Episode #42: How to Dolly Parton Your Business (and Write A-List Emails) with Jenn Mayers

Intro (00:00:01):

When you give smart women a five year plan, simple business strategies and a positive mindset, it's amazing how fast your business can grow. Welcome to the fast track woman podcast with your host and business strategist, Terra Bohlmann. She helps women business owners stop winging it and board the fast track to success. When she's not making high flying dreams a reality, you can find her traveling to random destinations, desperately tracking down Chanel, brooches, or sipping overpriced coffee drinks. Her purpose in life is to help you build a profitable first-class business, smooth out the bumpy ride, and finally have more time, energy and freedom. So buckle your seatbelt because this episode of the fast track woman takes off right now. Welcome back

Speaker 2 (00:00:55):

To the fast track entrepreneur. I am your host, Terra Bohlmann, and I am so excited to bring you my guest today. She's became a fast friend, we're in a mastermind together, and that's how we met which masterminds are, where it's at. Y'all I'm not even kidding. So without further ado, let me read her official introduction because she's a total rock star and I just, and, and it's it's beyond. Awesome. So, all right. Today's guest hails from Baton Rouge, Louisiana y'all. She started her first company at 25. Her work has reached millions of people around the world, and today she's helped her clients collectively generate over $14.1 million in sales and growing. She's a world traveling home body copywriter and conversion specialist. Her mission is to help you profit from high converting copy. So your life revolves around your joy, not your laptop. Help me give a big warm.

Speaker 2 (00:02:01):

Welcome to Jenn Mayers. Hi Jenn, how are you today? Hi Terra. Thanks so much for that introduction. I'm doing, I'm doing really great and happy to be here. Super happy to have you. And I've just enjoyed getting to know you and we have virtual coffee and we're doing all the virtual things. And Jenn, you are just such a rock star. And I said it before, but I know we are like fast friends, which is so cool. I knew, I knew the second I saw you on that cause like, ah, she's going to be a good friend. I can feel it already. I love it. I love it. So perfect. So I, so your jam is all about email copy and helping women entrepreneurs become bosses at getting in people's inboxes and creating relationships with them. So that eventually well you're to continue to build trust, right? And then that way, when you go to sell something that know like, and trust factors already there, because people already feel like they know you. And so that's what we're going to dig in today. We're going to talk about email copy there's to me, you can't have enough conversations about the importance of email as a women entrepreneur. So tell me what you know, I want to know, how did you even transition into becoming a conversion copywriter? Like, you know, give us a little bit of background on Jenn.

Speaker 2 (00:03:33):

Oh yeah. This is a, this is a great story. So I did not start out as a copywriter. I actually started out as a personal trainer. I was working with people to help them reach their fitness goals. And I ended up with eventually just quick background. I ended up in the hospital, completely overworked, overwhelmed, completely stressed out my body. And so I went into the hospital and came out of it going, man, I really love helping change people's lives, but I can't be working 80 hours a week like this anymore, making, you know, less than a high school teacher. So I've got to figure out a different way. And a good friend of mine said, Hey, I've heard of this coaching thing where you can actually help people change their lives over the phone and you don't have to do it at like five in the morning or nine o'clock at night.

Speaker 2 (00:04:27):

You can like make your own hours. And I was like, okay, that sounds cool. So I went and I got a coaching certification and I was so pumped up. It was like, I'm back in high school, middle school, college. I was not the, a straight a student. Not because I wasn't smart just because I I thought studying was a joke. Like I got it, I understood it and taught my friends. So I didn't, I didn't study much, but for this coaching thing, I was like, Oh my gosh, this is amazing. I want to learn everything about it. I felt, I finally felt like the straight a student that I knew I could be. And so I go in and become a coach and I start in weight loss. My first month as a coach, I was like, I'm a weight loss coach. I help you reach your fitness goals.

Speaker 2 (00:05:09):

And I quickly got clients that first month I made I made five figures as in my first month as a coach, which was I didn't know, but it was pretty astonishing. And it was definitely more than I'd ever made as a personal trainer in a month. And then by the end of that month, I was like, Oh, I don't know if I want to do this. I've been working with these, these handful of clients, but it feels just as exhausting as before, but now I'm just on my phone instead of in person connecting with people. So I changed my niche to, I, I changed who I was, we're working with to work with chronic pain people with chronic pain. Cause I had gone through a diagnosis of fibromyalgia and I got clients in that niche pretty quickly. And by the end of that month, I was like, Oh man, I love these people, but this is really draining on my energy.

Speaker 2 (00:06:02):

It's actually bringing back, you know, my own stuff. I don't think I want to work with this specific niche. I don't think I'm the person to help them. And so I changed my niche again. And so by the third month I had a pretty successful client base all in different niches. And at the same time I was in this coaching community. And they're going, who is this 25 year old girl who has changed her niche three times in three months and she's gone off and gotten clients and all of these niches, what are you doing? And so I just said, well, I'd say this and they'd say yes or I would write this in my social media posts or this in my email or say this when they'd ask me what I do. And they go, well, I want to know more and then we'd have a call and then I'd send them up.

Speaker 2 (00:06:52):

And so this community just kind of, they kept asking, well, Jenn, what would you say for my freebie or for my email or for my website? How would you put it if this were what you were doing? And so I was just having fun, helping people with their words, not realizing that I was kind of creating this this niche that I was kind of awakening this, understanding that I, I could, I had this thing with words. So yeah. Then, then one month I just, I was, the truth is Terra. One month I got to be really, really vulnerable. While on the outside, the coaching business looked really successful cause I was getting clients all the time. I was reinvesting money back into the business so quickly that I made some pretty big decisions, tough decisions and put myself at a whole one month and I couldn't cover my rent.

Speaker 2 (00:07:42):

And so I, I just, I broke down and I was like, people are gonna think I'm a fraud. I looked successful. You know, like, look at this girl, she's come up from, you know, nothing or whatever. And now I'm now I don't have money for rent. And so I had a loving family member remind me that, that that's a ridiculous thinking. And he's like just reach out to them and offer and ask for help. And so I did it instead of, instead of saying, Hey guys, will you donate money to me? Cause that felt weird. I said, I will write any marketing material you need in exchange for donation. And I explained why, and I was super vulnerable and I got to ask for help. And overnight, this community helped me start my copywriting business overnight. I had 20 clients, including my mentor at the time who had a million dollars, what he had, he had just reached a million dollars in sales and he reached out to me and said, I would love for you to write for me.

