Kimberly Weitkamp: How to get your message out and build your audience.

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Steve Werner

Steve Werner

Keynote Speaker, Author, 170+ Monetization, Conversion, and One to Many Sales Presentations Worldwide.

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00:00:05.370 –> 00:00:11.460
Steve Werner: Welcome back to grow your impact income and influence the number one show on the Internet.

00:00:11.910 –> 00:00:27.210
Steve Werner: Teaching you how to get your message out build your audience, and today I have Kimberly white camp with us Kimberly is a copywriter but she’s not just one of those direct response copywriters that tells you to build a great headline she actually focuses.

00:00:27.540 –> 00:00:40.620
Steve Werner: on how to get people into your audience build relationship with them before you sell them, which I think is very valuable it’s one of the reasons that I focus on story so much super excited to have Kimberly here.

00:00:41.280 –> 00:00:49.260
Steve Werner: Now Kimberly is going to tell you about being copywriter but what you don’t know is that she started off teaching English in.

00:00:49.320 –> 00:00:53.520
Steve Werner: Spain, I was gonna say Ireland I don’t know where I was like but they speak English.

00:00:53.520 –> 00:00:55.020
Kimberly Weitkamp: They speak English there, yes.

00:00:55.950 –> 00:00:58.680
Steve Werner: you’re speaking you’re teaching English to English speakers.

00:00:58.800 –> 00:01:04.050
Steve Werner: Perfect you go isn’t that well, I mean that’s what English in high school is anyway it’s true.

00:01:04.590 –> 00:01:10.410
Steve Werner: Kimberly tell us how will like because I know people out there, like, how do you become a copywriter and.

00:01:10.800 –> 00:01:21.000
Steve Werner: I mean obviously you enjoyed words you were teaching English, but that doesn’t mean that you knew how to write copy so talk to us about how you got started in this how how did you get to where you are today.

00:01:21.540 –> 00:01:32.070
Kimberly Weitkamp: Absolutely well first Thank you so much for having me on Steve super excited to talk to you today, and how did I get started with copywriting well fun story, I was teaching English.

00:01:32.430 –> 00:01:41.460
Kimberly Weitkamp: In Spain to you know English as a second language I was looking to get out of that and I got this email in my inbox and it said job opportunity not spam.

00:01:41.790 –> 00:01:50.220
Kimberly Weitkamp: And my mother sent it to me so there’s a good lesson for anyone listening on the power of marketing and the power of the frontline right you’re going to open your emails from mom.

00:01:50.610 –> 00:01:57.900
Kimberly Weitkamp: And you know is intriguing enough and I opened it and was actually about travel writing because I was living in a foreign country and traveling every week and basically.

00:01:58.230 –> 00:02:03.690
Kimberly Weitkamp: And I fell in love with the idea I finished the program and like a weekend I got published within a month.

00:02:04.050 –> 00:02:12.570
Kimberly Weitkamp: And I quickly realized, though, that travel writing does not pay enough to actually be like a living, unless you literally don’t want to ever have a home base.

00:02:13.320 –> 00:02:19.080
Kimberly Weitkamp: You know it’s paid for retirement, but it’s not great for for making a living at, and the same company that did.

00:02:19.410 –> 00:02:26.010
Kimberly Weitkamp: The travel writing program also had a direct response copywriting program to get trained and certified in direct response copywriting.

00:02:26.310 –> 00:02:36.990
Kimberly Weitkamp: And I kind of heard the phrase before didn’t know much about it, I saw a couple of emails and saw one of the top travel writers, they would talk about was also a copywriter That was their quote unquote day job.

00:02:37.650 –> 00:02:46.890
Kimberly Weitkamp: So join the program fell in love basically consumed anything and everything I could find on how to become a great copywriter and writing great copy and went from there.

00:02:47.310 –> 00:02:50.820
Steve Werner: So Okay, I have to ask some questions first off.

00:02:51.300 –> 00:02:51.990
Kimberly Weitkamp: No, no questions.

00:02:53.040 –> 00:02:53.370
Kimberly Weitkamp: Yes.

00:02:53.670 –> 00:03:09.990
Steve Werner: How early because okay i’m like i’ve read a lot of stuff on copy i’ve taken courses, but like my hardest thing is sitting down and writing like my emails are usually 150 to 200 words because that’s like that’s a lot that’s like me like.

00:03:10.200 –> 00:03:15.780
Steve Werner: working on it right, but I hear about these copywriters I know they’re out there that just sit down and words just.

00:03:15.870 –> 00:03:29.190
Steve Werner: You know flow out of them like a river and they end up with you know, a 2000 word article, and then they write a travel article, and then they do some client work they drink some coffee and all that’s before like 8am is that, like what your workday is.

00:03:29.940 –> 00:03:39.960
Kimberly Weitkamp: I know my workday doesn’t start until 9am on most days, I am not that person who’s going to get up at five or before the sun rises, so you can get all of your good stuff in.

00:03:40.860 –> 00:03:53.370
Kimberly Weitkamp: ya know I i’m not a morning person, for the most part, but I do tend to write in the mornings right so like between that nine to noon, so what is my average day look like you know they’re better times for people to do writing.

00:03:54.780 –> 00:04:02.760
Kimberly Weitkamp: Depending on their energy and, depending on their focus level I find so I ask people you know when do you feel the most focus when do you feel the most inspired.

00:04:03.330 –> 00:04:06.780
Kimberly Weitkamp: Because if you’re trying to write something and you’re tired and you’re exhausted.

00:04:06.990 –> 00:04:17.520
Kimberly Weitkamp: And it’s for 15 and it needs to go out for 30 guess what it’s going to be a struggle and it’s not going to be that great it’s better for you to know your own like when’s your best time instead of decide to do the writing.

00:04:18.000 –> 00:04:21.480
Steve Werner: So I mean I send out a lot of emails anyone that’s on my list I.

