How to Automate Your Email Newsletter Step by Step Guide

Summary

The video script offers a step-by-step guide for practice owners to build trust and stay connected with their newsletter subscribers through automation. It addresses the common challenge of time constraints and the struggle to create content, emphasizing the importance of newsletters for brand building and direct client access. The speaker shares insights on email engagement versus social media, the value of email subscribers, and strategies for creating Evergreen content. A live demonstration on automating newsletters concludes the presentation, highlighting tools like Theos Sass for CRM and email marketing.

Takeaways

• 😀 Practice owners desire an automated and simple method to maintain connection and build trust with their newsletter subscribers.
• 🕒 Time constraints often hinder practice owners from creating content for newsletters, despite recognizing the importance of direct communication with their audience.
• 📈 Email marketing outperforms social media in terms of engagement rates, with open rates above 20% and click-through rates around 3%.
• 📬 Email is considered a more reliable and valuable marketing tool compared to social media, where algorithm changes can significantly impact visibility.
• 🛠 The speaker emphasizes the necessity of a newsletter for brand building, positioning it as a direct access channel to the ideal client.
• 🏥 The speaker shares personal experience in building a successful private practice, highlighting the growth from scratch to a multi-clinician operation with substantial email subscriber engagement.
• 📝 The speaker introduces the PPA framework (Problem, Plan, Action) for creating engaging newsletter content that addresses the reader's issues and offers solutions.
• 🌿 The focus is on creating 'Evergreen' content that remains relevant throughout the year, as opposed to time-sensitive 'timely' content.
• 📝 Brainstorming sessions are recommended to generate content ideas based on common questions and struggles faced by the ideal client.
• 🤖 AI tools can assist in the content creation process, providing ideas and helping to outline articles using the PPA framework.
• 🔄 Demonstration of setting up an automated newsletter system using email service providers like MailerLite or Theosass, showcasing how to build trust and engage with clients over time.

Q & A

What is the main challenge practice owners face when it comes to creating a newsletter?

The main challenge practice owners face is the lack of time to create content for their newsletters. They are often too busy to sit down and create content, and they often don't know where to begin with content creation.

Why is email engagement considered more effective than social media engagement in 2023 according to the transcript?

Email engagement is considered more effective because, in 2023, social media engagement rates, except for TikTok, were below 1%, whereas email open rates were above 20% and click-through rates were around 3%, indicating higher engagement with newsletters compared to social media.

What does Rand Fishkin argue about the value of email subscribers compared to new social media followers?

Rand Fishkin argues that it is statistically better to trade a thousand new social media followers for a single email subscriber due to the lopsided value exchange, emphasizing the importance of email marketing.

Why is starting an email newsletter considered essential for building a brand, according to the speaker?

Starting an email newsletter is essential for building a brand because it provides direct access to the ideal client, which is crucial for brand building. It allows for direct communication and the opportunity to build trust with the audience.

What is meant by 'borrowed land' in the context of social media platforms?

'Borrowed land' refers to the concept that when using social media platforms, you are essentially renting space where the platforms can collect your data and potentially change algorithms that could negatively impact your visibility and control over your audience.

What are the three main reasons the speaker provides for needing an email newsletter?

The three main reasons are: 1) Social media is borrowed land with no control, 2) Email is still a sacred space where you can speak directly to your audience and build trust, and 3) Building intimacy at scale through newsletters helps in growing a business.

What is the PPA framework mentioned in the script for creating content, and why is it important?

The PPA framework stands for Problem, Plan, and Call to Action. It is important because it follows the storytelling principle where the problem grabs attention, the plan educates the reader by providing steps to overcome the problem, and the call to action guides the reader on what to do next.

How does the speaker suggest creating content for a newsletter using AI tools?

The speaker suggests using AI tools like Claude.ai to generate ideas for common problems and to outline content using the PPA framework. This can help in brainstorming and creating drafts that can be further refined and personalized.

What is the significance of Evergreen content in the context of newsletters?

Evergreen content is significant because it is content that remains relevant and interesting throughout the year, not being time-specific. It allows for the creation of a consistent newsletter schedule that can be automated and still provide value to subscribers.

What is the speaker's mission regarding the launch, growth, and scaling of private practices?

