00:00.98
Kennedy Kennedy
How do you build a additional business when you also have a full-time job when you're working in the all-important education system? That's what we're gonna talk about on today's episode.
00:35.48
Kennedy Kennedy
Here we are in one of these special episodes. I'm joined by Mel Bridger. How long have we known each other? I mean, I think we met through a fitness event that I was doing something with about more than 10 years ago.
00:47.09
Mel
It's got to be coming up to that, isn't it?
00:48.99
Kennedy Kennedy
Yeah, it's got to be something like that. I know. Absolutely. Um, so thanks for being on the show. Really appreciate it. Give us a little bit of a, um, a little paint the picture of what your situation is. I know you've got a full time job. Tell us a bit about that. And then cause obviously that means it's taken up a lot of your time. We need a couple of strategies today, which fit around that and family life. And you've got two kids and a dog and all this stuff going on. Um, you've got a lot going on.
01:14.01
Mel
I have, so I work in a high school, I am a teacher full-time, and I'm also a women's health and fitness coach, so I specialise in the menopause predominantly.
01:24.17
Kennedy Kennedy
Mm. Yeah, amazing, amazing stuff. So you're basically in, in the, in in school from ridiculous early, cause teachers do that, they get in early when it's quiet before the kids get in. And it smells, doesn't school smell funny? Like when you, I remember if you ever like used to go in after, after hours or the weekend, cause there was like, for me drama club, as I was like, always smells weird. I think it's the, the stuff they use on their machines when they, when they clean the floor. Anyway, that's an aside. So you get in really early.
01:51.27
Mel
Yeah.
01:52.04
Kennedy Kennedy
and and you know get finished around, I don't know, 3, 3, 30, something like that, and probably, and um and then you've only got a little little windows of time because then you've got your kids coming home, you've got tick two little ones, them i' coming in um and dealing with dinner and life and their hobbies and all that sort of stuff.
01:55.13
Mel
Mm hmm.
02:02.33
Mel
her
02:11.00
Kennedy Kennedy
so Let's talk about what this business is that you're building, because you've done various things. you've've I know you've got like a really you know a pretty successful um fitness business as one of the things that you're doing, which is a great franchise, very successful. And um and you've also growing this this offer around the menopause and um staff well-being. So tell us a bit about what that deliverable looks like.
02:38.34
Mel
Okay, so I worked recently with a trust so an academic trust where I facilitated a workshop, a webinar, holistic approach to the menopause.
02:50.41
Kennedy Kennedy
Mm hmm.
02:50.84
Mel
And I also put together a program for staff members to follow. So it was very simple workouts, not anything to get energy energetic sweaty because they're designed to be done at work. And also different types of meditations that staff can sit and listen to that deal with ah particular situations that may arise or may not arise at school.
03:11.11
Kennedy Kennedy
interesting okay cool so we're dealing with so what you're doing here is your well we're having a ah great distinction here between the customer and consumer bit which is your customer is probably the school or the trust if it's like a bunch of schools grouped and for anybody who's more international The basic way that I think of, and Mel, absolutely correct me if I'm wrong, the way that I think of um a trust is basically, it's like a conglomerate of schools.
03:39.52
Kennedy Kennedy
It's a bunch of schools all operated and and run and managed sort of centrally from one sort of group. Does that make, is that about right?
03:46.73
Mel
Yes, that makes sense.
03:48.23
Kennedy Kennedy
Yeah, yeah. So um so that's kind of what we're talking about when we we talk about a trust. it's So who is the person with the purse, the person with the purse strings here?
03:57.17
Mel
Okay. So I would deal with the trust directly. So the organization that oversees all of the schools and then the content that I provide for them is offered out to every school that sits underneath the trust umbrella.
04:00.73
Kennedy Kennedy
Okay.
04:09.67
Kennedy Kennedy
Gotcha. So one trust might operate how many schools?
04:13.01
Mel
So we have 21, this particular trust has 21 schools.
04:15.41
Kennedy Kennedy
What? As many as that?
04:17.49
Mel
yep
04:19.04
Kennedy Kennedy
I thought you were going to say six, by the way.
04:20.95
Mel
21 schools.
04:21.24
Kennedy Kennedy
that I was like, yeah, there's going to be out sick 21 schools. So how many female teachers will be in that sort of addressable market within within that 21 schools?
04:35.72
Mel
Um, if I was a hazard, uh, an estimated guess, probably close to a thousand.
04:38.84
Kennedy Kennedy
Yeah. A thousand female teachers.
04:43.47
Mel
Essentially, yeah, maybe more.
04:44.96
Kennedy Kennedy
Bloody hell, okay.
04:46.26
Mel
Mm-hmm.
04:46.36
Kennedy Kennedy
So what you're talking about here is selling, it sounds like a higher ticket item to the trust
04:52.84
Mel
but
04:53.31
Kennedy Kennedy
for them to to distribute throughout all of their female teaching staff. Is it just teaching staff or does this also include admin support and managerial staff?
05:03.77
Mel
everyone who's underneath the trust, and it's not just um women or female staff that access it, we actively encourage or they actively encourage male staff to access it as well, who may have female um partners, siblings, whatever you could think of, friends that may need medical support, they actively encourage that support as well.
05:16.53
Kennedy Kennedy
Right.
05:23.19
Kennedy Kennedy
Oh, that's great.
05:24.37
Mel
Yeah, it's really good.
05:25.33
Kennedy Kennedy
And I think like anything, and I think what's a really nice bit of this is it's everything is easier if you have the other people who are not directly affected, but understand.
05:35.46
Mel
Yep.