00:04:21.840 –> 00:04:32.010
Steve Werner: email five to seven times a week, but I will tell you, like my struggle i’m inspired when i’m like out running and i’m like that’s a great idea for an email, and then I get home and I write like two sentences.

00:04:32.250 –> 00:04:44.310
Steve Werner: And then I have to go make a cup of coffee and then I write another two words and then like I have to do the laundry and then like two more words and i’m like oh now i’ve got client calls for six hours which are awesome.

00:04:44.610 –> 00:04:45.900
Steve Werner: But I honestly like I.

00:04:47.910 –> 00:04:53.940
Steve Werner: Kimberly and I were on a group call for jv ology a little bit this morning right.

00:04:54.090 –> 00:04:55.020
Steve Werner: And I had to jump off.

00:04:55.050 –> 00:05:02.640
Steve Werner: Because I have too much work going on, and I was like I have to get this email done did the email go out if you had to guess.

00:05:03.810 –> 00:05:05.280
Kimberly Weitkamp: i’m going to go with this story now.

00:05:05.760 –> 00:05:12.270
Steve Werner: It didn’t because I was like Oh, my goodness i’ve got I gotta do this podcast So my question to you, I feel inspired.

00:05:12.930 –> 00:05:26.850
Steve Werner: How do you how do you visit this is completely selfish on my behalf, how do you like chain your fingers to the keyboard to get the words to not to like laundry is not calling me or you know.

00:05:26.910 –> 00:05:28.710
Kimberly Weitkamp: So I have a hack for.

00:05:28.710 –> 00:05:35.070
Kimberly Weitkamp: Anyone out there who feels they’re not a great writer, or they don’t have time, or they have a struggle with getting the words on paper.

00:05:36.330 –> 00:05:47.430
Kimberly Weitkamp: You said something, you said you usually find it when you’re out running right so i’m going to guess that one of the items, you have on you, is earbuds and phone when you go running is that is that accurate.

00:05:48.150 –> 00:05:49.860
Kimberly Weitkamp: No, no, no phone.

00:05:50.190 –> 00:05:58.770
Steve Werner: No phone I don’t run with my phone I don’t I don’t do anything with my phone, because if i’m around my phone, it is the anti antithesis that sort.

00:05:59.430 –> 00:05:59.760
Kimberly Weitkamp: of getting.

00:05:59.820 –> 00:06:02.790
Steve Werner: Getting anything done so my phone is in the other room right now.

00:06:04.530 –> 00:06:12.840
Kimberly Weitkamp: All right, well, if you do run with your phone what I would say or start bringing a notebook or something I find it really easy for a lot of people who struggle with getting words out.

00:06:13.350 –> 00:06:21.030
Kimberly Weitkamp: um copy really great copy, especially copy that’s you know for marketing purposes for relationship building purposes, it sounds like you’re talking.

00:06:21.510 –> 00:06:27.720
Kimberly Weitkamp: So what should you do without your phone without something that has an APP called otter it’s completely free.

00:06:28.020 –> 00:06:35.670
Kimberly Weitkamp: and start yapping at your phone and it’ll make a transcript for you and you might have to do some editing but it’ll be pretty close to what you actually want to use.

00:06:35.970 –> 00:06:39.750
Kimberly Weitkamp: And that’s a great starting point, because when we sit down to actually write.

00:06:40.500 –> 00:06:46.680
Kimberly Weitkamp: it’s a different part of our brain, but when we just talk to people it’s another section and it’s so much easier for us to have conversations.

00:06:47.010 –> 00:06:56.190
Kimberly Weitkamp: But really great emails really great copy sounds like a conversation, you want to get that head not people kind of nodding along being like yep that’s me uh huh yeah alright yeah I hear what you’re saying.

00:06:56.610 –> 00:07:07.620
Kimberly Weitkamp: So one of the easiest ways to kind of break that barrier is to talk and since we have Ai based transcription abilities now talking to your phone and then use that as a rough draft.

00:07:08.250 –> 00:07:17.370
Steve Werner: that’s I mean that is a great idea I do use otter um and I do I do sometimes because it staring at a blank page is never any fun right so having a template.

00:07:17.640 –> 00:07:27.150
Steve Werner: or having an auto transcription or having something works really well okay enough of what I my questions, I want to hear more about your story so.

00:07:27.450 –> 00:07:34.110
Steve Werner: You started writing travel blog articles and you learned I can’t make a living, so I have to learn this stuff called direct response copy.

00:07:34.860 –> 00:07:47.550
Steve Werner: So you started learning that what is different between what you do and normal direct response because all the direct response I was trained in is like headline and bullets right headline bullets outcome.

00:07:48.840 –> 00:07:51.240
Steve Werner: Maybe agitate some pain in there somewhere.

00:07:51.600 –> 00:08:07.080
Steve Werner: or testimonial and for good good luck, but something completely different so talk a little bit what’s the difference because I know anyone listening is like well this direct response copy either I don’t want to sound like that or I can’t write like that or my audience, I hear.

00:08:07.800 –> 00:08:10.650
Kimberly Weitkamp: My audiences difference doesn’t resonate with that.

00:08:10.980 –> 00:08:20.790
Kimberly Weitkamp: Right, I hear that all the time yeah so to answer your question I got the fundamentals I got the basic training I got you know here’s here’s the foundations, if you will, in direct response copywriting.

00:08:21.690 –> 00:08:31.260
Kimberly Weitkamp: At the same time, I was taking a course on specifically copywriting for the web and they are very two different animals, and this is why.

00:08:31.650 –> 00:08:38.100
Kimberly Weitkamp: Direct response copywriting is the stuff that you get in your inbox except it’s not in your inbox you get it in the mailbox.

