00:00.84
Kennedy Kennedy
How on earth do you balance being a content creator, giving lots of value, and at the same time, make sure you're able to make offers to your audience so you can pay the bills? Today, I'm joined by Emma Walker, and that's exactly what we're gonna be talking about.
00:42.75
Kennedy Kennedy
Hello, hello, welcome back to the show in this special episode. I'm doing one of those things again where I speak to another entrepreneur about their business, somebody who's already smashing it, already doing great stuff. And we talk about their email marketing and you get to listen in as I give them a consulting session, your lucky thing here. So sit sit down unless you're on the treadmill, don't sit down, that's gonna bloody hurt. Keep on keep on running and and enjoy this one. I'm joined by Emma. Hi, Emma, how are you?
01:09.14
Emma
Hello, I'm very well. Thank you. How are you?
01:11.90
Kennedy Kennedy
I am great, thank you. So in case anybody doesn't know much about you, the things I know about you, right, is I know that you're originally from York in the UK, that you now live in a beautiful Barcelona.
01:23.84
Kennedy Kennedy
and And annoyingly, we actually met each other literally two weeks after I just got back from a holiday in Barcelona. Otherwise, we could have been having tapas on the Ramblas.
01:31.26
Emma
Yeah, I know. But then again, if you'd come during in the summer, I probably wouldn't have left the house. It is so hot in the summer in Barcelona.
01:41.16
Kennedy Kennedy
It is hot.
01:42.76
Emma
It's like 35 degrees.
01:44.59
Kennedy Kennedy
Yeah, yeah.
01:44.75
Emma
um And with, you know, my pale English skin, I just can't. I can't leave the house.
01:50.17
Kennedy Kennedy
Yeah, I think I think it was like something like May and I found a last minute flight two two weeks in advance returns from Newcastle for £50.
02:00.93
Emma
That's stupid with suitcases as well.
02:03.18
Kennedy Kennedy
Uh, no, obviously i had ah it was, it was, you know, it was, uh, what was that company called?
02:04.71
Emma
Probably another 50 just to bring the...
02:06.80
Kennedy Kennedy
and It was another 50 quid for the time. How many, you know, extra 20 quid for the seat belt. If you want your own chair, you know, the usual stuff. Um, yeah and um I mean, we, we got chatting because I was just admiring the stuff that you're doing, and your contents.
02:21.01
Kennedy Kennedy
Great. You've got a, you've got a hell of a presence in terms of the content creation you've done. I mean, and for anybody who doesn't know you and but basically Emma's built this amazing business where she she teaches people how to improve their pronunciation of English.
02:40.01
Kennedy Kennedy
And I know you have a bunch of people who's English is not their first language and you have a bunch of people who's English is their first language and they just want to sound more articulate and stuff like that, like stop saying free when they mean three and and things like that, which is, you know, it's one of my personal pet peeves.
02:47.75
Emma
Yeah.
02:56.32
Kennedy Kennedy
And um you've got 850,000 YouTube subscribers and 250,000 Instagram followers. all leaning into understanding really the nuance of of speaking and pronouncing the English language, which, you know, I think a lot of us really get tripped up with.
03:10.09
Emma
Yep.
03:12.99
Kennedy Kennedy
Never mind. Never mind. Try to learn it as as a non-native speaker.
03:17.44
Emma
Yeah, no, definitely. Actually, this is why I started it. Um, I mean, I started out as an English teacher, English as a foreign language teacher. And I realized that a lot of my students were kind of like every time I would say a really simple word, I always come back to this one particular conversation I had with a student.
03:38.15
Emma
Um, we were in a lesson and I kept saying something like, you know, Oh, how did you, how did you get here? Did you come by car? Did you take your car? I remember I said the word car, right? I don't remember the exact question. Not important, but anyway. Um, and my student, she had a very, very good level of English. I think she was Spanish. Yeah. Spanish or Italian.
04:00.100
Emma
And she was like, I don't know what you're saying, Emma. And I was like, car, you know, like car.
04:06.81
Kennedy Kennedy
Brum, brum.
04:07.92
Emma
Yeah, like BB. I was you know a car. And then she's like, I don't know what this word is. I'm thinking this girl has a very good level of English. She knows what a car is.
04:18.85
Emma
um So I wrote it on the board. And she was like, oh, a car. And I was like, uh, she must've been Spanish. if so She said, she would say car. Um, and I was like, no, no, no, it's, it's car.
04:31.04
Emma
Um, of course I didn't correct her as brutally as that. if I did it in a nice teacher way.
04:34.72
Kennedy Kennedy
it is No, no.
04:36.45
Emma
yeah No.
04:38.94
Kennedy Kennedy
yeah yeah
04:39.43
Emma
it Slapped, slapped out that.
04:41.32
Kennedy Kennedy
Yeah, in your membership, it's just people getting a beating, isn't it?
04:41.39
Emma
ru
04:44.23
Kennedy Kennedy
That's what your membership is.
04:46.48
Emma
Just getting shouted at by me. I wanna add, I do not do that. um But yeah, I remember I said to her like, you know, oh no, in the UK we tend to remove the R and we tend to say car. And I wrote it in phonetics on the board and she's like, I have no idea what that is, but okay.
05:04.53
Emma
but She was a bit confused because she was like, why is there an R there? And then, you know, with other students, it was like, why their silent letters? Why do we say salmon and not salmon and talk instead of tolk?
05:14.69
Emma
You know, these sorts of things.
05:15.64
Kennedy Kennedy
And to be fair, these are questions we all have.
05:18.25
Emma
Exactly. But as native speakers, we have these questions as kids. Like we went through this pain when we were in primary school learning how to read and write. Like, I don't know if you remember the trauma of learning how to read, what was they call it called?
05:33.65
Emma
Biff and Chip or something like that. What was it called?
05:36.73
Kennedy Kennedy
Hungry, hungry caterpillar.
05:36.92
Emma
They were like the books. but like that yeah like but like the but The magic key. I remember I used to have to read the magic key in school, which for anyone listening is a book that we used to read in the 90s. It helped native English children learn how to read. And God, I still remember but reading and crying because I found it so hard like just making the sounds and and everything. and seeing that in my adult learners. I just had so much empathy for them. So I basically said to them, right, I'm i'm going to set you off with this task of going off on onto YouTube and looking for this sound and, you know, this concept. And they would always come back and be like, Emma, there's nothing, there's nothing on YouTube. I thought, oh, they're just not looking hard enough. I'll have a look then.
06:26.38
Emma
And there was nothing. They were right. um Anything that was out at the time, it was either for American English or it wasn't.
06:28.72
Kennedy Kennedy
Wow. Yes.
06:33.12
Emma
If it was for British English, it was very, very sort of superficial. Like it didn't go into the rules. It didn't go ah into any deeper layers.
06:42.86
Kennedy Kennedy
And was it like the Queen's English as well? Like when? When? And stuff like that.
