Dave and Michelle Cummings discuss the email newsletter she sends every Wednesday, the importance of blocking off creative time, and why you should focus on your list-building efforts.
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Episode Highlights
Inflection points from the show
[01:23] Steal audiences: Being a keynote speaker or guest on someone’s podcast puts you in front of a new audience. Dave Charest talks about taking those as opportunities to grow your audience. Look for ways to bring those people to your contact list so you can contact them directly.
[03:36] On Training Wheels: Michelle talks about how she came up with the idea for her team-building and leadership development business.
[05:19] Teaching leadership: Michelle discusses the details of her two-day development leadership course, Personify Leadership.
[06:12] Wait, she’s an author, too?: Yes. As if Michelle doesn’t have enough going on, she’s also a novelist. She tells us a little about her latest book that’s being turned into a screenplay.
[11:29] Ropes course director to entrepreneur: On the first day at Michelle’s new ropes course director job, she met her future husband. That event kept her in Colorado, prompting her to consider her employment options. When there was none, she made one up.
[13:06] Creativity by constraint: Using Constant Contact for a couple of decades now, Michelle has figured out what it takes to send email communications to her audience consistently. She sends out a weekly newsletter once a week on the same day.
[16:42] People learn through stories: Michelle fills her weekly newsletter with success stories from her clients and tips and tricks before she gets to the selling at the bottom of the email. This has also built strong loyalty from her audience because she isn’t constantly selling.
[19:29] Give something away for free: When people subscribe to Michelle’s newsletter, they automatically get a free copy of her e-book with nine sample team-building activities. This allows them to get a glimpse of her work quality and becomes the first step in building trust with new audience members.
[20:43] Building an email list: Beginning with an opt-in box front and center on her website, Michelle discusses how she works to build her mailing list. This also includes taking advantage of speaking opportunities and producing her podcast.
[23:11] Focus on what’s working: Michelle dabbles in different Constant Contact features, like surveys, which help her get a feel for where she should put the most time and money in her upcoming marketing efforts.
[27:55] The role of social media: Michelle discusses what role social media plays in gaining more newsletter subscribers.
[30:10] Starting a business out of necessity: When Michelle couldn’t find a job she would love doing, she knew it was time for entrepreneurship.
[31:58] Curing entrepreneurial self-doubt: Being 27 years old and teaching business leaders how to be effective caused some self-doubt to creep in. Michelle wondered if people would take her seriously. It wasn’t until she wrote her first book that her mindset took a turn.
[33:44] Building brand loyalty through podcasting: Michelle puts a lot of hours into free content for her audience. While the return doesn’t immediately show up on the bottom line, it builds relationships that will pay off in the long run.
[35:54] Business owner advice: Michelle shares one piece of non-marketing advice for those thinking of starting a business and her biggest challenge so far in her entrepreneur journey.
[38:21]: Be intentional with your time: Michelle must block out creative time on her calendar because she has so many interests. Whether it’s the weekly newsletter or a new leadership course, carving those days out helps her drive more business.
[40:57] Top marketing advice: Set a schedule and stick to it. Hear how Michelle uses this advice to keep up a weekly newsletter that people open and save in special folders because they’re that good.
[41:48] Top takeaways: Dave recaps his top takeaways from the discussion and shares one action item for listeners.