Today we’re going to be talking about open loops and curiosity in content. Specifically, I’m going to be talking a lot about email, email open rates, and the future of marketing, and how it all ties into the know, like, and trust factor.

Topics discussed in this episode:

• Building a loyal audience that isn’t just consuming your content, but buys your paid products
• The importance of using open loops in audience-facing content
• Britney’s thoughts on email open rates and other analytics you should maybe focus on instead
• Pruning your email list regularly even though it feels scary
• Why the free value you are giving out might not actually be valuable
• The importance of your email list in an ever-changing social media world

Quotables:

When you bring up a subject and you’re not going to cover it, it does your people a disservice.

The email list purge is hard. You fought hard to get them on your list. My list is decidedly smaller than [most] because I am constantly pruning. Over time I’ve changed things, and my audience has also likely changed their lives. It’s just not a good fit anymore.

Email may be the past. It’s that thing that’s been around forever back when we all had our Hotmail and Yahoo email addresses, right? But it’s also our future.

If curiosity is how you get people to open your emails, it only makes sense that it’s how you get people to read the rest of your content.

Facebook does not care about you the content creator because there are 1000 more content creators lining up behind you. They’re doing what’s best for them, not what’s best for you. And any business that has their own interests at heart and not your own is not going to help you gain better reach unless it also helps their business.

Resources Mentioned

• #105: The Myth of the Pre-Launch Period
• Britt Bennion’s Podcast: Posed for Success
• Grab my content cheat sheet, ContentRX
• 7-Figure Small episode with Joe Pulizzi
• Join my free training, Content Lab

To Market Your Business Online:

Navigating how to market your service business online–especially when you’re moving from 1:1 services to a 1:many model–doesn’t have to be hard even when you have a lot of moving parts.

You just have to know where you’re going. The Biz GPS Intensive is the best way to get that 30,000-foot view of your business–and a concrete plan for the next six months.

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Music by Michael De La Torre. Thanks, Mikey!