06:47.59
Emma
and not quite not quite i yeah I actually always tell my students, don't don't try to speak like the queen because you'll get bullied.
06:56.46
Kennedy Kennedy
Right.
06:57.51
Emma
And and they understand. I mean, I still say things like bath. I don't say bath.
07:05.16
Kennedy Kennedy
Yeah.
07:05.35
Emma
Um, and I also, this is something that helps me empathize with, with my students is I had to learn quite a few sounds cause like in the north of England, we don't say up, we say up and things like that.
07:17.79
Kennedy Kennedy
Yes.
07:18.47
Emma
but So I had to learn this up sound and it doesn't mean ages. Um, but yeah, that's how I started my business.
07:24.22
Kennedy Kennedy
Yes, I've never even thought about that. but but we Yeah, we don't say, how how do you do the the Southern version?
07:31.55
Emma
Up. You need to like drop your jaw a little bit up.
07:34.39
Kennedy Kennedy
up. Oh, Up, obviously, is is is how we say it in the north.
07:36.81
Emma
Yeah.
07:38.58
Kennedy Kennedy
don't we Yeah, that's really interesting.
07:40.100
Emma
yeah
07:41.14
Kennedy Kennedy
So so this, but when you were doing this, I'm curious before we get into the email marketing bits, I want to make sure we've got full context here. When you were setting this up, this was just to put content on YouTube, it wasn't set up, you didn't set up the um you didn't set up the membership that you've got now.
07:57.57
Kennedy Kennedy
first and then be like, oh shit, I need to start YouTube to start getting some traffic. You were like, let's create some content for students first. Is that the right way around?
08:07.04
Emma
So I started because I finished my master's degree. So I, uh, for extra, extra context, um, I did my, my first degree was in English language and linguistics, and then my master's degree was in T soul education, teaching English to speakers of other languages. I finished that.
08:24.98
Emma
And I was like, you know, ah like a month after handing in my dissertation, I was like, I'm getting bored. i need I need another project. I need to do something. um And at this point, I was also ah just teaching one-on-one lessons in the city where I was living at the time, which was Bristol, if anyone's curious. So... um I just kind of thought to myself, look, if all my students are struggling with pronunciation, there's nothing out there.
08:53.73
Emma
and And I know about phonetics. I know about phonology because I literally studied linguistics for my degree.
08:59.63
Kennedy Kennedy
Mm hmm.
09:00.56
Emma
um Why don't I make something? Like I'm bored. I'm so bored. I may as well start ah doing something. And I was so scared. um I cannot tell you how scared I was to put my face on the internet. m So I just started out with Instagram.
09:16.92
Emma
just um I just used to create like little posts on Canva ah with a word and then I said something like, you know, if you want to listen to the pronunciation of this word, go to my Instagram stories.
09:30.32
Emma
So I posted a video of myself in my Instagram stories saying the word and this is how I built my confidence. So I didn't like throw myself into the deep end by making first minute YouTube videos.
09:41.60
Emma
It was very, very slow.
09:42.14
Kennedy Kennedy
Mm hmm.
09:43.93
Emma
Um, and then one day a friend of mine, another English teacher had a very big following at the time. And I was like, why are you talking to me? I'm just like, no one. And he said, Emma, if you're going to be teaching and using social media and especially teaching pronunciation, you need to make proper videos. So, so okay. Yeah, I'll do that. And then the rest is history. So that's how I got started.
10:07.19
Kennedy Kennedy
And now you're running a multi-six figure membership where you help people with this through hundred you know more than a hundred pronunciation videos, helping people to really have this this plan of of how do you you know move through things without getting overwhelmed and stuff like that. I absolutely love it. Okay. This sounds great. So now we kind of know what the product is. We're going to go in and have a little look at what the email marketing looks like.
10:44.62
Kennedy Kennedy
Great. So let's take us through the journey. Now we know what you do and sort of how you do it and how you ended up there. And we know obviously you're you're a real expert and this is not like surface level.
10:55.37
Kennedy Kennedy
You've got a master's in this stuff. So it's it's really backed up with having a shit ton of work really on it. have You know, you've really immersed yourself in this stuff.
11:01.40
Emma
Mm hmm.
11:02.59
Kennedy Kennedy
So your traffic channel, from what I can see, tell us a bit about where your traffic comes from before we get into the lead back. Let's go through that sort of journey. Someone hears about you for the first time. How were you finding brand new ears and and faces and and and new eyeballs to bring into your world?
11:19.58
Emma
The two main platforms I use are YouTube and Instagram. Those are the the two big ones. I have tested out Facebook, TikTok and other ways as well, but those consistently are always the the two that I've done the the best.
11:39.18
Kennedy Kennedy
Great. And, and right now, like, how often are you uploading to those platforms in order to keep this sort of level of leads consistent? Is that a thing you have to do every day or?
11:48.72
Emma
Uh, oh god, no. Like, you know, you get some people who say things like, oh my Instagram, you need to upload like three times a day. Definitely not. Like, don't don't waste your time. Don't burn yourself out. Um, if anything, I've just been focusing more on YouTube and I've been keeping YouTube as like the main platform and really focusing on ah search engine optimizing that because it is a big search engine, right? It's just like a video version of Google. I mean, it's also owned by Google. So when you search for something, usually people's videos pop up. I mean, you could do it right now if you go on Google and you type glottal stop.
12:25.26
Emma
um I should be the first one that comes up because I've just SEO'd the shit out of all of my videos. um Instagram isn't quite there yet, ah poor thing with SEO, but yeah, I still make content there as well.
12:41.48
Emma
I tend to make like two videos a week ah for them, but as I said, yeah.
12:44.44
Kennedy Kennedy
Okay, so that's still a fair amount. And do you do you batch do you batch create them or do you make one and then later in the week make the second?
12:52.36
Emma
Oh, you'd go crazy if you did that.
12:55.72
Kennedy Kennedy
Okay.
12:55.72
Emma
At least I would, I would definitely go crazy. um I definitely need to batch make. So what I'll do is I'll sit down, hit record, and then I'll do, when it comes to YouTube, maybe like three or four videos in in one day, ah depending on how long they are, because I post once a week to YouTube.
13:08.76
Kennedy Kennedy
Wow.
13:12.92
Emma
But when it's short form content, where it's like two videos, three videos, maybe a week, I could easily bash out like, 20 to 25 videos because they're so short, it's like 30 seconds and it's one word.
13:26.50
Kennedy Kennedy
Great, love it. And so on on a video, if you were to upload a new video this week, um how many views would you expect to get? I'm now sort of getting into the traffic sort of idea now of what viewership you're getting.
13:38.01
Kennedy Kennedy
So um how many views are on a video?
13:38.63
Emma
Hmm. Uh, you mean on YouTube or on Instagram?