00:08:38.430 –> 00:08:42.630
Kimberly Weitkamp: And it’s what we call junk mail right you you take two seconds to look at it and you throw it in the trash.

00:08:43.020 –> 00:08:53.460
Kimberly Weitkamp: And that is what people are thinking of that interaction is how they’re thinking when they’re talking about direct response right, you have to interrupt pretty much anything else going on in someone’s life.

00:08:53.820 –> 00:09:02.610
Kimberly Weitkamp: and make an impact within like a half second whereas when you’re copy writing for the web, the way people interact online is completely different, they know they have a problem.

00:09:03.120 –> 00:09:11.340
Kimberly Weitkamp: they’re looking for help they’re looking for a solution, so the way you write can be a lot more conversational it can be a lot more interactive.

00:09:11.610 –> 00:09:17.040
Kimberly Weitkamp: It can be a lot more engaging you don’t have to put as much effort and time into I have to interrupt everything.

00:09:17.280 –> 00:09:24.780
Kimberly Weitkamp: Because they’re actively looking for what you’re talking about that’s the way we work, online right if you’ve got a question you’re like i’m struggling.

00:09:25.470 –> 00:09:32.340
Kimberly Weitkamp: My sink broke what could possibly be wrong, most likely you picked up your phone and said hey Google hey siri hey alexa.

00:09:33.150 –> 00:09:39.900
Kimberly Weitkamp: How do you fix a broken sink or how do you figure out what’s wrong with broken sink, and then you got a bunch of articles or a bunch of websites that answered that exact question.

00:09:40.170 –> 00:09:52.530
Kimberly Weitkamp: And that is the way people interact and that’s the way people kind of search for things online and that’s how they interact with your marketing online so it’s a very different mindset that the people you’re talking to are coming from.

00:09:53.220 –> 00:09:58.140
Steve Werner: So let’s talk a little bit about how does that translate to email.

00:09:58.470 –> 00:09:59.340
Steve Werner: yeah because.

00:09:59.490 –> 00:10:10.770
Steve Werner: If you’re building a tribe if you’re building a Community one of the things that I always tell people with email right i’m like I say the same thing i’m like use contractions using complete sentences talk like right like you would talk.

00:10:11.160 –> 00:10:15.030
Steve Werner: And it’s way more important to be interesting and fun.

00:10:15.360 –> 00:10:21.240
Steve Werner: than it is to like track, because if you show up just trying to sell crack right then you’re the encyclopedia salesman.

00:10:21.480 –> 00:10:27.960
Steve Werner: knocking on somebody’s door, which nobody wants that so talk to me a little bit about how this translates.

00:10:29.160 –> 00:10:37.650
Steve Werner: Because I know people right there like from what you just said her like i’m not a blog writer I don’t make videos I don’t have time for that crap I everybody in their mom tried blogging right.

00:10:37.710 –> 00:10:43.800
Steve Werner: Oh, I drive in a blogger, nobody read anything well that’s because you suck at seo but that’s a whole different conversation.

00:10:44.160 –> 00:10:45.930
Kimberly Weitkamp: And there’s like a billion blogs in the world.

00:10:46.140 –> 00:10:46.740
Steve Werner: there’s right.

00:10:47.310 –> 00:10:58.290
Steve Werner: So you finally get somebody on your list, how do you build that person into a Community and then, how do you how do you sell because it’s I agree it’s not about direct marketing it’s not about.

00:10:58.650 –> 00:11:01.200
Steve Werner: You know you have more than half a second you have.

00:11:02.190 –> 00:11:11.160
Steve Werner: In my opinion, i’d love, if you have thoughts on this, you have like three to 10 emails to that person is like what’s this guy about and like your.

00:11:11.490 –> 00:11:25.530
Steve Werner: Whatever they signed up for your lead magnet or however you got them there has to be decent and then you have a couple emails they’re going to open a couple they’re going to pay attention for the next couple days to see what shows up so do you agree with that not agree.

00:11:26.430 –> 00:11:36.990
Kimberly Weitkamp: Absolutely, I agree, and that is where people fall down so many of us if you look at anything out there in the world of marketing about how to market.

00:11:37.320 –> 00:11:45.210
Kimberly Weitkamp: What do you, what do you see how to get more leads how to build your email list, how to get more people how to get more subscribers it’s all about how to get them to that first step.

00:11:45.570 –> 00:11:51.810
Kimberly Weitkamp: But it doesn’t talk about what do you do afterwards so they’re on your list well here’s the thing number one with a bullet I want everyone out there to remember right now.

00:11:52.230 –> 00:11:57.150
Kimberly Weitkamp: If they signed up to hear from you guess what they want to hear from you so.

00:11:57.660 –> 00:12:00.420
Kimberly Weitkamp: You should be sending them emails and you should be consistent with it.

00:12:00.630 –> 00:12:06.390
Kimberly Weitkamp: And you should not be worried about well I don’t want to bother people guess what they sign up to hear from you, they know you’re going to message them, you should.

00:12:06.630 –> 00:12:11.880
Kimberly Weitkamp: be sending them stuff it’s not a bother because they asked to hear about your particular magic sauce whatever that is.

00:12:12.390 –> 00:12:18.030
Kimberly Weitkamp: number two is you need a welcome series, as you said right you’ve got about three to 10 emails to build that relationship so.

00:12:18.690 –> 00:12:24.870
Kimberly Weitkamp: They got on your list you give them whatever they asked for to get on your list, and then you need to let them know who you are.

00:12:25.170 –> 00:12:32.670
Kimberly Weitkamp: What you do, how you can help people and you do that, over the course of five to seven emails with a very specific end goal in mind.

00:12:33.150 –> 00:12:39.270
Kimberly Weitkamp: So that you’re building that relationship you’re letting them know who you are you’re showcasing your expertise and you’re showcasing.