Speaker 2 (00:08:46):

And I just thought, Whoa, I must be on to something. If you know, overnight, not only 20 people want to reach out, but I'm having someone that I'm looking at going, well, my gosh, I would love to have a business like that someday. And they're reaching out to me saying, please write for me. Oh, that's amazing. Keep going. Yeah, thanks. So, you know, the interesting thing is like people have this big vision of like what a business looks like when it starts like it's a glitzy or glamorous or, or something. But my business started on my parents' kitchen, brick floor with me crying and feeling like a complete failure. And then the next day I sent one PO send one post and I have 20 clients. I didn't have a website. I didn't have a freebie. I didn't even know what the word copywriting was.

Speaker 2 (00:09:35):

Literally. I didn't even know what that meant. I didn't know. People could get paid to write marketing materials until in that moment. Cause I asked for it and only after I got this clients that I start actually investing in training and studying under great marketers and copywriters and learning from them. Cause I was like, Oh, if I'm going to build a business on this, I think I should at least know what copywriting needs. So it was, it was not glamorous at all, but it was such a blessing and a gift. And, and now I'm, and now I'm here six years later and I still have a copywriting business, which is which is pretty cool.

Speaker 1 (00:10:16):

Amazing. Like I love that story. Oh my gosh. And what's so cool is I don't think anyone has just not, not stumbled into the coaching industry. Like, I mean, cause at the same thing happened with me. I was like, no, I just want to help mentor. I'm going to leave corporate. I'm want to help mentor the women. They're like you wanna be a coach? No, I don't know. I don't know what that means. Like I just want to mentor women and yeah, I just want to put their business strategies. Oh, you want to be a coach almost like, what is this coaching thing? You know? And so I got it about the, probably the same time decade ago. And it was like, you know, it was barely a new industry and now it's much more popular, but I love that. And even before when I had my aha moment, like you did, it was like before then I had a website business and it was, I had a team in the Philippines and it was like, I call it my practice business.

Speaker 1 (00:11:07):

Right. Cause your practice business will lead you to the real business you're supposed to have. And I learned a lot from that and it was very much a similar thing from a profitability standpoint because you know, it has to make sense. And for me, I think at that time I was up to charging like $3,000 a website and I found any time I sold another website, my revenue would go up, but my profit would stay the same. And it was like, I kept having to add people to the team, your expenses go up, you know, your time you're overwhelmed. And it was just very hard for me to balance. And I was like, no, I didn't leave the corporate world to work harder for less money. Like something's gotta give here. And then like you, I was like, okay, well I'm going to do this coaching thing.

Speaker 1 (00:11:54):

And very quickly I got 30 clients a month one-on-one and I had a high co a high volume, low cost model. And within a year, year and a half, I was completely stressed out. So I got to the six figures pretty quickly, but it was like I was on the phone all the time, you know? And it was, it just was not what I thought it would be. Right. And then it's like, okay, time to scale. And I'm like, Oh, what does that look like? And you know, I was about ready to go back to corporate. I was looking at consulting gigs and then I'm like, you know what, I'm going to give it, I'm going to step back and look at this business to see how I can scale it. And that's when the business map was born, honestly. And so I love that, that, you know, thank you for sharing your vulnerable story and whatnot.

Speaker 1 (00:12:39):

Cause we all have that moment. And if our listeners are thinking, why haven't had that moment yet, trust me, you will have that moment, but take note, document it. And you're going to write an email about it someday. Right. So that's super cool. Alright. So something I've heard you say, so let's dig into the meat behind the emails and the messaging and obviously what I would consider your zone of genius as did everyone else and your, and your group. So I've heard you say, you know, set your weird AFRI, set your weird free, and will you explain to our listeners, what do you mean by that?

Speaker 1 (00:13:20):

Yeah, well I believe that everyone is weird and that that being, that everyone has their unique flavor of what they enjoy, what they don't enjoy, how they prefer to run their business, how they prefer not to run their business, but what it really comes down to in terms of messaging. I did a talk at a live event a couple of years ago and they asked me to teach on micro storytelling, just how to turn every day events into a story worth telling and how to present it in your emails and in your social media posts. And in it, I said, you won't be able to tell that that boring everyday story, if you don't think it's worth telling, and it comes down to letting you're weird free, you have to be comfortable with telling these quote unquote boring stories. And for instance, I have a story about a doorknob and that sounds really boring.

<>Speaker 2 (00:14:20):

And but when I looked at it, like, why wouldn't I tell this story about this door knob? Cause this story actually changed my life. It helped me look at the world in such a different way. It was because I thought I was weird for having this door knob changed my life. And so it, I was like, Oh, I just need to be weird. I just need to be weird. I need to be weird more and not be afraid to be weird. And so I suggest everyone write down a couple of things that you think are quote, unquote, weird about you and ask yourself, are you willing? Let that show more in your messaging. So yeah, it's more it's that's what I mean by setting.

Speaker 2 (00:15:01):

That's so cool. It's like, and it's taken me a lot. It took me a long time. I'm better. But I feel like a lot of the mindset work that we do is always evolving, but it took a long time for me to feel comfortable being somewhat polarizing or even, you know, coming from the corporate world, you know, it was very, this is how you act, this is your uniform. This is what you say. We don't go here, let alone, whatever. Right. And here I go plopped into the women entrepreneurial world where I went to my first live event and everybody was hugging each other and I'm like, Hey, we're going to get, who's going to get sued for sexual, Whoa, Whoa. We don't hug. You know? And it took me a long time to get even comfortable with that type of stuff. And now as I meet more, I call them like they were people who were like me coming out of the corporate world, the corporate newers that are doing that transition.