13:43.05
Kennedy Kennedy
Yeah, let's let's do let's keep with youtubers kind of what's your primary one, even though I discovered you first of all on Instagram.
13:46.50
Emma
Yes. Yeah, yeah. um I mean it's hard to like ah talk to people on and YouTube, isn't it?
13:54.24
Kennedy Kennedy
Oh yeah, there's no that's a social interaction.
13:54.38
Emma
It's just the comments. Um, I'm just having to think like how I've usually been doing it honestly depends on the video. So I, I have content and I think this is something that people need to keep in mind as well when they create content.
14:03.31
Kennedy Kennedy
Okay.
14:09.28
Emma
Cause when I first started, it was all about like, you know, oh I've always got to reach the highest number of users as possible, but now I've started prioritizing SEO and making sure that my videos are, uh, ranking, uh, quite highly for very, very specific topics.
14:24.36
Emma
I know people are searching for. I know that some videos are not going to do as well as others. So I have what I call the bangers and the the SEO videos.
14:35.43
Kennedy Kennedy
You've got the bangers and the SEO videos. Okay.
14:39.51
Emma
So the I would expect to reach like at least a hundred thousand, which is what they've been doing. So when I go back and I look at the content and I'm like, Yeah, that one was a banger and it's reached over a hundred thousand, that one's a banger and it's reached over a million, and so on. But then, you know, maybe someone looking at my channel, they'll be like, yeah, but the majority of the videos are not reaching, ah you know, 250,000 and above, let's say.
15:07.23
Emma
But that's not because they're intended to be bangers. they They are intended to hit a certain keyword that people search for. So it really depends. um I always expect around like 50,000, like minimum.
15:22.44
Emma
Which doesn't sound like a lot, yeah but if it's specific.
15:22.68
Kennedy Kennedy
minimum. Okay. and mean It sounds like a lot if you think of it as human beings, you know, that's a Taylor Swift concert, you know.
15:27.74
Emma
Okay. ah ah True, true. and And if it's a very, very specific problem as well that someone has searched and they're looking for the answer, 50,000 is a lot.
15:38.96
Kennedy Kennedy
really yeah exactly and that's the thing i really like about this the level of intent is high like in terms of like wanting to solve the problem intent to buy something is a different thing which we'll get into okay so from eat and then in your videos what kind of call to action are you giving people so they can move to the next step so they'll they've searched for glottal stop there's a video there of you go and this is what that means this is how you do it this is If you're speaking Spanish, you might struggle with this way.
16:05.38
Kennedy Kennedy
If you're doing a mandarin you know ah um a mandarin or something, you might struggle with this way. How do you move into the next step of the journey?
16:11.80
Emma
Um, I have a lead magnet mentioned in all my videos.
16:13.92
Kennedy Kennedy
Yeah.
16:15.11
Emma
So I have two types of lead magnet. I have, uh, what I call, uh, I mean, I called it, uh, like an evergreen lead magnet with you, but you came up with another word.
16:17.46
Kennedy Kennedy
Yeah.
16:24.70
Emma
What was it? Like the but universal, that was it.
16:26.04
Kennedy Kennedy
Universal. But I mean, you call it evergreen. now i don' I want to talk about your business. That's fine.
16:29.75
Emma
I was going to say eternal. The eternal lead magnet.
16:32.92
Kennedy Kennedy
Eternal!
16:34.89
Emma
It sounds like really deep and beautiful. The eternal
16:37.41
Kennedy Kennedy
Yeah, ethereal.
16:39.22
Emma
yeah theyre relief like that um So basically that one is a very general one. It's what I ah call a pronunciation pack. And it can be promoted everywhere and anywhere. It's not specific and it targets like a range of pronunciation problems. So it gives people tips and advice, ah most commonly mispronounced words and so on. And then with the videos that I think are going to be bangers or that I think will generate leads.
17:11.40
Emma
How do I put this? um I think they'll generate like good leads. You know, that they won't just generate people who are looking for for free stuff.
17:22.08
Emma
um
17:22.32
Kennedy Kennedy
Okay, so your back so so basically your evergreen ones are kind of like yeah your reaching, anybody's never gonna look for it.
17:28.24
Emma
Exactly.
17:29.21
Kennedy Kennedy
Whereas these ones are more like solving a particular problem which have a high level of intent, people who are more likely to move on to the next state.
17:33.65
Emma
Yeah. Yeah.
17:35.99
Kennedy Kennedy
Have I understood that right?
17:37.90
Emma
ah Exactly. So for example, it could be a video about like ah three steps on how to get a British accent. So I create a PDF ah that has those three steps and then some activities for them. And then they can download that. And then I know that those people who have downloaded that specific lead magnet, they want to achieve a certain accent and they're interested in learning more. So then it makes sense to create a specific lead magnet for that video.
18:05.50
Kennedy Kennedy
yeah Have you ever thought about doing this, because you're very much doing this proactively, like, hey, I know this one's going to be a banger, so I'm going to make a specific lead magnet for her.
18:17.56
Kennedy Kennedy
Because obviously, if you did a different lead magnet every single week, like, when we first started our business, we saw Amy Porterfield doing a different lead magnet for every podcast episode she was doing. with We thought, that's the way you've got to do it.
18:29.06
Kennedy Kennedy
Turns out, all I did is spend all week thinking about fucking lead magnets rather than growing a business. So no wonder it took us a lot longer than it should have done to get you really going anywhere.
18:33.79
Emma
Yeah.
18:36.79
Kennedy Kennedy
So you're doing only on that on the ones that are going to be bangers. Great. Do you ever go back and go, actually, that was a surprising success. I should then I should create a specific lead magnet for it and insert it.
18:46.08
Emma
Yeah.
18:50.35
Kennedy Kennedy
And I don't know if that's possible in YouTube land to go and insert ah a little insert like that. Have you ever done that?
18:56.78
Emma
I haven't. I kind of have. um But I've gone one step further. I've remade the video. So I'll give a ah real example. There was a video I did about how to pronounce ED endings, right? So I wanted, needed, liked. Because a lot of English learners, they say like, like it. This is a really, really big problem that English learners have.
19:21.30
Emma
And that video, I first made it maybe like five or six years ago when I first started my channel and it did relatively well for how my channel was at the time. And instead of going back and making a lead magnet up for that, because even though yeah ah it's an old video, like it's it was still ranking quite high.
19:37.55
Emma
But I thought, you know what? um umm just gonna um I'm just redo this video. And it ended up getting, I think, over like half a million views. like is It's done so well compared to the last one, which didn't even reach 100,000.
19:47.80
Kennedy Kennedy
Brilliant, brilliant.
19:52.66
Emma
But keep in mind, that was a video I made right at the start of when when I first started my channel. And that lead magnet for the ED endings has been one of the the biggest ah lead generators, ah like out of all the specific lead magnets I've made.
20:07.14
Kennedy Kennedy
Wow.