00:12:39.600 –> 00:12:45.270
Kimberly Weitkamp: Remember, these emails maybe the only interaction, they have with you, before saying yes, I want to get into your coaching program right.

00:12:45.510 –> 00:12:51.900
Kimberly Weitkamp: So what you need to do is your marketing should be a reflection of what it’s like to work with you, which means it needs to sound like you.

00:12:52.800 –> 00:13:02.250
Kimberly Weitkamp: It needs to you know reflect the way you speak about things and and, of course, needs to showcase your expertise as to why you’re great at what you do and how you can help people achieve the goal that they want.

00:13:03.240 –> 00:13:06.210
Steve Werner: Okay, so i’ve got I got two things.

00:13:07.050 –> 00:13:07.560
Steve Werner: First, one.

00:13:07.710 –> 00:13:15.120
Steve Werner: I hundred percent agree, I tell people all the time, anyone who’s listening to this, I used to hate this life coach like four years ago.

00:13:15.450 –> 00:13:20.760
Steve Werner: And she had a list, but she was like nobody ever buys anything so well how often do you email them she’s like once a month.

00:13:21.180 –> 00:13:34.440
Steve Werner: I don’t want to spam them and I was like are you kidding I was like three to five times a week get on that, like they want to hear from you, oh I don’t want to bother anybody I and this this comes back to an over wyoming not overwhelming underlying issue.

00:13:34.500 –> 00:13:34.830

00:13:36.150 –> 00:13:37.080
Steve Werner: you like.

00:13:37.860 –> 00:13:51.630
Steve Werner: it’s not about them on subscribing it’s not about what other people think about you, but everybody is scared to death, like I teach how to speak onstage and the number one thing I hear from a lot of people I could never do that, how do you enjoy doing that because I don’t give a.

00:13:53.130 –> 00:13:55.620
Steve Werner: crap what somebody cares like.

00:13:55.650 –> 00:14:03.870
Steve Werner: If they like me i’m gonna i’m gonna i’m a likable person, but if they don’t like me, or if they don’t vibe with what i’m saying I don’t take it personally.

00:14:04.170 –> 00:14:11.250
Steve Werner: And i’m not I don’t care if somebody judges me because that has nothing to do with me the minute you can make that line in the sand.

00:14:11.970 –> 00:14:21.000
Steve Werner: You don’t care and you realize the second thing I would say is if you’re sending emails to somebody it’s because you feel like you have something important to say.

00:14:21.600 –> 00:14:23.040
Steve Werner: If you don’t.

00:14:23.850 –> 00:14:35.430
Steve Werner: If you like those would be the two things and actually that came from grant cardone grant cardone he was one of the first people I listened to in 2014 I he was one of the only people that was putting stuff on YouTube at the time, and he.

00:14:36.060 –> 00:14:45.630
Steve Werner: Well, only marketers but he said, like if you’re not crystal clear and if you don’t 100% believe in what you’re selling then you’re going to hide it right, because you don’t feel good you’re self conscious about it.

00:14:45.900 –> 00:14:55.620
Steve Werner: And I was like oh that’s so true and I think that that rings true so if you’re not emailing I want to back up kimberly’s point here, because it is 100% true.

00:14:56.010 –> 00:15:10.950
Steve Werner: You should be emailing a lot us, they should hear from you, if they don’t want to they will let you know by one of two things either they won’t open your email how many emails does the average person have in their inbox that is on open probably.

00:15:10.980 –> 00:15:16.950
Kimberly Weitkamp: 20 21,498 29 and 20 thousands a lot more accurate yeah.

00:15:17.070 –> 00:15:21.150
Steve Werner: yeah like a ton so they’re just going to ignore you, which is okay.

00:15:21.780 –> 00:15:31.410
Steve Werner: The second thing is they’ll hit that little button that says unsubscribe and you know what that actually is going to save you like 10 cents, a month, so be happy because they didn’t want to hear from you the.

00:15:32.130 –> 00:15:42.420
Steve Werner: The other thing that i’ll say is think about your email box, I know, everybody out there was like oh yeah I have like 20,000 unread emails right well your goal.

00:15:43.530 –> 00:15:53.970
Steve Werner: And the easiest way to get to the top of the inbox is to send an email, because then they’ll see a subject line right if you send one email a month how often.

00:15:54.480 –> 00:16:01.410
Steve Werner: Like what happens if if that was the day they didn’t look at their email or if that was the day they got 500 other emails they’re not going to see it.

00:16:01.680 –> 00:16:13.590
Steve Werner: But if you’re emailing three to five times a week, the chances of them opening one is better, I will say when I went from emailing once or twice a week to five to seven times a week my email open rate.

00:16:14.250 –> 00:16:26.310
Steve Werner: went from 13 to 15% to over 20% and everyone thinks is the opposite i’m going to stop preaching, though, because I want to, I want to talk about.

00:16:27.990 –> 00:16:29.820
Steve Werner: You said on the second one right.

00:16:30.030 –> 00:16:38.490
Steve Werner: Your goal is to let people know what your expertise is and communicate with them, I think what a lot of people here is i’ve just saw my shit.

00:16:39.090 –> 00:16:43.140
Kimberly Weitkamp: No, no, no, and I said I said, you need to build a relationship with them.

00:16:43.920 –> 00:16:53.580
Steve Werner: Well that’s I want you to talk to that because I think that is what the real another reason that people have a hard time emailing is because they’re just here by myself oh I got this for sale.

00:16:54.060 –> 00:17:04.680
Steve Werner: Oh i’m doing this Summit by this, how do you build a relationship, because I think this is key, and I it’s one of the hardest things that I have I just tell people to tell stories i’m like tell stories.

00:17:05.460 –> 00:17:09.660
Steve Werner: But you can probably explain a lot better because you were teaching English to the Irish.