Speaker 2 (00:15:59):

You know, I see it in them where it's just kind of like get the deer in the headlight look and it's like, Oh no, you'll get comfortable with this. Like, it's totally fine. Right. It's my job to make you feel comfortable and whatever, and come on in. But you know, but there is a lot to be said for set, you're weird free, because once you have to stop asking for permission to be yourself, you can actually attract people who actually honor what may seem weird. And the fact that you wrote a story about a door knob, like I look at like Miranda Lambert, the country singer is like one of my favorite singer songwriters. Like if you just listen to her songs and the words, like I remember once listening to a song and it was about the sun and she just wrote a whole song about how like amazing the Senate is and what it does. And you know, next thing you know, you're just listening to this. I'm like I have a brand new adoration for the sun and what it does, same thing with a doorknob. I'm sure it's like, you could be like, Oh, doorknob, you know, and it's now every time someone who's heard your story, they may look at door knobs a little differently. And I think that's super powerful.

Speaker 2 (00:17:07):

Yeah. Thanks. Yeah. And I, you know, I want to expand on it. Cause you mentioned something too about the weird there is something to be said about being unapologetic, unapologetically you, and I think there's a big misconception about what that means right now in the online space. Like a lot of people here like be unapologetically you. And so they mean like be incredibly sassy and be, you know, you have to be like hashtag a hashtag something and you have to be a little forceful and domineering or super loud or crazy colorful or whatever it is. But to me, when I, when say set your weird free, I mean, everyone has their own flavor of what makes them unique. And so I know for me personally, I am a more gentler being a more, I come from such a different point of view. Then I see a lot online.

Speaker 2 (00:18:03):

You know, I, I, I don't believe in the, let me shove something down your throat and that's how I'll get my message across. And so for the longest time I did, I felt apprehensive to share this softer, gentler side. And so when I shared the set, you're weird free anyone who's listening to this who feels like, Oh, sometimes I have a softer perspective or perspective that's more holistic or that is more inclusive or that is more loving or toward ourselves or toward one another anybody else or an industry or anything. You know, that is what we want more of. We want to see more of that more inclusive and more people being more empathetic toward one another. So even just, that is weird.

Speaker 2 (00:18:48):

I get it. And thank you for clarifying that because there is this whole movement around hashtag unipod apologetically me and you know, and it becomes this very like loud feeling where you're like, okay, good for you. But now I'm like scared of you, you know? And I resonate more with exactly what you said, which for me, it was something as simple as when I think of my weird traits. And I want you to be thinking of, for you, I want, I'd love for you to share with the audience. What are a couple of things that do make you weird? I'll share mine while you're thinking of yours. But for a long time, I had a very crisp, you know, online website and brand persona and all that kind of stuff that people would come to me and go, Oh, Terra, I'm ready to work with you.

Speaker 2 (00:19:36):

And I'm like, what do you mean ready to work with me? And they're like, Oh, I have to get my stuff together. And because I know like I gotta be ready to work with it. And I'm like, what do you mean? Like, I love messy business. And like, but something I was doing or saying, or posting or emailing or visually putting on my site made people feel like they had to be ready or there were some moment or level of perfection, you know, where I'm like, no, my jam is messy strategies. Let's clean these up and you're gonna like get major clarity. And so I was like, what am I doing? And I was, Oh, well I was showing more of the aha the, you know, that type of stuff versus me. And so I'm like, okay. And I ended up working with this screenwriter out in California and it was like getting permission to go, okay, what do you do for fun?

Speaker 2 (00:20:31):

And I was like, well, what do you mean? I was like, I love business. I love my Aussie and my kids and my husband and, you know, friends and family and whatever. Like, that's what I do. And I read, I'm like, I'm like such a nerd, you know, in that sense. And I like to shop and she's like, okay, well, let's keep with that. Like, you know, I was like, well, I'm obsessed with Chanel, but in a way of, I collect birches, the, I am like a psycho, a brooch collector. And she's like, what is it about it? I was like, I don't know. I feel like they're like classic art pieces and I, I love the brooch, but I also more love the hunt because you can't find them. So I like going out to all the cities and I go on all the hunts and I like, Oh, I finally got this in my collection.

Speaker 2 (00:21:15):

And so she's like, it's more about the hunt. And I was like, yeah, I do like the hunt, you know? And she's like, well, what do you watch for TV? And I'm like, well, I'm a psychotic bachelor. I love the bachelor. I like reality shows. I watched the real Housewives. I, you know, that dah, dah, dah. And she's like, I, would've never known this about you. I'm so I'm like, she then gave me permission to be like, if we can be multi-dimensional and talk about business, but also talk about these other things that are life. And I'm like, and here, I thought I was weird because I, you know, would rather I'll have a live event and people think I'm really extroverted. But then I come home and I have to like read my Kendall for three days and barely communicate with people. I have to come down from it, you know? And I always thought that was weird and I never showed that side. But then when you tell people, you're like, Oh yeah, totally. That's me too. And I'm like, Oh, you're weird. So it's, so what are some things that you, that you've portrayed as weird, but then when you put it out there and give others permission to also set their weird free, like there, all of a sudden you don't feel so weird anymore, but what are some of those things you thought were weird?

Speaker 2 (00:22:26):

Yeah. First off, I love your brooch collection. I was looking at your website, just seeing how beautiful they are. And I can't wait to hopefully see them in person one day and just you go and I'll go with you

Speaker 2 (00:22:39):

You do, Jenn, all you gotta, all you gotta do is when you come to my house, it's like, you just mentioned the word brooch. And I'm like, Oh, so you want to see my collection? I do this to anyone who comes over. So I go get my cases and I bring them out. And then we open them and people touch them. And the, you know, it's like this whole like, Ooh, and off thing, because I don't have daughters, I have three boys and I'm like, what's going to happen to these brooches when I die.

Speaker 2 (00:23:05):

Well, based on, you know, when they have wives

Speaker 2 (00:23:09):

Yay. And you know, based on hierarchy, they can, we'll do like, maybe I'll just sell them and we'll donate them to a nonprofit, or maybe there's a Chanel museums. Some, I don't know, but like, it's my art. And, but on the flip side, I also have brooches that were my great grandma's that came from Russia. I also have, I also shop at target and love like fun costume jewelry. So yeah. So, but you can play with them anytime. It's super.