The speaker's mission is to help launch, grow, and scale over 10,000 private practices by 2030, primarily through platforms like Play Therapy Toolbox, Theas, and Brand Your Practice.

How does the speaker suggest automating the newsletter process using tools like Theosass?

The speaker suggests using Theosass or similar tools to set up automations that trigger when someone joins a mailing list or completes an action. This automation can send out a series of pre-written and designed emails on a scheduled basis, making the process efficient and scalable.

Outlines

00:00

📰 The Importance of Newsletters for Practice Owners

The speaker emphasizes the necessity of newsletters for practice owners to build trust and maintain direct communication with their audience. Despite recognizing the value, many owners struggle with creating content due to time constraints and lack of starting points. The speaker highlights the higher engagement rates of email newsletters compared to social media platforms, which are described as having very low engagement rates in 2023. The importance of having a direct access to the ideal client through email is stressed, as it is considered a more effective marketing strategy than relying on social media algorithms, which can be unpredictable and limit visibility.

05:01

🔗 Building Trust and Intimacy at Scale Through Newsletters

The speaker discusses the concept of 'borrowed land' on social media platforms, which implies a lack of control and ownership over the audience. In contrast, an email newsletter is presented as a sacred space to build trust and intimacy with the audience. The speaker shares personal experience, starting an email newsletter for their own business and the benefits it brought, including higher engagement rates and the ability to reach the ideal client directly. The importance of starting a newsletter is reiterated, along with the speaker's mission to help launch and grow private practices, primarily through their platform, Play Therapy Toolbox.

10:01

📈 Content Strategy for Engaging Newsletters

The speaker outlines a content strategy for newsletters, focusing on creating Evergreen content that addresses the problems of the ideal client and aligns with the services provided. The speaker introduces a framework for creating content, which includes identifying a problem, proposing a plan, and calling the reader to action (PPA framework). The importance of storytelling in engaging the reader is highlighted, and the speaker provides examples of Evergreen topics and how to create timely content in response to current events.

15:02

🤔 Utilizing AI for Content Brainstorming and Creation

The speaker suggests using AI as a tool for brainstorming and creating content for newsletters. They provide a step-by-step guide on how to brainstorm content ideas based on the ideal client's common questions and struggles, and then how to write out several newsletter entries using the problem, plan, and call to action formula. The speaker also demonstrates how to use AI to generate content outlines and suggests incorporating a soft sell in each email to encourage readers to engage with the services offered.

20:04

🛠️ Demonstrating Email Automation with Theos and MailerLite

The speaker provides a live demonstration of setting up email automation using Theos and MailerLite. They explain the process of creating a welcome series and automating the delivery of newsletters. The importance of building trust with email providers to avoid being marked as spam is discussed, along with strategies for engaging readers, such as asking them to reply to emails and add the sender as a contact. The speaker also shows how to design email content and set up automation sequences in Theos.

25:06

📝 Finalizing the Newsletter Automation Process

The speaker wraps up the demonstration by discussing the final steps in setting up a newsletter automation process. They emphasize the importance of starting with a simple series of emails and then expanding the automation over time. The speaker also mentions the benefits of using Theos as a CRM for managing client relationships and automating email marketing, highlighting its features such as HIPAA compliance and the ability to sell products and services directly through the platform.

30:08

🗓️ Upcoming Webinars and Theos Discount for Attendees

The speaker announces upcoming webinars focusing on building high-engagement homepages and converting clicks into clients. They also mention a special discount for webinar attendees on Theos, offering 40% off the annual plan, which equates to six months free. The speaker encourages attendees to take advantage of this offer and to visit their booth at an upcoming conference to learn more about Theos and its capabilities.

35:09

❓ Closing Q&A and Final Thoughts

The speaker concludes the session by opening the floor for questions from attendees. They address inquiries about Theos' capabilities, such as processing payments and customer service options. The speaker reiterates the importance of starting a newsletter and the benefits of using Theos for email marketing and CRM management. They also express gratitude to attendees for participating in the webinar and look forward to future interactions.

Keywords

💡Practice Owners

Practice Owners refers to individuals who run their own professional practices, often in fields like healthcare, therapy, or consulting. In the context of the video, they are seeking ways to automate and simplify their communication with clients, particularly through newsletters. The video discusses how practice owners often lack time to create content and the importance of newsletters in building trust and direct access to their ideal clients.

