Podcast Summary: Coffee With Cole: The Digital Writing Podcast

Episode Title: Why Follow-Ups Are Actually An Act of Kindness
Host: Nicolas Cole
Release Date: March 11, 2025

In this insightful episode of "Coffee With Cole," host Nicolas Cole engages in a meaningful dialogue with his guest, Brian, focusing on the art and business of digital writing, particularly emphasizing the creation and value of Educational Email Courses (EECs). The conversation unpacks strategies for effectively communicating the benefits of EECs to clients, developing robust email course frameworks, and the broader implications of marketing and client relationships in digital writing.

1. Understanding and Articulating the Value of Educational Email Courses (EECs)

Brian initiates the discussion by expressing his struggle with conveying the benefits of EECs to clients. He's building his own website but finds it challenging to highlight the advantages effectively.

Nicolas Cole (A) responds by introducing a strategic approach:

"Whenever a client asks you a question, the skill to build is to figure out, do I need to answer their question or do I need to reframe their question?" ([00:56])

Cole emphasizes the importance of reframing client questions to better showcase the value of EECs. Instead of directly listing benefits, he suggests identifying the common questions clients' customers have and demonstrating how EECs can address these queries automatically, thereby reducing repetitive tasks for customer support teams.

For example, if a client's customers frequently ask about product materials or sizing, an EEC can preemptively provide this information, enhancing customer experience and operational efficiency.

"The benefit of an EEC is that instead of you having to answer those questions over and over and over again... we're just answering them on autopilot from the beginning." ([03:48])

2. The Power of Repetition and Practice in Communication

Brian acknowledges the clarity in Cole's explanation but admits to struggling with conveying multiple benefits coherently. Cole reassures him by drawing a parallel to learning a musical instrument:

"It's not hard, you just have to do it more." ([04:56])

He highlights that, much like practicing piano scales, consistently articulating the benefits will eventually make it natural. The key is persistence and repeated efforts to refine the message until it resonates clearly with clients.

3. Developing an Effective Framework for Email Courses

Moving into more advanced territory, Brian references a YouTube video by Cole on structuring course modules. He outlines Cole’s five-part framework for creating comprehensive email courses: reasons why, benefits, mistakes to avoid, steps/actions, and walkthrough examples (proofs). Brian wonders if focusing solely on mistakes within an EEC would be sufficient.

Cole responds affirmatively, explaining that a mistake-led approach can be highly effective:

"Mistakes are one of those things that I have found that you could talk about literally for 300 pages and someone wouldn't get bored." ([06:06])

He contrasts this with a reasons-based approach, noting that while listing reasons can initially convince a reader, it may not sustain their interest long enough to prompt action:

"If the only thing you gave the reader was reasons... they would be like, I got convinced me. Like, tell me what to do now." ([07:05])

Instead, a mistake-led EEC encourages readers to take actionable steps to avoid common pitfalls, thereby maintaining engagement and offering tangible value.

4. Flexibility in Structuring EECs

Brian considers extending his email course beyond the initial five days to address objections and add further value. Cole supports this flexibility, emphasizing that there is no rigid structure one must adhere to:

"Can one day be about mistakes? Can another day be about reasons? Can another day be about steps? The answer is always yes." ([10:26])

He introduces the "coffee shop test," advocating for explaining concepts as if conversing casually over coffee. This approach ensures the content remains relatable and digestible:

"If you were to meet up with someone for coffee and they asked you how to do something, how would you explain it to them?" ([11:15])

5. Marketing Insights and Building Client Relationships

Cole shares his marketing philosophy, drawing from his experience in 2016 when he successfully onboarded 200 clients by promoting writing on platforms like Quora, Medium, and LinkedIn. He underscores that clients are investing in his expertise and the time he has dedicated to experimenting and refining strategies:

"What the client is buying is that you tried some things, you figured out, hey, I think this thing works a little bit better than this thing." ([13:00])

He dispels the myth of a one-size-fits-all solution in marketing, advocating for continual experimentation and personalization:

"There is no right answer in marketing... What people are buying is trying things." ([14:02])

6. Concluding Reflections and Practical Takeaways

As the conversation concludes, Brian reflects on the discussions, recognizing the importance of continuous practice and adaptation in developing effective EECs. Cole reiterates the significance of understanding client needs and maintaining flexibility in content creation.

"I do think it's helpful going back and forth and looking through the different lenses and understanding, like, why are we approaching it the way that we're approaching it?" ([17:23])

Key Takeaways:

• Reframe Client Questions: Instead of directly answering, reframe to highlight how EECs address underlying client needs.

• Consistent Practice: Mastering the articulation of benefits and structuring of EECs comes with repeated effort and refinement.

• Flexible Frameworks: While having a structured approach is beneficial, flexibility allows for more engaging and effective content.

• Value of Expertise: Clients invest in the practitioner's proven expertise and the iterative processes they've undertaken to develop effective strategies.

• Personalized Marketing: Emphasizes the importance of testing and personalizing marketing strategies to meet unique client needs.

Notable Quotes:

• "Whenever a client asks you a question, the skill to build is to figure out, do I need to answer their question or do I need to reframe their question?" — Nicolas Cole ([00:56])

• "The benefit of an EEC is that instead of you having to answer those questions over and over... what if we just answered them on autopilot from the beginning?" — Nicolas Cole ([03:48])

• "Mistakes are one of those things that I have found that you could talk about literally for 300 pages and someone wouldn't get bored." — Nicolas Cole ([06:06])

• "If the only thing you gave the reader was reasons... they would be like, I got convinced me. Like, tell me what to do now." — Nicolas Cole ([07:05])

• "There is no right answer in marketing... What people are buying is trying things." — Nicolas Cole ([14:02])

Conclusion:

Nicolas Cole's discussion with Brian offers a comprehensive exploration of creating and marketing Educational Email Courses. By focusing on strategic communication, flexible structuring, and leveraging personal expertise, digital writers and marketers can enhance their offerings and build stronger client relationships. This episode serves as a valuable guide for those looking to deepen their understanding of digital writing and effective marketing strategies.