20:09.82
Kennedy Kennedy
Amazing. Amazing. So let's continue on that journey. So people find you on YouTube by looking for a thing. They see that you make a call to action of how you go download this PDF or pronunciation pack, whether it's a banger or, or or an evergreen or universal um lead magnet.
20:26.16
Kennedy Kennedy
They go to the, like they, you give them a ah URL, they go to the URL, they get a call to action.
20:29.92
Emma
Yep.
20:31.64
Kennedy Kennedy
They opt in what happens next. So as soon as I've given you my name and email the address, first next, what are you collecting? Just first name, email the address. Is that it?
20:38.88
Emma
Oh, this is a really good question because this month, this week actually is on my to-do list to make this change. I realized that a lot of people who joined my membership are teachers. So they're non-native English teachers who want to learn more about phonetics and pronunciation to help their students.
20:58.27
Emma
But the kind of emails and stuff that I was sending in the past were very much like, um, learner centered. So what I've started doing, and it makes no sense to like email teachers and kind of say, um, you know, Oh yeah, do this so you can get better paid job off opportunities or something. Well, um but that doesn't make sense to an English teacher. So I've now, um, I can't really say I've now maybe by the time this podcast episode goes out, it will be in place, but.
21:28.20
Emma
I'm planning to click their name and email address but first name and email address as usual, but add a little drop down menu so that they can select whether they're a learner or a teacher.
21:40.16
Emma
And then when I do promotions, I can target them with different ah pain points different benefits.
21:46.66
Kennedy Kennedy
and love that ah tell you what that will do as well is it will improve the quality of the people on your list so we've started adding an additional dropdown not like an open box where but can type more stuff in and nothing I found that when i add in like give us your phone number adds a lot of um friction.
21:47.83
Emma
Yeah.
21:57.86
Emma
Lona.
22:05.85
Kennedy Kennedy
So i'll call it our lead numbers ah quantity actually drops a lot. It's a bit like, oh, now you're going to call me? Like some some funnels you need to include that because of what the funnel is.
22:13.24
Emma
Yeah.
22:15.99
Kennedy Kennedy
But if you could if you don't need to, adding some friction um really can work and having a drop down that they can choose from of like, what's their stage or who are they at? Where are they at? And this idea of, are you a learner? Are you a teacher? In fact, I'll tell you about one of our other students who, um who's a coaching client of mine, who also lives in Barcelona, she's from New Jersey in the States, lives in Barcelona. She we We similarly made another change in her business for her lead magnet, which was um because she has people who are teachers of tap dance or people who want to learn tap dance.
22:47.28
Kennedy Kennedy
So interesting that you're making you're you're making that change.
22:49.20
Emma
Mm hmm.
22:50.08
Kennedy Kennedy
And I think it's going to serve you very, very well. but Again, so you can just target that messaging. So that's great. I've opted in. I've told you I'm a learner. What do I see on the next page?
23:00.08
Emma
Um, right now you will just see a thank you page that says, check your inbox. Like it doesn't say anything else, which is terrible.
23:06.42
Kennedy Kennedy
Yeah. yeah
23:09.71
Emma
Um, but what we're going to start implement ah by we, I'm using the Royal we, I mean me, I, I will be changing the the thank you page so that it leads straight to, um, uh, what is it?
23:15.36
Kennedy Kennedy
yeah
23:23.83
Emma
Like a tripwire page essentially. And I'm going to test out. uh doing a a tripwire um but i don't know whether you would call it a sales page is it still a sales page if it's or do you call it a tripwire page ah okay yes yeah yeah
23:38.52
Kennedy Kennedy
like Yeah. It's a tripwire offer page, isn't it? Yeah. And and is that that's going to be straight for the membership.
23:45.74
Kennedy Kennedy
And that offer on that page, are you planning on making it? Hey, sort of your your membership's like 50 euros a month, right? So is it like, Hey, give me 50 euros?
23:52.85
Emma
her
23:55.48
Kennedy Kennedy
Is it Hey, give me 50 euros and you get a bonus when you join on this page? Or is it a trial? Hey, it's gonna be 50 years a month, but the first one's $7, like a seven euros. What are you doing?
24:06.81
Emma
Um, so I've spoken to other teachers ah who have memberships and they've tested out doing trials, uh, paid and free. And they always recommend do not do a free one, like major people pay.
24:18.82
Kennedy Kennedy
Yeah. Yeah. Yeah.
24:20.35
Emma
Um, and they've just found that it's ended up not converting very well. Like people don't tend to stick around for very long. They, they pay, they get all they can for like the, there's seven euros and then they're gone.
24:30.87
Kennedy Kennedy
Yeah.
24:31.53
Emma
Um, and very few people actually stick around.
24:32.17
Kennedy Kennedy
Yeah.
24:34.04
Emma
So. I mean, it could work for my audience. It's not something I've tested, but what I've found does work with my audience time and time again, when I've done promotions is bonuses. So I'm going to be throwing in a few bonuses. Um, I've got like a ah free seven day audio course. So I was going to throw that in. There's going to be a PDF full of loads of tips and advice and exercises and things. So they they're going to get a lot. And then the idea is.
25:02.24
Emma
you know They'll land on this page, they'll receive the email with the lead magnet, and then they'll enter into a welcome sequence.
25:13.33
Emma
And in that welcome sequence as well, I'll be kind of warming them up and reminding them, look, there there's also this ah offer waiting for you.
25:23.51
Emma
So I'll just be promoting that same offer that's on the the landing page, the tripwire page.
25:27.19
Kennedy Kennedy
Yeah, yeah. Yeah. Yeah. Great. So they, so they go through that, they see that tripwire page, then they've got a welcome sequence, you've got a reminder of it. And then after that, I think you then just take people into your newsletter, which comes out every single Friday, your phonetics Friday um newsletter.
25:43.96
Emma
yeah
25:45.74
Kennedy Kennedy
um And that's what they're receiving. And in that phonetic Friday newsletter, ah are you doing any promotion in that at all? Or is it purely content and value?
25:54.95
Emma
No promotion, nothing.
25:56.96
Kennedy Kennedy
Okay.
25:57.84
Emma
um Like I don't even have a link to my course. that There's nothing in there. um It's literally just the content that's been posted that week. So it could be like one of the shorts or Instagram reels, could be a podcast episode that I've done or like an old episode.
26:16.70
Emma
Um, it will, but usually I use it for my YouTube videos. So it'll be that week's YouTube video and the PDF as well. Um, if I don't have a PDF or anything for the video, what I tend to do is I add like a little quiz or I take some key vocabulary. So they're getting even more value. So it isn't just like, Oh, well, I'm just going to subscribe and just watch Emma's videos on YouTube. Actually, if they join the newsletter, they'll get that little bit extra.
26:46.07
Emma
Yeah.
26:46.28
Kennedy Kennedy
How long do you spend putting that newsletter together each week?
