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How to Use Content Upgrades to Grow Your Email List Exponentially

September 30, 2025 by Tanya Brody Leave a Comment

This blog post was originally published on October, 12th, 2016. It has been updated with new information about content upgrades. However the original information is still acurate and much of it was left intact or slightly changed to reflect the length of time since it was originally published.

One of the best ways to grow your business is to grow your email list. That way you can advertise to a reliable source of potential customers who have already expressed an interest in your product or service.

But growing your email list can be a slow and painful process. Many business owners feel like it’s a waste of time and they don’t get enough ROI for the effort they put in. So they give up and either buy lists (which can be just as expensive and worse for your business), or they don’t bother.

I’m going to tell you about a secret tool that’s incredibly easy to use and will help you grow your email list exponentially. This is a secret that thousands of bloggers, businesses, and marketers use every day to grow their lists. These folks make millions of dollars selling their products and services, and promoting other people’s products.

This secret tool is so powerful, it can easily boost your opt-in rate by up to 34%, especially compared to standard lead magnets.

According to LeadCapture.io’s case studies in 2024 and 2025, using this amazing secret tool can double your lead capture rates, possibly more.

In 2016, Bryan Harris (then of Videofruit fame, now running Growth Tools) used this tool all the time, and he had a 20-30% opt-in rate on his blog posts.

Brian Dean of Backlinko used the same tool and it improved his site-wide conversion rate 185%.

I still see opt-in rates of between 15% and 33% whenever I use this amazing tool on my blog, even after 9 years!

You can get the same results if you use it.

What is this incredible tool that will boost your opt-in rate and help you grow your bottom line?

It’s called a content upgrade. You can add them to any blog post. And because you’re grabbing your reader’s attention with something they’re actually interested in (because they’re reading your blog post), your reader is more likely to opt-in to get one.

What is a Content Upgrade?

First of all, credit where credit is due. I learned about content upgrades when I worked at Leadpages. They learned about content upgrades from all the bloggers who were using their service. People like Bryan Harris, Brian Dean and Pat Flynn. But Leadpages helped popularize this tool in 2014.

A content upgrade is a different sort of lead magnet. If you’ve read my blog before, you’ve probably heard me talk about lead magnets and how to use them. If you want to see one in action, click on the “Get Your Free Report” button on the right side of this page.

A lead magnet is typically something anyone in your audience would want to download. It should have a general appeal. It’s usually a chapter of a book or a resource guide (like mine.)

A content upgrade is specific to the blog post it’s attached to. It’s designed to complement or “upgrade” the blog post so you’re giving your reader something extra, something of value, in exchange for their email addresses.

I use content upgrades all the time in my blog posts. Some of you have probably downloaded them, which is how you ended up getting weekly notifications every time I publish a blog post. In fact, I’ve created a content upgrade for this post. Keep reading to find out how to get your copy.

How Do You Make a Content Upgrade?

A content upgrade should take no more than an hour to create. It should be a digital file of some sort that site visitors can download and receive immediately. I usually use a PDF or Word .doc file, depending on how I want people to use the content upgrade.

Most importantly, your content upgrade should offer extra value. It should give your reader something they don’t necessarily get from the blog post. Or it should present the information in the blog post in a different form.

Content Upgrades can be as simple or complex as you want them to be, both in value and in design.

Personally, I usually use Canva to design mine because they’re fairly simple. However, I have also used ebook layout platforms like Designrr.io for longer documents and ebooks.

I’ve also just uploaded a Word doc or linked to a Google doc, depending on what I’m offering and whether I want new subscribers to be able to add information to the content upgrade easily.

Here are some ideas for content upgrades:

Checklists – A basic checklist that breaks down all of the steps in a complex process or all of the components someone would need to include in a project. (I use this one a lot.)
Idea Lists – A list of ideas related to the blog post topic. (This blog post has one of these, which you can download.)
Topic Guides: A list of instructions on how to use the technique you described in your blog post.
Buyers’ Guides: All the information on a product, including available options, that a potential customer would need to make the decision to buy your product.
Spreadsheets: This is especially effective if your blog post is about some sort of statistics or calculations.
FAQ Sheets: Answers to common questions about the post topic

If you want more ideas, just click on the button in the next section to download the Content Upgrade Ideas List.

How Do You Get People to Download Your Content Upgrade?

First, you tell them about it in your blog post. Just like I did in the last sentence of the last section, and a few other places. You can also link to it several times throughout the post.

