← The Goal Digger Podcast | Top Business and Marketing Podcast for Creatives, Entrepreneurs, and Women in Business
The Goal Digger Podcast | Top Business and Marketing Podcast for Creatives, Entrepreneurs, and Women in Business
929: Tired of Chasing Trends? Here’s How to Grow Steady, Reliable Sales with Email
00:42:44
With Shilpi Zalani and Jenna Kutcher
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- [00:02]
A
This episode is supported by what Should I Do with My Money from Morgan Stanley? Okay, can we just talk about how money is legitimately one of the hardest topics to bring up? Like, even when you think you have your stuff together, there's always this really weird awkwardness around it. That's why I am obsessed with this podcast. It actually makes money conversations feel approachable. I recently listened to an episode about affording multiple big life things at once, like a wedding, a house, an ivf if they were all happening at the same time. And honestly, it hit home. So many people are wondering, can we actually have it all without sacrificing our sanity or our savings? What I love is that they bring in real experts who help break down these massive costs into actual doable steps. It's like having a money mentor in your ear who gets it. Search for what Should I Do with My Money in your podcast player. We'll also include a link in the show notes. Many thanks to what Should I Do with My Money And Morgan Stanley for their support. When you shift the way you think of it, your email is no longer a second form of your sales page. It is selling somebody the evidence that they should click to learn more. Your sales page should be doing the conversion for you, not your email. I'm Jenna Kutcher and I help you trade hustle for purpose and build a business that gives you the life you actually want to live. From a 300 Craigslist camera to a seven figure business I run from home, I've learned that success isn't just about what you do, it's about how you live. Here you'll get strategies that work, systems that give you your time back and steps that turn your effort into results and impact. If you're ready for clarity, confidence and a business that feels as good as it looks, you're in the right place. This is the Gold Digger podcast. If you've ever stared at your email list wondering why it's not growing, or if you're not even sure where to start, this coaching session is going to light a fire under you. Shilpi Zelani is a high performance coach, a powerhouse entrepreneur, and a mentor for ambitious moms who are ready to ditch their either or mindset and build freedom based businesses that support both their success and their families. Through her program from 9 to Thrive, she's helping women break through limiting beliefs, get financially independent, and finally create a business that actually fits their lives. Shilpi has started, scaled and exited multiple six figure ventures, generating over $1 million in revenue across her businesses. And she's done it all while navigating motherhood, cultural expectations, and the highs and lows of entrepreneurship, making her uniquely qualified to guide other women towards that same level of freedom. In today's coaching session, we're going to dive into one of the most valuable assets in your business, which is your email list. We're talking about how to grow it when you don't have a big audience, how to create lead magnets that convert, and most importantly, how to actually sell without feeling pushy or salesy. If you've been spinning your wheels, chasing the algorithm, and you're craving a system that can work behind the scenes to grow your business, trust me when I say this episode is absolutely for you. And if you're somebody who you're, like, ready to grow your list to serve your audience and maximize your impact without feeling like you're stuck on the content hamster wheel, I want for you to sign up for my free class. It's called from zero subscribers to an Email list of Engaged buyers. And you can sign up for your free seat at Grow an Email list dot com. Not only am I going to teach you about how to start and grow your email list, I'm going to pull back the curtain on the metrics that show off email superpowers when you compare it to social media and how it is not going to take you more time. It's going to get you your time back. Save your free seat at Grow an email list. Com. Now, without further ado, Shelby Zelani. Welcome to the Gold Digger podcast. Welcome to the Gold Digger podcast, Shelby.
- [04:04]
B
Hi, Jenna. I'm so excited to be here.
- [04:06]
A
Thank you so much. Yes. Oh, my gosh, I'm so excited. Okay, so paint us the picture of kind of where you are right now, the business that you're running, and then let's dive in. You prepared some awesome questions, and so I can't wait to get to them.
