934: How 66% of My Audience Paid to Join My Email List

Summary

Strategy Hour | Episode 934: How 66% of My Audience Paid to Join My Email List

Host: Abagail Pumphrey
Release Date: March 13, 2025
Podcast Description:
In Episode 934 of the Strategy Hour | Online Marketing for Business Growth, Abagail Pumphrey, CEO of Boss Project and acclaimed business strategist, delves deep into innovative email list building strategies that transform passive subscribers into committed buyers. This episode is particularly invaluable for small business owners, service providers, course creators, and digital product sellers aiming to elevate their online presence and revenue streams.

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1. Rethinking Traditional Lead Magnets

Key Insight:
Traditional lead magnets—freebies offered in exchange for email subscriptions—often attract individuals who are only interested in free information and not in making purchases. Abagail challenges the conventional wisdom that a larger email list automatically translates to higher revenue.

Notable Quote:
"Everyone says you need a lead magnet to grow your email list. And sure, that works. But let me ask you this. How many of those freebie seekers actually ever buy from you?"
— Abagail Pumphrey [01:01]

Discussion Points:

• Conversion Rates: While lead magnets increase email subscriptions, they do not guarantee that subscribers will become paying customers. Abagail shares her success with a unique approach where 66% of her audience paid to join her email list, ensuring that her communications reach an engaged and financially committed audience.

• Quality Over Quantity: Emphasizing that not all subscribers are created equal, Abagail highlights the misconception that a bigger list equals more revenue. Instead, focusing on attracting subscribers who recognize and are willing to invest in your value proposition is more effective.

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2. Strategic Mix of Free and Paid Offers

Key Insight:
A balanced strategy that incorporates both free lead magnets and strategic paid offers can enhance conversion rates and customer engagement.

Notable Quote:
"We believe in having a super strategic mix. Your lead magnets have a very particular job that they need to be doing for you and your paid offers should be an obvious yes."
— Abagail Pumphrey [03:25]

Discussion Points:

• Role of Lead Magnets: Instead of generic freebies, Abagail advocates for highly specific lead magnets that demonstrate the value and methodology of your business without revealing the entire process. For example, using case studies can offer proof of your expertise and the potential results clients can expect.

• Paid Offers Integration: By seamlessly transitioning subscribers from a free offer to a paid offer, Abagail ensures that the audience is already primed to make a purchase. This approach reduces the time between initial contact and conversion, aligning with modern consumers' preference for quick solutions.

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3. Building Low-Ticket Entry Point Offers

Key Insight:
Low-ticket entry offers, priced between $9 and $97, serve as effective gateways for customers to experience your offerings without a significant financial commitment.

Notable Quote:
"My low ticket entry point offers I typically like to see priced anywhere between $9 and $47, although I definitely have some entry offers at the $97 price point."
— Abagail Pumphrey [11:05]

Discussion Points:

• Specific Problem-Solving: These offers focus on addressing one specific problem, providing a tangible solution that showcases your expertise without overwhelming the customer.

• Scalability: Entry point offers should be scalable, allowing you to sell them repeatedly without a proportional increase in workload. Formats can range from mini-courses and templates to single training sessions or workshop-style formats.

• Building Trust and Mindset: By offering a low-cost solution, you help potential customers overcome their resistance to larger investments. This step builds their confidence in your ability to deliver results, paving the way for future higher-ticket purchases.

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4. Benefits of a Paid Email List

Key Insight:
Having a paid email list significantly enhances engagement and increases the likelihood of repeat purchases.

Notable Quote:
"Paid leads are more engaged, they're more likely to open your emails, and they're seven times more likely to buy from you again than a brand new lead."
— Abagail Pumphrey [08:15]

Discussion Points:

• Higher Engagement Rates: Subscribers who have paid to join your list are inherently more interested in your offerings, leading to better email open rates and interactions.

• Repeat Purchases: These engaged subscribers are more likely to make additional purchases, fostering long-term customer relationships and consistent revenue streams.

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5. Implementing the Strategic Approach

Key Insight:
Transitioning from traditional methods to a strategic, paid-entry model involves pre-selling offers and building effective sales funnels that cater to modern consumer behaviors.

