TRANSCRIPT 🔗
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[SPEAKER_00]: If you've been in the online business space for any amount of time, chances are you have had a failed launch.
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[SPEAKER_00]: Whether it's the first time you launched a membership or whether a new or different product you were trying to launch or whether you're trying to relaunch a membership, you've probably had to sit with a feeling of failure.
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[SPEAKER_00]: So how do we handle this?
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[SPEAKER_00]: What do we do when we expected a thousand?
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[SPEAKER_00]: We got a hundred.
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[SPEAKER_00]: Or what do we do when we were expecting a hundred and we got one sale?
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[SPEAKER_00]: How do we handle that mentally and then how do we begin to move forward?
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[SPEAKER_00]: Well, I got asked on a recent Q&A to help somebody break down their founding member launch where they got just one sale and we went deep into mindset and then also how to continue to recover that founding member launch.
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[SPEAKER_00]: So pay close attention to this one because if you haven't yet, you're going to
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[SPEAKER_00]: Dave sent a flash sale to 29,000 people on his email list.
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[SPEAKER_00]: 7,600 people opened it.
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[SPEAKER_00]: So 26% okay of those we had 900 in 12 who clicked, which is 3%.
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[SPEAKER_00]: So let's just stop there.
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[SPEAKER_00]: Because some of our kind of going, is that good?
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[SPEAKER_00]: Is that bad?
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[SPEAKER_00]: I don't know, 26%.
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[SPEAKER_00]: Well, first off, we always need to benchmark against our own metrics.
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[SPEAKER_00]: So if I were having this conversation with Dave right now, I'd say,
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[SPEAKER_00]: That's great, that 26% of people open this email.
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[SPEAKER_00]: How does that compare to the other emails that you sent?
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[SPEAKER_00]: Is it more?
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[SPEAKER_00]: Or is it less?
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[SPEAKER_00]: So for example, my weekly news that are or email article that I send out on Tuesdays, I know that my typical organ rate is around 40%.
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[SPEAKER_00]: So if all of a sudden I have one that's at 26%, I'm gonna be like, whoa, what happened here?
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[SPEAKER_00]: What did I put in the subject line or what spam filter got hit?
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[SPEAKER_00]: But if it's 55%, I'm going to be shining for the rooftops because that's amazing.
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[SPEAKER_00]: So I would want to take care of that if I were helping him analyze this.
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[SPEAKER_00]: I'd go, okay, Dave, how does that compare?
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[SPEAKER_00]: Maybe we had
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a subject line issue if it were too low or maybe you blew it out of the water with getting 26% open.
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[SPEAKER_00]: And he said, of those we have 912 who clips, so 3%.
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[SPEAKER_00]: standard 3% is a good click-through rate on email like this, but again, I would look and be like okay of my other emails that have links is that high or low compared to what I typically do.
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[SPEAKER_00]: In the moment of truth, Dave says of those 912 who clicked only one sale as a day one.
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[SPEAKER_00]: That's just point one percent, not one percent, a point one percent.
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[SPEAKER_00]: How many of you all have launched anything
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[SPEAKER_00]: Yep, okay.
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[SPEAKER_00]: I see Meg, Tiffany, Diane, y'all are like Brennan, yeah.
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[SPEAKER_00]: They're like, yeah, so Dave, first off, not alone.
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[SPEAKER_00]: This is not the thing I love about this business.
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[SPEAKER_00]: Y'all is your financial investment is so low to every other type of business model.
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[SPEAKER_00]: If you go out and you try to start a restaurant or a franchise or if you want to patent something and sell something or a t-shirt business or whatever it is, like, your investment is so large.
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[SPEAKER_00]: the loss of that t-shirt not selling or that opening day of that restaurant being a flop, it hits so hard.
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[SPEAKER_00]: And this kind of thing, getting one sale on day one can hit so hard because you put so much time and emotion and energy into it.
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[SPEAKER_00]: But thank God you haven't had to put a whole bunch of money into it as well.
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[SPEAKER_00]: So I love that about this business because we get to play.
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[SPEAKER_00]: We get to try it.
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[SPEAKER_00]: We get to learn and do and learn and do without a ton of risk associated with it, okay?
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[SPEAKER_00]: So I'm not worried for you, Dave, in this regard.
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[SPEAKER_00]: And Dave's question is, what does that mean?
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[SPEAKER_00]: What are my next steps?
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[SPEAKER_00]: So what do I do to get to my goal of 1,000 members that will so far off to get these kind of results?
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[SPEAKER_00]: So first off, 1,000 members is possible for pretty much all of you.