26:49.06
Emma
Probably about an hour. About an hour.
26:51.26
Kennedy Kennedy
Okay.
26:52.03
Emma
Because I also have a behind the scenes, ah like a life update section as well. Because I know a lot of people they really like to know about me.
27:02.31
Emma
At first I was like, why? Why do they want to know about me? But then I started to think, oh well, when I follow creators and other teachers and stuff, I want to know what they're doing in their daily lives.
27:05.45
Kennedy Kennedy
and
27:12.50
Emma
So yeah, I'll share updates about what I'm doing and people like that. get It builds trust in me as well.
27:19.44
Kennedy Kennedy
Yeah. Oh, definitely amazing. Well, three dimensional rather than just the person who talks about, they've got more hooks to like the fact that, you know, when we first had a conversation months ago now, I know we got, we got on really well because we were like, Oh, you're from the North.
27:33.10
Kennedy Kennedy
And Oh, you live in Boston.
27:33.95
Emma
Yeah.
27:34.26
Kennedy Kennedy
Like there were so many little things you like travel, you've got online bits, like so many little things that we have in common. And that's what builds friendships. That's what builds trust. That's what builds, you know, any kind of relationship at all.
27:44.75
Kennedy Kennedy
So that's, that's perfect. So, um, Let's get into this thing because i might my first question is, I have many, but why are you not? what's the Why have you not got any promotional stuff? You're spending an hour putting this thing together. other Every week, you're spending four or more hours every single month putting this newsletter together, not to mention all the content you're putting together, which you're already putting out there. Why haven't you put any promotional stuff into your newsletter as of yet oh after all these years?
28:13.72
Emma
I think it's because in my head I've always separated um value emails and promo emails. Like in in my brain I see it as like, this is a value email, therefore I cannot sell you anything.
28:29.02
Kennedy Kennedy
Hmm.
28:29.82
Emma
It must only be education and value.
28:32.50
Kennedy Kennedy
Hmm.
28:32.77
Emma
And promo emails where it's like, oh yeah, here's a little bit of ah education, but I'm also selling you something and this is why I've given you um giving you some education if that makes sense.
28:46.27
Kennedy Kennedy
I think that's a really common belief as well, you know, I think as people who are like, this is my content, this is where I give value, this is my newsletter, air quotes, newsletter, um um and this is, I'm selling now, I've put my salesman's red tie and jacket on and now I'm the salesperson, you know, ah but ah and I think people do, do separate that.
28:46.39
Emma
It's almost like a trade.
29:04.30
Emma
Yeah.
29:08.18
Kennedy Kennedy
and But heres here's something to think about with that. And I really, I know you're here for your, you said to me before, I want you to challenge me. You call this a roast to your personal trainer.
29:15.67
Emma
Yeah. Roast me. I'm here.
29:18.55
Kennedy Kennedy
You're here for it. I don't think I'm going to be that mean, but I am here to challenge you. And this is what I want you to, I know this one of the things you want to talk about today was. and so we'll have some ah some advice on was this mindset stuff around how do you balance? You're from a background of wanting to help, wanting to be content creator. ah that All the content stuff on YouTube and Instagram came first. So naturally, and this is an interesting mindset, like if you've come originally from content first into then, oh, shit, I can monetize this.
29:47.77
Kennedy Kennedy
you are always going to think content first. Whereas somebody who's come into something where they started a business and then they found a traffic method, they'll be like, how do I sell the hell out? And they often have the opposite problem. I'm like, chill out, give some value.
29:59.72
Kennedy Kennedy
So here's the
30:00.70
Emma
I never even thought of it like that. yeah
30:03.88
Kennedy Kennedy
And it's all to do with like your initial intent. It's the primacy, recency principle of like what is the seed that started this?
30:06.30
Emma
yeah
30:11.82
Kennedy Kennedy
Because if you plant a banana tree seed, you're going to grow a banana tree. but And it's hard to grow plums on that tree. I don't know how the hell I got that shitty metaphor, but you are welcome, everybody.
30:22.94
Kennedy Kennedy
um but but but But that's the way it is. though youve you've grown you you know You've started the seed this way, and and you've moved it into a monetized model. So the problem with purely promotional emails, even if they've got a little bit of teaching in them, is people know. They know. They know that you are, because I know currently you're about to move from an open and closed membership model to an always open model, which I think is a great great idea.
30:50.30
Kennedy Kennedy
The problem when you shift from, I'm in content mode and I'm giving you these great, this but these bits, this value, and then you suddenly go, oh, now I'm in launch mode, is they can smell it. You can smell it. You know from all the gurus and all the people who you follow, the creators you follow, you know when they're in promo mode because the subject lines change. You can have it before you even open an email. The frequency changes. Oh, they've been there like twice this week.
31:14.38
Kennedy Kennedy
We're getting ready for a launch now compared to when she only emails on a Friday with with the bits of content.
31:16.22
Emma
That's really true.
31:19.65
Kennedy Kennedy
So that changes.
31:20.39
Emma
Yep.
31:21.48
Kennedy Kennedy
And the problem when people can sniff out when it's promo time is your readership of people who open those emails changes.
31:31.14
Kennedy Kennedy
The people from your email list are different people. So for example, if I know somebody only is emailing me right now because they've got something to sell,
31:39.63
Emma
Hmm.
31:41.60
Kennedy Kennedy
I'm only going to open those emails if I'm remotely interested in finding out what they're selling, how it might help me. So if I'm on someone's list today and they teach pronunciation, if at the minute I'm not really bothered about honing that skill right now because I'm busy you working on something else, I'm not working on some personal stuff, I'm currently working on some, on on maybe my other personal stuff, maybe my health or maybe I'm doing some business stuff, but that's currently not my focus, I think you teach, then I've got no reason to open the email.
32:08.47
Emma
Mm-hmm. That makes a lot of sense.
32:09.88
Kennedy Kennedy
The only reason to open a promotional email is to find out what's being promoted, what the price is, and what and how I get it.
32:17.99
Emma
Yeah.
32:18.68
Kennedy Kennedy
Whereas, if you, in the bottom of each, or part way through, i but i I didn't recommend, part way through your Friday email, and this is going to be much easier when you've got an always open membership, have a casual mention, a little box that says, hey, here's a good reason to join this week, to join this week, to join now, to join today.
32:40.75
Kennedy Kennedy
Well, you're going to get more eyeballs on that because you've got all the people who want to see what you're selling, they're opening it because they want to see there's a mention from you about something I can buy from you and all of the people who want to just get content, you're also getting their eyeballs.
32:55.54
Emma
Yeah, that makes a lot of sense. So it's almost like a kind of sponsored segment, isn't it?
32:59.97
Kennedy Kennedy
Is that exactly what it is?
33:00.00
Emma
Like if ah like with a YouTube video, it would be like, by the way, you know, and that you promote someone else's content or your own content. But yeah, and I never even thought of doing that.
