SPECIAL DAY-AFTER-SUMMIT WORKSHOP! (Wednesday, February 20, 2019)
Not getting results from your email list? Become a newsletter ninja and kick its ass.
We’ve all heard the advice: Build an email list, fill it with readers, and then use that list to launch your next book. The bigger the list, the better the sales. Don’t rely on social media. You want those people on your list, so you can reach them directly. Take care of your list as an author, and it’ll take care of you.
At least … that’s the way it’s supposed to work.
Ask around today, though, and you might think email has died. It seems like nothing works. Everyone’s seeing declining signup numbers, decreased engagement, and terrible open rates and click rates. And why not? These days everyone’s inbox is overflowing. “You can’t get attention with email anymore!” people say. And judging by the way you get crickets when you send emails recently, it’s tempting to believe them.
Well, guess what. Email isn’t dead. Not even close. The best tool in an author’s toolbox is still a solid email and newsletter strategy … but the key word there, ladies and gentlemen … is PROPER.
Black belts win matches
Email works. Email works WELL. But here’s the thing: It only works if you do it right.
“Having a list, adding people to it, and sending messages” isn’t doing email right. That’s just doing email. Think about it: White-belts and black belts both do karate … but is it any surprise that the white-belt novices lose every match if you put them head-to-head against experts?
Most authors are newsletter white belts. They’re kicking and flailing without any strategy. They might hit something, sure … but if they do, it’ll just be dumb luck.
Want to know the secret? Want to know what email black belts understand that white belts don’t?
There’s no one-size-fits-all answer
That’s right. Effective email strategies are entirely custom.
And that means that doing it right doesn’t mean doing what someone (or everyone) else does. It doesn’t mean blindly following what some guru told you is the right way. There is no “right way.” There is only the right way for you. Your readers won’t respond the same way ours do to the exact same messages, frequency, and list segmentation. Trying to copy and paste someone else’s strategy is a one-way ticket to tumbleweeds on your next book launch.
So. What can you do about it?
Well, you can dissect as many effective email strategies as you can find — those of authors with legions of fans who will dump all the other emails in their crowded inboxes to read new messages from their favorites. You can watch what competent email-sellers do, and relentlessly test what works for you and what doesn’t.
Or, you could find a sensei, and train to become a ninja yourself.
Meet your sensei
If you were learning a martial art, you’d have to work with some hardass who’d have you breaking boards or doing the splits. But lucky you — attendees to the Newsletter Black Belt Workshop (Wednesday February 20, the day after SAS2019) will get to work with a much cooler sensei: Sterling & Stone’s own former promotions head Tammi Labrecque, author of Newsletter Ninja: How to Become an Author Mailing List Expert and featured speaker at the 2019 Smarter Artist Summit.
In the Black Belt Workshop, Tammi will walk you through the custom process so you don’t have to guess or waste time emailing without effect. She’ll take you and a tiny, intimate group through the process of designing and implementing your mailing list strategy—one that will appeal to actual readers who will love you and want to pay for the books you write.
In this full-day, eight-hour workshop, Tammi will teach your little group her very best ninja tricks and offer specialized one-on-one help in all the areas most authors screw up. Such as:
- Decide which email software is best for you, given your unique situation,
- Planning (or replanning!) your welcome emails and autoresponders — which are crucial in deciding whether a reader is “all in” with you for the long haul or already brushing you off,
- Crafting your author brand (it matters more than you think!),
- Creating subscriber avatars, so you’re clear who you’re talking to and what they most need and want to hear,
- Brainstorming email topics your subscribers will love (and subject lines they can’t resist),
- Segmenting your lists to maximize interest and get the most juice from Amazon algorithms,
- Finding the perfect ways to find the ideal readers for your list (HINT: it’s not the ways others have told you!),
- Weeding out the people who never open your emails (and are hurting you in ways you don’t realize),
- Deciding the right frequency to email your list,
- … and a ton of other stuff Tammi can’t remember in advance, because she’s spontaneously knowledgeable like that.
You’ll cover each topic as a group, then break into individual one-on-one sessions to build your newsletter plan, tailored to your specific situation. No matter whether you’re building an author mailing list, want to grow your existing list, or just find yourself frustrated with your list’s performance, the Newsletter Black Belt Workshop will help you find the solutions that work for you.
You’ll leave with a co-created list of concrete, actionable steps that you can take home and use to take your email game to the next level … boasting open and click rates that your fellow authors will be jealous of.
The Newsletter Black Belt Workshop takes place on Wednesday, February 20th at the Renaissance Arboretum Hotel in Austin, Texas — the same place as (and the day after) the 2019 Smarter Artist Summit. It will run from approximately 8:30am until 5pm, with further details to come.
Ready to rock and roll? There are only 16 slots total, so be sure to sign up now!
Early bird price: $1000