00:17:10.590 –> 00:17:20.370
Kimberly Weitkamp: Business teaching that’s great okay so here’s the deal, one of the things I say is the easiest method for you to build a relationship with people is to let people know you’re a real person.

00:17:21.060 –> 00:17:32.130
Kimberly Weitkamp: Now, most people like well, of course, i’m a real person well if you are using a template in which you literally only replace the verbs that you need to change, I call it madlib marketing right.

00:17:33.150 –> 00:17:41.640
Kimberly Weitkamp: If you’ve ever played mad libs before you get all these random blanks I need a noun and a verb I need a fruit right, and then you read it out and it makes absolutely no sense.

00:17:43.230 –> 00:17:53.880
Kimberly Weitkamp: it’s a little bit ridiculous right that’s what happens when you base your entire marketing on i’m going to take this template i’m only going to replace the bare minimum, and then i’m going to send it, because what happens is it doesn’t sound like you.

00:17:54.720 –> 00:18:02.400
Kimberly Weitkamp: People don’t know who you are who are you why are you different I don’t know i’ve seen this exact same email 15 other places, because everyone’s using the same.

00:18:02.790 –> 00:18:11.760
Kimberly Weitkamp: The same template and they’re not changing anything to make it sound like them so number one is it needs to sound like you, which is another reason why I tell people if you struggle with writing.

00:18:12.240 –> 00:18:17.370
Kimberly Weitkamp: Just record yourself talking about a topic get a friend to ask you the questions on zoom and.

00:18:17.880 –> 00:18:22.950
Kimberly Weitkamp: Take the transcript because when we’re talking to friends, a lot different when we’re talking to you know our boss, or something.

00:18:23.430 –> 00:18:29.880
Kimberly Weitkamp: And and number two is that you need to be in the emails to it’s not just about your expertise and here’s what I mean.

00:18:30.510 –> 00:18:35.160
Kimberly Weitkamp: i’m a copywriter right a marketing strategist there are literally thousands of them in the world.

00:18:35.430 –> 00:18:40.200
Kimberly Weitkamp: Thousands absolutely thousands thousands of people who do what I do you can hire any of them to write copy for you.

00:18:40.470 –> 00:18:51.030
Kimberly Weitkamp: The reason why people work with me is because they like, working with me they know who I am they know the way I work with people and they understand how i’m going to approach a problem, and they like me.

00:18:51.330 –> 00:18:57.870
Kimberly Weitkamp: And so, if you don’t put yourself in your emails you’re hiding the exact thing that is going to draw people to you.

00:18:58.170 –> 00:19:02.880
Kimberly Weitkamp: In the world of marketing you’ve probably heard of the phrase know like and trust people have to know you, they have to, like you, they have to trust you.

00:19:03.480 –> 00:19:10.650
Kimberly Weitkamp: an easy way for you to build that connection is to share some of the things you do, that have nothing to do with your business.

00:19:11.220 –> 00:19:25.470
Kimberly Weitkamp: So there’s an entrepreneur I follow he loves beer he talks about going and breweries, you talked about brewing his own beer he loves beer he’ll bring up beer in random emails and then overlaid it to whatever he needs to relate it to for his topic another person she’s doing a.

00:19:27.000 –> 00:19:35.010
Kimberly Weitkamp: motor race, where, like you, you went through a bunch of mud and it’s like insane in extreme and I would never want to do it she’s talking about her journey trainings with this tough month that’s what.

00:19:35.430 –> 00:19:41.340
Kimberly Weitkamp: she’s talking about her training, training for this, and of course she’s relating it to which talks about business marketing, whatever that is right.

00:19:42.120 –> 00:19:44.010
Kimberly Weitkamp: So when I say is pick your three personal items.

00:19:44.460 –> 00:19:49.680
Kimberly Weitkamp: What are three things you are happy to talk about you love talking about and you’re happy to talk about that with strangers.

00:19:49.920 –> 00:20:02.100
Kimberly Weitkamp: It does not mean you have to go deep and find your deep dark secrets right if you don’t wanna talk about your kids don’t talk about your kids, but do you like walks on the beach, do you like pina coladas do you like dancing in the rain talk about that.

00:20:04.050 –> 00:20:08.640
Steve Werner: So I think that that is really I agree.

00:20:09.180 –> 00:20:23.820
Steve Werner: But i’m going to dig a little bit more, because I want some more info, how do you the number one question I get about this kind of stuff is how do I tie that into selling stuff and I know my answers but i’m gonna let you answer it because I think you’re going to have a different take.

00:20:24.330 –> 00:20:34.770
Kimberly Weitkamp: So there’s a couple of different ways, you can tie it into to selling stuff there are emails that you send out that are strictly to build a relationship right you tell people what’s up in your life, you say hey, by the way.

00:20:35.520 –> 00:20:38.610
Kimberly Weitkamp: This reminded me of them lesson i’ve learned about marketing.

00:20:39.270 –> 00:20:43.290
Kimberly Weitkamp: So you can relate pretty much anything that happens in your life to what you teach on.

00:20:43.560 –> 00:20:51.270
Kimberly Weitkamp: And when you can relate that it it sticks more in our heads right because, as you say story is important and stories, sell and stories make us remember things so that’s one way to do it.

00:20:51.630 –> 00:20:59.790
Kimberly Weitkamp: Another way you can make it an easy sell, if you will, is what I call the PS, and it doesn’t stand for postscript it stands for passive selling.

00:21:00.330 –> 00:21:06.510
Kimberly Weitkamp: And that’s just a gentle reminder to people about how you can help them when you’re ready and then literally sounds like this PS.

00:21:06.780 –> 00:21:14.610
Kimberly Weitkamp: When you’re ready to work with me here’s four ways I can help you way number one is something free way number two is something a low ticket item way number three is.

00:21:15.360 –> 00:21:21.690
Kimberly Weitkamp: If you have a course and way number four can be if you want something custom, if you want to work with me one on one let’s let’s get on a chat.