Notable Quote:
"Step numero uno is not to make a freebie. Step numero uno is to actually pre-sale your offer to make sure the offer converts, to make sure the offer is going to work."
— Abagail Pumphrey [15:55]

Discussion Points:

• Pre-Selling Offers: Before fully launching a product or service, pre-selling allows you to validate its market demand and ensure it resonates with your audience.

• Funnel Construction: Building a sales funnel that directs potential customers from a strategic entry offer to a paid offer immediately taps into the modern consumer's desire for instant solutions.

• Evergreen Sales Systems: Developing funnels that operate continuously ensures that sales are steady and not reliant on specific campaigns or promotional periods.

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6. Conclusion and Action Steps

Key Insight:
Adopting Abagail's strategic approach to email list building and sales funnels can lead to higher engagement, better conversion rates, and sustained business growth.

Notable Quote:
"We are going to give someone proof that we know what we're doing, that we have the expertise and we have the experience that's going to help them get results."
— Abagail Pumphrey [17:14]

Action Steps for Listeners:

1. Evaluate Current Lead Magnets: Assess whether your current lead magnets attract engaged and willing buyers or just information seekers.

2. Develop Entry Point Offers: Create low-ticket offers that solve specific problems, ensuring they are scalable and easy to deliver.

3. Build Strategic Funnels: Design sales funnels that transition subscribers from entry offers directly to paid offers, minimizing the gap between interest and purchase.

4. Focus on Quality Subscribers: Prioritize growing an email list composed of individuals who recognize and are willing to invest in your value, rather than merely increasing subscriber count.

5. Seek Professional Guidance: If needed, engage with experts like Abagail through Boss Project to help design, test, and validate your offers and funnels for optimal performance.

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Final Thoughts:
Abagail Pumphrey's insights offer a refreshing perspective on email list building by emphasizing quality over quantity and strategic paid offers over traditional freebies. By implementing these strategies, business owners can cultivate a more engaged and profitable audience, paving the way for sustained online success.

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Additional Resources:

• Next Level Funnels: Learn Abagail's exact system for converting leads faster. bossproject.com/funnels
• Jumpstart Your Offer: Get personalized assistance in building and validating your offers. bossproject.com/jumpstart
• VIP List: Stay updated with exclusive content and behind-the-scenes news. bossproject.com/signup
• Subscription: Subscribe to the Strategy Hour podcast on your favorite platform to never miss an episode.

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This summary encapsulates the core discussions and strategies presented by Abagail Pumphrey in Episode 934, providing actionable insights for entrepreneurs looking to optimize their online marketing efforts.

Transcript

[A]

The strategy was not overly complicated, but it was a very long and arduous process. The goal being that you nurture someone over a long period of time and really ultimately try to convince them of your worth and value.

[B]

Welcome to the Strategy Hour podcast brought to you by Boss Project. I'm your host Abigail Pumphrey and I'm dedicated to supporting online businesses. I don't believe in one right way to build a business. I'm here to help you build business your way. One that supports not only the life you have, but the life you want. I'm on a personal mission to help you become financially free. I'm taking all the lessons learned as I turned a layoff into a seven figure online business. I'm here to help you prioritize your life every step of the way. Whether you're creating your first digital product, growing an email list, or scaling an already profitable business. Settle in. It's time to talk strategy.

[A]