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[SPEAKER_00]: It's just consistency over time and learning and being consistent over time, being a student of the craft of memberships of marketing and retention and being consistent over time.
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[SPEAKER_00]: It doesn't happen overnight for 99.98% of membership owners.
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[SPEAKER_00]: I have seen it happen to some people who have some sort of fame, internet fame, but for the most part, it's going to be a marathon nub sprint.
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[SPEAKER_00]: So what does he do?
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[SPEAKER_00]: Well first off, we take a deep breath because of stay one.
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[SPEAKER_00]: Stay one.
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[SPEAKER_00]: The majority of people do not buy on day one unless there is some type of urgency around
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[SPEAKER_00]: I can create urgency around day one.
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[SPEAKER_00]: Let's say it's a four day launch.
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[SPEAKER_00]: Could be seven days.
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[SPEAKER_00]: I don't know.
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[SPEAKER_00]: Let's say it's four days.
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[SPEAKER_00]: I could create urgency around day one by having a special bonus that only people who join on day one get.
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[SPEAKER_00]: I give you join on day one.
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[SPEAKER_00]: You get a 20 minute private consulting call with me.
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[SPEAKER_00]: I would have a lot of people join on day one because the value of that consulting call is so big.
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[SPEAKER_00]: Or when you join on day one, you get this special VIP group call, or if you join on day one, you get this special XYZ training, or this bonus lesson pack, or whatever it is that's related to your business.
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[SPEAKER_00]: So Dave, if there was not any urgency around joining on day one, I'm not worried at all.
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[SPEAKER_00]: There's no reason for people to join.
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[SPEAKER_00]: The second thing is, when I noticed here is I heard when in Dave's question here, he said, our email, email went out to 29,000 people.
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[SPEAKER_00]: Email.
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[SPEAKER_00]: When, how many of you all have bought something because you saw one email?
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[SPEAKER_00]: I don't know about you, but one of my favorite retail stores quents has been emailing me for the last however many days because they've got a clear entail going on.
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[SPEAKER_00]: I saw the first email and I was like, oh yeah, I want to look at that.
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[SPEAKER_00]: I was busy.
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[SPEAKER_00]: saw the second email and I was down at the lake with my family and I was looking at that and I was like, oh, I don't want to be on my phone.
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[SPEAKER_00]: I'm on the water.
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[SPEAKER_00]: So the third email that I finally opened it and started browsing, right?
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[SPEAKER_00]: I saw the fourth email, then they sent me another one that's like 12 hours left.
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[SPEAKER_00]: There's a reason we send as many emails because people are busy.
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[SPEAKER_00]: You're not competing against the exact same membership, like if you're
like a water-collar membership, you're not competing against other water-collar membership, you're competing against Netflix.
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[SPEAKER_00]: You're competing against my 11-month-old baby who's crawling up the steps again, and I gotta go chase her down, right?
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[SPEAKER_00]: You're competing against the sunshine and the boat and the lake that I wanna go get on, like that's what we're competing against.
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[SPEAKER_00]: And so we have to be willing to get in front of people
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[SPEAKER_00]: So, Dave, my answer to you is to email more, to email more, send two to three emails every day of your flash sale, two to three emails, and send me all our hyperventilating right now, and I'm going to just burn it in, it's falling out in the floor, she's done.
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[SPEAKER_00]: Listen, here's the thing, if they unsubscribe and people will, they weren't going to buy your stuff to begin with.
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[SPEAKER_00]: And you're paying for every person on your email list.
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[SPEAKER_00]: Did you know that?
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[SPEAKER_00]: You pay for every person on your email list.
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[SPEAKER_00]: So why am I paying for somebody who's just hanging out and free loading who doesn't want to invest in me after all I've invested in them?
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[SPEAKER_00]: And that doesn't mean they're bad person.
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[SPEAKER_00]: It just means they're not ready.
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[SPEAKER_00]: And they may never be ready.
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[SPEAKER_00]: But as long as you're still posting on social media, as long as you're still doing what you're doing, they can rejoin that list anytime they want, and they may change their mind, and they may rejoin.
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[SPEAKER_00]: You may even get people replying to your launch email.
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[SPEAKER_00]: saying, I can't believe you're charging for this.
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[SPEAKER_00]: I can't believe you would charge for a Christian Bible study membership.
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[SPEAKER_00]: I can't believe you'd charge to teach people how to paint.
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[SPEAKER_00]: I can learn that on YouTube.
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[SPEAKER_00]: I can't believe you're charging for a community.
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[SPEAKER_00]: I can't believe you're charging to help people who are divorcees or in a midlife crisis.
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[SPEAKER_00]: That's so wrong with you.