00:21:22.080 –> 00:21:31.170
Kimberly Weitkamp: So it’s a reminder that you have a business that you do this it’s a gentle way of telling people, I do have a lot of different ways I can help you, depending on what works for you.

00:21:31.530 –> 00:21:39.150
Kimberly Weitkamp: But you have that story, you have that personal stuff you have whatever you’re sharing about the resource you’re talking about the tips and tricks and.

00:21:39.660 –> 00:21:47.460
Kimberly Weitkamp: You know, behind the scenes secrets that you just shared in your email and it’s a one off hey, by the way, when you’re ready here’s some things I can help you with.

00:21:47.730 –> 00:21:54.030
Kimberly Weitkamp: And then, of course, you have your sales emails those are the ones that are strictly for selling like during a launch or during a promo campaign.

00:21:54.270 –> 00:21:58.200
Kimberly Weitkamp: Where you’re going to lead to a direct sale, the idea is that you need to have a balance.

00:21:58.590 –> 00:22:11.610
Kimberly Weitkamp: And you don’t want to be, you know by my crap by my crap by my crap every single email, because when you do that that’s a really great way for you to be like I don’t open this email and get value from it, because all it ever is is go to the sales page.

00:22:12.120 –> 00:22:16.980
Steve Werner: Well that’s Okay, so you just brought up value, and this is.

00:22:18.120 –> 00:22:23.820
Steve Werner: This something that I want to point out to people would you I mean you just framed it really well but value.

00:22:24.150 –> 00:22:33.120
Steve Werner: Is not by my stuff right we like coaches consultants authors digital entrepreneurs, whatever like these people in the space.

00:22:33.780 –> 00:22:40.380
Steve Werner: See value, a lot of times the beginning, as well i’ll give them value if they buy my stuff or if they get on my list or if they consume my thing.

00:22:40.710 –> 00:22:47.010
Steve Werner: That is not what Joe or Jill sitting in front of their computer or reading their phone.

00:22:47.460 –> 00:22:55.890
Steve Werner: is thinking of value they’re thinking of does it make me laugh because it made me cry does it entertain me because that’s what people 98% of the population.

00:22:56.220 –> 00:23:05.460
Steve Werner: is looking for entertainment that’s, even if they are a buyer right if they’re going to buy your stuff they have to be entertained.

00:23:05.730 –> 00:23:11.610
Steve Werner: First that’s why people watch on average three to five hours of TV a day I don’t watch any TV.

00:23:11.940 –> 00:23:23.010
Steve Werner: But the average person does and the average person is know your market if they watch movies, if they watch kids TV show if they’re like think about it they’re looking.

00:23:23.340 –> 00:23:29.610
Steve Werner: You like reading emails you’re listening to this podcast right now, because it’s entertaining yeah there’s some knowledge on it we’re having fun.

00:23:29.940 –> 00:23:40.710
Steve Werner: But it’s also entertaining you’d have to do both you have to keep their their interest, so I want to go back to the onboarding sequence, because I think everybody has heard of this right, if you’ve.

00:23:40.710 –> 00:23:50.700
Steve Werner: been in business for more than a week you’ve heard you need an onboarding sequence but chances are it’s either template eyes it doesn’t exist or it’s.

00:23:51.810 –> 00:24:08.910
Steve Werner: Not like it’s not getting the results that you want, so you said it needs to lead to a clear outcome right so talk to me is that, like a high ticket sale is that a low ticket sale is that a continued readership what when you’re working with a client, how do you lay that out.

00:24:09.600 –> 00:24:18.900
Kimberly Weitkamp: Absolutely so first i’m going to challenge you on everyone’s heard of an onboarding sequence, the majority of my clients they’ve been in business, for a number of years and they’re like never thought of that.

00:24:20.400 –> 00:24:28.920
Kimberly Weitkamp: One of the things I want to make really clear to everyone listening is that what might be really obvious to you about what you do and how you help people.

00:24:29.640 –> 00:24:35.580
Kimberly Weitkamp: is like beyond basic knowledge for most of the people you’re working with most of the people you’re looking to connect with.

00:24:35.880 –> 00:24:43.140
Kimberly Weitkamp: We low so right that there’s a phrase something like a I know more about xyz than anyone can forget in their lifetime, or something.

00:24:43.560 –> 00:24:48.930
Kimberly Weitkamp: Because we know so much about it, but we have to remember that the people who are joining our world may not know as much.

00:24:49.170 –> 00:24:56.310
Kimberly Weitkamp: So, introducing new concepts, you know your emails don’t have to be a lifetime’s worth of information about this particular topic great.

00:24:56.550 –> 00:25:04.530
Kimberly Weitkamp: The one thing or even a subset of a subset of a subset of a tip that you can share is still going to have value to people so that’s one thing I want to.

00:25:04.830 –> 00:25:17.790
Kimberly Weitkamp: remind people of listening right is that we know a lot about our specialty but other people may not, and then to answer your question about the onboarding sequence, and how it can work remember.

00:25:19.140 –> 00:25:30.600
Kimberly Weitkamp: You get to run your business, it is your business you get to choose who is in it, who you work with what it looks like and nobody else does so I find a lot of people fall into compare an oil right.

00:25:31.680 –> 00:25:38.850
Kimberly Weitkamp: There must be a one right way to do this or so and so has a has a 50% open rate on this, I need to match that your success.

00:25:39.390 –> 00:25:47.400
Kimberly Weitkamp: The one action you want people to take is based off of what you want, so when you get people to join your email list, what do you want them to ready to do within a week.

00:25:47.880 –> 00:25:59.190
Kimberly Weitkamp: that’s my question for people are you wanting them to be ready to join your Community free or paid, are you wanting them ready to get on a call with you, are you wanting them ready to take your you know.