💡Newsletter

A newsletter is a regularly distributed publication that organizations and individuals use to communicate with an audience. In the video, the speaker emphasizes the importance of newsletters for practice owners to stay connected with their subscribers and build trust. Newsletters are positioned as a direct marketing tool that offers higher engagement rates compared to social media.

💡Automation

Automation refers to the use of technology to create or delegate repetitive tasks without continuous human intervention. In the script, the concept of automation is central to the discussion on how practice owners can efficiently manage their newsletters, allowing them to build trust with clients without the need for constant manual effort.

💡Content Creation

Content creation is the process of developing and producing material for publication, such as articles, videos, or newsletters. The video script highlights the challenges practice owners face in content creation due to time constraints and lack of knowledge on where to begin, which is a barrier to effective newsletter management.

💡Engagement

Engagement, in the context of marketing, refers to the level of interest and interaction that an audience has with a brand or its content. The script contrasts the low engagement rates of social media platforms with the higher engagement rates of email newsletters, underscoring the value of the latter for practice owners.

💡Sales Funnel

A sales funnel is a model that represents the journey of potential customers from initial awareness to the point of sale. The video discusses the role of email newsletters within the sales funnel, particularly as a means to build trust and demonstrate the ability to solve the customer's problems, ultimately leading to conversion.

💡Email Subscribers

Email subscribers are individuals who have opted to receive newsletters or other email communications from a sender. The script argues that acquiring email subscribers is more valuable than gaining social media followers due to the direct access and relationship-building potential that email provides.

💡Branding

Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. In the video, the speaker shares his experience in learning and applying branding strategies to help his wife's counseling practice stand out and build trust with potential clients.

💡CRM (Client Relationship Management)

CRM systems are used to manage a company's interaction with current and potential customers. The video mentions Theos ass, a CRM tool that helps practice owners manage their client relationships and automate email communications effectively.

💡Lead Magnet

A lead magnet is a marketing tool used to capture potential customers' contact information in exchange for something of value, such as a download, a trial, or access to exclusive content. The script discusses the importance of creating lead magnets to capture email addresses, which is a step in building a subscriber base for newsletters.

💡Evergreen Content

Evergreen content refers to material that remains relevant and valuable over time, regardless of when it is accessed. The video script suggests creating evergreen content for newsletters as a way to provide consistent value to subscribers and to simplify the content planning process for practice owners.

Highlights

Practice owners seek an automated way to stay connected and build trust with newsletter subscribers.

Many practice owners are too busy to create content for newsletters, despite recognizing the importance of direct access to clients.

Low social media engagement rates compared to email, which shows higher open and click-through rates.

Email is considered a marketing workhorse, with higher value than social media followers according to Rand Fishkin.

Email is an essential part of the sales funnel and provides direct access to the ideal client.

Social media is 'borrowed land' with no control, unlike email which is an owned asset.

Email is a sacred space to speak directly to the audience and build trust.

Building intimacy at scale can be achieved through newsletters, podcasts, or YouTube channels.

Newsletters are a scalable way to build trust by providing solutions to problems related to the services offered.

The speaker started their own email newsletter as a part of their marketing strategy.

The importance of creating Evergreen content that is not time-specific and can be relevant throughout the year.

The difference between Evergreen and timely content for newsletters, with a focus on the former.

A framework for creating content (PPA) involving problem, plan, and call to action.

Brainstorming session to identify common questions and struggles of the ideal client for newsletter topics.

Using AI tools like Claude.ai for assistance in creating content outlines for newsletters.

The process of automating newsletters using tools like MailerLite or Theosass for efficiency and trust-building.

Live demonstration of building out an automation for a newsletter in Theosass.

The speaker's mission to help launch, grow, and scale over 10,000 private practices by 2030.

Final points emphasize the simplicity of starting a newsletter, automating it, and its importance in brand building.