33:08.11
Kennedy Kennedy
Yeah. yeah
33:10.73
Emma
Yeah. And they can't even complain because it's like, well, you've got like all this free content anyway, and literally a million free PDFs and and things. Yeah.
33:20.84
Kennedy Kennedy
yeah they're getting lots of other value they've got a really good reason to open it because otherwise what you're doing is you're limiting the viewership to people who just want to see the promo content will open the promo content whereas if you literally you could double I mean I think there's probably four times
33:21.79
Emma
That would be good.
33:38.22
Kennedy Kennedy
or more, maybe 10 times the number of people who want to just see your free content. So by switching to actually adding promos into your heavily content based emails, you are going to expose your offer to 10, between four and 10 times more people.
33:54.53
Emma
Yep. Mm-hmm.
33:57.61
Kennedy Kennedy
massively, massively powerful, all by just doing this this week this week's newsletter is brought to you by, and then the name of your of your of your membership, which is called, what's it called?
34:08.13
Emma
Emma's pronunciation help.
34:11.48
Kennedy Kennedy
Yeah, so this week this week's um me this week's um Phonetic Friday is brought to you by Emma's Pronunciation Hub. Click here to to get this free when you join today.
34:23.53
Emma
Mm hmm.
34:23.80
Kennedy Kennedy
people The reason that Facebook ads work so well, the reason that YouTube ads so work so well is because we see an ad while we're busy consuming a bit of content. I'm busy learning on YouTube how to wire that rewire that plug and then partway through, you pop up and go, you're crap at pronouncing the word segue.
34:43.29
Kennedy Kennedy
You can learn how to do it in my pronunciation. Like that's why those ad platforms work. And if you apply that wildly successful technique, which is interrupting value, which is what you need to do, you're going to have way more viewership.
34:55.34
Emma
Mm hmm.
34:57.18
Kennedy Kennedy
And I think that could be really, really powerful for you.
35:00.29
Emma
Yeah, that's something i I definitely want to try. I'm definitely going to try that. I'm definitely going to try that this week and see what what happens. ah because yeah the The one thing that I that i have, ah like the one problem and the struggle I have is but feeling guilty for selling, which is crazy because I was like, I have bills and you know I don't think supermarkets feel guilty for selling food, which is a genuine necessity because they have to pay for for everything as well, right?
35:29.59
Emma
But yeah, I think I'm adding that little segment in there. I'm just wondering as well, because this might be something that but people listening are also thinking of. If I have ah my my welcome sequence and my trip wire, let's say I have offer.
35:45.57
Emma
I have the membership offer and then I have and bonus one and bonus two.
35:49.54
Kennedy Kennedy
Okay.
35:52.91
Emma
okay that like I give them all the bonus, bonus one, bonus two.
35:55.50
Kennedy Kennedy
Sure.
35:57.12
Emma
But then in the weekly emails, and You know, it would feel a little bit weird maybe offering them bonus one and bonus two again. So would you not offer bonuses? Um, cause I feel like they may need some, like, would they need some reason to join or would that reason be more like.
36:18.82
Emma
like a benefit in some way to them. Like, oh, if you're struggling with pronunciation or if you found this YouTube lesson difficult, maybe you want to check out, you know.
36:29.64
Kennedy Kennedy
So I think the first thing is, what we have to do is remember that until we give somebody a reason to make this thing a priority, it's not a priority. right So if I said to you, hey, at some point, yeah um where you know we might switch the electricity off in your house.
36:50.19
Kennedy Kennedy
unless you send as a tenner. You'd be like, well, I'll see what happens.
36:52.31
Emma
Hmm.
36:53.91
Kennedy Kennedy
What if I say, hey, I'm going to switch that off in your house so tomorrow, unless you pay me a tenner now, you'll be like, I'll get you a tenner now.
36:56.75
Emma
Hmm.
37:00.77
Kennedy Kennedy
You make it a priority. So what we have to do with our subscribers, with human beings, is we have to turn things into a priority. And one, and only one, people think this is the only way, it's not the only way.
37:12.11
Kennedy Kennedy
One of the methods for doing for moving things up the priority list is by telling people the consequence of not doing it now.
37:20.03
Emma
Yeah, that's true, like future pacing a little bit. and
37:22.75
Kennedy Kennedy
and also taking things away. So during the welcome sequence, they might get bonus one and two, but the reason to join during that time might be because at the end of the welcome sequences, ah sequence those two bonuses won't now be included. Different bonuses might be, we'll not talk about that yet, but if they want these particular things, they have to get them during this welcome sequence and then that's going to expire.
37:47.52
Emma
hello
37:47.62
Kennedy Kennedy
and then what you can do and I know you've already got plans for monthly having a reason to join because you're doing like a monthly challenge or a monthly workshop or a monthly new topic that is like the timely reason to join now because next on Monday we're going to start talking about the ed pronunciation or or um
37:58.50
Emma
Mm-hmm.
38:08.95
Kennedy Kennedy
or TH or how you you know the silent G or you know whatever it's gonna be. um That's what you're gonna do. You can mention that in the newsletter.
38:18.81
Emma
Yeah, that's a good idea.
38:19.18
Kennedy Kennedy
right and the and And here's the next bit is to look at The bit in the newsletter, if it's in ah in a in a content heavy piece of material rather than your launch material, I wouldn't be looking at making it a really like, oh my God, you've got, don't think of it like a launch.
38:36.85
Kennedy Kennedy
I want you to think about that bit as the the way someone can join when they're ready.
38:42.14
Emma
Mm hmm.
38:44.80
Kennedy Kennedy
because they might receive your newsletter for three weeks, three months, a year. And then at some point they go, do you know what it is? i I've been reading this every week and I just want to go faster. I just want to make it more ah more guaranteed. I just want to have a a programmatic approach where it's, I follow step one, step two, step three.
39:06.86
Kennedy Kennedy
And now I realize, rather than just reading these lessons, which are in a random order, I want a a syllabus type approach. Now I'm ready to enroll. That's who that promo's for. And every now and again, when you are in launch, you'll put a bloody launch thing in there and you'll make it, you know, and and show the picture of the bundle that's included and include that. But the key is you're doing that with the maximum number of eyeballs, with the maximum number of attention, because it is among the content which is purely valuable yet you're showing people and you can upgrade and you can upgrade when you're ready and I would do one as the second or third segment down like so not too far down and maybe end with it as well.
39:39.05
Emma
Hello.
39:50.98
Kennedy Kennedy
um I would do it in two places. How does that sound?
39:54.59
Emma
That sounds good, but I guess maybe the the end part wouldn't be as in your face as the part that's further upright. Maybe just, I was also thinking of testing out ah the PS.
40:06.00
Kennedy Kennedy
Yeah.
