“It’s going great!”, she tells me.
“People are signing up to my list, and me, I’m just loving the process of writing a weekly email to them”.
Ah… the bliss: it makes me so happy when I see people take action, get their hands dirty, do the work.
And each time I manage to get someone to try out email marketing, it’s just… wah. So rewarding.
“Any sales?”, I ask.
“Yes!” and she starts listing off all the pieces she’s sold recently.
Excellent, terrific results.
“So I’ve been investing in materials: high quality paint, brushes, fine canvases…”
Trouble ahead, because: once you start turning over some money, investing in materials should only be part of the equation.
The other part has to be investing in growing your business.
See, if the problem is a lack of cash or business results, more paintings is rarely the solution.
Or, paraphrasing Maslow: to the man whose only tool is a hammer, every problem looks like a nail.
But more paintings (or songs, sculptures, or whatever you make) doesn’t equate to more sales.
In any case, you probably have a bunch of work that hasn’t sold yet, so adding to the collection solves… which problem?
No, if you’re seeing results and you’ve got money to invest, by all means take a slice of that money and invest it in optimising the thing that brings you the results.
Can be anything: hiring a developer to improve your website…
Getting an expert to optimise your SEO, so that you rank higher in Google search results…
Hire a coach (hello!) to give you tailored advice and guidance…
Or – and this bit of advice is extremely valuable but only if you act on it – getting more people on your email list.
Doesn’t have to break the bank either.
Here’s one possible method, and while the steps are a bit technical, it’s not very complicated:
1: Create a landing page on your site, where you offer people something for free, and invite them to sign up
2: Buy Facebook ads to drive people to that page
3: Make use of Facebook’s tracking pixel so that those people who visit the page but don’t sign up will see the ad again when they go back to Facebook
4: Target the ad to what Facebook calls ‘lookalike audience’, by feeding the ad manager the names of your biggest fans and your previous buyers.
(This will cause Facebook to show the ad to people who are similar to people who already like your work, giving you a higher return on your investment).
5: Set a budget of $10 or $15 a day, and monitor results.
If people see the ad but don’t click, experiment with the ad design.
If by contrast the people click but don’t sign up, see if you can tweak the landing page.
Optional but very useful: use the free version of Optimizely to create an A/B test of the landing page, so that you can test which version works best.
On that note: change only one thing (i.e. only the image you use, or the headline, or the call to action – if you change several things on the same page, you won’t know which of
those changes caused the higher signup rate).
There you go: a simple, affordable way to get more people signing up, with iteration and optimisation built in.
Next you send your subscribers fun and engaging updates about your work, and over time you should start seeing response, and provided your list keeps growing, sales too.
This is just one strategy, and there are many to choose from.
If it’s too complex for you or if it’s not how you like to work, just ignore it and do something else – the internet is awash with tips and tricks if only you do some Googling.
But the one thing to not ignore is this:
Invest in your business. Seriously.
If you have questions about the above strategy, hit reply and I’ll do my best to answer.