- [04:19]
B
Thank you once again. So my name is Shilti Zulani, and I'm a serial entrepreneur, certified high performance coach, and a mentor. But more than that, I'm a mom of two who's been on both sides of the struggle, the corporate grind, and the quest for freedom. So I was born in India, grew up in Malaysia, and I come from a very culturally conservative background, if you will, where women were primarily expected to be housewives. And I became the first woman in my extended family to earn a degree and start working. But when I got married and moved to the US I was on a dependent visa, and I suddenly couldn't work. And for the first time, I felt completely trapped. Eventually, I fought my way back. I went to grad school here in the US and started working again in corporate IT and everything felt like it was finally falling in place. Until I became a mom. Before kids, I could handle the commute, the overtime, even the gender inequality that women face at work. But once I tried to manage it all, I found myself completely burnt out. And the mom guilt hit hard. And I still remember one night, after a long workday, my little one came up to me and said, mama, I miss you. Why do you have to work? And that moment, Jenna, completely broke me. I realized I didn't want to choose between my career and my family. So I took a leap of faith and started my first business. And over time, I built and sold multiple six figure ventures that gave me the freedom I'd been searching for. Really now, through my program from nine to Thrive, I help ambitious moms build businesses that fit their lives instead of running them. Because too many of us are really stuck in careers that demand everything from us but give back so little flexibility. While I've built and sold several brick and mortar type of businesses, this is my first online business, which means I'm now in that exciting but challenging stage of building and nurturing my audience. And that's why I'm so excited to talk to you today to learn how to grow through email marketing and systems that really create connection without burnout or guilt.
- [06:33]
A
Oh, I think so many women have faced like visceral, like line in the sand moments like that. And it's really interesting because I really do believe that we're at a really interesting time in history in like, just the modern era that we're in where women are really having to choose, like, which path am I going on? Can I do both? Is both even possible? And it's just a really unique time to be mothering and to be an entrepreneur and to be all of the things. So I love that and I love what you're doing. Okay, let's dive on in to some questions. Here we go.
- [07:09]
B
Yes. So my first question is really about, you know, many women feel torn between speaking to everyone versus narrowing their message. How do you define a niche and message that not only resonates but actually helps you attract the right subscribers to your email list?
- [07:26]
A
Okay, so I think that so much of it has to do with being people pleasers, especially like raising daughters. It's, it's such a fine line, right, of like, how do you, you know, be kind and generous to Everyone, but also, how do you be really clear? And I think that when we struggle with getting clear about who is it that we want to serve and we want to work with, a lot of that comes from we don't want to make anyone feel left out, right? There is a innate fear within us of we want to be welcoming and inclusive and kind to all different types of people. But when it comes to marketing, I really have been learning and diving so deep, like, in a nerdy way into, like, how do we be really clear with our messaging, what we stand for, who we stand with, what does this look like? And so, you know, we've all heard the saying of, like, when you try to talk to everyone, you talk to no one. But I think now more than ever before, it is necessary that we niche down and we're incredibly clear. And it's because information is so readily available and so easy to access, right? And so if we are getting general information, we usually take general action, which is in action, right? But if we are getting specific information and we feel seen and heard and understood, that is what it takes in this attention era that we're in, where people's attention is really what we're trying to get. And so the more clear we can be, the more clear somebody is in taking the next step and actually moving towards action. And so I think what's beautiful is, is, like, I am no longer searching for general information when it comes to anything. Like, right now, I can look out my window, we just got a greenhouse. And I'm like, I don't want general greenhouse tips. I need to know what is going to work in Northern Minnesota, right? Same thing goes for women and careers and figuring out what their path is. Like, who is it that you're speaking to? And the more clear you can be, the less people you need to reach, but the more people will actually move. And so it's this shift in the way that we perceive value and success from being this numbers game and this volume game to going and focusing on depth and not width. And so I think some of it has to do with, like, societally and culturally unpacking this desire to please everybody and really asking yourself, like, who exactly am I speaking to? And one thing that we did this year that was so beneficial, we did a whole episode about it, was surveying our audience. And even if you have a small audience, you getting insight into who it is and who your work can help the most offers in that clarity. So that anytime you go to create something, you're writing to one person and not to many. And it really can shift your marketing and it can add that clarity that can be sometimes hard to add when you're thinking of multiple people. Does that make sense?