05:35.67
Kennedy Kennedy
Do you know what I mean? Like, cause if it's just a bloke like me, you go, oh, she's on a wobbler. I mean, not that I'm as crass as that, but like, you know, what, you know, cause if you don't understand, you don't understand, right?
05:44.32
Mel
Yeah.
05:45.58
Kennedy Kennedy
Um, but I think if you get buy-in, there's understanding and it's, it's more supportive basically, isn't it?
05:45.58
Mel
um so
05:51.26
Kennedy Kennedy
Okay.
05:51.32
Mel
yeah
05:51.68
Kennedy Kennedy
I love that. I love that. And at the minute, do you know the total but total addressable market as in the number of trusts there are in the UK?
06:02.11
Mel
Um, no, not to hand. I mean, it'd be easy for me to access it, but we are talking of thousands of people that I could potentially help, like thousands.
06:09.62
Kennedy Kennedy
Okay, great. Great. Okay. So I kind of understand now who holds the purse strings, therefore who's making the buying decision. That's what we're going to and understand before we get into any strategic piece of any part of business, especially email. Um, and, um, the final bit before we get into like really talented emails is what is the driver for the, so who is the person within the trust who's going to make the decision, who you actually talk to to sell this into and what is the driver making them go? Yes, we need to do this.
06:40.97
Mel
So it generally falls underneath the HR department because they tend to take care of staff wellbeing.
06:46.50
Kennedy Kennedy
Well being, yeah.
06:46.77
Mel
So that's always really good as a first point of call and they're just, they're really open to developing it. I mean, obviously it's out there in the wider world now where staff wellbeing is paramount in every industry, but especially within education because it has one of the highest um dropout rates because of burnout.
07:05.73
Kennedy Kennedy
Yeah, I'm just writing some notes here. I love that. So you've got high burnout. We've got a government in place at the moment who are putting a huge focus on more teachers, which means they need to increase teacher retention. You've got a high burnout, which which it means you can come in and and help with that and a link to that. They're seeing wellbeing as important um on the agenda anyway. So you've got some good some good stuff there. Okay, good. And it's an important urgent pain point for them right now.
07:35.77
Kennedy Kennedy
One of the things I think a lot of people get wrong in all of their marketing is they are like like they're talking about problems that people have, but it's not what I call an open wound, right?
07:47.11
Kennedy Kennedy
It's not like the person's not currently bleeding out going, bloody hell, stitch my leg back on again, because I'm going to bleed out.
07:52.76
Mel
Yeah.
07:53.72
Kennedy Kennedy
You can talk about all of the non-urgent problems that people have and they'll go, yeah, I really so so should sort that out. I should sort that out. I should, you know, I've got a ah suit in the cupboard that needs to go to dry cleaners. It's been there for a year.
08:05.44
Mel
ah
08:05.65
Kennedy Kennedy
But because I haven't had an opportunity where I've needed to wear that suit, I've not prioritized taking to the dry cleaners yet.
08:06.25
Mel
No.
08:11.87
Kennedy Kennedy
So we never do the second thing on our priority list, do we? We always do the thing at the top.
08:16.58
Mel
no
08:18.37
Kennedy Kennedy
So this is a priority. So this is good. This is an urgent open wound, which is great. Cool. All right. I think I've got a bit of a handle on it. Next, we're going to get into the email strategy and how all this is going to work.
08:32.89
Mel
Okay.
08:45.60
Kennedy Kennedy
So what do you say right now is the biggest challenge with the email marketing that, because you've been in business a while, you've done some level of email marketing, you've heard, you know, we've harped on about it and had lots of chats about it ah and stuff like that over the years. What would you say right now with this particular part of your business is is is the challenge?
09:08.06
Mel
So I think for me, because like you say, we've had lots of conversations about it before, because this is a new venture for me, even though I've been in the industry for a lot of time, I want a fresh start. So the current market that I have on my email marketing list, for example, and not the demographic that I'm trying to reach.
09:21.06
Kennedy Kennedy
Yeah.
09:24.46
Mel
And I want to be able to invest a little bit more time in the things that I would like to be able to do, like write about the content that I'm speaking about, but having a full-time job, having kids, running in a fitness business in the evening as well, my problem is time, which then leads to lack of consistency.
09:42.17
Kennedy Kennedy
So time equals lack of consistency. And you know, um I know for a fact, there are people listening to this conversation going, me too, because I think. People know the importance of consistency. None of us doesn't know that. like If you go to the gym more consistently, you're going to be much more handsome and lovely. You're going to look better. right You're going to have the all the muscles that you're supposed to have, and they're going to be able to show them off. If you eat the but the right food more consistently, your energy is going to be better. If you email more consistently, you're going to have deeper relationships, you're going to be able to make more offers more often,
10:18.88
Kennedy Kennedy
You're going to understand the different messages that you could try out and you'll try different messages and you'll see the ones which hit faster because you do it more often. But time is your enemy right now.
10:28.64
Mel
It is.
10:29.80
Kennedy Kennedy
Yeah, which makes sense because you've got all this stuff going on now. Like you've got, you know, first of all, you have to go. The first part of this is always that knowledge of the thing, right? I don't want to get this too soft skills because I want to keep this practical, but yeah you do have to go.
10:42.35
Kennedy Kennedy
Well, these are the constraints and there is a thing in um in improvisational theatre, where if you've ever been to the comedy store players in London, which is every Sunday night at the yeah the comedy store, the way improva improv and improv comedy works is the audience is asked to contribute a bunch of constraints. If it wasn't for the constraints, it wouldn't be funny, it wouldn't be entertaining.