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[SPEAKER_00]: These people need help.
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[SPEAKER_00]: You delete it and you move on.
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[SPEAKER_00]: you don't owe it to anybody.
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[SPEAKER_00]: Because what you know is that when you make more money, you're able to have a bigger impact, you're able to serve more people at a higher level.
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[SPEAKER_00]: So do not be afraid to email your list to tell them about the value that you bring to the table and about how you can make their business or your life or whatever it is better.
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[SPEAKER_00]: Because there are people out there that need what you have and they're not gonna see that first email.
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[SPEAKER_00]: There are people out there who need the nudged
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[SPEAKER_00]: They need the encouragement.
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[SPEAKER_00]: They need the whisper in their ear that comes from your email that says, hey, let's have a quick chat real quick.
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[SPEAKER_00]: I know you've been thinking about this.
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[SPEAKER_00]: And I know you're thinking, I'm not good enough to do XYZ or this isn't the right time for blah, blah, blah.
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[SPEAKER_00]: Let's just talk about what does that mean?
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[SPEAKER_00]: What are you saying no to right now?
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[SPEAKER_00]: What could be possible for you if you joined today versus two months from now?
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[SPEAKER_00]: Why is it of their advantage that they're in the founding members?
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[SPEAKER_00]: How are they going to develop not only intimacy with you, but with each other?
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[SPEAKER_00]: They're going to be a part of making this something special.
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[SPEAKER_00]: They're going to get more support and they could ever get if they join the membership in year for now or two months for now.
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[SPEAKER_00]: So be confident in that.
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[SPEAKER_00]: Don't be afraid to email more.
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[SPEAKER_00]: Dave, if you email two to three times a day over your lot and you're still sitting at less than 1% conversion, than 100%.
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[SPEAKER_00]: I would start thinking about my messaging in my offer.
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[SPEAKER_00]: And what does that mean?
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[SPEAKER_00]: It's very simple y'all and you can do the same thing after any flash sale.
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[SPEAKER_00]: I have a client who has a membership that helps people who are in a strange way.
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[SPEAKER_00]: It's like a therapist, very, very large, a couple thousand members.
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[SPEAKER_00]: They just did big launch.
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[SPEAKER_00]: They got like 1,500 members in their launch, okay?
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[SPEAKER_00]: Here's what we did after the launch.
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[SPEAKER_00]: We sent it an email.
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[SPEAKER_00]: That's like...
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[SPEAKER_00]: Hey, quick question, just checking in, et cetera, to anybody that didn't buy.
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[SPEAKER_00]: If they didn't have the membership tag in our email thing, we sent them this email, and it just said, hey, real quick, recently I sent you an invitation to join BubbleWa to help you blah, blah, blah.
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[SPEAKER_00]: I noticed you decided not to join the community.
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[SPEAKER_00]: So I'm curious, could you tell me why?
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[SPEAKER_00]: and create something that's gonna help me your needs.
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[SPEAKER_00]: All you have to do is reply to the email.
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[SPEAKER_00]: So if you have a small list, just have them reply.
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[SPEAKER_00]: If you have a larger list, maybe you actually have them click a button and fill out a one-question survey.
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[SPEAKER_00]: But either way, let's ask a question.
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[SPEAKER_00]: If our launch results aren't what we expect, let's not make assumptions about why.
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[SPEAKER_00]: Let's find out why.
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[SPEAKER_00]: Let's ask why.
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[SPEAKER_00]: I want to ask the people that joined, why they joined, and I want to ask the people that didn't join, why didn't they join?
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[SPEAKER_00]: And what do they need?
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[SPEAKER_00]: What would have made it a no-brainer for them to join?
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[SPEAKER_00]: And then I get to decide, I get to decide, is that a challenge I want to solve?
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[SPEAKER_00]: Is that a kind of person I want to serve?
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[SPEAKER_00]: Is that the kind of people I want help?
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[SPEAKER_00]: Is this the problem I want to solve or whatever?
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[SPEAKER_00]: And I get to decide, it doesn't mean I have to change what I'm doing.
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[SPEAKER_00]: It just means I get to listen, and maybe I am helping them.
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[SPEAKER_00]: And gosh, darn it, I didn't write about that in the emails.
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[SPEAKER_00]: And I put that on my sales page, silly me.
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[SPEAKER_00]: I do want to help that, but I can't believe I didn't put it, or I did, but it was in the subhead of section 15 of my sales page.
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[SPEAKER_00]: No wonder they didn't know that I helped them do that, or that I offered coaching calls, or whatever.
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[SPEAKER_00]: So we got to get to figuring out what that problem is.