- [10:26]
B
Yeah, totally. That was so helpful. Thank you. Good. So my next question is more around, like when you're creating a freebie or a lead magnet to grow your list, do you think it's more powerful to focus on an emotional transformation? Like for me, it's freedom or flexibility or more of a tangible result, like helping someone hit their 5k month.
- [10:47]
A
Okay, so here's what I think. And, and this also will play into the marketing of your freebie. So I like, I think this is a double edged sword in a beautiful way because the way that we want to think about this is not only in what is in the guide itself, but how do we get people to opt in for it. Right. And it's like pieces, right? The creation and the marketing of the creation. And so the emotional hook is what will get people to click. So having that hook where somebody is like, yes, she gets me, this is what I need. This is that thing that is what gets people to click. But the transformation and the results, like the tangible results, is what is going to keep them there. And so it's this mix of both of the things. And what's interesting is, is that in my company we have like probably about 10 main freebies. And again, I have been doing this for a very long time. I have many different offers and so I always recommend at least having two different freebies so you can kind of split, test and see what's working better. But recently I got like so excited, got my energy, I was like, I'm going to create a new freebie. And what I noticed I was doing is I was creating first with that emotional hook in mind. Like, what are the marketing angles that I'm going to market this freebie with that are juicy enough to catch people's attention? But then what am I putting inside of this thing that really leads people to action, that gives them that win, that quick win in that result? And a lot of times I think we overcomplicate things and we almost create an experience for somebody to not get results because it's maybe too complicated or too long of a time frame. And so it's like we're undermining the power of quick wins and the ability to prove to somebody that they can progress even if their progress is really tiny. And so they both do that. And so I think it's like, yes, paint that feeling of freedom but also give them a quick and tangible win that you can kind of promise them. And one thing that helps me to do this, and I feel like I do this with podcast episodes, I do this with offers, I do this with courses, I do this with everything. As I think, what is the ruler that I want somebody to hold this creation up to, to say clearly, did I get this end result, yes or no? And if you don't paint that ruler for them, they're going to create one in their own head of like, was this worth it? Did I get the value I thought I was? And so giving somebody a very, a very clear ruler to hold up that creation to, saying, by the end of this guide, you will xyz, by the end of this episode, you will understand X, Y or Z, hand them the ruler, and then that way, you know, you will keep measuring up and you will exceed expectations.
- [13:34]
B
Got it. That's so helpful because right now I think my program, I'm only using the emotional transformation.
- [13:39]
A
Yes.
- [13:40]
B
But not using the tangible result. And I think that could really make a difference in my business. So thank you so much. That's very helpful.
- [13:47]
A
Let me add something to this too, because I think it's important and it's so good. So, so I am you, you are me. This is how I create. So there are two types of people out there in terms of both marketers and in terms of buyers, and they're very different. And oftentimes we create out of how we like to consume. And so, like, for me, I am like a possibility painter. Right? Like, I am like, just imagine with me, like, this is possible for you. And that is one side of the fence. The other side is people that are running from fear. And this doesn't mean they're like fear based. It's like they are moving away from something that doesn't work for them or they no longer want. And oftentimes our marketing will often be skewed one way or the other based on what we are personally doing. And so when I finally learned that, I feel like my mind was blown because I'm like, all of my marketing is just painting possibility, but it's not actually pointing out like, yes, this is a thing you're moving away from. And so when we can find that balance in our marketing, in our offers, in our copy, it can speak, speak to both sides of the coin. Well, because we ultimately want a diverse community that is moving either towards or away. Right? Like, there's not one is better than the other. We just tend to create the one that we are more often. And so finding a balance in that in how you create and market your offers will totally transform your results and it will also attract in a different type of person that will really challenge you and help push you as a creator as well. Absolutely.
- [15:23]
B
Thank you. I just have a follow up question regarding lead magnets, if that's okay. But what is working right now? Like is it like more of a worksheet or a quiz I heard is.
- [15:33]
A
Very popular these days.
- [15:34]
B
I know you have have it all, so you could share just a bit about that.