11:08.95
Kennedy Kennedy
um So you might say you know what they might ask you to call out, okay, let's talk about um a famous character. So he shouts out, okay, it's gonna be yeah Winston Churchill, okay, so good. It's Winston Churchill, and name a place, and somebody goes, a train station, great. So it's Winston, and um name an affliction. um Okay, he um he can't say words that begin with a letter T. Okay.
11:34.16
Kennedy Kennedy
Because of you've got a train station with Winston Churchill, and yeah and you can't say words at the beginning with a letter T, you've now got something where you can create something out of. Every time we put constraints in place, we're actually creating an environment for creativity, an environment for something to happen. And the hardest thing to do is when somebody says to you, oh, I want to put on an event, and you go, great, what kind of event? Oh, anything.
12:03.87
Kennedy Kennedy
I can't do anything with that.
12:05.31
Mel
Mm hmm.
12:05.60
Kennedy Kennedy
But as soon as you put constraints in and go, cool, I want to make this level of revenue. and And but I can only do it without anything live between the hours of 7 a.m. and 4 p.m. And I also can't be between this time and this time because I've got to feed the kids. You've now got these spots when you go, right oh nothing live at all, I can only work on weekends. because So once you put the constraints in, that's when, it's I always think about this as, um When Da Vinci made the famous statue of the David, he was asked, how did you do it? You know, that big, famous, beautiful statue of the marble David. People say, how did you do it? And what one of the things he was said to have said was, all I did was the David was already inside of it. I had to just remove all the pieces that weren't it. And he would just go, OK.
12:58.30
Kennedy Kennedy
What we've got to do is the answer is already there. It's just buried in all the things which are not the answer. That's all we've got to do. That's what we're going to dig through to figure out the strategy. And this is exactly what we do. You know, what we do inside of when I'm coaching people or when we're doing things inside of Blueprints, stuff like that, is we're constantly going, OK, these are your constraints. this is And this is the exciting bit to me. So let's put the constraints in because we know that times the constraint Let's really go deep on what those time constraints are.
13:27.95
Kennedy Kennedy
What can we not do?
13:30.35
Mel
Okay, so work during the day. Can't commit any time during the day from Monday to Friday.
13:35.71
Kennedy Kennedy
So Monday to Friday, give me those, um give me, when you say during the day, what do you mean by that?
13:41.26
Mel
So I, I'm gonna get up at six.
13:43.61
Kennedy Kennedy
Yeah.
13:44.23
Mel
So like from six through the time I come through the door, which depends on if I've got to stay after work, like half or, and then if I pick up my kids and everything else.
13:51.88
Kennedy Kennedy
Yeah.
13:53.70
Mel
So during the day is very difficult for me. I also have two evenings a week where I teach. So I actually go out and I deliver. fitness session, yeah Wednesdays and Thursday evenings.
14:00.43
Kennedy Kennedy
You deliver programs. What days are those?
14:05.74
Mel
And then on a Friday, my son has extracurricular activities. So I'm not back then until 6.30.
14:14.88
Mel
And that's on a Friday. And then on a Saturday, my daughter has um extracurricular activities that she's committed to. She belongs to a squad.
14:23.64
Kennedy Kennedy
Perfect.
14:24.03
Mel
And so Saturday mornings are just like, Opens it about three. It's just a complete royale.
14:29.85
Kennedy Kennedy
Okay, great. So now if we're thinking of this, like Michelangelo, right?
14:33.77
Mel
Okay.
14:34.17
Kennedy Kennedy
We're going cool. So if I look at, if I look at, if I look at a calendar, I'm going to bring up a calendar on my on my screen here, just so I can visualize this, right?
14:41.39
Mel
Oh no.
14:42.24
Kennedy Kennedy
This is how, this is my process. I'm going, right. Okay. Mel wants to be able to serve these people. She wants to serve X number of them and get to a certain level of income, whatever that's going to be. It really is immaterial. um And we can't do anything until after, let's say 5pm on a Monday or Tuesday. That's basically all you've got.
15:11.19
Kennedy Kennedy
or Saturday afternoon, Sunday, but also Mel needs to have a life and spend time with her partner and always do all the things you want to do and the reasons why. sue And what we need to do is make sure we fixate and we stick with solving the problem we're trying to solve. And the problem we're trying to solve is how can you send out regular emails to nurture a relationship, build brand authority, but build thought leadership, which I know is part of what you but you care about, um to serve these people. I'm going to imagine that the deliverable doesn't require you to be there.
15:55.32
Mel
No, because the content can be created in advance. It doesn't need to be live.
16:00.01
Kennedy Kennedy
Great. And is the deliverable content already created so you can just repurpose it and just, you're basically now selling a thing you've already made.
16:07.98
Mel
um Yes, but I'd like to create more.
16:10.35
Kennedy Kennedy
Okay. But, the but you've got, you've got some stuff.
16:12.83
Mel
have been backing here
16:14.46
Kennedy Kennedy
Okay. Cool. So really there's not a scalability on deliverable problem, which is great. Cause that will be a different sort of thing to think through.
16:23.75
Mel
and
16:24.20
Kennedy Kennedy
So really what we need is a, is a method for creating emails. So.
16:28.83
Kennedy Kennedy
Do you enjoy like, do you, but the the thought leadership and like, if you could find a topic you cared about and that wasn't just like, and this thing, which is really mundane and boring, I guess you would, um, you would be more likely to do that.
16:39.89
Mel
yeah
16:45.21
Mel
Yeah, definitely.
16:46.97
Kennedy Kennedy
Okay. Are you the kind of person who likes to sit down and work in little sprints or are you more like a slow, do a little thing each day?