Speaker 2 (00:23:35):

I love that. And I'll share what makes me weird, but I just, before we move away from the brooches, I grew up my mom. So my grandmother was a makeup artist. She, you know, beauty, she knew everything. Beauty back then in the fifties and sixties, all the makeup, all the glam, she had the most fabulous dresses and coats and evening gowns. And I still wear some of her clothes because they're so fabulous. And every time I wear this one specific dress that I'm thinking of, I get so many compliments because you just can't replicate Kate this, I think it's from the sixties or seventies. And they're just like, Oh God dresses so fabulous. And like, you can thank my grandmother for this anyway. So I grew up, I grew up around big costume. Well, a combination of, so my, my grandparents they made a pretty, a pretty good name for themselves in a, in Louisiana. And they, they were really well off toward the later part of their life. And so there was always this combination of costume jewelry and actually really fine jewelry. And I never knew the difference. I just thought, Oh, it's fabulous. I want to wear it. And I grew up playing tea party with my mom and we would always wear a mixture of everything anyway. So I'm just really connected to your story with the brooches and the dress up. And yeah, it's totally fun. Well then

Speaker 2 (00:24:55):

I'll tell you this quick story, cause this will resonate with when your biggest fear is realized in front of a room of 50 people, right? So I'm in front of one of my live events teaching, and I had a brand photographer there that had taken photos and she actually did the photos on my website that show me oohing and eyeing over the now my bridge collection has gotten bigger, but over the brooches that were in the box and a woman raised her hand, she had a question she's like, so that's all great. But like, and I like the way you did the photos and this and that, but I don't resonate with that. Like I feel like now you're a, you're too expensive. Your you're too, not snobby, but like some word that had to be with like, you know, you're bougie, bougie, and I'm not that way.

Speaker 2 (00:25:46):

And like, so that actually turns me off. It was like, well then you don't know who I am is what I told her. I said, as a matter of fact, some of those brooches in that box where my great grandmothers, you just decided to see the ones that have all the CS on it, but I really enjoy brooches. And I have a, I have an affinity for, you know, Chanel brooches, because it's art to me. And if I don't, if you are blocked by that, then that's okay. But you know, you're not for everybody. I'm not for everybody. And if you can't see past like the passion I have, and just assume that I'm like a materialistic snobby person, then, you know, is that someone you want for your client anyway? You know? So anyway, but yeah, so let's hear some, some weird some Jenn weird.

Speaker 2 (00:26:34):

Yeah. I'm totally weird. So one is that I cry pretty much every day. I this one me a long time to admit actually until maybe last year. But even if it's just one tear, I usually am crying every day out of joy. Like I either I'm sitting outside, I'm looking at nature just where I live. I my my front slash back yard is a Plumeria garden. It's a planaria farm. So half half of the year, it's just absolutely gorgeous. It's a tropical paradise. So I'm usually just crying out of joy. It's just so beautiful to see all the butterflies and the birds coming to the planaria is, or I'm just crying. Cause I'm reflecting on my family or something that happened that day. Just that just really touched my heart. I'm a very sensitive person. I, I, you know, someone said, I wear my heart on my sleeves and my husband lovingly says my heart enters the room and then I do so I just, I feel things deeply.

Speaker 2 (00:27:32):

So I I'm, yeah. That's one of the deals. One of the things that makes me weird. Another one is that, you know, interesting about the brooch. I love wearing big earrings. I just feel more feminine. No, not, not even feminine. I mean, I guess feminine, but more just me. I just feel fabulous. I feel wonderful wearing big earrings. And so for the longest time I went through a phase where whatever I liked, I don't know why I was like, no, I'm not gonna wear that. You know? So I didn't wear any jewelry for the longest time. I, I wore kind of frumpy clothes and now I'm like, why would I have done that? I've loved big earrings. I've loved figuring since I was a little kid. So that's another one and

Speaker 2 (00:28:15):

I have this so,

Speaker 1 (00:28:20):

So I love psychology, which makes sense. Cause I'm a copywriter. And most of, most of what makes someone persuade persuasive is understanding how people connect and work and things like that. But I just love all Sherlock Holmes videos. I mean, TV shows, movies. I can just, I just watch them all the time. I've read books, I've read Sherlock Holmes books, but I've also read books on how Sherlock Holmes thought and why. And like even just like picking apart Sherlock Holmes books, I love all of that. I could go on and on about it. I just feel like you know, owning that we're all in enigma and in some way, you know, I hear you say how much you love the brooches, but you're also comfortable wearing a tee shirt and you know, not fixing up your hair or anything, just feel, being really comfortable with your clients as well.

Speaker 1 (00:29:13):

And I just love hearing the less we make the world black and white and the more we see that people are this fascinating combination of past and present and future and that they, they have, everyone's going to have this sweetness to them and everyone's going to also have this pain that they've been through and we can connect through that way. And it's going to show up in what we, you know, it's going to show up in how we show up in the world and the things that we like. And we don't mind I this, and

Speaker 2 (00:29:42):

Especially the fact that, you know, honestly, this is what I love about women entrepreneurs specifically, right? Cause it's like, I've I coming from a corporate world who wanted to be on the fast track and move up the corporate ladder. And the more I did that, you know, my world just got more black and white and black and white, like, you know, processes. And my brain still thinks like this, right. But now I've been able to blend it. I can almost tap into that when I need to, but then know that there's a lot of gray and I could create the most beautiful business map or, you know, I could do all the things I could give somebody a business model in a box that is customized to them, quote to them, tie a bow on it and say, go make money. But at the end of the day, if it's not coming from them and it doesn't connect with their heart, they will never put it into action.

Speaker 2 (00:30:33):

And that is where I have to then step into the gray and pull it out of them and just amplify it. And, and to me, it took me a while to figure that out because it was moving a lot from the black and white into the gray. And I think the fact that you've realized that is, is I know what makes you an amazing, not just an amazing copywriter and person who can portray a message, but also someone that people connect with and a good teacher. And that's what I know you're excellent at is teaching people how to write messages that connect. And that being said, so let's get into some, some email things, right? Like, you know, we know now I feel like I even know more about Jenn. Like, I love this. This is why we're friends. Cause you're awesome. All right. So from a email perspective, right?

Speaker 2 (00:31:29):

Like we know email is a passion for you because you know, you were in as a coaching industry, you understand how things needed to be message. You are obviously talking or walking your own talk because you were converting clients using your words. And then people saw this and they're like, Whoa, Whoa, Whoa, how do you do that? Right. And a lot of the times our gifts are on the tip of our nose where everyone else can see it around us, but we're like, Hmm, I don't know. You know, and you have to then reverse engineer and figure out, okay, how can I teach this to people? So that being said, how, when it comes to people sending out emails now, well first step one, a lot of whether it's coaches, entrepreneurs, especially women, they don't want to send out emails because they don't want to quote unquote bug their list or they don't have a list.