Always add a button at least once in your post. Make it big and obvious. And tell them what they’re getting when they click on the button. Use a strong call to action on the button itself.

DOWNLOAD THE CONTENT UPGRADE IDEAS LIST NOW

See, wasn’t that effective? (Did you click on the button? You should click on the button, just like I told you to earlier in this post.)

Yes, I’m being silly. But your goal is to get more email addresses, so you do want to make your content upgrade easily available.

How Do I Deliver My Content Upgrade?

You can do it the old-fashioned way and send it manually every time you get a new email address added your ESP. I know people who do this, but it’s very time-consuming and can be a real hassle, especially if you get behind in your deliveries. It also puts you in violation of the CAN SPAM ACT (yes, a real government acronym) and may result in your emails geting caught in the spam filters.

There are lots of automatic delivery systems out there.

Most email service providers (ESP) and content relationship management (CRM) software systems include file hosting so you can link to your content upgrade.

Many all-in-one marketing systems like GoHighLevel, Ontraport, and Simplero also include file hosting as part of their services.

If your system doesn’t offer this option, you can just upload your content upgrade to a Google Drive and set the permissions to “Anyone with the link” so your subscribers can download it easily. (I’ll explain how that works in the next section.)

What Happens Once My Content Upgrade is Delivered?

As soon as someone receives your content upgrade, they should also receive an automated email, delivered by your ESP or CRM, thanking them for downloading your content upgrade and letting them know what will happen next.

In my case, you get an email that includes the link to download the Content Upgrade Ideas List. It also tells you that you’re now subscribed to my blog.

I strongly recommend that you send this email from your ESP or CRM, instead of letting people download your content upgrade from a Thank You page after they opt in.

There are two reasons for this:

You want your new subscribers to open and read that first email, so it tells their ISP (internet service provider i.e. Gmail, Outlook, etc.) that this new subscriber wants to receive your emails, so please put them in the Primary inbox.
This trains your new subscribers to look for and open your emails, going forward.

You can also send a follow-up email welcome sequence to guide your new subscriber towards a specific goal, like making a purchase or signing up for a course. (You’ll see my email welcome sequence when you click on the button below to get your Content Upgrade Ideas List.)

Congratulations! You’re In On the Secret of Content Upgrades

Now go create some of your own to go with blog posts, articles, or whatever else you may want to attach them to.

(Oh yeah, don’t forget to click on the button below to download my Content Upgrade Ideas List, so you see this process in action.)

DOWNLOAD THE CONTENT UPGRADE IDEAS LIST NOW

Your Past Experience Can Be a Huge Boon to Your Current Business

September 26, 2023 by Tanya Brody Leave a Comment

This blog post was originally published on March 2nd, 2020. It has been recently updated with new information to help small business owners use their stories in their weekly nurture emails as part of their email marketing.

Once upon a time, there was a 15-year old girl who played harp and sang at the Minnesota Renaissance Festival. She was asked to make costumes for other performers, based on the ones she made for herself. The first year, she made about 5 pieces for other performers. The following year, costuming took up most of her summer.

This continued on, to varying degrees depending on education opportunities and access to sewing machines, for 15 years. Somewhere in there, she got a degree in Creative Writing and Theater. She worked various and sundry other weird jobs, some good, some bad, one involving large cats.

After that, she gave up costuming to become a full-time touring musician. (Instead of part-time, as she’d already been doing for several years.) That’s where she started her very first email list.

Then her life fell apart. (That’s a different blog post and one that may or may not happen in the future.)

So she went back to a “real job.” First, she made Muppets for Sesame Street Live shows. Then, she got a job in a totally new field, using the creative writing side of her degree as a copywriter, writing promotional text on websites for law firms. After that, she worked for a well-known Mar-Tech start up. Then, she launched her freelance copywriting career.

Now, she teaches business owners how to harness the power of email marketing to get more customers and make more sales.

That is a VERY condensed version of my odd work history.

But all of it has added to my current experience as a small business owner, helping other small business owners.

Regardless of your background and work history, you’ve got amazing skills that you bring to your small business too.

[Read more…]

Why You Really Need to Grow Your Own Email List

August 14, 2023 by Tanya Brody Leave a Comment

This blog post was originally written in 2016, just after the rise and fall of a social media platform called Blab. Since then, many other social media platforms have come and gone, or are currently falling apart, like Twitter/X. Which just reinforces my point below about why you need your own email list. I’ve updated this post to include current information and give you more tips on how to start your own email list, so you never have to worry about losing your audience to a social media failure again.