40:06.26
Emma
So, cause I found that ah one, a lot of people use like PS and then they add like something really important ah in in the PS at the very bottom.
40:16.32
Emma
um And I've also tested it as well and found a lot of people click the link, um, in the PS instead of clicking that exact same link higher up in the email.
40:27.50
Kennedy Kennedy
And the reason for that is I did some research from some people who actually like conducted the research. According to the the reports I was reading, 90% of people read the PS. So everyone reads the subject line and the opening line, and then they scroll down and they'll see the PS. So definitely be implementing the PS. PS, when you're ready, um here's here's a cool, you where we're currently open for enrollment in the program.
40:53.63
Kennedy Kennedy
There's nothing wrong with that. um And I think having that in there and just changing what that text is will constantly reset attention. And to and to cope with new ideas for that how you present that, if you train chat GPT or Claude in your voice and tone, you can ask it to come up with 52 variations of how to say that.
41:14.09
Kennedy Kennedy
which I've done for other things like, can you give me like 10 variations on how to express this? And you know, two or three of them will be good. And you can use them and just tweak them a little bit. And that's really a good use of it. Again, because you want to reset people's attention, which you're already doing through having new content each week, but you don' want to make sure that PS doesn't become blinded.
41:30.11
Emma
Yeah, yeah, exactly. You don't want it just be, just to be like, um, like an email signature, you know, where it's just like the same thing each time.
41:36.34
Kennedy Kennedy
Yeah.
41:38.00
Emma
Yeah, that's, that's really good.
41:38.02
Kennedy Kennedy
Each time. Yeah. Yeah.
41:40.10
Emma
So you recommend having a different bonus. Um, like with the.
41:44.15
Kennedy Kennedy
or just a different reason a different reason to join. So what you could do, when you're when you're looking at your promotion plan for the month, one, you're gonna have a reason to join for at least one week, which is gonna be the topic that you're gonna be teaching in the challenge or whatever it's gonna be the next week.
41:48.14
Emma
Yeah.
41:58.48
Emma
Yep.
42:00.03
Kennedy Kennedy
So that's gonna be, hey, do you um join this week and get access to the TH challenge um in inside the membership for only 49 euros or whatever it is, um click here, great.
42:11.44
Emma
Yeah.
42:13.79
Kennedy Kennedy
But like on weeks maybe on on the other weeks, you might be like, hey, I'm good i'm just coming with the different one different bonus each month. You don't need a new bonus each week each week. Definitely, definitely not.
42:23.68
Emma
No, no, I would cry.
42:23.88
Kennedy Kennedy
But if you just had a different bonus each month, I think that will be um i think that would give them a reason.
42:27.26
Emma
yeah
42:29.87
Kennedy Kennedy
um you know join in you know Join in January and get this. Oh my God, that's great. Join in February, get this. So and they can say, and do you know what?
42:37.33
Emma
Mm-hmm.
42:39.51
Kennedy Kennedy
Once you've got, I mean, heck, you can have six of them and just cycle them. You can have the same one in January and July.
42:45.36
Kennedy Kennedy
There's nothing saying you can't do that as long as there's a decent amount of space between them. But but the really important bit here is to give them a reason that is going to expire and show them, hey, that's going to go away.
42:56.16
Kennedy Kennedy
So they go, God, I want to do it now because you know I'll buy a new PlayStation game because when it's on pre-order, It comes with this extra bunch of stuff. I'm like, oh, I'll buy it on pre-order. It's the same price as it's going to be when it's actually released, but I might get some extra outfits or some extra weapons or, you know, whatever it's going to be, extra parts of the map because I'm buying it on pre-order.
43:06.39
Emma
Hmm.
43:17.99
Kennedy Kennedy
And it's the same thing. Like just give me, give people a little reason, give people a little reason. And then, and and they and they'll go, yeah, this is the time for me. And then it's that dripping. So I think there's two really important parts before we wrap up today.
43:30.13
Kennedy Kennedy
I think the first part is when when you've got maximum eyeballs, which is going to be your content only Friday newsletter, put promo into that. Weave it in as its own block.
43:41.52
Kennedy Kennedy
And I would test whether you make it look like an ad and like really like be like, this is a bloody ad. It is sponsored by this thing. It's got an image. It looks like an ad. It smells like an ad. It tastes like an ad.
43:52.02
Kennedy Kennedy
It's an ad.
43:52.16
Emma
Okay.
43:53.24
Kennedy Kennedy
And I would try and I would try that for a couple of weeks. Then the two weeks after, write it more like an article. So and they used to be called, um oh shit, what were they called? There was a thing called, advertorial is what they used to be called, advertorial. Back in the day, people would take out full page ads in newspapers and in magazines, and they would make it look like it was another article in the same magazine. They would match the font, they would do the font size, they would make it look like it. But actually, it started off looking like an article with a headline that looked like an article in it, but then it was actually an offer. So again, I would try even blending it in to look like an article. So do some that look like ads and then in a cup and see what your click-through rate's like, see what your sign-up rate's like for the offer, and then try doing some that look like an article, which are
44:45.74
Kennedy Kennedy
you know, ah maybe a benefit. Hey, you know, the the one the but the biggest benefit of this thing, chat da the da little article, and you can enroll now for this.
44:52.82
Emma
hmm yeah but um and that's such an easy thing to test out like I can literally test that out this week I don't have to sit and like plan everything and yeah it's such an easy fix
44:53.96
Kennedy Kennedy
And then the next section is the next section. So I would do both types of that. Definitely.
45:05.93
Kennedy Kennedy
Yeah.
45:10.73
Emma
ah
45:10.97
Kennedy Kennedy
And that's what's amazing to me about when people go, oh, email marketing, it takes so long to get results. Everything that I do is like, what can we do now? Like you've already got people coming to your email list.
45:21.37
Kennedy Kennedy
like How do we take what you've already got, test something out and see if it makes an impact.
45:23.66
Emma
Hmm.
45:25.64
Kennedy Kennedy
And what we've discussed, I can't see it making a negative impact. I can't see any negative to it. So we test it. We've got a couple of variations to test. Is the article version going to work better than the ad version? I think you're probably going to flip flop between them actually at different times.
45:44.82
Emma
Yep.
45:54.07
Emma
Yeah. Nah, that sounds really good. Ah, you really both ate me.
45:58.37
Kennedy Kennedy
Yeah, I love it.
45:59.39
Emma
Yeah, yeah.
45:59.68
Kennedy Kennedy
and And in terms of like not wanting to keep you know keep asking people um for money, the good news is that maybe you've got 10% of your audience or 5% of your audience paying you while everybody else is consuming your free content.
46:00.35
Emma
Thank you.
46:12.91
Kennedy Kennedy
That's great. The 5% of your audience who can afford and have decided this is a big enough priority for you for them to invest in, they are basically sponsoring the education of all the people who are getting it for free.