Speaker 2 (00:32:23):

I mean, list building is a whole other thing. And it starts with three subscribers and having a relationship with those three that then become six, nine, 12,003, you know, 10 whatever. And, but, you know, so the first step is, you know, send out emails, you know, and if you're finding yourself stuck on even doing that, cause you don't want to quote unquote bug people, you have to do that mindset work to go. What does that mean? Right. So let's assume you're like, cool. I'll send emails out. I have no problem putting, setting my weird free. Right. And, and sharing my vulnerability and my how tos and teachings and stories via email. So once you're at that point, then it becomes sending out the emails. And so sometimes you could tell someone, just send out emails. They're like, alright. And they just do it. But what mistakes are you seeing when those, the women entrepreneurs are just like, okay, I'm sending emails. And then they're like, well, I'm not getting anything from it. So yeah. What am I doing wrong? What mistakes are you seeing?

Speaker 2 (00:33:26):

Yeah. There there are some big mistakes that folks are making and it actually comes from that inner game that you were talking about. You know, I don't want to bother anyone, even, even the ones who are like, yeah, I'm going to go for it. What I've noticed is at least when they're still strengthening that email writing muscle, cause it is a muscle, it's not a, all of a sudden we wake up one day and we know exactly what to say in our emails. And we know exactly how, you know, how to schedule them and the correct way to talk to them. Like it's an, it's an ever evolving process and it only gets better as we strengthen it. So but so yes, let's say that everyone's committed to sending out. At least we start with one email a week. Eventually I'd love to see three emails a week from folks, but understand at first that that can be tough.

Speaker 2 (00:34:15):

But once we start sending out those emails, it comes from either it comes from not actually calling them to action. That's the biggest mistake that I'm seeing is which, and I'll connect it to the, I don't want to bother them. Okay. So they're saying I don't want to bother them. But now I'll always send out emails. I get that, that someone's opting into my email list for my freebie. And so when they say I'm interested, okay, I get that. They want to hear from me. So I'll keep emailing me. But if they don't actually work through that inner stuff or, or at least recognize that there's still some of that there, they end up being really timid in their call to action. So they'll say things like, if you need help, you know where to find me, or if you would like more support, just reach out to me.

Speaker 2 (00:35:00):

It's very, it's more passive, you know, softer or gentler, but when it comes to a call to action, that is not where we want to be gentle. We don't want to be we want to be powerful, but we don't really pushy. So we need to have, we need to come from a place of confidence that they can trust us. We can try, they can trust that we're the leader they want to learn from. So in that call to action, you want to be more direct. You want to step up and say, Hey, come here or Hey, go there. Or, Hey, download this or listen to this, watch this use action verbs. So that's the first that's the mistake is being too timid in their call to action. Another mistake.

Speaker 2 (00:35:41):

Yeah. I mean, just to your point on that, it's, it is, it's very easy to just be like, hit reply if you have a question, right? Like that's how we want to come across. But if you're telling a story or you're doing, you know, writing your email, it's like hitting them over the head. Not in like a, like in a nice way, but like being more bold, like you said, and taking something that ties back what you're even writing about and say, you know, for in Jenn's case, Hey, you know, I remember the first time I wrote an email that flopped, blah, blah, blah, blah, blah. At the end, it's like, do you want to write emails that don't flop, you know, question Mark, do this. Right. And then maybe book a call with me, do something, but like, you've got to tie it back so that they're like, yeah, I don't want to write emails that flop, you know, so yeah.

Speaker 2 (00:36:30):

It's, we've gotta be a little,

Speaker 2 (00:36:32): A lot bolder in that, for sure. So I love that. So that's mistake number one.

Speaker 2 (00:36:37):

Yeah. that was a great way to encapsulate it. Mistake. Number two is so something happens when we sit down to write an email. I don't know why, but we all of a sudden feel like we either need to speak really, really restricted and PR quote, unquote professional. And so we leave out our personality, you know, that our weird gets put on the shelf and says, you know, we'll save that for after work at, or, and, or Oh, wait, it escaped me. Where did it go? Okay, I'll go with the professional one. That'll be the next mistake. Cause I can't remember it right now, but we get really professional and really stiff. And so as a result, it's it's like, hello, do you want this click here? Thank you goodbye. Instead of taking the time to sit down with this email and creating a story, I so I call, I know that this, this phrase isn't for everyone, you know, a lot of men actually don't really resonate with the way I call emails, but I call them electronic love letters when I was I, what age can you not write?

Speaker 2 (00:37:57):

But you can speak. I don't know. I was with three to, I dunno. My mom said that I dictated my first love letter to her, to Santa Claus. And she found it last year and she's sending me a picture of it and it is so compelling. And I was like, Oh my God, my mom knew at two years old that I was going to be writing these, these love letters. And but what I actually analyze it, I was like, okay. So if two year old gen or three-year-old chin was a copywriter, what about it was so compelling? And it was because I was so personable with Santa Claus. Hi, Santa Claus. How is mrs. Claus is Rudolph, still getting bullied by those other reindeers. You really need to do something about that. Santa Claus. I absolutely love you Santa Claus. And you know, I know that you have a lot of other kids to deliver presence to Santa Claus, but here would be my list, Santa Claus, one, I said his name so much, which was so interesting, but what it came down to was I was creating a connection.

Speaker 2 (00:38:58):

I looked at it and I was like, Oh, I opened with a story. I understood his pains and problems. Even as a little three year old, I was reaching out to Santa Claus saying, Hey, I hear you. I see you. I feel you. And that's what we want to do in our emails. We don't want to be this professional is quote unquote professional as if stiff is supposed to be professional. But we really want to create that connection where we were, where we're either telling a story that they can connect to. They can laugh with, they can cry with whatever it is. They can go, Oh God, ah, that, that I feel that, you know, cause I went through that too. So we want to create that connection before we're making the request or calling them to action. So you know, we don't need to be the stiff corporate go here, do this. And here's why it's not all about benefits and features when it comes to writing an email or those electronic love letters.

