Recommend. 91 pages. Entrepreneurship and email marketing. Igor Kheifets, like nearly all of my favorite authors and entrepreneurs, push through the grind for years before finally striking the epiphany (or set of epiphanies) that rapidly precipitated his success. Rapid, that is, in comparison to the years before.
He hosts a podcast titled “The List Building Lifestyle Show.” On the show, Igor has interviewed legends in American entrepreneurialism such as Robert Kiyosaki, Russell Brunson, Chris Voss, Anik Singal, and Mark Manson, to name a few. I’ve read books by all of these men.
In the book, Igor jumps quickly into the meat of his content, adding his personal experiences along the way. My favorite parts of the book consisted of Igor relating his struggles with such platforms as Facebook, Google, and even within his own niche of email marketing.
My three big takeaways from this book: (1) marketing success may narrow to just two parts, a great offer, and the right audience; (2) your audience wants to hear about its problems, and not yours; and (3) build your own ladder and climb it.
RIGHT HOOK, RIGHT POND
First, make a great offer to the right audience. Some writers suggest beginning the entrepreneurial journey with the product – your passion, your unique value. Others suggest starting with the audience. Igor subscribes to the latter, and on p. 65, quotes Gary Halbert as saying that the “most profitable habit you can cultivate is to always be on the lookout for hungry markets.” With the size of the planet, it doesn’t matter where you start, so long as you do. Although, by beginning with the audience, in a way, you already possess a soft proof of concept.
YOUR AUDIENCE WANTS TO HEAR ABOUT ITS OWN PROBLEMS
Second, talk more about your audience’s problems than yours. Igor brings this up in response to his clients’ questions about what to talk about in their emails. Emotional connection precedes physical connection, whether that means intimacy or negotiating a deal. Consistent with advice on allowing for vulnerability and putting “yourself out there,” Igor shares that that does work. But talking about the other person’s problems works even better on conversion rates. The market doesn’t care about your hopes, dreams, and struggles – it cares about itself. Give the audience what belongs to the audience.
YOUR LADDER, NOT SOMEONE ELSE’S
Third, build and climb your own ladder. If you left your job (or intend to) as a way to become your own boss, it follows then that you shouldn’t let platforms like Facebook or Google become your next boss. When the algorithms inevitably change, expect a slap to your income. Your email marketing list represents your own ladder, your own platform.