Blab is Dead. Long Live Blab.

This is the title of an article on Medium, written by Shaan Puri, the CEO of Blab, explaining why he shut the social media platform down permanently on August 12^th 2016.

In the article he explains that Blab was created as a hackathon project. They grew this crazy project, which they built in 3 weeks, to 3.9 million users in less than a year. Yay for them.

But then they shut it down.

Which caused nearly 4 million people to lose their connections to each other via Blab.

And a lot of entrepreneurs, social media influencers and business people lost their audience on Blab. That sucks. Especially if, for some odd reason, Blab was the only place these people paid attention to those businesses.

“Well, yeah,” you say. “But those folks can find those businesses on other social media platforms.”

Yes, they can. But will they?

That’s the kicker. People tend to pay attention to what’s in front of them. If someone follows you on one social media platform, they may not follow you on others.

And if that social media platform suddenly disappears, like Blab did…

Or if people flee a particular social media platform because it gets bought by someone they don’t like, who changes everything about it, as is the current case with Twitter/X…

Can you guarantee that every member of your audience will find you somewhere else? Can you rest assured that your audience on another social media platform will grow by just as many followers as you lost on your other one?

No, you can’t.

Perhaps people just prefer a certain social media platform and won’t use another one. Perhaps they’ve got too many other things they’re following on other social media platforms and adding you will overwhelm them.

Guess what. If you didn’t collect email addresses from those folks, you’re stuck with no way to contact them directly. Which is why you really need to have an email list.

Why Do I Need an Email List?

“I’ve already got a great following on social media. Why would I duplicate that?” I hear you say.

Yes, you probably do. But, what happens if one of your social media channels changes drastically or disappears (like in the case of Blab, and Twitter, and any number of other social media platforms in the last few years)? Or worse yet, what happens if your account is deleted (either by mistake or because the social media company believes you violated their rules)? Can you still contact all of your followers? Not without their email addresses.

Email is more personal than social media. We all “know” people on social media (meaning we’ve friended or followed them, but we’ve never met them in person). But when an email hits our inboxes it tends to feel more like a real relationship. And people want to buy from people they like and have a relationship with.

Think about it. You may check your social media channels a few times a day. How many times do you check your email? Most people check their email boxes multiple times a day. We’re still used to getting important messages via email. Your message could be very important to some, or all, of your subscribers.

How Do I Start an Email List?

To start an email list, you need five things:

An email service provider (ESP): MailerLite, Drip, and ActiveCampaign are all good examples of ESPs. There are dozens of others out there.
A way to collect email addresses: This can be a static or pop-up form on your website, or a landing page dedicated solely to collecting email addresses.
A lead magnet, or opt-in bribe: This can be a one-page resource guide, a chapter from a book, a coupon, or anything else you come up with. You want to give people a reason to sign up.
A “thank you” page: A thank you page tells people you’ve received their email address and helps you continue your relationship with your new subscribers.
A “welcome” email sequence: This gets sent out as soon as someone subscribes to your list. It’s an acknowledgement of receiving their email address and letting them know they’ll receive useful information on a regular basis.

String these together and you’ve got a perfect lead generation funnel sending email addresses to your list.

Here’s a little more detail on each step:

Email Service Providers

Email service providers are basically SaaS (software as a service) companies that help you collect email addresses and send bulk emails while being in accordance with the CAN SPAM act (yes, that’s really what it’s called, it makes me giggle every time I read it).

As mentioned above, there are dozens of them out there. An ESP collects and stores email addresses (or subscribers) in your account and lets you send out emails to them whenever you have something to share, on a certain schedule, or when someone triggers an automation sequence.

MailerLite offers a “free” version for folks who have under 1000 subscribers. It doesn’t give you all of the functionality and automation of a paid account, but it’s a good place to start.

Drip has a 14-day free trial and a starting price of $39 per month. The price goes up as your list gets larger. But their automation system is pretty slick. They’re geared toward e-commerce customers, but you can use their system for any type of business.

ActiveCampaign is a good option for any business that expects to grow quickly. It’s more expensive at $49 a month, but it also comes with more bells and whistles.

Lots of other ESPs offer free and trial memberships. These are just three I have experience with.

Forms and Landing Pages

Your email service provider will have static and pop-up forms you can install on your website. These are usually HTML code snippets that you copy and paste into your website code. Some have plugins you can install on your WordPress site.