Speaker 2 (00:39:53):

That is so good. And I often think because I work with a lot of women that maybe resonate with the term perfectionist, which we know is just kind of a beautiful, luxurious way to wrap up a lot of fear or whatever. But like, you know, cause I think you, if you're a perfectionist, it's, you're always working on that. Right. And there, it comes down to some, you know, whether it was childhood trauma or something that makes you feel like you have to show up and show up, right? Like there's that. And maybe this is the black and white side or whatever. But and one thing I had to learn writing emails was there was always going to be somebody and you have to just accept it. And when you get your first reply to correct your grammar, then you've made, you've made it because that's like all your biggest fears, like, Oh, it's going out to my list.

Speaker 2 (00:40:50):

And at one time my list was like 3000 people. And you know, it was like, that's a good size lesson. I'm like, yeah, but I don't send people emails, you know, it's like, I don't want to bug them. And then if someone reframe that for me and they're like, but they opted in to hear from you. You're not serving people who want to hear from you. And I'm like, Oh, you're right. I can't disappoint them. You know? So that helped me like reframe and like start actually emailing instead of just collecting emails because I didn't want anyone to feel, I bugged them nor did I want people to unsubscribe because that really comes from a place of scarcity. Now I'm like, all right, cool. If you don't want to hear me just hit the unsubscribe button.

Speaker 2 (00:41:27):

Yeah. We're authentic. And real. You get to be yourself. While you know, being of service to others without, without having to wear a facade, you don't have to only show up for the offers, which is actually what feels sleazy on an email list. And I there's, there's two different types of emailers Terra. There is someone called an aimless emailer and then someone I call an email celebrity or an email, a Lister. And yes, the aimless emailer is someone who they either procrastinate putting, they put off their writing, their emails, they or they wait until the last minute. And they also, they know they should be emailing, but they're because they haven't figured out how they really only email for offers. So they're not sending out information in between. And so I called her name was emailers. Cause they don't really have a plan.

Speaker 2 (00:42:21):

They don't understand the strategy or how, how email fits into their business. That it's not just a nice to have. It's actually a cornerstone of a sustainable business. So, and then the inbox, A-listers the inbox celebrity they're on the other side, they have their plan. They understand how the, how it fits into the puzzle, how email fits into the puzzle. They have their unique voice now nailed down. They know what kind of content they're sending out. They're touching base multiple times, many times before they make offers. They're not just showing up saying, Hey, buy my thing. Okay, I'll talk to you next. You know, next quarter. Thanks. Bye.

Speaker 2 (00:42:58):

We all know those people right now. Anyone listening, who gets the emails, they're on the list and it's only when they something's being promoted and then you never hear from them again. Yeah. It's like having that friend who only calls you when they want something or that family member who only reaches out when they need money. You know, it's like, I just won't take that call. Thank you.

Speaker 2 (00:43:20):

And the irony is, is the people who aren't are, do not want to sound pushy or come off. Salesy are the ones who are only emailing for the offer and it's not, it's not their fault. It's that they've got this inner stuff that's conflicting and, and you know, with a new perspective, it can be shifted.

Speaker 2 (00:43:39):

I love it. You were like, you know, the fact that she said the aimless email or the aimless emailer, and then the ALA same email or the difference being aimless, no plan, no strategy, struggling with the mindset, you know, this is, and then it's the same thing I think of from a business perspective, no five-year plan, no business strategies, you know, lack of mindset around, you know, making things happen. Same thing applies to what she's saying in email. And then on the flip side, when you do have a plan and you're using strategies and you're feeling good about it, and you've worked through the mindset, things you're in a list email, or that people will actually, they actually look forward to opening and reading and consuming. And just almost like, would you say, I don't know. There's like when I get certain emails from certain people, it's like, I know it's going to be entertainment.

Speaker 2 (00:44:35):

I'm going to learn something and I'm going to make a connection that makes me feel good, which is why I will open those over, you know, the other ones that I'm like, Oh, sales pitch up another digital marketer. That's doing their thing. Oh, you know, it's like, I just unsubscribe. So yeah. So with that being said, it's like, it seems like it is getting harder and harder to stand out in people's inboxes. What are some, what are some tricks and things that you've worked with clients on and that you've seen to help be able to stand out better?

Speaker 2 (00:45:09):

Yeah. I love this question because it is getting harder to stand out in inboxes. Because well, even more so over the past couple of months, because everyone's at home writing and signing up for more, more and more things. My inbox is overflowed with emails because I've been opting into more things like, Oh, let me, let me see what this person's up to. Let me see what this person's up to just cause I've got, I feel like I have more free time. And because of that, there is a stronger desire need, want there's a hole to be filled in terms of connection. So while I was before, even just a year ago, if you just talked about your clients' problems, you'd have, you'd have a great relationship with your clients even just a year ago, but now people are wanting to, they want to know the person they're working with.

Speaker 2 (00:46:07):

They're making wiser decisions, wising wise their buying decisions, but also just business decisions about who they want to surround themselves with. Do you do you, and I agree on certain values in life, do you, and I agree on certain views and worldviews and local views around our industry and around our world as a whole. And so it'd be, it's becoming even more important to understand what I call your fame factor, which comes down to your values as a person, your values as a business what makes you unique. And some of that has to do with of course your offerings, but also your your perspective on the world and then have, and then it also comes down to what about your industry or your clients inspire you? When I think about for instance, if Dolly Parton emailed you right now, Terra, would you open that email?

Speaker 2 (00:47:10):

Why exactly pardon? And that's how we want everyone to feel when you show up in their inbox. But here's, here's the reason why I've studied Dolly Parton and people like Dolly Parton. I absolutely love Dolly Parton. Jolene is just in the whole world. And but when I look at okay, what is it about Dolly Parton that really inspires us? Yeah. Is it just that she's fabulously dressed all the time and she has a unique voice maybe, but there are other people who dress fabulous and have unique voice. So is it also that she has this incredible story where she came from? Seemingly nothing. It's just a term. I don't like that term, but seemingly nothing. And she's risen to the top and built this incredible empire around her. Yes. Maybe that could also be it. So maybe now we're looking at a couple pieces of the fame factor.