16:58.14
Mel
um I would just sit down and get it done in one go and I'll have been like that since, you know,
17:02.68
Kennedy Kennedy
Yeah,
17:05.36
Kennedy Kennedy
yeah yeah, yeah, great. What I would recommend then is it sounds like as you're bringing leads in um to to do this stuff, um you need to have some kind of scalable system that basically sends people emails no matter what day, time,
17:27.25
Kennedy Kennedy
um they join your list.
17:29.53
Mel
Yeah.
17:29.53
Kennedy Kennedy
So if you like to work in sprints, since you like to work in sprints, and you've you're time limited, I think what I would be advising you do is to sit down one, let's just pick Sunday, for an hour,
17:44.44
Mel
-huh. yeah
17:46.16
Kennedy Kennedy
and plan out what the first 60 days of someone being on your email list would look like. And the way I would do that is I would look at the different reasons that people buy this program.
18:03.55
Kennedy Kennedy
And I would make sure that you spend some time, I would call it a campaign, a different marketing campaign that takes people through each of those things. So to begin with, you're definitely going to have a bunch of people who are like urgent. My boss has told me we need to have this fixed now because this is an urgent agenda item that was brought up in the, in the meeting.
18:28.54
Mel
Yeah.
18:29.42
Kennedy Kennedy
You're also going to have some people who it's their agenda who then need to go and sell it to the boss later. And so you're going to have us some slow most slow slow burn people who need a bit more education.
18:40.93
Kennedy Kennedy
They need a bit more information. They need a bit more collateral and understanding before they're going to buy. So what we're going to do is from the minute somebody joins your email list for that lead magnet, which you know you can put together.
18:54.03
Kennedy Kennedy
You've done a gazillion of those things over the years.
18:55.49
Mel
Yeah.
18:55.91
Kennedy Kennedy
That's you know basics for you. That's fine. then what happens? You don't have the bandwidth, I don't think. You could make it and we could come up with a different method if you were more of like a poder, like do something each week.
19:10.34
Mel
mean Yeah.
19:10.35
Kennedy Kennedy
But if you're a sprinter, you're a sit down and do it mentality person, I would say you're gonna spend one Sunday afternoon, the next Sunday afternoon going, okay, what does the first 60 and 90 days of that person on my email list look like?
19:28.07
Kennedy Kennedy
And based on how long you know the buyer cycle for this type of person is, look at what that is. If it's a one year buyer cycle, I don't think it is to be fair. I think it might be a few months, but I don't think it's a year. But planning out, okay, what are the phases the person needs to go through?
19:47.43
Kennedy Kennedy
That's going to be your first Sunday one hour. You're going to sit and plan and go, cool. These are the messages. These are the campaigns. I would call them campaigns that somebody needs to go through. First of all, they need to go through like an urgent buyer type email campaign. So all of you who are listeners who um who are in our email hero blueprint, you'll know that is the first of our score engine method. The S is the sales led campaign.
20:10.40
Kennedy Kennedy
The S in score. And that's going to be, Hey, if you want to buy this thing thing right now, cause you want to solve this thing. Here it is. Let's set up a sales call or whatever your conversion mechanism happens to be. I'm guessing for this kind of purchase, they want to get on a call with you.
20:23.75
Kennedy Kennedy
They want to understand it and and be sold. Is that about right?
20:26.49
Mel
Yeah.
20:27.83
Kennedy Kennedy
Yeah. So, um, they're not going to just like watch, you you know, watch a video from you and then click a button below and spend a few grand. You know, that's probably not going to happen. There's a bit of a slightly different procurement process.
20:38.24
Mel
Absolutely.
20:39.42
Kennedy Kennedy
Okay, so the person's so the some people are going to join your email list and they're going to want to know how to book the call right now to find out how it fits into there that their ah their school system, their academy, their world.
20:56.10
Kennedy Kennedy
A bunch of people are not going to want to do that, but you definitely want to make sure you don't want to make the mistake of putting off the people who are most urgent to buy till later. A lot of people will nurture their leads to death um we and we don't want you to do that.
21:10.82
Mel
Oh.
21:10.95
Kennedy Kennedy
So what they'll do usually is um they'll join so join your email list and then um We'll nurture them. Oh, we'll teach them some things and we'll give them some value. The problem is, in that time, the person who urgently needed to buy the thing has gone and found and a solution somewhere else, or they've given up because they think it's not possible.
21:29.53
Kennedy Kennedy
all of the None of the things are good for you or for them. No one's winning them. So we do need to begin by addressing that but urgent buyer type mentality.
21:32.59
Mel
Yeah.
21:36.84
Kennedy Kennedy
After that, it's then about looking at the different reasons they will buy. And I would have entire campaigns, multiple emails spread across a week maybe, um and sometimes longer, that address the different reasons they're going to buy.
21:51.90
Kennedy Kennedy
So one of them in your market might be to do with um staff retention. So you might do a thing where you make a video which contains, um again, because they can watch the video on demand, you can make this on one of your other Sundays, as I'm going to call them your Sunday project, and we'll be making that video.
22:06.76
Mel
You know what?
22:08.75
Kennedy Kennedy
And that video might talk about the cost and really amplifying the cost of when a you but when a teacher leaves. and the big crater they leave in the in the whole organization from workflow to um to to re-recruitment and having to, if they if they don't have an internal um substitute, then the costs of using substitution agencies, all that stuff.