Everyone says you need a lead magnet to grow your email list. And sure, that works. But let me ask you this. How many of those freebie seekers actually ever buy from you? For me, 66% of my audience paid to join my list. Which means when I send an email, I'm not just talking to a bunch of lurkers. I'm talking to a group of people that have already paid me because they see the value in what I offer. The problem with traditional list building is not all freebie seekers are buyers. Some people are simply ever only going to seek information. It's also a massive misconception that having a bigger list automatically means you're going to make more revenue. And that couldn't be further from the truth. Now this is not me sitting here telling you I'm anti freebie. That's literally not true. I absolutely have opt ins and they absolutely help in my sales process. But I believe in having a super strategic mix. Your lead magnets have a very particular job that they need to be doing for you and your paid offers should be an obvious yes. From the gate inside Next Level Funnels I teach you the exact system I use that helps you convert people faster. Sometimes direct to sale, but other times through a very strategic freebie that gets someone to buy right away. You can find out more about what's inside Next level [e-mail] funnels. Now the problem with traditional freebies is they tend to be really heavy, overly big, overly broad, and often give too much. How to you don't want to attract people that want information from you. You want to attract people that want to work with you. The role of a lead magnet in next level funnels is super specific. We want to get buy in for our formula, for our framework, for the way in which we do business, the way we teach, the way. We're not necessarily giving all of the information away, we're simply offering the what and not the how. The how is your paid offer. Case studies tend to be fantastic for this. With a case study, you can offer someone proof and possibility of what's possible when they work with you. But it also gives people a mindset of what does this actually take? What does this look like? It can make it feel doable. In the early days of online learning, this is really going to date me. There was really only one person talking about how to build funnels. And the strategy was not overly complicated, but it was a very long and arduous process. The goal being that you nurture someone over a long period of time and really ultimately try to convince them of your worth and value. And while it can work, the way in which people buy is simply different. Today, people make decisions on a whim, and they also are fast movers. They're used to instant gratification. Gone are the days where people spent a long time considering their options. Today, when they have a problem, they want it fixed yesterday. My approach to funnels is different. Instead of waiting all of this time into the future for someone to potentially buy from me, I go direct from a free offer, a free opt in direct to a paid offer. Now, while the percentage of people that convert immediately tends to be a smaller percentage, it's not zero. I think there's a lot of misconceptions that if we tell someone that they can pay us or tell someone that they can work with us, that's somehow going to put them off. But what it really does is showcase that you know what you're talking about and you're there and ready to help them when they're ready, even if they don't. By day one, you've exposed them to what's possible, they know it exists. And when they start looking at how urgent this problem is that they need to solve, you're going to be the first on their mind. Now, in contrast to the way some people operate, I don't have an open, closed business. I don't have a program that opens once or twice a year and then disappears. My offers are available all of the time because I know people lead busy lives, and when they want to solve a problem, they're ready to solve. The problem now, they don't need to wait six months until I open the doors. Now, we're not using crazy psychological dark tactics to convince someone to buy. We're not getting them to act on impulse. We are simply presenting the information in the order in which it's going to be most helpful for them to receive it. And when you do this, well, you can get someone to buy not just day one, but but go on to buy again from you in potentially a couple of hours or a couple of days. So I have gone from as low as a $29 offer to a $2,000 product in less than a few hours. Now, while my current business model is a little bit different than the majority of my students, everything I do is low ticket. Right now most of my students are are interested in taking someone from an entry point offer into an elevated offer. And this signature offer could be anything. Some of my students are specifically getting someone into a signature course or group program, while others are going into a more one on one service where they potentially are doing the work for them or offering some sort of consulting. The power of getting someone to pay up front is invaluable because the goal isn't just to take money from people. The goal is to solve real problems. And what happens when someone buys is they have an opportunity to interact with your best work. This is the way people get quick wins. This is the way people see results. And when you can show them that regardless of their own conceptions about their own abilities, that within a few hours or less, maybe a couple days max, that you can solve a problem, they're going to be in it for life. You're building lifers, people who want to work with you. Paid leads are more engaged, they're more likely to open your emails, and they're seven times more likely to buy from you again than a brand new lead.

[B]

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[A]

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[B]

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[A]

