okay. So now let's get into the email part of things. if you can swing it, I recommend using Clavio because they're just one of the best platforms out there for email sequencing, automation, things like this. on a small budget, I recommend using MailerLite. It's a really great software. It's very clean, responsive, and easy to use. I'm on the growing business plan right now, think you can start at about 20 a month, like our list is about 3, 000 right now. So I think it's around 50 a month, something like this. we can do a bunch of different campaigns that I've sent. And so, of course, I try to do this once weekly, all the great like Gary Vee, for example, will say that, he says, give, and then ask. And then Alex Hermosi says, give until they ask. So the idea is to give a lot more value than you're asking for. I think a good ratio is something like either, it's probably about four to one, something like this. for messages where you're giving value, it can be entertainment value. It doesn't necessarily mean giving away product. it can be a story. And then for every four emails where you're giving value, you have one email where you're asking for value in return. So you're asking for a sale. It doesn't necessarily have to be that way either, because you could, Do something where you're asking might ask for value in every message. It's just a very small portion of your messaging. let's look at a couple more things on the website here first, before we get too much into this. another great way. you're not ready for paid advertising, you can do lead magnet right on your website. So something like this, users are getting a free. Personalized graphic novel. Here's our trailer so they can get them excited about it. Same type of text. Let them know besides what you're getting for free, what are you going to be getting on a regular basis from us? Try to create a bit of a connection there and then just a bit of instruction. You're going to sign up here. and then another thing is sometimes we're on our blog section. We're just creating content that's relevant or just tangentially related to it. The, products. So with Al Capone's historical subjects, there might be a lot of different pieces of content that could be created for the blog that people are searching for. For example, with Al Capone, a lot of people search for whether he had syphilis or not because it was commonly understood that he had syphilis and that was one of the causes of his death. But then there are some conflicting evidence which suggests otherwise. We create some blog articles around those types of subjects. And then if someone is on this page and they decide not to purchase right now, when they go to exit, that's how it looks. Do you want to read chapter free? funny enough, Give statistics that suggest that people that answer this simple yes or no question at first, before they sign up with their email address, they're actually more likely to complete the opt in and give their email. So that's what OptinMonster claims. We'll see. I'm going to run some tests. So if I notice anything significant, I'll make a video about that, but. and then the next page is your opting in to first name, email, and then the next one is your success page on this page. We're going to add a Facebook pixel or a Google ads conversion tracking code. So that way we'll make sure that we have captured that when the lead has signed up, right? numerous different ways that people can sign up and then therefore lots of different ways where you can organically increase your email list. As quickly as much as possible. And one of the ways is paid ads, but you don't necessarily have to do that because if you can get a significant amount of traffic to your website through creating content, that content can be blog content on the website. It could also be Facebook, Instagram, YouTube content, anything you'd like. and then just driving people to sign up in exchange for getting something cool. So technically you don't need to spend a dollar to do this and grow your email list pretty significantly. you do need to pay for an email platform like MailerLite or Claviola as I mentioned. let's take a look here at the Al Capone sequence then. So we have 32 percent open rate, 5 percent click rate. That's pretty strong so far. here's the sequence. Not too many emails, similar content from the product page. It will help bring people closer to a conversion, but just expand it, telling people stories, getting people engaged, interacting with them, asking them questions as well. One of the things about email I found really surprising is that people answer you as if you've emailed a friend asking them a question many times, especially once they've connected with you and they've gotten used to receiving messages from you. and I love getting emails from subscribers and potential customers. There's just so much value in their messages and so many ideas that they give me, just insane amount of value. in total, including what has been run on Facebook, 41 people entered this sequence. So it's pretty young so far. In this case, what I've done is I've added a condition, have they clicked on the free chapter one, any link in that email. If they haven't, I'm going to wait, I'm going to remind them, and then if they still haven't, I'm going to wait, I'm going to remind them again. So in total, they're getting two reminders after the email. of the lead magnet. So we're looking to see that most people are clicking on that. I just wrote a story because