22:32.67
Kennedy Kennedy
So that might be one piece of content to do with the cost of teachers leaving. another Another campaign might be to do with a completely different angle, to do with um maybe it's the pride of something you can say on Glassdoor or something, one of those things, where people go, oh, this is a great place to work. Maybe there's another angle on that, and that's a whole campaign.
22:56.75
Kennedy Kennedy
and and so on and so forth. You will know the big reasons that these schools and these trusts what and these academies want to um want to have this in place. Some of it's gonna be to do with proactive reputation, doing the right thing, and this is part of what we believe. Some of it's gonna be purely down to numbers. It costs us money for teachers to leave. Some of them, it's gonna be, and there's gonna be several, several reasons, probably four, five, six reasons. And I would have a completely different campaign that addresses each one. and But then, not only that,
23:31.55
Kennedy Kennedy
Because if you just keep showing up with like, oh, um this week, we're going to talk about the financial cost. Next week, we're going to talk about the general knock-on effect of staff morale and it's going to increase absenteeism. the next If you just keep doing that in the same way every time, people are going to just switch off to it. So you do need different ways of presenting each of those things. So the first one might be just some emails that talk about, hey, come and book an appointment. That's fine.
24:00.75
Kennedy Kennedy
The second ones, the second one might send people to a um ah quiz. It might turn into a quiz that allows them to look at the potential upside and the costs of not having this in place. The third one might send them to a video. We're using multimedia to address each one of these things so that it looks like, oh, now she's doing this. Now they're doing that. Now they're doing this other thing. um And each of those different email campaigns is exactly what is going to be targeting one of those different beliefs or one of those different angles ah reason and And so the whole plan here is for you to not necessarily run these things live, but to create one one Sunday and then connect it to your automation system.
24:49.87
Mel
Okay.
24:49.98
Kennedy Kennedy
And you're going to, because then what it means is the own, once you've built this, and it might take you six weeks to to build this, but as you build each piece, you're going to stick it off after your lead magnet.
25:00.77
Kennedy Kennedy
And you're going to build the second piece, like a train set, you know, extending the train.
25:04.37
Mel
Yeah.
25:04.42
Kennedy Kennedy
You're you're going to put it after the next piece. So each new lead that's coming through is going to see those things. You're going to see the results of that as you go. But you're also going to build it piece by piece, um building up the picture, building up the puzzle.
25:19.56
Kennedy Kennedy
um How does that sound?
25:21.45
Mel
It sounds good. It sounds really good.
25:25.45
Kennedy Kennedy
Questions?
25:27.11
Mel
Um, I mean, you know, I like creating content, which is good.
25:31.15
Kennedy Kennedy
Yeah, and you're good at it.
25:33.40
Mel
And what you're saying in terms of timings seems feasible because I'm not trying to do it all in one go. And I think that's the mistake that I've made previously where I've just tried to do all the things all at once.
25:43.100
Kennedy Kennedy
Mm hmm.
25:46.44
Mel
And then I've gone, Oh, don't want to do it anymore now.
25:46.74
Kennedy Kennedy
Yeah.
25:49.67
Mel
So it's just fitting it into um my timetable. And if I'm just using a Sunday, like a couple of hours on a Sunday, that means that I know that I've got time to rest at the same time.
26:01.33
Kennedy Kennedy
But let's talk about the content you're already creating as well, because I mean, rest's important, because we can't do any of this stuff without rest. I mean, yeah' you've been in the wellness space for long enough, and to you probably told that to me, you know.
26:06.35
Mel
No.
26:11.67
Kennedy Kennedy
But um the the thing here with your content you're already creating, because you you know you love creating content, always think about how can I reuse that?
26:16.78
Mel
a they
26:21.59
Kennedy Kennedy
So a really strong thing, I know before we hit record on on this session, we were talking about you've been really enjoying learning about AI.
26:25.100
Mel
Mm hmm.
26:30.68
Kennedy Kennedy
Now, AI is getting to a point now where, in fact, it's at a point, it's not even getting to a point, it's at a point, you mean ah for a while it's been at a point, where you can take that video you created and if you train that AI, if you create your own custom GPT correctly, where you can take the transcript of the audio of that video and ask it to spit out a 250, 350 word email
26:30.71
Mel
Yep.
26:58.45
Mel
ah
26:59.01
Kennedy Kennedy
you've now turned that one piece of content you like created into an email.
27:05.83
Mel
Yeah, so I've got some mini podcasts where I've done it where I've got the transcription um that I can use with social media posts and I have done, I've used snippets to direct people towards that. um So yeah, I've got a lot of content that could be repurposed. And again, that would save time because then I'm not having to read create the wheel and it's really beneficial content as well.
27:28.99
Kennedy Kennedy
Yeah, one of the things to definitely be aware of though that I definitely want you to to really think about is, I think we can create a false time economy with using AI and the best description I ever heard of this is, sometimes I've seen people come up with a 500 word prompt to generate a 200 word email.
27:53.18
Kennedy Kennedy
And you just go, you may as well have written the damn email. So the way to get around this is to make sure you save the prompt or even better, save it as your own custom private GPT. They're not going to share with anybody else. So we have a bunch of them. We've got a GPT that we can take anything, put it in and say, make this Kennedy's voice, tone of voice. And it does. So if we've got a thing that needs just quickly turned around, most of the time I do write like the sales page and stuff that I write and stuff, that's fine. But if it's like just a quick Bit in in a newsletter or in a bit and in it here or there everywhere and or inside the members area a little description of the course We'll say hey, can you take this and turn it into a 300 into a 20 word summary of benefits in Kennedy's voice? Because we spent the time we might have spent an hour probably not that long honestly, but
28:42.96
Kennedy Kennedy
uploading a bunch of me to it and training it once, it's now an asset.