My low ticket entry point offers I typically like to see priced anywhere between 9 and $47, although I definitely have some entry offers at the $97 price point. Point these solve one very specific problem and only one specific problem. We're not coming in here and giving everyone the kitchen sink. We're not trying to solve their entire life's issues in a single afternoon. We're trying to take one small weight off their platter. We're giving them an opportunity to get a taste of the kind of work that we can do with them and show them that they are capable. The format in which you deliver that offer can vary pretty radically. There isn't like a right format that is going to make sure that they go on to buy other things from you. It's really about how can you get the information across to them or get them to solve that problem in the quickest format possible, doing as much of the work for them in advance. Now, you're not necessarily going in and doing something one on one. This should be something that's scalable. This is something that you could sell again and again and again. And regardless of how many times you sold it, it's not necessarily more work for you. There might be a tiny bit more support, but that should be a very minimal portion of what we're talking about when we're specific to entry point offers. Personally, my favorite entry point offers are mini courses, but that's not necessarily where you have to start. I think the majority of people who are just doing this for the very first time or they're testing this process in a new way, they start with something a little simpler like a template or potentially a script or a swipe file. You could also do it in a single training and more of a workshop format. Now keep in mind the difference between a webinar and a workshop are radically different. A webinar is all about getting information across. It's about telling a story and setting someone up for what it looks like to do the work in the future. A workshop in a lot of ways should have very practical ways that someone can execute on this information. You're giving them the steps, you're giving them the how. You're allowing them to move forward and do something fully and completely. Now I think the misconception here is that if you have this low priced entry offer that you're supposed to make all of your money from it, that it's supposed to be the most profitable thing in your business. No, no, it's not the goal with your entry offers. Feel good about break even? Break even is nothing to write home about. The majority of people are going to make the most of their income after the first sale. They're going to buy something. Again, not everyone, but the majority of the actual profit comes from sale number two and beyond. Essentially, the paid offer is simply a filter. It's allowing us to really assess how ready and willing someone is for the next step. And I think a lot of times when we see people trying to sell direct to a signature offer, regardless of price point, you know, it could be 500 to several thousand dollars. When you're selling direct to that offer, you're going to see resistance from people. And I've seen a lot of people go in there trying to do objection busting. And it has its place. I'm not saying you shouldn't talk about objections or really sit down with someone and help them understand how you're there to support them. But more often than not, those things can be fixed and addressed by having a smaller offer in advance. That smaller offer is doing a number of things. One, it's helping them on their mindset because honestly, one of the biggest barriers to someone purchasing anything is that they think, oh, that worked for you, or that worked for in your case, but it's not going to work for me. And there can be a million reasons why they think it won't work for them. Our job is not to convince them it'll work for them. Our job is to showcase that you have an opportunity for them to get a taste, to see what it's like. Like getting a sample at Costco. You're getting a taste. You're like, ooh, that's good. I'm getting the mega pack with 60 of them.

[B]

That's the same thing.

[A]

That's exactly what's happening. The difference is this is getting them a real result. They are fully and completely solving one aspect of their problem. More often than not, the best case scenario is that you're solving the problem that occurs and prevents people from seeing success inside your signature offer. So how do you implement this in your own business? Step numero uno is not to make a freebie. Step numero uno is to actually pre sale your offer to make sure the offer converts, to make sure the offer is going to work. You're going to sell direct to an offer to help you get paid people on your list. And then when that works, then you can turn around and you can take that as an opportunity to build a funnel that would take someone from a very strategic lead magnet to a sale asap. But if you don't have that strategic entry point offer that gives a quick win, you need to start there. You need to actually build the specific offer that's going to set you up for success long term. And if you need help doing that, I would love to be your gal.

[B]

I would love to help you with that process.

[A]

This is literally my favorite thing to do you can find out more? It's bossproject.com jumpstart. It's the thing. It is the way I would build your offer to make sure it's gonna work. I'm also gonna help you test it and validate it. Okay. It's so good. But if you have that offer and you're ready to set up your funnel the right way to make sure that it's gonna work on Evergreen, to help you set yourself up for success, to get those daily Evergreen sales, which is the ultimate dream, right? We want to see our phone going off multiple times a day that you're getting multiple sales. That happens when you set this up right. We are going to give someone proof that we know what we're doing, that we have the expertise and we have the experience that's going to help them get results. And we're going to go from that free and strategic offer to a paid offer immediately. If you want to grow a profitable email list and stop attracting the wrong audience, I would love to help you in that process. I want to help you see new subscribers that are buyers from day one. And if you're ready to build a funnel that's going to convert and bring in daily Evergreen sales, I would love to help you build your first or your next one inside next level funnels where you can find out [e-mail] funnels. And in the meantime, I have a lot more where that came from. So if you found today helpful, I definitely recommend subscribing to the Strategy Hour podcast. Anywhere you listen to podcasts and go check out Boss project over on YouTube and subscribe there.

[B]

Hey, a few quick favors before you leave. I'd love if you'd share today's episode, send it to a friend who needs to hear it and post on social.

[A]

You can show us where you're listening.

[B]

From, your favorite takeaway or why someone else should listen. Be sure to tag me at Abigail says and ossproject so we can share it. Okay. Second favor to get podcast updates and all the behind the scenes news from Boss Project. I'd love if you'd join my VIP list. Just head to bossproject.com signup to make sure I have all your contact details. Really love this show. It would mean so much to me.

[A]

If you'd leave a rating and review.

[B]

It not only helps more listeners find the show, but allows us to bring on quality sponsors so we can keep bringing you this valuable content for free. Thanks so much for listening. Until next time.