46:27.92
Kennedy Kennedy
So let them do that.
46:28.46
Emma
Yeah.
46:29.85
Kennedy Kennedy
Because they're actually, I letting them invest in you, they're actually giving the gift of this pronunciation to all of the other people.
46:30.05
Emma
That's it. Yeah.
46:37.18
Kennedy Kennedy
Because if they didn't keep, if they didn't do that, you couldn't keep making this content, you'd have to go and get one of those things called a job.
46:42.87
Emma
Yeah, like a real job. No, just making videos.
46:48.09
Kennedy Kennedy
Yeah, you'll have to go and work for the man.
46:49.36
Emma
yeah ah know and No one wants to do that.
46:50.05
Kennedy Kennedy
Do you know what I mean? And nobody wants that.
46:52.51
Emma
I can't do that again. It drove me insane once.
46:56.68
Kennedy Kennedy
This has been a great conversation.
46:56.99
Emma
Yeah, that's really good.
46:58.39
Kennedy Kennedy
How's this been really valuable to you? and
47:00.01
Emma
ah Very, very, yeah. I never, it sounds so stupid. It's so simple, but for sure there are other people listening. um But i I always separated promo and and and value emails. And I never even thought of like sponsoring my own newsletter, my my own weekly newsletter. It's funny actually, ah because, you know, you mentioned, um you know, what you could do is write a little article and then mention it there.
47:26.73
Emma
many, many times I will write in like the life update section of this email. I'll say something like, oh, I've been working really hard preparing this presentation for the hub. Um, and I don't even bloody link it.
47:37.78
Emma
And now I'm thinking like, Oh, I should at least link it. Like it is.
47:42.43
Kennedy Kennedy
Yeah.
47:43.17
Emma
Yeah. Yeah. It's such a wasted opportunity, but, um, yeah.
47:45.59
Kennedy Kennedy
Because it's, and it's wasted too. and um And by the way, you're not the only person who is separating those two things out. That is a very, very common, I would say most people do exactly that.
47:50.60
Emma
Yeah.
47:53.95
Kennedy Kennedy
They separate promo from content.
47:55.63
Emma
Okay, I'm normal then.
47:55.83
Kennedy Kennedy
And I think once you integrate them, you get more eyeballs because you also get more um reciprocity because they can see how much you're giving, right?
47:58.79
Emma
yeah
48:03.53
Kennedy Kennedy
There's, there's much, and also think about it. If you're, if you send an email that only has a promotion in, that's all you're doing is asking. Whereas if you dilute the asking, but yeah I'm talking about your mindset here, if you think and amongst all of this great value I'm giving them in this e-mail on Friday, there's one little ask, that's way less overbearing.
48:25.56
Emma
yeah Yeah, I'm gonna test it out and then I'll let you know how it goes.
48:27.33
Kennedy Kennedy
Right?
48:29.95
Kennedy Kennedy
and then And then finally and then finally is is your is your bit about, I've mentioned the hope and the about me you know in in my life updates section, and I'm not linking to them. Imagine people reading that and going, damn, that sounds like exactly what I need. And you're not even telling them where to go and get the help.
48:45.100
Emma
You know what's even worse is like I even get some people emailing me being like, tell people at the hub! They actually email me, they're like, what is this course?
48:56.33
Emma
So people, people, oh, I'm so stupid. What am I even doing with my life? Sometimes I ask myself like, how do I even have a business?
49:03.48
Kennedy Kennedy
yeah
49:03.95
Emma
How have I been running a business for so long?
49:04.71
Kennedy Kennedy
ah
49:07.55
Emma
I've just been winging it this whole time.
49:09.92
Kennedy Kennedy
Oh, we're all winging it.
49:10.32
Emma
yeah
49:10.95
Kennedy Kennedy
Don't worry, we all feel like that sometimes, definitely.
49:12.82
Emma
Oh, it's what I'm coming to learn. It's like everyone is just winging their businesses. though No one's got a clue when it comes to their own business. It really feels like that sometimes with me at least.
49:21.59
Kennedy Kennedy
but What's really interesting about what you said is the amount of people who've replied and said, hey, tell me about this hub thing you mentioned casually in the newsletter but didn't link to, they're the people who have the time and put the effort into even sending an email, which takes thought.
49:26.35
Emma
Yeah.
49:32.80
Emma
I know.
49:34.17
Kennedy Kennedy
How many people would have clicked the link and just bought the damn thing?
49:34.26
Emma
I know.
49:37.34
Emma
I know. What am I doing?
49:38.50
Kennedy Kennedy
and you would have the money, you'd have the member and you'd be helping those people.
49:42.66
Emma
I'm faster as well. They wouldn't be waiting for me to reply to them. Which takes me like three.
49:45.83
Kennedy Kennedy
Yeah, you'd have less customer support, you'd have less emails to reply to, great.
49:48.38
Emma
Yeah. Yeah, exactly. Alright, so win-win. Yeah, you're right.
49:53.49
Kennedy Kennedy
Brilliant. Brilliant. Love it. Thanks so much for coming on and and letting me grill you about your email marketing, your business. Obviously, as you know, I'm a huge fan of what you're doing and the way you do it.
50:01.21
Emma
thank you
50:01.91
Kennedy Kennedy
I think you're just absolutely brilliant. You're one of my absolute favorite entrepreneurs that I'm following right now. So thank you so much.
50:05.96
Emma
so
50:06.62
Kennedy Kennedy
If anybody wants to find out about you, what you're doing, and take a look at your stuff, what should they go and check out?
50:13.85
Emma
So you can find me pretty much everywhere, um, under the name of Pronunciation with Emma. I always have to say this, don't say Pronunciation. This is one of the biggest mispronunciations.
50:27.05
Emma
Like at the amount of conferences I've been to where people are like, Pronunciation! I'm like, ah Pronunciation. It's Pronunciation. um Um, so yeah.
50:34.93
Kennedy Kennedy
Do you know what's funny? is Pronunciation gets spelled i gets said wrong, ironically, and dyslexia is hard to spell.
50:39.89
Emma
Yeah.
50:44.19
Emma
That's true.
50:45.52
Kennedy Kennedy
So they do it on purpose, whoever they are.
50:45.60
Emma
Yeah.
50:48.97
Emma
That's just English for you, isn't it? That's why I'm here.
50:51.55
Kennedy Kennedy
Yeah. so That's why you're here. So pronunciation with Emma on Instagram, YouTube, website, the whole thing.
50:53.96
Emma
yeah With Emma. Everywhere.
50:58.54
Kennedy Kennedy
If you want to go and check out all the stuff you're doing and have a look at that. Again, Emma, thank you so much for joining us. And thanks for listening this week, by the way, folks. Back next week on Wednesday, as usual, for another email marketing Wednesday, make sure you hit subscribe on your podcast player if you haven't already.
51:12.09
Kennedy Kennedy
And I will see you next week.