28:44.60
Mel
Yeah.
28:47.95
Kennedy Kennedy
And that's what I want you to think about.
28:50.29
Mel
Mm hmm.
28:50.46
Kennedy Kennedy
If you are time poor, which is where you're at, is you need to switch your mind from expenditure time to invested time.
29:03.01
Kennedy Kennedy
And this is this is the big change I want you to make, Mel, is every time you create an email, I want you to think,
29:05.88
Mel
yeah
29:10.94
Kennedy Kennedy
Where can I reuse this as an email? Not how do I repurpose it? Because often content repurpose and it's content repurposing just for the sake of damn doing it to tick a box and go, oh, I've turned this YouTube video into three you reels.
29:19.04
Mel
Yeah.
29:23.28
Kennedy Kennedy
Yeah, but the reels didn't get any exposure. They didn't get any any and any any traction. So it was a bloody waste of time doing the repurposing. What I mean is, how can you take, you go, cool. Well, I'm going to take, let's just say it in our blueprint program, we've got a campaign called verb but called the Daisy chain, which would work perfectly for you actually. Cause it's a video which teaches some stuff and then turns into a, an offer in your case, it would be to book a call to talk about this great program you've got.
29:50.88
Kennedy Kennedy
Well, what I would do is go, I'm gonna run the daisy chain campaign, cool. So what I'm gonna do is I'm gonna send an email now to my email list, which is email one of the daisy chain campaign. I'm not gonna just have like a random newsletter. I'm gonna send, today's email is gonna be that daisy chain one. So I'm gonna write them all on the Sunday.
30:09.52
Kennedy Kennedy
I can't remember how many emails are in the days.
30:09.58
Mel
um
30:10.82
Kennedy Kennedy
Let's say it's 10. I'm going to write them all on Sunday. And then I know, starting Monday, I'm sending email one of that out to my list. And once I've done that, I'm going to grab that, and then I'm going to automate it inside my email platform.
30:23.54
Kennedy Kennedy
So not only do I get the benefit of it now, instant gratification is really nice. I get the benefit of it now.
30:28.42
Mel
Yes.
30:29.30
Kennedy Kennedy
I write it on Sunday. I send it on Monday. I might get some appointments booked.
30:32.02
Mel
Uh-huh.
30:34.04
Kennedy Kennedy
And then, I invest that email that I've written by ah and get it to multiply its its its value by putting it inside my automation.
30:45.09
Kennedy Kennedy
So now I get to batch create it on the Sunday. I get Instagram application on Monday and email to you on Tuesday, by the way. And then you're going to put into your automation. No surprises. So what you end up with is email assets and you're going to do the same thing.
30:58.46
Mel
ah hu
31:02.09
Kennedy Kennedy
with anything that's seasonal. So for example, um Black Friday is a crackin' example of this. Black Friday campaign 2024 for us, we didn't rewrite the emails. We grabbed our email framework for for the Black Friday campaign, the same lot the same exact one we give you all inside of our blueprint program. We grabbed that, tweaked the little titles and the names of what the content of what we're actually selling for Black Friday, but I don't rewrite the emails.
31:30.68
Mel
Yeah.
31:32.10
Kennedy Kennedy
Because that's now an asset that I can just pick up and with 20 minutes work on a Sunday for you, I can now have my Black Friday campaign done.
31:43.50
Mel
Yeah.
31:44.35
Kennedy Kennedy
Because what I'm doing is I'm thinking about everything as an asset. that's the It's because of this approach that I'm able to make sales today, probably while we're talking, from emails that I wrote four years ago.
31:47.61
Mel
Mm hmm.
31:53.57
Mel
Yeah.
31:55.81
Kennedy Kennedy
It's only because of that.
31:56.51
Mel
Mm hmm.
31:58.42
Kennedy Kennedy
And I think you more than most people need to have this, this i'm good I'm not gonna like spend time, I'm gonna invest time. And the difference is spent time is stuff you don't get back and doesn't have any purpose later.
32:11.63
Kennedy Kennedy
If you send an email that you can never reuse again because it's only a day, you're gonna realize that is a spent email.
32:17.93
Mel
yeah
32:18.19
Kennedy Kennedy
If you can write emails, you go, great, that's gonna be email one of this next automation. I'm gonna send it now and I get to reuse it, that's time invested. And by making that mental shift of I'm only creating content, that's an investment, you end up building they this this asset which serves you going forward, which gives you the time and freedom you need later.
32:38.01
Mel
Yeah.
32:39.09
Mel
No, that might.
32:39.51
Kennedy Kennedy
How does that sound?
32:40.47
Mel
It makes sense. So it changes the way that the emails are written basically. So you can make sure that they can be reused as opposed to making something or writing something that is specific to that particular day or date or month or whatever.
32:55.19
Mel
Yeah, that makes perfect sense.
32:56.08
Kennedy Kennedy
Exactly. And you can't, you can't do 100% of the time. Sometimes you're going to have to do a thing where I need this thing to go out when it's about weddings days. So, you know, or, you know, or, you know, whatever it's going to be like in fitness, it might be, you might do stuff to do with January might be an example.
33:03.41
Mel
Yeah.
33:09.62
Kennedy Kennedy
You might go, well, I'm going to have to just be happy with the fact that it's not going to be completely automatable. It might be reusable next year though. So that's, you know, that could get you off the hook with that.
