folks. So that they’re both company staff or freelancers, as a result of software program firms and repair firms oftentimes discover these folks very invaluable, A software program firm particularly the place they’ll roll, if they’ll get an company to undertake their instrument and roll it to all their shoppers, that is an enormous shopper for them. So we got down to construct that record and that is on this record, and it is all comes all the way down to your concentrating on. And that individual subscriber may cost a little you extra. You would possibly be capable to go discover different folks that will need to learn the identical content material for cheaper, however is that what your advertisers need? And I believe if you are going to promote promoting, it’s worthwhile to be fascinated with constructing a invaluable record, not simply any outdated record.

John (18:26): Yeah, yeah, yeah, completely. Properly, and in addition if the diversification you need to promote to that record, they need to be folks which are clearly inquisitive about what you are promoting. So that you do advocate shopping for subscribers, so to talk, or shopping for no less than visitors that you just hope to show into subscribers?

Russell (18:43): Yeah, I imply, if you wish to promote, I believe it’s worthwhile to hit that 10 Okay subscriber mark earlier than they begin getting . You bought to do not forget that you are coping with advertisers that might simply go into Fb and entry a limitless, almost limitless group of individuals. So there’s an infinite scale, in different phrases, inside these different platforms. And so you bought to have no less than some scale to ensure that them to have a look. So I do like the concept when you’ve acquired your promoting packages in place and also you’re capable of do it, however I do not advocate that you just begin there. So with advertisers, your monetization mannequin, I’d encourage folks to, particularly when you’re simply getting began to promote providers or info merchandise, till you may get to that as a result of you are going to need to, except you are funded and you have a large dumpster of money that you just need to burn, you are most likely going to have to be r oi when you’re shopping for visitors and it’s worthwhile to be r oi it a bit of bit quicker. And so you possibly can’t simply sit right here and construct up till you hit 10 Okay after which begin promoting promoting. So I’d advocate that you just promote both even bodily merchandise, however bodily merchandise or information services or products till you hit that 10 Okay mark. Then you possibly can add that, begin including in that promoting income.

John (20:00): So through the years, I truly promote sponsorships. It is simply type of a bundle with our podcast and issues like that. However I’ve all the time felt like, effectively, now I’ve a private relationship with my subscribers. They actually see it as me, and a variety of that’s on the belief that I do not attempt to shove silly stuff down their throat. So do you typically end up actually having to, we have turned away sponsors as a result of we’re like, no, and I imply, they’re apparent ones, however even typically the place we simply do not feel like that is an excellent instrument or an excellent useful resource, we’ll say No. So do you’re feeling like you’ve a special relationship as an advertiser due to the connection together with your readers?

Russell (20:43): Properly, I flip folks down on a regular basis, and it is as a result of it is simply, I am the top choice maker on all that. However I can see how bigger publications will need to have a battle between editorial and monetization, proper? Since you do get those that need to simply put your stuff in entrance and you can simply take their cash and put it in entrance of individuals. However I do know that is not the nice long-term technique for my enterprise, is to not simply shove issues on their throat. And I can all the time, if I haven’t got an advert to run that, I simply run my very own stuff. That is sponsored by this course or this no matter, this occasion that I’ll or no matter.

John (21:22): Yeah. All proper. So I’ll finish on the query that we may have spent the entire time speaking about, however I have been throwing this into just about any dialog, particularly about content material, however ai, how has that impacted your ideas about producing content material?

Russell (21:42): Properly, clearly issues are shifting every day with this, so verify the date on this podcast as a result of it relies upon. However what I am seeing now could be each instrument that I exploit is overlaying on high of chat GPT. And so I’m utilizing AI on daily basis. The best way I exploit it for content material creation is usually for issues that will’ve perhaps taken me a half hour. For instance, I, I will not go into why, however I wanted to have the small print of Dwight Eisenhower’s profession for a bit of article I used to be writing, and I simply popped it into chat, GPTI was like, give me a bulleted record of Dwight, and it was carried out. And since it wasn’t utterly essential, that was even appropriate, one hundred percent, I simply popped it in there. I did not even verify the knowledge. All of it regarded fairly, proper. So I popped it in there, and if any individual would’ve come again and stated, truly, he did not begin the freeway program or one thing, he did this, I’d’ve been like, effectively, that wasn’t actually the purpose of the article, however I am utilizing it for stuff like that.

(22:50): I do come down on the aspect proper now that in case you are, you are not creating content material that is higher than what CHATT PT can put out. You should not be creating content material. You are most likely not getting any traction anyway. It does lack voice now. I imply, you may get some fairly unimaginable stuff out of it, however nonetheless, in reality, on the high of my e-newsletter, what I have been doing, simply to be kind of cheeky, is right now I simply completed it up and I stated, this article was written by a human with actual legs and arms and the whole lot. And I do see a world the place it will have worth so that you can state that you’ve got chosen to proceed to put in writing or produce your content material your self. I believe there will be different locations the place persons are going to be tolerant of what, I do not care if that is a bot that wrote that, or an individual, however different locations the place we’re going to discover a variety of worth in the truth that somebody is writing this can be a actual human with experiences and reminiscences and ideas and all these issues.

John (23:52): Yeah. Properly, I’ve positively am telling those that if you cannot ignore it otherwise you will not be capable to compete, however we’re positively a great distance. The truth is, I do not even suppose it is synthetic intelligence. I have been type of jokingly switching it round and calling it ia. It is knowledgeable automation is what I actually suppose it’s. And simply as your instance, I imply, think about when you have been attempting to give you a killer headline and also you had three or 4 folks sitting round and also you all brainstormed it. Properly, that is the best way that I exploit Chad GPT is, it is like, make this headline higher. Give me 10 concepts. And it is like, there is likely to be one phrase that I’m going, sure, that is the phrase, however that is actually how I exploit it nearly as a analysis assistant.

Russell (24:31): Yeah, I imply, it is open on my desktop proper now, and I can not see myself going away from utilizing it anytime quickly. It is right here to remain, so it might probably’t be ignored. However you and I’ve each been doing this a very long time, so we have seen folks attempt to take issues like this and search for a shortcut constructed. I am certain there’s folks constructing large content material crammed web sites with AI content material in them, and I have been doing it lengthy sufficient to know that in the long term, it is not going to be a sustainable enterprise mannequin.

John (25:05): Properly, and what I really like is the Make Seven Figures as an AI marketing consultant programs which are being offered proper now, too.

Russell (25:13): Yeah, they’re all over the place,

John (25:16): However such is life. Proper. Properly, Russ, thanks a lot for dropping by and type of sharing a few of your information on the e-newsletter. The Click on we’ll have easy methods to subscribe within the present notes, however definitely anyplace you need to invite folks to attach with you,

Russell (25:31): Properly, yeah, simply come over to the e-newsletter, the clicking, CLIK okay.com and the subscribe and say whats up. You’ll be able to all the time reply. I learn all of the replies to my emails, after which if you wish to join me on social media, I am Russ Henneberry on LinkedIn.

John (25:46): Superior. Properly, once more, thanks for taking a second out of your day to share with our listeners, and hopefully we’ll run into you one in every of nowadays on the market on the street.

Russell (25:53): Yeah, it has been my pleasure. Thanks.

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