You can add as many or as few fields as you want to your email subscriber form, but generally speaking, the fewer fields, the better. Studies have shown that people are more likely to click on the “submit” button if they don’t have to give up tons of information about themselves.

Email address is required (that’s sort of a no-brainer). You can also add first and last name, and other identifiers that you may want to know about your audience. Most ESPs will also let you add radio buttons or dropdown menus for multiple choice questions.

A landing page (also referred to as a “squeeze page” if it’s collecting email addresses) is a single page, dedicated solely to collecting emails. Check out my landing page to see how simple they can be. And download the lead magnet while you’re there, to get an idea of how to create one.

Lead Magnet

A lead magnet is something you give away as an incentive to get people to give you their email addresses. (That’s why the other common term for them is “opt-in bribe.”) Your lead magnet can be as simple or as complicated as you want it to be.

If you go to my landing page, you’ll see a picture of the lead magnet on the right side of the page. It’s a PDF resource guide. It took me a couple of hours to make, including formatting and converting it to a PDF. But it’s something people are interested in, so they enter their email addresses to get it.

You can use any of these things as a lead magnet:

Checklists
Resource guides
A chapter of a book
An entire eBook
A coupon for your product
A free trial of your service

The important thing is, you want your lead magnet to be something useful that people will download. You want it to be interesting, and you want it to benefit your new subscribers so they remember you when you email them.

Thank You Page

So, usually when you subscribe to someone’s email list, you get a message that says something to the effect of “email submitted” and that’s about it. Or you get a page that says, “We’ve gotten your email address, thanks.”

This cuts your relationship with your new subscriber short. It’s kind of like saying, “I got your email address, that’s all I really care about.”

The better thing to use is what’s commonly called a “Thank You And…” page. This page thanks the subscriber for subscribing, tells them their lead magnet is on the way and it asks them to do something additional.

Take a look at this Thank You page. It’s what you see after you download the lead magnet from my landing page.

I thank my subscribers for downloading my lead magnet. I let them know that it will arrive in their inbox and to look in their Spam folder if it doesn’t show up.

Then I’m giving them an opportunity to buy something from me. It’s relevant to the thing they just downloaded, and it will help them with the problem they’re having.

This is commonly referred to as a “tripwire.” The psychology behind this is people will say yes to something immediately after they’ve just said yes to something else.

Pro Tip: Don’t let new subscribers download your lead magnet from your Thank You page. Send them an email instead. This does 3 important things:

It verifies their email address as valid because you’ll know if their email bounced.
It gets them to open your email, which is good for your deliverability rating.
It tells their internet service provider (ISP) that they want to hear from you, so your emails should sail through the spam filter.

Email Welcome Sequence

You need to have at least one automated email set up in your ESP and ready to go out as soon as someone subscribes to your list. It doesn’t need to be long or complicated. All it really needs to say is:

Welcome to the community, thanks for subscribing.
Here is the download link for the lead magnet.
More cool stuff will be coming your way every (day, week, month, however often you intend to send stuff to your email list).
Thanks so much and enjoy the content.

As soon as your ESP receives the new email address from your form or landing page, it will send this email to your new subscriber.

If you want to write a full email welcome sequence, this blog post will show you how.

This starts building the relationship between you and your new subscriber. The more emails you send, the more the relationship flourishes. They grow to know, like, and trust you, and they’ll buy from you.

That’s it. You’ve set up your email list. Now you’ll have a way to capture email addresses from your audience. And, you’ll be able to stay in direct contact with them on a regular basis.

Okay, What do I do Next?

You tell your audience on social media about your cool new lead magnet and you direct them to your landing page. You can also drive paid traffic to your website or landing page. You may already use paid traffic on your chosen social media channels anyway, so use it to get folks to download your lead magnet.

Once you’ve got some names on your email list, you start writing content regularly so you have something to send.

What Do I Write?

That depends on your business.

I send two emails every week. The first email usually promotes a blog post like this one. The second is usually a longer email that gives my subscribers more useful information about email marketing and how they can use it in their businesses.

I also receive a lot of these weekly or monthly emails.

Some of them are similar to mine, with a short note and links to that day’s or week’s blog post. Others are a quick note from the person I’m following and a long list of cool articles that person found to share with me. Some are newsletters with information that is exclusively for subscribers to the email list.