33:20.56
Kennedy Kennedy
And the way to do this, by the way, is to do it in siblings. So the first. session that you sit down and do to back to this is you the so the way you get high efficiency from writing emails is The first thing you do is decide on the offer that you're gonna promote So for you, it's gonna be let's book a call to have a chat about doing this stuff So we know it's gonna be that's the call to action. Great The next session you're gonna sit down you're gonna go you're gonna decide How long is that?
33:51.60
Kennedy Kennedy
campaign going to be? How long is this next campaign going to be? And let's just say, I think I can run it from Monday through to the following Wednesday. So it's 10 days, let's say, right? 10 days. Cool. So your first session, you're going to sit down and go, cool. I'm going to come up with a theme. We call it a hook, right? And our email campaigns. And again, everybody is in the Email Hero Blueprint. Go back and have a look at these campaigns. Our campaigns give you the email itself to copy and paste and adjust. But at the beginning of every email, it tells the actual hook of the email.
34:20.52
Kennedy Kennedy
And so what you're going to do to create these is you're going to sit down, you're going to say, cool, I've got 10 days and the theme of this is going to be um the cost to the trust um for not having this stuff in place. So what are 10 themes? What are 10 hooks that I'm going to use across the campaign?
34:40.76
Kennedy Kennedy
on email number one, I'm gonna talk about, you're not gonna write the email, you're gonna just write the hooks. All you're doing is write down a list of 10 hooks.
34:44.87
Mel
Okay.
34:47.78
Kennedy Kennedy
Email one, I'm gonna talk about, I'm gonna make it mysterious. Hey, there's a really, there's a thing inside of the trust that's costing them thousands of pounds and whatever.
34:59.20
Kennedy Kennedy
Email two is gonna be about this hook. Email three, email four, thousand, nine, 10. Once you've done that, you're done. And the reason you need to stop at that point is because the part of your brain that's going to be creating the hooks is a different part of your brain and a different skill to the part of your brain that writes emails. But once you sit and go through and just write the hooks, the 10 hooks for that 10 day campaign, when you come back and sit down at those emails the next day, the next evening, the next Sunday,
35:32.50
Kennedy Kennedy
You're not having to sit and go, right, watch my next email, I'm on email four, what the hell should this be about, because I've already mentioned this. Your brain's not paralyzed by that shit anymore.
35:42.04
Mel
Mm hmm.
35:42.30
Kennedy Kennedy
It's fast, because all you're doing and is you've got a document, you've got a Google Doc, it says, email one is about mystery, great.
35:45.65
Mel
Yeah.
35:48.04
Kennedy Kennedy
So your brain's gonna just write underneath it, something mysterious. Oh, you'll never guess the thing, da-da-da-da-da-da-da. Done, cheers, Mel.
35:56.75
Mel
Yeah.
35:57.05
Kennedy Kennedy
Next one, it says I've got to write about ah hormones, great. up You already are being told what to write about, so your brain's not getting stuck. The problem may is with writing emails with before planning the hooks is you get the end of writing an email, you're being all creative, you're in flow, you finish off the piece of flow, like you've got the end of the film and it's all concluded the bad he's got killedil and that yeah that that the the heroes won the game.
36:13.23
Mel
All right.
36:23.19
Kennedy Kennedy
How do you write the sequel? It's hard because you've backed into a corner of you finish it off. You've tied all the knots up. It's all the loose ends up. It's done. Whereas if you can look ah straight under and go, right, I'll tie that up. The next thing says hormones.
36:36.46
Kennedy Kennedy
Immediately, you'll know what to write about that. I've got a great story about that. I've got a great thing about that. Because you've already got the hooks in front of you, you will stay in flow. So I think the main thing here to get these batches working is create the hooks first in one sitting and then do the writing in what another sitting because you'll be in flow with hooks and then later you'll be in flow with writing.
36:51.01
Mel
Yeah.
37:01.54
Mel
Okay. That will help with consistency.
37:04.12
Kennedy Kennedy
100%. This whole thing is about consistency. Because once you've done that, you can't help people consistently.
37:07.35
Mel
Yep.
37:09.35
Kennedy Kennedy
Because you've now written the damn emails. So all you've got to do is copy and paste them, different part of your brain. You've written the emails at the Google Doc. I write all our emails at the Google Docs first, all of them. because then all Because that part of my brain needs to just write, write, write.
37:22.71
Kennedy Kennedy
I don't want to have to like write into a thing and then save, drag a new content block in, change the font size.
37:28.67
Mel
yeah
37:29.43
Kennedy Kennedy
Fuck that. i haven't got My brain's not going to do that.
37:32.22
Mel
a
37:32.67
Kennedy Kennedy
I need to do the writing, writing, writing, writing, because I'm just flinging the hooks, flinging, writing, writing, writing. My brain's happy. And later that day, the next day, or whatever, I'm now in copy and paste mode.
37:43.19
Kennedy Kennedy
So when do I do that? When my brain's tired. 3 o'clock in the afternoon when my brain's like, you aren't being creative at this time, son. That is not happening unless you have an energy drink. There's no creativity for you here.
37:53.56
Mel
Yeah.
37:53.81
Kennedy Kennedy
So what's the best thing to do at that point? Copying and pacing activity, mundane tasks.
37:57.10
Mel
Yeah. yeah
37:58.27
Kennedy Kennedy
So in your energy flow, when you're in that right state of energy, copy, paste, schedule, Mondays, yes, 10 o'clock in the morning, done. Next one, new, copy, paste, schedule, Tuesday, 10 o'clock.
38:13.08
Kennedy Kennedy
done. Because that that's where consistency is, is in breaking it up. People think consistency is consistently showing up thinking of the idea right in the idea. So the idea it's not consistency is just people receiving the thing consistently. And you have to hack your brain.