- [15:38]
A
Okay, so here's what I think is working the best right now. And this is like where I'm getting excited and testing and iterating. So I believe. And this is like just my beliefs, it's not necessarily scientifically proven, but I feel like we are shifting into a more specific results so like something that is highly specific and quickly delivered. So for example, I recently got really excited as I was doing research about podcasting. I was like, oh my gosh, I'm seeing all these little nuggets. I don't have time to go into Canva and make it beautiful. It's not a 10 page guide. Let me just drop it into a Google Doc and get it over to people quickly. And it's almost like lo fi creation where it's like there's not these pretty pictures of me doing what I do. It's like here is the five things that I just discovered and I want for you to know you can opt in to get them. And that was like the most recent opt in that I was playing with where it's like you just want the information. You don't care if it's pink or blue or purple. You don't care if there's pictures or not pictures. You want this piece of information. This information is juicy enough for you to opt in for it. So I do feel like it's important to just test different things and have fun fun with it. Like you are not curing cancer here and I wish we were right? I so wish we were. We are just testing out different strategies. And so I am constantly like experimenting and having fun. So I, I would say one trend that I think is happening is just like lo fi, hyper specific, hyper relevant content for your audience that is helpful right now that they can quickly consume and get benefit from. And I think that that is kind of the trend in this information era where information again is so readily available at our fingertips. Like what is the specific piece of the puzzle that we need or the piece of information that we can actually move with today that feels like it was directly created, curated, or research for me. And so that's something I've been having a lot of fun with, is like, almost like pulling back all of the pretty and just like, here's what you need. And it also saves you a lot of time. Like, there's very low risk in creating a Google Doc and having people opt in to get the link to a Google Doc. Right?
- [17:53]
B
Mm. I love it. Thank you so much.
- [17:55]
A
Yeah.
- [17:56]
B
My next question is actually for someone starting out without a big audience. Yeah, that's totally me. What's working right now to grow an email list, Especially when you don't want to rely on posting every day or chasing the algorithm.
- [18:09]
A
Yes. Okay. So again, I think that we're going back to this idea of, like, deeper and not wider. And I will never forget over a decade ago when I was starting out as a wedding photographer. I think a lot of times when you are starting out, imposter syndrome is like the passenger on the ride, right? Like, who am I to do this? Do I really know what I'm saying? And when I was a photographer, I remember, like, looking at every other photography website and I'm like, I just want to freaking blend in because I don't want people to, like, say, like, you don't. Who are you to be doing this? Right. And I remember when it, like, hit me like a ton of bricks where it was like, wait a minute, like, I do not need to appeal to every single couple that is engaged in the Midwest planning a wedding. I need 25 clients. That is all I need to fill my calendar and to meet my revenue goals. And I think that, again, the Internet has done a really great job of playing a trick on us saying, like, you need the masses and you need a high volume. High volume, low ticket is one way to do business. And it is not the way for most people. Most people thrive in a setting that is higher ticket, higher touch, lower volume. And I think that, honestly, like, when you are starting out, that is probably the main way to grow a sustainable business, right? It's. It's not. If you build it, they will come. It is like, when you serve them, they will bring friends. And that's a huge differentiator for us. And so I would say, like, one, you do not need a massive audience to build a powerful list. And I would argue that, like, the riches are in the niches in being able to serve a smaller audience more thoughtfully. And so you just have to really focus on your Value your promise and then also look at other platforms. So, like, Instagram is just one lever. You can pull in all of the levers of what you are doing and creating and how you reach people. For me, Pinterest is an amazing lever that is running while I am sleeping, that is making everything that I work so hard on live way longer. Podcasting another level. Right. And so it's interesting to me because I fall into this trap as well, where it feels like if I am not online and posting, I'm irrelevant or I'm not driving results. But when we really dial it back and look at like, what is actually moving the needle, like, you coming on this podcast is probably going to move the needle for you way more than 5 reels on Instagram, right? 10 reels even, you know, and so it's like, how do we do higher impact work that actually yields results and lives on? And like, I feel like that is at the core of what I want people to do. Because flash in the pan strategies are great, but you, you cannot sleep well at night thinking, is a flash going to come to the pan tomorrow? Right. Like, it's, it's not sustainable. And so I would really look at like more long term strategies. And I am like old school in that. Like, we still blog every single week. I started my business on a blog, but like SEO and having content that serves and is still working for you years from now, like, I will just argue that looking at long term growth strategies and levers you can pull in that way are always going to beat out trying to go viral or trying to have that moment that actually gets somebody's attention and gets them attentive enough to click off of an app and do an action that you want them to take. And so when I think about like an email list, and even if you had an email list of 25 people, if you invite them to personally respond and you start conversations with them or you say, ask me a question and I will spend five minutes recording a loom for you or a voice message response for you. Like, going deeper, not wider is such a gift. And I think that it is so often overlooked and I think it is so deeply craved, especially right now in our culture.