Speaker 2 (00:48:07):

But when I think about the Dolly Parton, that inspires me the most, it's how she's, she's inspired by her own people and how she's inspired the world. So this is where it's a little bit different than, you know, just figuring out your unique, super power or anything like that. To me, what really makes someone famous, not in like the Uber glitzy glamorous way, but what someone's going to make someone iconic for a longterm is someone who shares what makes them, what inspires them. And so I don't know if you know this, but Dolly Parton has a foundation where she is like out to Ryde to help more kids learn how to read because she herself didn't didn't have access to all those books when she was a kid that is incredibly inspiring. And now I'm not saying everyone needs to go out and make a, you know, a nonprofit or a benefit or, or anything like that.

Speaker 2 (00:49:01): But I'm just saying, like, knowing that about Dolly Parton makes me not only respect her more, but I'm more likely to follow her on her journey. So when we understand that aspect of us too, that we have things that inspire us that go beyond business. And then we start sharing things like that in our, in our emails, in our messaging. You're going to stand out way, way more because you're sharing your values and your worldviews, and you're standing up for your, you're taking a stand for something that's bigger than money. And that's ultimately what, what is really gonna help people stand out in their inbox. So good,

Speaker 2 (00:49:36):

Good. And Dolly Parton. I absolutely like adore the fact that she has her nonprofit to help. I think it was almost like eradicate childhood literacy. And when I heard it phrased like that, I was like, Oh, wow. I mean, down to, I recently watched her on a hallmark movie. She does, you know, the Christmas specials and whatever. And I just kind of reconfirmed that. I like Dolly Parton is amazing. I mean, this is I, if you haven't done a blog post, it's like what we can learn about, you know, business from Dolly Parton and whatever. But when you had said, yeah, go ahead. You can have that whenever, whenever she, when you had said, what really drew you to her, like there is like this magnetic force and unquote being a what'd you what'd, you call them celebrity or an, a Lister from the inbox standpoint is because I love what you had said, but I was like, man, when I think of Dali too, I see all that.

Speaker 2 (00:50:38):

But she's so freaking charming and I love that she doesn't take herself seriously. And she almost like pokes fun at herself in a way that, and I resonate with that because I'm always doing that to a point of like, people be like, Oh, I love that dress. I'm like, thanks. I got it at TJ max for $30. And people are like, why do you say that? I'm like, I don't know. I'm not like how I don't have mindset issues around it, but I just want everyone to know, like, you can have a great dress and it doesn't need to cost a million dollars, you know? And then I'll pop a Chanel brooch on it and call it a day. So it's like, you know, so I resonate with Dolly on that too. And I think, you know, being able to like, you know, I've seen her on the hallmark channel. I want to go to Dollywood more than anything. And then the fact that like I watched the Kenny Rogers special on a and E before he passed away and she, you know, their relationship and their, you know, they just always were just, you know, joking with each other and this and that. I'm like, man, she is one dynamic woman from a business woman standpoint. Like I, I just, there's so much to admire, Oh my gosh, we need to do a whole other podcast on Dolly Parton.

Speaker 2 (00:51:53):

We need to meet in Dollywood. That's where we need to do a mastermind sometime. And I love what you had said about that connection piece, because what I do differently that I feel is different when I'm leading up a mastermind or when I know my job is to facilitate connections for women entrepreneurs. That is something I don't take. I, I take very seriously. You know, it's not about me. It's about them. Especially if people who are paying you, you know, sometimes there'll be like, I'm like my opening questions that we're going to connect real quick and real tight with. After we all confirm that what happens in our rooms stays in our room. It doesn't go out unless you have personal permission and whatnot, but it's a confidential space. And I just go deep with some things and like, let's just get it. Let's just go there.

Speaker 2 (00:52:45):

And then from there, people are like, Oh, okay, well, I have permission. So now, you know, my inner darkest secrets from childhood it's no big deal to talk about my business flux. So let's, let's figure out how to make my business better. Right? Like it, I like the juxtaposition of being able to like, let's get to the real stuff and let's talk true stuff, women stuff, and then let's go into business and it seems to work. And I just kind of stumbled upon that because it was something I needed, right. To let down my own garden. And I think an email, what you're teaching entrepreneurs to do too. It's the same type of thing. Like, let's just, I'm going to tell you a story about a doorknob. So, you know, like if I can do that, you now have permission to tell that story about your favorite tree in your yard.

Speaker 2 (00:53:35):

You know, it's like, and that as leaders we have to do more of, and I love that you're, you're doing and you're showing, and then when people do what you are saying, this works and they go and do it. They're giving permission to other people to go watch. I can do that if she does that. So I was just going to make the world a beautiful place. So yeah. So good. Well, to wrap up, I always ask one question. But before I do that, I want to hear, how can people get in touch with you,

Speaker 2 (00:54:10):

Terra? You know, I'm thank you so much for having me on this show. This has been such a fabulous time and it just feels like we were hanging out having our coffee talk last week. I am so passionate about working with entrepreneurs and, you know, cause it's the most amazing thing to create something that helps others and you and you, and I both know the truth is that we end up putting so much time and effort into what we create. And usually by the time we may, we offer it it's worth 10 times what we actually charge for it. So it leads us to wonder why people aren't buying, especially if we haven't, you know, quote unquote, crack the code on how to sell. You know, so we put so much into launching our product or our program or our service or offer, and there's a lot riding on it.

Speaker 2 (00:54:58):

And I mean, we have certain goals that we want to hit with a launch. We have to support a team. We have a mission to live out and with a launch, there's almost no room to quote unquote mock it up. And when I say launch, I mean, you're sending out a series of emails. You probably have some webinar videos and free content that you're sending out and then inviting people to your program or your offer. But the thing is it's in order to bring in, help more people and get more people to buy, it's not about doing more or dumping more into Facebook ads. And I've had the great privilege of working behind the scenes of over $8 million launches. And I've, so I've seen what works, I've seen what doesn't work, I've made the mistakes and learned the hard lessons and what I've seen time and time again, is that what really moves the needle forward is addressing seven key objections in your sales emails, which is what I'm so excited to share with you.

Speaker 2 (00:55:53):

It's been, this has been like a secret conversion guide that I've really only kept to myself and to my clients up until now. And it's called seven ways to multiply sales in your emails, a S a P. And what it does is so freaking cool. So what what I've done is I've broken down the seven key objections people have to buy. There are more objections, but there are seven main ones that people like if these don't get addressed. And this is a, this is a big one for your audience. They're just going to say no things, even if they'd be a great fit. So I'm going to break the seven key objections for you down in the resource, and then it tells you what you need to talk about in your sales emails to help clients make a decision from a place of power.