You can also send out weekly or monthly specials on your products. How about a “deal of the week” coupon? I’m sure you can come up with all sorts of ideas.

To get you started, I recommend that you check out my lead magnet, which is a list of 30 Subject Lines to Keep Your Subscribers Opening and Reading Every Email. Plus, you’ll get a writing prompt for each subject line, so you’re not stuck staring at “the white screen of death.”

Click on the button below to download your list of 30 Subject Lines and Writing Prompts now.

DOWNLOAD YOUR LIST OF 30 SUBJECT LINES AND WRITING PROMPTS NOW

Now Go Start Your Email List

Do yourself and your audience the kindness of giving them a reliable way to stay in touch with you. You can find links to every tool you need to create your own email list in this blog post. Trust me, you’ll be happy you did.

Fanning the Flames of Your Buyer’s Journey – Or Why Your Potential Customers Aren’t Buying Right Away

May 15, 2023 by Tanya Brody Leave a Comment

You’ve put together social media and PPC campaigns to promote your product or service. You’ve sent out emails. You’ve built landing pages and sales pages.

You’ve got an email capture form on every page of your website. You’re offering a lead magnet/downloadable freebie or a coupon to get people to opt-in.

You’re doing everything right. Everything all of the marketing gurus and the blogs say you should be doing.

But no one’s buying.

No one is coming into your store, coupon in hand. No one is clicking your “Buy Now” buttons. No one is calling for an estimate.

“Why?” You scream. “Why aren’t you people buying? I’m doing everything right! You’re supposed to respond like Pavlovian dogs, according to everything I’ve read, and seen, and paid obscene amounts of money to learn the secrets I have to offer…”

Really?

Why should they buy? Is your customer poised and ready to buy anything and everything they see, hear about or try? Or is your customer overwhelmed, even jaded by the amount of advertising they see every day?

See, everyone, regardless of what problem they need to solve, has a point at which that problem is foremost in their minds. I like to refer to it as being that thing that is on their desk and ***ON FIRE!!!*** (Yes, the emphasis is deliberate. Because that’s how your customers feel.)

That’s the point when they finally come into your store or click your buttons, or email you to ask questions. Truth is, your customer may be genuinely interested. They may just not be ready to buy.

“But why?” I hear you pout. “Why aren’t they ready to buy? I do all the right things. Dammit! They should just buy!”

Yes, they should. But they have to be at the right place on their buyer’s journey.

The what?

The Buyer’s Journey

There’s something called the buying cycle, or the buyer’s journey. Everyone goes through this cycle (including you) every time they make a purchase.

It has 4 basic phases:

Awareness: A potential customer becomes aware of your brand and your product.
Research: A potential customer researches your product to see if it will solve their problem.
Consideration: A potential customer weighs your product against others to determine if your product is a better solution than others available on the market.
Purchase: A potential customer buys your product and becomes an actual customer.

Until your potential customer reaches the consideration and purchase phases, nothing you do will affect their desire to click that buy button or hand over their credit card.

Another way to think of the buyer’s journey is to look at it in terms of how “aware” your potential customer may be.

Gene Schwartz, legendary ad man and copywriter chronicled the 5 stages of awareness of the average potential customer:

Unaware – Having no clue there is even a problem in their lives.
Problem Aware – Knowing they have a problem but have no idea how to solve it or even where to start.
Solution Aware – Aware there is a solution out there, but not really knowing what it is and where to find it.
Product Aware – Knowing there are products and services out there that will definitely solve their problem, but not sure which one will work best for them.
Most Aware – Knowing which products and services are available and having a good idea of which one will solve their specific problem with the most desired outcome.

The last two to three phases fall into the research, consideration, and purchase phases in the image above. Ultimately, that’s where you need to catch your potential customers in their buyer’s journey.

So what’s a savvy business owner to do? How do you lead your potential customers along this buyer’s journey and to your checkout page?

Funnily enough, you probably have all of that set up and ready to go. You may just need to tweak it a bit.

Becoming the Guide

It doesn’t matter how hard you try. If people aren’t ready to buy, they’re not going to respond to all of your advertising, follow-up and selected promotions. Your customer has to have a problem. They have to need something. And until they need something, you’re not the solution to their problem.

So how do you fan the flames of your buyer’s journey? How do you make things so hot that they just need to make that purchase or sign the contract to engage your services?

You guide your potential customers along every step of the buyer’s journey.

I’m going to get a bit geeky on you for a moment.