00:26:00.240 –> 00:26:11.130
Kimberly Weitkamp: Your your inexpensive course and get a little bit more in depth as to what you do do they need to have that course and understanding before they’re ready to work with you one on one, what does success look like, for you.

00:26:11.610 –> 00:26:17.040
Kimberly Weitkamp: So when I asked about a welcome series I have people define what the success metric is for their email marketing.

00:26:17.400 –> 00:26:23.100
Kimberly Weitkamp: Right it’s not Oh, I need people to say yes to my launch obviously you want that to happen, but within that first five to seven emails.

00:26:23.580 –> 00:26:36.240
Kimberly Weitkamp: What do you want to happen, you want five new people in your Community a month, you want 10 new students in your evergreen course a month, you want at least one person to get on a call with you a month, what do you want.

00:26:36.660 –> 00:26:43.140
Kimberly Weitkamp: use that as your mapping the win right, what is the one you want, at the end of that welcome series and then create it to lead to that.

00:26:44.460 –> 00:26:51.750
Steve Werner: that’s that is really, really meaningful I think people out there, the one thing that I have seen done.

00:26:52.920 –> 00:27:04.230
Steve Werner: Wrong which I think you’re you’re alluding to is they either they don’t have an onboarding or if they do i’ve seen people who right like an eight step onboarding and they offer them a different products.

00:27:04.530 –> 00:27:04.950

00:27:05.970 –> 00:27:13.410
Steve Werner: And that’s that I feel like it’s a scattershot approach you might have somebody take action on one, but I think it is much better to.

00:27:14.100 –> 00:27:31.260
Steve Werner: If you this is a lesson like i’ll share this story i’ve shared it on here before, but i’ll share it again, because I think it’s it illustrates the point, the first email marketing that I did I sent the exact same email Monday Wednesday and Thursday for three months selling a $2,000.

00:27:32.340 –> 00:27:33.150
Steve Werner: Live event.

00:27:34.350 –> 00:27:39.960
Steve Werner: And I sold out the live event doing it, I know that this is not how I would do it today at all.

00:27:40.140 –> 00:27:43.200
Steve Werner: But it was the same email, and I was like well i’ll just keep pressing send.

00:27:44.220 –> 00:27:47.310
Steve Werner: I did I didn’t like I changed I did change the subject line.

00:27:48.180 –> 00:28:01.740
Steve Werner: i’m not saying this is what to do this is probably what not to do, but the lesson was people that came to the event, I had I think three or four of them were like you know I wasn’t sure whether I was going to come to your end but you just kept making the offer to me.

00:28:03.240 –> 00:28:03.930
Steve Werner: So I bought it.

00:28:05.010 –> 00:28:10.770
Steve Werner: And i’m really glad I did i’m those people are still like this was 2014 so long time ago.

00:28:12.570 –> 00:28:27.690
Steve Werner: That event had 30 people in it out of those 30 people I still keep in touch with more than 20 of them they’ve gone on to buy stuff like i’m there are a couple lessons in there, the first one is imperfect action beats perfect action, every time.

00:28:28.020 –> 00:28:28.800
Kimberly Weitkamp: At firstly.

00:28:29.340 –> 00:28:31.350
Steve Werner: The first email I said i’m.

00:28:33.210 –> 00:28:34.980
Steve Werner: Had 27 spelling errors.

00:28:36.300 –> 00:28:46.140
Steve Werner: Which is atrocious I thought the program I was using how to spell checker didn’t I did fix the spelling errors, but that I just sent the same email right.

00:28:46.770 –> 00:28:54.810
Steve Werner: I literally one lady commented, she was like there are 27 spelling errors blah blah blah blah blah like roasted me right, so I fix them and I was like.

00:28:56.460 –> 00:29:01.080
Steve Werner: And I send it right back to her, I was like i’m so sorry here’s the fixed one, so that you can read it.

00:29:01.470 –> 00:29:14.070
Steve Werner: There you go she had subscribed, she was like, but the if you make an offer, do you agree, I guess, is the question, it should go towards one singular offer that you want them to do and it.

00:29:14.460 –> 00:29:23.790
Steve Werner: In my opinion, it should be something lower priced or free if you if you immediately send them to a high ticket the trust isn’t there, but that doesn’t mean that.

00:29:24.840 –> 00:29:34.350
Steve Werner: They might not buy it one day that’s kind of my thoughts I don’t I don’t know what do you see because I want I want people listening to this that are like I haven’t done this or i’ve tried and failed at it or.

00:29:35.340 –> 00:29:45.390
Steve Werner: Whatever I want them to leave this interview being like Okay, I know what to do, do you lay out tell me like is there a process, do you lay out a storyline because I know Russell like so.

00:29:45.660 –> 00:29:52.710
Steve Werner: Everybody knows I worked for click funnels for a while Russell says like it should be one story split across five to seven emails.

00:29:54.060 –> 00:30:03.510
Steve Werner: With a hook at the end of each one to get them to open the next one, I actually don’t agree with that anymore, I think, because people don’t read them in sequential order right if they.

00:30:03.540 –> 00:30:06.060
Steve Werner: Correct okay i’m gonna let you talk.

00:30:07.350 –> 00:30:17.190
Kimberly Weitkamp: So I, yes, do I do, I have a specific framework, if you will, for welcome series I do and I teach it in a workshop and help people get their their welcome series written but.

00:30:18.210 –> 00:30:25.410
Kimberly Weitkamp: Overall, you asked several questions there, so I hopefully hopefully i’m going to remember them well number one is do I believe.

00:30:26.490 –> 00:30:36.690
Kimberly Weitkamp: You need a welcome series yes that’s that’s a yes absolutely you need one, is there a wrongly or right way to do it, I would say, you know test, but I know the method, I teach.

00:30:37.590 –> 00:30:40.680
Kimberly Weitkamp: works really well and a lot of people get great stuff and great results from it.