38:27.52
Mel
Yeah.
38:28.23
Kennedy Kennedy
to be able to make it consistent. So by doing it this way, I think you've got a way, not better chance. You've actually got a strategy a strategic approach, a genuine strategic approach, not a tactic that's called a strategy, because that's what strategy has been thrown around a lot.
38:42.39
Kennedy Kennedy
You've actually got a strategic approach, a method that breaks up the tactics to allow you to end up with the outcome you want, which is consistent messaging to your audience to drive them to an outcome that you've decided.
38:44.37
Mel
man
38:54.84
Kennedy Kennedy
and
38:56.29
Mel
Yeah, and it's it's definitely feasible and it sounds achievable as well.
39:00.34
Kennedy Kennedy
Yeah. And it's different to what you've been doing.
39:01.44
Mel
Oh, completely.
39:02.28
Kennedy Kennedy
it it It takes away, yeah, completely. And it takes away all the, all the problems. And this was only possible. This is the really big lesson for all of us is it's only possible by separating the different types of task.
39:16.54
Kennedy Kennedy
Planning, tritique strategizing, writing, creation, and technical work.
39:21.34
Mel
Mm.
39:23.74
Kennedy Kennedy
All set apart of your brain. In a large business, they'd each be done by a different person. Think about that. In a large organization, big company, one person would come up with a strategy. Somebody else would come up with a strategic approach to the emails. I want the first email to be about this, the second. This is what I do. I'm doing strategy, and strategic and coach, and consulting with people. I don't write the emails often.
39:43.71
Kennedy Kennedy
Not very often at all, in fact, very, very rarely. But I will say, email number one needs to be like this, number two needs to be like that. I'll tell them the themes, I'll tell them the hooks, the emails, and they go away, and then somebody else does the writing. And somebody else often will do like a spell check or a review, and then somebody else will load them into the system, like a CRM manager.
39:59.20
Mel
Yeah.
39:59.21
Kennedy Kennedy
Well, if you think about it, inside of our small business like us, all those departments are just our different split personalities in our heads. So we have to give our brain time to go, right, I'm not planning Pete, right?
40:12.29
Kennedy Kennedy
I'm now... you know, writing Wendy, you know, and then tomorrow I'm going to be technical Tina. So we we have to just have these different split personalities.
40:19.21
Mel
yeah
40:21.64
Kennedy Kennedy
And sometimes you've got a day between them. Sometimes you might just go and have a change of stay. Might be a quick walk, might be a cup of tea or a cup of coffee. It might be just you go and do it a different room.
40:30.01
Mel
Yeah.
40:30.12
Kennedy Kennedy
Or by riding on my laptop in the living room, always. Just do. um And I think this will get you close to that goal. How does that sound?
40:38.46
Mel
It sounds great because it actually sounds like something that I can facilitate because my problem was with chunking, I'd get tired. Like you were talking about, um, with trying to do the hooks and then doing the emails and you just get to the point where you're not offering value then. And so it's just, it switches off and then I don't want to write, which is what I said before we came on the call.
40:57.81
Mel
I'm at the point where I don't want to write anymore, but this sounds like it will allow me to have some creativity.
41:03.61
Kennedy Kennedy
I love it. Yeah. And what's really nice is because you own, because you're being creative within the hook, you've created another constraint, which is why, as we said, creativity is born out of these constraints, right?
41:11.98
Mel
well
41:12.37
Kennedy Kennedy
So you can just stay in creative mode. You don't have to like take yourself out of creative mode to creative mode to come up with a new hook, which is a logical strategic decision. Those were made yesterday, this morning, last week. All the strategy is done. And what's really nice is when you are writing within a strategy framework you've created, whether of it's hooks you've come up with, hooks from one of our frameworks, hooks from a framework you've got, whatever.
41:35.25
Kennedy Kennedy
You know that when you are creative and working within those hooks, it is working strategically. You're not having a second guess yourself and go, Oh, am I leading them to the right thing? You know, you are, cause you did that bit of thinking earlier.
41:47.43
Kennedy Kennedy
You got to just trust you did that thing. So i'm I'm naturally leading them towards that thing. So you are doing it, which means you're going to get better results because you actually had strategic approach rather than try to write in the moment, which is a creative activity.
41:54.09
Mel
Yep.
41:58.34
Kennedy Kennedy
So you're going to end with better results too.
42:00.30
Mel
Yeah, it sounds brilliant.
42:01.43
Kennedy Kennedy
Awesome stuff. um i hope I hope you all got value from listening to Mel and I's conversation. um Absolutely love it. If only anyone's listening, thinking about, oh, I'd love to connect with Mel or something like that. Mel, what's the best place for somebody to come and check you out?
42:14.62
Mel
So I tend to be on Instagram, mostly on social media. So I'm the Mummy Trainer UK on Instagram.
42:20.59
Kennedy Kennedy
Love it. The Mummy Trainer UK over on Instagram. Lovely. um Mel's always posting really good content, really interesting interesting stuff. So I definitely yeah would recommend you go and check all that stuff out. Thanks for being here. Hope you got loads of value from this, Mel.
42:32.35
Mel
Yeah, thanks for having me. I really appreciate it.
42:34.31
Kennedy Kennedy
Yeah, absolutely, mate. Brilliant. Great stuff. I'll be back next email marketing Wednesday with a regular scheduled show where it'll be me again, chatting all about all things email marketing. And again, if you want to be on the show, we've got some opportunities um for you to come and be in the hot seat and get my strategic insight a bit like we did with Mel as well. Catch you all next week. Thanks.