Joseph Campbell, the famous anthropologist, documented something called the “hero’s journey.” If you’ve seen Star Wars (preferably the original trilogy) you’ve seen this journey in action. This is what the buyer’s journey is based off of.

At the start of their journey, the hero must receive the call to adventure, refuse the call and then meet their mentor, the person who guides them along their journey to their final victory or accomplishment. In Star Wars (the original trilogy), the hero is Luke Skywalker. The guide is first Obi-Wan (Ben)Kenobi, then Yoda.

In the buyer’s journey, your potential customer is the hero. You are the guide.

Yoda sitting in his seat on the Jedi council being the guide - buyer's journey

Really.

A lot of companies make this mistake. They assume they are the hero in the buyer’s journey. They position themselves as the hero in all of their marketing, which turns off the buyer completely.

If you want to get the customer, you are the mentor. Your job is to help the buyer to find their destiny. Which is ultimately your product or service. So channel your inner Yoda and learn to guide your potential customer to their ultimate destiny; becoming your customer.

Fanning the Flames of the Buyer’s Journey

I always joke with my clients that until their marketing needs are on fire on their desk, they don’t think of me. So I keep tossing matches at their desk until they pay attention. This isn’t far from the truth in terms of the buyer’s journey.

This is true for any potential customer of any type. Whether you’re a brick-and-mortar shop, an online retailer or provide a service (like I do) you have to consider where your potential customer is with their buyer’s journey and fan that flame.

Your potential customer isn’t going to come into your shop and buy a shirt until they need a shirt. That has nothing to do with you. You can’t casually spill wine all over their best dress shirt to increase their need. That would be rude and unconscionable, not to mention impossible in most situations.

But you can gently remind them of your existence (toss matches) until they realize that they need a new shirt. And as I mentioned before, you already have most of this in place.

Here’s how:

Retargeting: Facebook, Google Search and Google Display Network all allow you to retarget ads to anyone who has visited your website. The allotted times vary, but each has a minimum of 30 days. This is a great way to keep your product or service top-of-mind.
Email autoresponders: You should have a welcome sequence for every email address you collect. Emails can be as close together as once a day or as far apart as 3-4 days, depending on what you’re selling. Five emails is a standard sequence, but you can use more or less, depending on your buying cycle. Each email should guide your potential customer along their buyer’s journey.
Nurture emails: Once a potential customer has gone through your email autoresponder/welcome sequence, they should be added to your newsletter or regular nurture email list. That way you’re still showing up in their inbox on a regular basis.
Coupons and discounts: Your customer may not take advantage of the deal you’ve offered right now. But keep offering. Sooner or later, they’ll need your solution and take advantage of your offer.

Here’s a really important tip;

Help, Help, Help, Sell.

This advice was given to me years ago by Nick Usborne, a well-known web copywriter and marketer. He promotes the idea that to get customers, you have to give them something in return.

You don’t want to overwhelm your potential customers with opportunities to buy. This is a very common mistake and one that has caused me to unsubscribe from many email lists.

You must give to receive. Give your customers useful information. Give them a reason to trust you, your product and your brand. That way, once they’ve reached that point of comparison and purchase, you’ll be the one they turn to for that solution they’re seeking.

You have to build a relationship where your subscribers know, like, and trust you before most of them are willing to shell out their hard-earned cash on whatever it is you’re selling.

Help your potential customers do their research by directing them to appropriate blog posts that will convince them you’ve got the right solution to their problems.

Commiserate with them and show them how you’ve already solved the problem they’re having.

Become that trusted expert that demonstrates your knowledge about their problem and shows them the clear steps they need to take to solve it. (Including using your product or service as one or more of those steps.)

Giving your subscribers valuable information that they can use, even if it is part of your sales pitch, builds that relationship and helps fuel that fire.

Your Customer’s Need – On Fire

Sooner or later, your diligence will pay off. But you need to be patient. Someone may have downloaded your case study or coupon, but they may take a while to purchase.

The most important thing to remember in marketing is that people are incredibly distracted. They have a lot going on in their lives. Until you’re top-of-mind, they’re not going to pay attention to you or your marketing.

Meanwhile, you just keep flicking helpful matches at their desk until it does catch fire. Then you’ll get the results you’re looking for.

Nurture Emails Are One of the Best Ways to Flick Those Matches

Of course, the best and easiest way to deliver all of that valuable information I mentioned above is through regular nurture emails.