- [22:08]
B
Absolutely. Thank you so much, Jenna. That was so helpful. So once people start getting subscribers, how do you actually turn those new names into paying clients or course buyers without feeling too pushy or too salesy?
- [22:23]
A
Yes. Okay, so one thing that I think we have to shift in terms of selling, I mean, I think a lot of us have a very complicated relationship with putting ourselves out there and asking for money. I know I do. And so I often feel like when we think of like, selling, it almost feels like we need to convince somebody to buy something. And while that is true in some ways, I don't think it actually is the way that you sell through email. I think that selling through email is basically this continuation of a conversation that somebody said, I want, want to be a part of this. And it's like showing up as a mentor or a guide who genuinely has something to offer and knows that that offer is valuable. And I have really connected with this idea of like, the people who want transformation and understand what transformation is possible. If we kind of circle back to that thought of like painting the possibility, they are excited to invest in that transformation. And so it's not this, this awkward value exchange of like, oh my gosh, you're giving me your money and I'm convincing you to do this. It is like, here's what I'm painting for you. You've got to put skin in the game to get there. And here's what this investment will give you. And I am somebody who, when I think of like, knowledge based businesses, I often want to position this in this way of like, you get to pay to learn something once and you get to reap the rewards from learning that until the end of time, right? Like, that is so valuable. And so when you think about positioning and if you remove this idea of having to convince someone and you think about the true opportunity to save somebody time, to save them money, to save them frustration, to save them from going down the wrong path, it is so easy to get convicted in what you're offering. The other thing I would say when it comes to an email list is you do not need to sell in an email. I think that's something that we get wrong is like, we often look at it and we're like, okay, how do we almost like convince somebody to buy something in this email? Your email's job is to sell the click to your sales page. When you shift the way you think of it, your email is no longer a second form of your sales page. It is selling somebody the evidence that they should click to learn more. Your sales page should be doing the conversion for you, not your email. And so when you look at it in that way and you think, what do I need to say? Or what do I want to say to sell the click so that somebody can learn more about my product, my service, or my offer, it changes the way that you can communicate an email and it brings it back to a conversation and not a sales pitch. And so I think that differentiating those things can really help you get into a space where you're writing to one person and it feels incredibly personable and all you are doing is inviting them to click to convert somewhere else. So it's not necessarily converting in the inbox, it's selling the click to where you want them to go.
- [25:35]
B
Yeah, I love it. And you know, I remember hearing it from someone that said, I mean, sales, you don't want to be self, self centered, but you want to be service centered really. And whether that's by email or in person. But I think having that kind of mindset really makes a difference.
- [25:50]
A
Yes, absolutely.
- [25:52]
B
All right, so my next question is, as a mom and entrepreneur, how can you set up systems like email automations that help you grow and serve your audience while still having flexibility and time for your family?