00:30:41.280 –> 00:30:53.370
Kimberly Weitkamp: What to lead to I agree low ticket is probably best for those first five to seven just because you’re brand new and that ties into more about who your audiences than anything else and that’s because.

00:30:54.120 –> 00:30:59.280
Kimberly Weitkamp: You know there’s a common statistic, a lot of people will quote 3% of your audience at any one time is ready to.

00:31:00.000 –> 00:31:15.210
Kimberly Weitkamp: 3% so 97% of your audience is not ready to buy, which means you need to guide them to the next steps until they’re ready to buy so assuming right off the BAT hey you just joined my list for a free gift, do you want to sign up for my $10,000 a year coaching Program.

00:31:16.530 –> 00:31:23.280
Kimberly Weitkamp: No, I don’t know who you are I want people to think about how new subscribers get onto your list.

00:31:23.730 –> 00:31:29.610
Kimberly Weitkamp: So one of the really popular ways that are coming around right now and i’ve participated in several of them is giveaways right.

00:31:30.300 –> 00:31:36.450
Kimberly Weitkamp: you’ve got a free gift you give your gift away with a lot of other people everyone drives traffic it’s a great way to build your list.

00:31:37.410 –> 00:31:45.120
Kimberly Weitkamp: Well, think about that experience from your customers perspective they’ve just joined 20 different email lists.

00:31:45.540 –> 00:31:54.930
Kimberly Weitkamp: And all they know about you is that you have a gift on that topic so the topic I gave out is on welcome series and the top seven tips and tricks for crafting the perfect welcome series.

00:31:55.680 –> 00:31:59.550
Kimberly Weitkamp: All they know about me is that I gave them seven tricks on how to write an email.

00:32:00.360 –> 00:32:01.350
Kimberly Weitkamp: that’s it that’s all they know.

00:32:01.710 –> 00:32:06.840
Kimberly Weitkamp: So they literally are coming in blind and they joined my list when they joined 20 other people’s lists.

00:32:07.020 –> 00:32:18.540
Kimberly Weitkamp: So if the other 19 people are sending them immediately hey come buy something from me and it’s expensive and i’m sending them hey I want to let you know a little bit about what I do here’s a resource for you here’s how you can.

00:32:18.870 –> 00:32:27.390
Kimberly Weitkamp: You know, start implementing this have you used the gift I gave you that’s a very different experience and it’s one that’s curated for brand new people.

00:32:27.900 –> 00:32:39.330
Kimberly Weitkamp: that’s the key right, you are creating something that no matter how they join, your world creates a very curated experience for brand new subscribers that leads them to the next step, whatever that next step is.

00:32:40.500 –> 00:32:48.090
Steve Werner: awesome so you teed that one up really welcome really if somebody wants to take your workshop where can they go.

00:32:48.780 –> 00:32:50.010
Kimberly Weitkamp: I will the workshops not currently.

00:32:52.860 –> 00:33:01.350
Kimberly Weitkamp: I think the workshop will be in the fall the pages not up because I have to choose a new date, but if they want to learn about welcome series and how to write them, they can get the free gift.

00:33:02.280 –> 00:33:03.990
Steve Werner: Where can they go to get the free gift.

00:33:04.470 –> 00:33:14.640
Kimberly Weitkamp: Absolutely, so they can go to the audience converter comm slash giveaway and that’s crafting the perfect welcome serious top seven tricks to get more opens more clicks and more engagements from email number one.

00:33:14.940 –> 00:33:20.190
Kimberly Weitkamp: Because the more people open after email number one, the more likely they are to see your opportunities in the future and buy from you.

00:33:21.750 –> 00:33:33.360
Steve Werner: Nice, so all of kimberly’s links will be listed in the show notes, as always, so you can always go there and click on them, I think she has laid out a really clear plan for you.

00:33:33.600 –> 00:33:37.350
Steve Werner: it’s obviously she knows what she’s talking about if you need help with your.

00:33:37.740 –> 00:33:44.880
Steve Werner: email sequence, I will tell you that it is one of the best things that you can do for your business everyone says build a list.

00:33:45.120 –> 00:33:53.430
Steve Werner: 90% of people that have a list never email them or email them very sporadically and that’s where the money is everybody wants money.

00:33:53.850 –> 00:34:02.970
Steve Werner: Right that’s why we’re in business, you want to make money well, you have to communicate with people and Kimberly is giving you a very clear cut way to do that, to lead them to a sale.

00:34:03.240 –> 00:34:12.660
Steve Werner: Then lead them to a higher ticket and to build relationship with them Kimberly I want to say thank you so much for being on do you have any wise words of wisdom before we part.

00:34:13.590 –> 00:34:18.690
Kimberly Weitkamp: Well Steve I want to say thank you again for the invitation and my wise words wisdom are this.

00:34:19.560 –> 00:34:33.090
Kimberly Weitkamp: Make time to email your list at least once a week, you know see us talking about five to seven that may seem scary but once every three months is not enough so make the time to at least get one email out.

00:34:33.540 –> 00:34:39.180
Kimberly Weitkamp: A week, so you can start talking with your people with your audience to start building that connection, and if you don’t know what to write about.

00:34:39.630 –> 00:34:48.750
Kimberly Weitkamp: Literally I want you to start talking into your phone about whatever and then think of something that you wanted to say to a client answer a question, what have you.

00:34:49.230 –> 00:34:58.230
Kimberly Weitkamp: Just start you know sharing a bit about you and sharing your expertise remember it’s all about how can I help you when people are opening your messages they want to be entertained and they want to get something out of it.

00:34:59.520 –> 00:35:11.040
Steve Werner: awesome those are great words of advice Kimberly Thank you so much for coming on and to everybody else out there until next time take action change lives and make money, we will see you soon.


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