And while I’m certain if you were face to face with your potential customers, you’d be able to give that information easily, you may freeze up if you have to actually sit down and write something (gasp)!

Fear not!

The truth is, everyone has a nurture email type they’ll open, read, and buy from.

You just need to know which one is best to fan the flames of your subscribers’ need and desire. Then writing those weekly nurture emails will be easy as flicking those matches.

You can find out which nurture email type will ignite that fire in your subscribers’ hearts by clicking on the button below to take my 60-second quiz.

DISCOVER WHICH NURTURE EMAIL TYPE IGNITES YOUR SUBSCRIBERS’ FIRE NOW

I promise, once you start that fire, it will burn until they absolutely have to buy to quench the flames.

This post was originally written in July of 2016 and recently updated with new, more relevant information.

Improve Your Marketing Message by Listening to Your Customers

April 17, 2023 by Tanya Brody Leave a Comment

This post was originally written in 2017. It has been updated to include new information and to focus more on helping you with your email marketing, as that is my primary focus now. However, using your customer’s viewpoint to improve your marketing message works in all aspects of your marketing and I highly recommend following past me’s advice below.

There’s a reason the phrase “The customer is always right” is so often repeated. Our customer base knows what they need and why they need it. They rely on us to deliver it.

Listening to your target market helps you figure out what they want, which makes delivering exactly what they want that much easier. And it helps you position your product or service as the exact thing they want.

I learned this firsthand a few years ago when I was at Digital Marketer’s Traffic & Conversion Summit in San Diego, CA.

Put Yourself In Your Customers’ Shoes

Prior to the pandemic, the Traffic & Conversion Summit was the “who’s who” of Internet marketing. To be fair, it probably still is. I haven’t been since 2017.

Some of the attendees are hard-core marketers who have made millions selling products to other marketers. Some are small business owners, like me, who want to learn new techniques and tactics, improve lead generation and grow their businesses.

I was there with a marketing technology client that was new to me at the time. This was a 72-hour immersion for me in how to sell (and therefore market) this product.

I spent a lot of time talking to people over the weekend. But I also spent a lot of time listening.

I listened to my colleagues talk about the product, so I knew more about how it operated and how to use it. I listened to the client’s current customers talk about how the product helped them become more successful. And I listened to prospective customers asking questions about how the product works and how it can help them.

This last one was most important to me. And it should be most important to you too. These questions are going to tell you a lot about what your prospective customers think about your product now, and what they really want your product to be able to do.

Why Listening Matters When It Comes to Your Marketing Message

I was very interested in the questions our prospective customers asked. I was able to answer all of the questions regarding the benefits of our product, as well as some of the technical ones. But I regularly turned to my colleagues for the “serious” tech answers.

As I listened to these answers, I did more than just pay attention to what my colleague was saying. My marketing brain frequently went into overdrive, as I worked to position this answer into a benefit I could use in our future marketing efforts.

I also paid a lot of attention to questions that I had to answer with, “no, it doesn’t do that.” As much as it may hurt to tell a prospective customer your product or service doesn’t do what they want it to, these questions are great future product and development ideas.

My client at the time not only had several of the requested ideas in the works, but they also paid attention to these questions and incorporated some of the ideas into future iterations of their platform.

How Listening Can Help You Develop Your Marketing Message

I realize that I’m a copywriter, and positioning my clients’ products and services is part of my job. However, this is something that you can apply to your business too. And it’s a great way to develop your company’s marketing message.

When someone asks a question about your product or service, they’re looking for a solution to a problem they have.

This is true whether you’re talking to them in person or they respond to an email you sent about the product or service.

This should prompt you to ask yourself two questions:

How can I reposition my product so that it does solve this person’s problem?
How can I improve my product so that it is the solution this person is looking for?

Repositioning Your Product to Become the Solution

You may have a firm idea of what your product or service does for consumers. You created it. You know how it works, you know why you created it and you know what you think the end result or benefit is for your customers.

However, that doesn’t mean your customers believe the same thing.

If you’ve ever watched a child play with, well pretty much anything, you’ve seen that the human mind has many ways of approaching any given problem or situation. We tend to be very creative with how we see the world. The object the child is playing with may have a certain use. But that doesn’t mean the child is using it that way.

A classic example is the toddler who pulls a couple of pots out of a cabinet, turns them over, then starts banging on them with the nearest stick-like object. The manufacturer never intended its pots to be used as drums, but they do make a good, loud noise.

