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Robby: The brand ad podcast with Robby
Fowler episode 94, 5 questions to

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reframe your view of your email list.

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Welcome to this episode, we're
going to do a little thought

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experiment together to reframe how
we think or view our email list.

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If you're a personal brand, you
know how important an email list is.

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And let's start with how we typically
think about our view, our own email list.

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So a typical view for us would be that
my audience is my potential customer.

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And then my email list is composed
of a smaller subset of my audience

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that usually includes warm leads.

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My email list would include some
existing or past customers, and

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hopefully my email list will include
what you might call some super fans.

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So that's the typical
view of our email list.

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We've got this broad audience when you
pulled together, social media, people

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that may subscribe to your podcast.

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That's your broad audience.

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Then slightly more narrow
than that is your email list.

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And if they're on your email list,
they're  probably a warmer lead

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than just if they've come across you
on social or seeing you on social.

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Or if there may be a subscriber
to your podcast, if they're on

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your email list, they're at least
as warm as a podcast subscriber.

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And maybe even more so, and then
hopefully that email list includes

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your customers or clients, and it
will even have some super fans.

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So that's usually how
we view our email list.

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And because of that, we know it
is the backbone of our business.

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It is the place we often
turn to for revenue.

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So if you have an offer, what do you do
with that offer where you're going to

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push that offer out to your email list.

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If you have a webinar.

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Whereas one of the most effective
places to promote that webinar

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it's to your email list.

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So that's the typical way
we view our email list.

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I  want to give us a little thought
experiment today  to freshen

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up our view and think about.

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If we change the paradigm.

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Uh, of how we viewed our email list.

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What that might do to.

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Energize us and even energize
and transform the way we interact

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or engage with our email list.

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So here's a question I
want you to consider.

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What would change if you
viewed yourself as a leader and

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trusted with the real people?

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That are on your email list.

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What would change if you viewed
yourself as a leader and trusted with

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the real people on your email list?

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So let's.

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Keep on with the.

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Imagine this imaginary world.

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And I want to imagine if.

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The way that you received an email
list, the way you got an email

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list was that some more experienced
personal brand business leader.

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In a space or market that's similar
to the space or the market that, that

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you're in this more experienced personal
brand business leader, watches you,

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and they see your leadership in the
day in and day out the day to day stuff

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of running your own business and life.

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So they're just watching and observing.

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And based on their observation of you.

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They appoint you an email list.

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I know that seems really strange
to us, but just play along

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with me for a few minutes.

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Just imagine if that's the
way you got an email list.

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A more experienced personal
brand business leader watches.

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Day in and day out.

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And then based on that
appoints an email list to you.

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So imagine it works like this.

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You get a tap on the shoulder one day from
him or her, this more experienced personal

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brand business leader in your space.

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And they say, Hey, you're
a wise and faithful leader.

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Go lead these 50 subscribers over there.

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I imagine getting that
tap on the shoulder.

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Hey, I've watched.

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And I can see that as you're growing and
developing your wise and faithful leader,

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go lead these 50 subscribers over there.

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How would that perspective or
paradigm change the way that you view

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and interact with your email list?

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So here are five questions
to think about as we.

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Play this imaginary game.

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How might a shift?

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From looking at your email
list through a lens that's.

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Often, primarily transactional.

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How would it shift if you
looked at your email list?

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Not just as transactional,
but as relational.

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So here's five questions to ask
yourself, as we play this imaginary

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game together, if you were a leader
and you got tapped on the shoulder

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and someone said, Hey, I've watched.

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And go lead these 50 subscribers.

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Go lead these 500.

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Subscribers go over there.

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Lead those 10,000 subscribers.

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I'm going to have trust to you.

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These 10,000 people.

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Here are five questions to consider.

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As we think about this paradigm, that's
different than the typical paradigm.

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If that were true, your email list was a
group of people entrusted to you and you.

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Are responsible in part to help lead them.

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How would you approach your list?

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How would you approach your
list that would change.

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Question number two.

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What would you do with your list?

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If you're in town, if
they're entrusted to you.

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And you play a leadership role and
their business and in their lives,

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what would you do with your list?

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Number three.

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How interactive would
you be with your list?

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If you viewed yourself?

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As a leader and trusted with these people.

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Rather than.

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Potential buyers.

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So how interactive would you pay?

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With this different paradigm.

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Question number four.

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How frequently would you
reach out to your list?

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If you've viewed yourself as
a leader, and these were folks

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that were interested to you.

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And then question number five.

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What do you think that would
do to the ratio of a selling

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or asking from your list versus
sharing or giving to your list?

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I'm not suggesting that selling
or asking would go away.

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I'm just asking you, if you thought
of yourself as a leader and the

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subscribers were people that were
appointed to you so that you can.

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Help lead them.

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And be a part of the
leadership in their lives.

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What would that do to the ratio
of what you're doing right now,

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in terms of selling or asking
from your list versus sharing?

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And giving to your list.

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It's a fun thought experiment that
when we adopt a different paradigm

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for our email list, a paradigm
of leadership, I'm a leader and

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these are people entrusted to me.

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It does transform and
change the way we think.

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And engage with our email
list and certainly in an era.

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Where it's very easy to
view email subscribers.

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Like inanimate objects or
vending machines or potential

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transactions or potential revenue.

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Generators or a revenue engine.

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. It's easy to fall into that trap,
particularly if we need cash.

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Or if we want to generate some revenue
and there's absolutely nothing wrong with

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generating revenue from your email list.

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Like you, I do the same.

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But I do wonder at times, What
would change if that weren't the

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only paradigm I looked at my email
list through, if that weren't the

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only lens, what if I was a leader?

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And I viewed these subscribers
as real people, every one

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of them is a real person.

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And they are in part entrusted to me.

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To exercise a sense of
leadership in their lives.

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I hopefully that is.

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At least entertaining
or intriguing to you.

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But I hope that if you think about that
exercise, maybe you take a walk and

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you just chew on those five questions.

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That it would energize you, that it
would serve your email list better.

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That it would broaden and expand
the way you think about and engage

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with your email list in intern for
you and for every subscriber on

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your email list, you would help.

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That would be more life-giving.

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Cause that's what we're about on this
podcast is to build a life giving brand.

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Until the next episode,
thanks so much for joining me.

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Please leave a review on apple podcasts.

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If this is helpful, or you can share
this with a friend, if you want to

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dialogue with someone else about this.

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Just click that share button on your
podcast player and share this with

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a friend i so appreciate that until
next time go and build a life giving

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brand