- [26:05]
A
Okay, I freaking love automations. Like if I could automate everything in my life, I probably would. What I love about email is so the average entrepreneur sends about 40 emails a day. That's crazy, right? Like, that's a lot. And so when people come at me and they're like, I don't have time for an email list or things, I'm like, you are already doing the work, but instead of going one to one, you could go one to many if you sat down and were thoughtful with one email. And so what I love about automations is you can do it in one of two ways. And I've done them both ways, so they are both tried and true in my opinion. So one way is to build out a sequence or an automation or a funnel week by week. So let's say, Shilpi, that you say and commit to sending one email per week to your email list and you have this insight, like, I'm going to send out four emails. So one email per week this next month and those are going to become my welcome sequence. All you're doing the same amount of work, but you're building from a different place where you're thinking, okay, here, this comes first. This comes next to following and following. And so instead of feeling like an email to your list has to be a one and done, or that you're constantly on the hook to be creating something fresh every single week. That's one really easy way to build out an automation or a sequence. Same thing as if you go into a launch, you could just be building out and sending emails one at a time knowing, okay, after this live period is over. This is going to become a sequence or a funnel that I'm going to automate. I know it's tried, I know it's true, I know it's tested, I've seen the results and it works. So this is going to become an automation. The second way, which is the way that I mostly create because I have ADHD and batch working, saves my life, is I will often sit down and map out an entire sequence. Or for example, like when I sit down, we send two emails per week to our email list. And again, I've been at this for a very long time and then clearly I have a lot to say. I write all of my own emails and so I will sit down and map out all of November at once and I'll think of like, what is the journey I want people to go on? What do we have going on in the business, what's going on on the podcast, what's going on in my life? And I will sit down and write all of those emails in one sitting. And that way I can kind of see like the user journey, you know, this one's serving, this next one is selling. Let's make sure we have more serving content, like how do we balance the scales in that? And I feel like for me it's really helpful because I want to always lead with serving and I want the majority of our emails to not have any ulterior motive beyond just being there, checking in, sending a resource and helping. And so for me to like batch work like that, it allows me to strike a balance that feels really good to me. And so automations are really like the rhythm and the engine that can be running 24, 7 and it is something that is a lot easier than I think people make it out to be. So like I love knowing that all hours of the day somebody's opting into my email list and they are getting served exactly what they opted in for and then they're getting onboarded as to like, who I am, what is my, you know, ethos, like, what do I care about, here's what's in store for you, etc And I love that I was able to sit down and write those really thoughtfully once and now they're still working for me. And so I've done all different types of automations. Like when I went on maternity leave when I had Coco almost seven years ago, I built out a six month email sequence and I just did it because I was like, I don't know what motherhood is going to be like. I don't know how much space I'm going to need. And that thing ran for years. And so it's interesting to see too where it's like work you do today can see still be serving and working for you months and even years to come. And so what would it look like if you put just a little bit more intent behind it? So automations that I would consider doing. So first off, even just having a simple autoresponder where you are actually connecting people with information in the autoresponder, beyond just saying, like, here's when I check my email, like in our autoresponder, it's so epic. It's like if you're looking to be a guest on the podcast, here's what you do. If you are a student of ours and you need access to your question course, here's what to do. And it literally just does that. That's a super easy automation when it comes to somebody opting in. Oftentimes we'll work in like three part funnels. So we'll deliver the goods, we'll send them some sort of serving, like quick tip that is adjacent to what they opted in for. And then we'll send them an invitation to whatever that next step is, whether it would be to book a call to attend a webinar to check out more information. And so if you think of it in three part sequences, it's actually not as overwhelming and it's not as much work as I think our brains can make it out to be.
- [30:55]
B
It's such, such nuggets of knowledge. Honestly, I'm learning so much. Thank you. So when you look back at how you've built your list in business, what's one belief you had to unlearn about marketing or sales to really embrace the power of email?