Another example is shown below where someone rigged a Slinky to stop squirrels from raiding their bird feeder.

(I don’t think the original creator of the Slinky had this in mind when he created his toy in the 1940s. But it’s a great example of a product being a solution to a problem that the creator never thought of.)

Responding to Your Potential Customers’ Questions

Sometimes, your customer will ask a question that feels like it knocks your product or service out of the running to be the “perfect solution.” However, you know it will actually solve their problem and give them the long-term benefit they’re looking for.

Your job is to figure out how to re-position your product or service so that you can show this customer the benefits you can deliver.

Listen to your customer’s question. Ask them more about what problem they’re trying to solve. If your product is the solution, find a way to respond to their question that meets them where they are.

What’s the difference between your current marketing and your customer’s question?

Sometimes, it’s language. Your potential customer may be phrasing their question in a way that makes it seem like they’re looking for a different answer, but your product or service really is the solution.

Sometimes it’s a lack of knowledge. Your potential customer may not know enough about the problem they’re trying to solve. By asking them a few questions, you can get enough information to show them that yes, your product or service is what they’re looking for.

You may also be coming up against an objection. This is where your potential customer is trying to talk themselves out of buying your product or service.

In this case, your best option is to remind them of the pain points that caused them to look for a solution to their problem in the first place. Then you can show them how your product or service addresses those pain points and how they’ll not only end their pain but reach the goal they’ve been trying to achieve.

You can also show the differences between you and your competitors, to help overcome objections and demonstrate how your product or service is the better option.

In all of these situations, use the response you give your potential customer to improve your marketing message.

Adapting Your Words to Serve Your Target Audience

Once you’ve figured out what you said to convince someone that your product or service was the best solution to their problem, think about how you can add that to your marketing.

Share these new messages in your email marketing campaigns.
Use the main points in the conversation as bullet points on your sales page.
Incorporate these new marketing messages into your target audience profiles and think about how each customer avatar might react.

Building a Better Product, and a Better Customer Relationship

If your product isn’t a “perfect fit,” it’s a good idea to say, “No, it doesn’t do that. However, that’s a great idea. Let me take your contact information. That way I can let you know when I’ve added that feature to my product or service so it does meet your needs.”

Obviously, you shouldn’t do this unless you’re genuinely interested in changing your product or service, but this idea is great for customer service and product development. It will also help you grow your email list.

Once you’ve added the new feature to your product or service, use your prospective customer’s original question and need to adjust or add to your current marketing message using the methods above.

If your new feature was an idea from a specific potential customer, contact them and let them know you’ve added the feature that will help them. Ask them if it’s okay to acknowledge them in your marketing message, and thank them for the idea.

If it was something several potential (and current) customers asked for, acknowledge that in your marketing message. Make it clear that you listen to your customers and want to help them solve their problems. Thank them for helping you make a better product that serves their needs.

Incorporating Your New, Brilliant Marketing Messages Into Your Weekly Nurture Emails

Now that you’ve got these awesome new ways to convey how fantastic your product or service is, you should be sharing them with your intended audience, your email subscribers.

These people have all raised their hands and said “Yes, I’m interested in what you have to offer.” They’re literally your target audience. Which means they’re the perfect group to introduce your new marketing strategy to.

One of the best ways to do this is in your weekly nurture emails. For example, you could:

Tell the story of the interaction with a customer who said yes after you repositioned your product or service to fit their needs.
Show how your product or service addresses your audience’s pain points and helps them achieve their goals.
Demonstrate why purchasing your product or service over that of your competition just makes sense.

Of course, you have to write these emails on a regular basis, so you can build an emotional connection with your subscribers and grow the relationship. Regular communication with your subscribers will increase your “know, like, and trust” factor, so yours is the company they turn to when they’re ready to make their purchase.

Which means you need to know the secret to writing great nurture emails, so you can include this new messaging.

That secret is… (drum roll)… Knowing your subscribers’ nurture email type.

Everyone has a type of nurture email they’re most likely to open, read and click on, including your subscribers.

You just need to know which one appeals to your subscribers, and you can start including these spiffy new marketing messages in this email type on a regular basis.

Find your subscribers’ nurture email type by clicking on the button below to take my free 60-second quiz.

Then you too will know your subscribers are always getting a good marketing message that appeals to them and will convince them to click on your call to action and buy.

DISCOVER YOUR SUBSCRIBERS’ NURTURE EMAIL TYPE NOW