Speaker 2 (00:56:37):

Cause like I said, the more informed they are, the better choice they can make. Most of the time people, even if they are a great fit, they're not able to make a great, make an informed, empowered decision cause they don't have all the information they need yet. So this guide kind of explains how to do all that so that you're not left wondering, Oh, did I, did I miss something in my email? Oh, I should've said this or, Oh, what if I didn't? Did I give them enough? Did I say the right things? So this is going to lay out the seven key objections and how to overcome them. So you can get the copy straight from my website. It's wwwjennmayers.com. And it's right there on the home page. The website again is J E N N M A Y E R s.com. And it's the seven key objections to overcome is right there on the home page. Just scroll down,

Speaker 2 (00:57:30):

Love it. So JennMayers.com, we'll also have a link to her website in our show notes@terrabohlmann.com/podcast. So definitely go check, check out, Jenn, go look at her website. You'll love our website. It's full of all kinds of great things as well. And what better person to opt in to emails to, but like an amazing copywriter who writes them, right? Nothing like a woo, like putting the pressure on there, Jenn

Speaker 2 (00:58:03):

[Inaudible].

Speaker 2 (00:58:03):

Yeah. So definitely go check out her free guide. She's full of value. And so to wrap up, I always ask, so the name of the podcast is called the fast track entrepreneur. And so what is in business you've been in business awhile and have been successful in business. What is your number one tip for women entrepreneurs that want to go faster that feel like they want to, they should be further along than they are. What's your, what's your biggest takeaway and that you can share there.

Speaker 2 (00:58:33):

Oh dang. This is great. Only one.

Speaker 2 (00:58:36):

Yeah. You're your best one? The one that was an aha for you. Okay.

Speaker 2 (00:58:41):

Yeah,

Speaker 2 (00:58:43):

Because I believe, you know, as women leaders, we have to be trailblazing and, and creating that path. And if we can share that knowledge on how to navigate, you know, the, the bumps and the turns and because we've been in the trenches, people are gonna learn from our mistakes too. And that's why I asked this question.

Speaker 2 (00:59:05):

Yeah, I absolutely love this. I'm going okay. I need a pair this down to one, pair this down the lunch. Okay. They want to go, if we want to go fast, what would be, I'll have to say so you have to fall in love with this whole marketing thing. It's not, it's not, it's not a have to do. It's a get to do. It's an opportunity to create a relationship. And, and when we don't view it as an opportunity to create a relationship or the chance to even meet a great friend or you know, an, a potential great client or a great partner it becomes hard. It feels forced. It's it's like, Oh, all I want to do is sit in my cave as a, as an introvert. I would much rather sit in my cage, 24 seven, not cage. Oh my God. I don't want to sit in a cage in my, in my house. Oh no, this is my house in my cage now.

Speaker 2 (01:00:04):

No, it's not. You have a beautiful view of these like amazing flowers. Yeah.

Speaker 2 (01:00:09):

Yes. We've been cooped up too long. That's what it is. So, but you have to, you have to fall in love with the, with building the relationship with an audience and, and seeing your audience as one person at a time, your email list, isn't a list it's readers. You have one, two, three up to thousands of readers. And each time you email someone just know that you're, you're making a difference, that you're connecting with them and fall in love with the idea that you are, you are actually connecting with them.

Speaker 2 (01:00:42):

So fall in love with marketing, because what'd you say, it's, it's your opportunity. It's your you worded it so eloquently. Of course. Okay.

Speaker 2 (01:00:52):

You don't have to,

Speaker 2 (01:00:53):

You get to, and oftentimes I get, I have clients and they're like, I just want to hire somebody to do this marketing thing. And it's like, no, you've got, and that's the same thing with sales. Oh, I don't want to sell, I don't like to sell I need to hire someone to do my sales. And it's like, if who's going to be the best sales person in your company, you, because you're the most passionate about it. If you have the right business model and your, and, and whatnot, but like, you know, you can't necessarily outsource all the marketing because you just decided I don't like to do that or all the sales. And it's like, fall in love with it and find a way to do it. That's congruent with your heart and it's not going to ever feel like work. That's, what's amazing. And yeah, when we can have send out an email to a friend, you know that on your list, you know, your list and saying it as a friend, wow. It's a game changer, especially in how you're. Right, right. Like it's yeah. You don't have to feel like you have to run it through Grammarly. Cause your friend isn't going to reply and be like Terry, you just used a split infinitive. And I I'm subscribed, you know, like, okay, cool, sorry.

Speaker 2 (01:02:03):

Funny. I know we're wrapping up, but I got funny about that. I the first time I ever spoke on stage, I did a training for a couple of hundred people about just copywriting in general. And someone came up to me and they're like, you know, Oh, some of the copy edits you made, it's not grammatically correct. And my response was how many

Speaker 2 (01:02:20):

Grammar teachers do, you know, that are making the kind of money you want to make? And the whole room went, pin drop silence. And I thought, well, if you absolutely need to like spell things correctly, but even, even then, if you're wanting to have a certain tone, you might, instead of saying I'm going to, you might say gunna, you might say gee, Oh yeah, it's all about letting your personality shine. Look at Dolly Parton. I mean, you know, she's not, you know, the most grammatically correct, but it's her, it's her tone. And it's her, her pace and her words that actually represent her brand. And that makes her who she is. And it makes her lovable because of it. So yeah, we can definitely take a lesson from Dolly on all of that. And Jenn, it has been such an amazing pleasure talking to you today and thank you so much for sharing your wisdom and definitely check out her website, Jenn Mayers.com. And I look forward to having you back on the show. Thanks so much, Terra. I appreciate it.

Outro (01:03:26):

And there you have it. Another jam packed episode of the fast track woman podcast, don't forget to visit terrabohlmann.com where you can get more business tips and strategies learn how we can work together to accelerate your business success or access this podcast. Episode show notes with a full transcript and links to resources mentioned today. And if you enjoyed this podcast, I invite you to leave a review so that we can help serve more women business owners to like you until next time here's to owning your time and valuing your word.