- [31:10]
A
Ooh, okay. My email list is the hill I'll die on. Like, I love email. I think one thing that I've had to unlearn is the volume game, right? Because I think we see volume, especially on social media. And it's like nobody knows how big your email list is, right? Like she'll be. Your email list could be 20 people, it could be 20,000. Nobody knows that. And I think that that is part of the reason why entrepreneurs struggle to find email marketing sexy. When I think it is sexy. So sexy. Because it drives results. Because it's like we're so fixated on what's shiny and what's obvious and what's, you know, available for everybody's eyes. And so I think I've had to learn Like I would much rather go deep than wide when it comes to email marketing. And the second thing that I've really been unlearning a lot lately especially is like I just want to write to a friend, like I am the person sending this. It's not a brand, it's not a business, it is me as a human. And so, you know, even yesterday I sent out something about just like craving community and like what does it look like when we gather in rooms? There's, I'm not making any sales from it. I'm literally just sharing my thoughts and the things I think about it two in the morning or the dreams I have. And so I believe that some of what I'm unlearning is like this strategizing and the like say this, not that this psychological trigger does this and da da da. And it's like what do I want to say? What is worth saying and how can I let people in in a way that connects them not just with a business but with the human behind it. And so I feel like with email marketing especially, I think a lot of people are tuning out the super salesy, you know, some of the like bro marketing tactics. And it's like how do we create emails that people want to read and enjoy reading and how do we connect on a deeper level? Because there is an opportunity, there is an intimacy in the inbox that is not possible on social media. And I think that when we harness that and we see how beautiful of a gift that is, it allows us to show up and create from a more sacred space, in my opinion, than in a space that is like seeking attention. And so I feel like it's been really fun getting back in the writer's seat and like really just like what's worth saying, what do I want to say and, and how do I make this an exclusive piece of information, content, whatever you want to say, a message that isn't being shared in other places because I'm able to have that piece of intimacy.
- [33:50]
B
Absolutely. Okay, that was so helpful. I have a follow up question regarding that. I mean with AI coming everywhere, right, like what are your thoughts in terms of incorporating. A lot of people are incorporating AI in everything they do in their business. Right? What are your thoughts specifically with using AI in email list building?
- [34:08]
A
Yeah, I mean I think that there's a way to do it consciously and responsibly. I think that it should be a partner, not the author, if you are going to use it. Oftentimes I will write what I want to say and Then I will say, is there ways or opportunities to say this better? Or does this bring up more questions or more solutions? Right. And so it's like looking at it as a partner and not necessarily a co creator, I think is really important. I think that there are so many telltale signs and dead giveaways when people are using it too much, right? Where it's like, what is this? Like, this does not sound human, or this emoji use is so over the top, or I've never seen so many M dashes in my life. And so like, I. I want to always be human led, and then I want to be like, challenged or partnered with AI in a way that just makes my humanness better. And the way that I look at AI use is like, I want it to support me in ways that get me back to my life. I don't want it to take over my life. I don't want it to take over the parts I enjoy about my work, which is like writing. But if it's a partner along the ride and it helps me be more clear or it helps me communicate better, or it allows me to see gaps in my own thinking or my own communication, I welcome it. One thing that I think can be really helpful is if you can create a story log. So that's one way that I think AI can assist in this, where oftentimes, like, you can literally pull up the voice feature on whatever AI you use. I like ChatGPT and I like Claude. And you can even say, like, I want to build out a story log that I can dip into when I'm writing content, ask me questions that will help me derive a powerful story log. And that way too, if you're looking at creating an email and you're like, I have nothing to say, like, pull into your story log. Like, we have a really intense story log for my business. And it's really easy then to see, like, well, what story makes sense with the point I'm trying to make, or like, what is a time when I experience this and how do I communicate that? And so I think that can be a really unique way to use AI to build out your more personal database that cannot be replicated or duplicated. That is so beyond just being information.
- [36:27]
B
Awesome. Thank you. I appreciate that. Last question, but what's one simple shift someone could make this week to really start seeing traction within their email list, even if they feel like they've tried it all?