I'm very interested in this character I also, my grandfather was a rum smuggler and he lived in a part of Canada where Al Capone actually frequented and, purchased alcohol to smuggle into the United States. I thought that was just a cool story. just, this is a record of when my grandfather had His boat confiscated by the police, so he was in that same tradition. my grandfather simply went to a French island off the coast of Newfoundland in Canada, purchased French alcohol, brought it back into Canada, did not declare it, of course, and then sold it. more of a tax fraud type of situation, but, definitely didn't just shoot anybody Or send anyone to sleep with the fishes. and then sent an email showing people some of the different, review excerpts and quotes. I'm not asking them for purchase yet. I'm just sharing some of the reviews later. I'm sharing a little bit more about the authors, right? And some links there so they can go again, not asking for a sale. People are just going to engage with the authors on their Instagram profiles and things like this. So they're. hopefully connect a little bit more with them. Later, I'm sharing a video interview between me and the author. So something a little bit better to engage with. Later on, here is a kind of a process video. So it's getting people excited about the process, how did this book come to be. So some sketch art. I also have some video that's a time lapse of the artist actually drawing some of the panels from the book, which is really cool. Finally, a very special offer. if I'm going to offer something very special, at regular price, then I'm going to put a countdown on that. So I use a plugin, I think it's called Hurry Up Timer. It's for WordPress. I'm sure on Shopify there's probably something similar. a little bit of story about the character, and then offering the book at regular price, plus this brass engraved bookmark that has Al Capone on it. it's basically a sticker that is actually signed by the author. And it's inside on the title page. And then that way that makes us a signed copy with a limited edition. And since this is a very important email, I'm running an AB test just with the subject line. some of the platforms, Google ads, we don't really recommend doing any, AB testing anymore because it just doesn't work well. We use more of multivariate testing where you have a bunch of different assets in the campaign. You like Google rotate and find the winners, but when it comes to like email, when it comes to more basic ad platforms as well, Amazon ads and to some extent, Facebook ads, then self testing is a great idea. even though more people went through this. B version. It's a 26 percent open rate, whereas a 33%. So it's not really a large enough sample size to make any conclusions just yet. And then we just keep going down and remind them of the offer until it expires. when they click in and load up this landing page, that's when the timer starts. unique for every individual. you can keep the evergreen campaign going on where you're constantly gathering emails for this product and your people that are starting their sequence and then they're going through the countdown offer at different times. So this is all. And then over time, just optimizing, trying to improve the conversion rate. I think this one actually got one conversion. So one person purchased, this offer, which is not very much, right? So for all this effort, we think only one purchase is If you think about it as a system that you're going to be able to leave running. For a very long period of time, if you think about it, each of these are only costing about 50 to 60 cents. 41 people altogether, and we'll say about 60 cents. Okay. So 24, maybe some more, cause they haven't finished yet. So maybe we'll have a couple more conversions if we're lucky here, So only about 28 people actually finished it. So never know, I might get another one, might be able to improve this. but not a bad start because this is only their first purchase. Now we've got them on an email list as well. And we know what they're interested in is they purchased Al Capone. So what are the chances if we were to offer them another book? We have another book right here about gangsters. a lot of kind of similar themes. What are the chances that if I offer 25 percent off Altoc and do a good job of explaining this book that they'll pick it up? I think pretty significant. So then, we've basically, altogether spent a few dollars to acquire a customer, over time, hopefully be able to optimize this flow so that we capture more customers and, at a lower cost, of course. So we're just getting started with this. Maybe we can also optimize our ad creative. and be able to reduce this cost per lead down even further and then, sell some other related products that customer is going to be interested in. All right. So that's the gist of the strategy. Pretty straightforward. I think, especially in publishing, a lot of people focusing on building an audience. If you can build an audience consistently, improving the scale of that incrementally over time, then, That can be something that can work well for you selling any type of product, but especially product that has a lower margin. So thanks for watching. I really appreciate it. I hope that you found this video informative and you're feeling more confident now about running your own advertising campaigns. If so, I'd really appreciate it. If you can hit the like subscribe button, hit that bell icon for notifications.