- [36:39]
A
Yeah. Okay, so I would just say stop writing to quote your list and start writing to one person. And even if you have to put in the send field, like, one person's name so that as you're writing, you're just thinking about that one person, I think that if you picture that person sitting across from you, your emails will instantly become more magnetic. I have a dear friend. Her name is Sarah. She's like a very close friend in my life. She has three kids. She had a side hustle, she had a really successful business. She's. She's like your dream client, too, where, like, she's figuring out, like, do I keep going with this? Do I take a break? What does this look like? And whenever I write, I just think of that actual human, not like an ideal client avatar, not this, like, obscure person who I don't know. And if you've never served your dream client, but you think like, hey, I follow this person online. I would die to work with them. Write to that person. Right? Like, the more clear you can get in thinking of, like, well, what would I talk about if we sat across from each other drinking coffee? Or, like, what would she need to hear today? Or what's a question she might ask me? When you can, like, personify and get it down to one person, it takes away this whole email list idea, and it really makes it feel more intimate. And the second thing that I would say to do is invite responses. So this is not only a strategic move in the sense of, like, if your emails were showing up in spam or promotions, for whatever reason, if somebody replies, it shows those service providers that there's like, a real relationship here. But oftentimes it feels like all of our marketing is like, shouting into the void, right? And it's like, does anybody hear me? Did anybody get this? Did this make a difference at all? And so I would say, in every email you create, add in a question or a prompt and say, like, genuinely, I want for you to respond and tell me X, Y, or Z. It could be like your last Amazon purchase that you regret. Or it could be like, the one thing that you're struggling the most with. And the more that you can start to see, like, wow, these are actually reaching real people, not just a subscriber number. It will change your life and it'll give you so many ideas of the content you could be creating or the way you could be speaking to them. And so I have been, like, inviting in responses, and guess what? I read them and it's so fun to be like, wow, my email reached this person today. Or, this is the thing that I could talk about next on the podcast. And so I think that would be the shift that I would recommend making is like, don't look at it as like this volume, whether it's small or big in terms of a list, look at it as one person and invite in that dialogue. And I will tell you that if you can get somebody to reply, that is the warmest lead you will ever have. Whether it becomes a friend in your life, a collaborator, or a client of yours. Having somebody dedicated enough that feels like they can hit reply to you is gold in so many ways. Just in terms of life and in business.
- [39:34]
B
Absolutely. Well, thank you so much, Jenna. This has been incredible and a true privilege to get coached by you.
- [39:40]
A
Oh, thank you so much for coming on. Where can everybody find you and connect with you and learn more, more about you and watch you implement the things that you liked from today's episode.
- [39:50]
B
Thank you. So if you'd like to connect, you can find me on Instagram at Shilpi Zolani or visit my website@shilpizolani.com and if you're a mom who's dreaming of starting a freedom based business, I'd love to help you map out your next steps. You could book a free strategy call with me right on my website or download my lead magnet, my free business decision worksheet to get clarity on the right business for you. And again, that's shilpizolani.com thank you.
- [40:15]
A
Amazing. Thank you so much for coming on the podcast. Thank you for being coached live on the air and just thank you for being a part of our community.
- [40:24]
B
Thank you, Jenna. Again, thank you so much. Means a lot to me.
- [40:28]
A
I just love these coaching sessions. I love connecting with listeners and other women who are building businesses and raising families. And I hope today's episode was really inspiring for you to look at email marketing to find the sexiness in something that isn't as shiny as social media. But let me tell you, the results it drives are totally worth it. When you think about an email list, you have to consider that this is an asset you own and a true experience that you can control, unlike social media and all the algorithms that we play on. Thank you so much for listening to this episode of the podcast. If you want to learn more about growing up and serving an email list, please, please, please sign up for my free class. It's called From Zero Subscribers to an Email List of Engaged Buyers. You can save your seat at grow an email list.com that's grow an email list.com. i hope to see you in that masterclass. And of course, until next time, gold Diggers. Keep on digging your biggest goals. Thanks for listening to the Gold Digger podcast. I hope today left you inspired and equipped with something. Something you can put into action as you build a business that truly supports your life. If this episode resonated with you, here's how you can help this show reach even more entrepreneurs. Hit follow, Share it with a friend who's building something meaningful, and if you're feeling generous, leave us a review. Those reviews help other listeners discover these conversations when they need them the most. This show has become so much more than I ever imagined, and it's because of listeners like you who show up and share. You are helping build something that will inspire entrepreneurs for years to come. For show notes, links and resources, head to gold diggerpodcast.com keep digging your biggest goals. The world needs what you're building.