Transcripts

here's what um here's what practice

owners want as it relates to let me go

ahead and go to full screen here can I

do this there we go all right here's

what practice owners want as it relates

to our topic today is practice owners

really just want a simple automated way

to stay connected and to build trust

with their newsletter

subscribers the problem is that a lot of

practice owners just don't have time for

it you know they're often too busy to

create sit down and create cont content

I talk to practice owners all the time

they're like I know I know I know I need

to have a newsletter I just don't have

time you know they often don't know

where to begin right they get stuck

because they they need to create content

and they don't know where to begin with

that and then let alone like how do you

actually use

automation but they need they need they

know that they need a newsletter because

all the marketing experts you know

including myself know if you want to

build a brand you need direct access to

your ideal client and the best way to do

that is with a newsletter

and here's

why social media engagement is low so in

2023 social media engagement except for

maybe Tik Tok which was above the others

you got your Instagram Facebook Twitter

they were all below

1% very low

engagement email engagement however is

up so if I was to zoom in here a little

bit you can see that email engagement

these are probably open rates right

that's a you're training above 20% not

bad so averaging probably around 20 20%

and then click through rates at the

bottom which is like another level of

Engagement you're at 3% so overall like

um newsletters and things like that get

way more engagement than uh social

media here's another quote I like to uh

point out is that ran fishkin at spark

Toro argues that as Google's click

through rates and social media

engagement have fallen emailers remained

a marketing Workhorse he argue he argues

statistically it's better to trade a

thousand new followers for a single

email subscriber that's how lopsided the

value exchange is so um one thing that I

have

done is actually let me just put here

the stakes are email is an essential

part of your sales funnel and I actually

started an email newsletter I knew I

knew I needed to do my own newsletter

right so it's like I'm telling everyone

they need a newsletter and I didn't have

my own with a handful of years ago so I

started doing my own and it's only now

that I've started to get into social

media and the only the two social medias

that I'm working in uh trying to break

into and do more with is YouTube and

Linkedin but email really is the

essential part of your sales funnel and

that's something you need to focus on

another reason why you need an email

newsletter is that social media is

borrowed land and you have no control so

what does it mean borrowed land is that

you're essentially renting space on

these platforms so they can collect your

data and sell it to marketers right one

change in the algorithm and you

disappear same with Google right one

change in the SEO algorithm and you

disappear your website rankings tank and

they go down uh that's happened with me

in my business I've seen it in other

practices you can just disappear

overnight and then what right who are

you going to be selling to who you going

to be talking to nobody

except the asset that you own which is

your

email the third reason why you need an

email uh newsletter is that email is

still Sacred Space and you can speak

directly to your audience and build

trust attention some people argue some

marketers argue and I think they're

right like the attention is the most

valuable commodity when it comes to

growing a business but more importantly

is you need to do something with that

attention and that is building trust and

having an email newsletter I believe is

is the number one asset you need to own

to build that

trust I want to take just like a you

know when I was in seminary I had a

Australian Professor he's like we're

going to take an excursus on this

passage and so I'm going to do just a

little excurses on building intimacy at

scale so here's what I mean uh intimacy

at scale so this has been a focus for me

the last couple years is like how do I

actually bu build that intimacy with my

my readers uh to my subscribers how do I

build that you know Rory Vaden at uh

brand builders he talks about how do you

build trust at scale right it's really

kind of the same thing and the fastest

really way to really build that trust is

to have one-on-one conversation right so

sitting across the table someone eating

eating food or drinking coffee or ver

drink you know that builds trust the

fastest way but that isn't scalable okay

so what is a scalable way to build

intimacy and how do you and build that

trust in my experience it's really

having a combination of one of these two

things it's really or just having at

least one but you can do a combination

of them it's like you could have a

newsletter you could have a podcast

because you're like in people's ears

like that's a very intimate thing H or

you could have a YouTube channel because

video is the fastest way for someone to

know like and trust you but it's not

just having a podcast or a YouTube

channel or a newsletter you build trust

by providing solutions to the problems

people are having as it relates to the

services that you

provide so this is just a reminder of

kind of where we're at when when we're

thinking about a sales

funnel the best way I think to build

trusted skills to take your content and

put it in a newsletter and automate it

so you're building trust and your brand

in your sleep so as you are uh seeing

the sales funnel here the first stage of

that sales funnel is can you solve my

problem people come to your website

because they have a problem that needs

to be solved and so your brand message

and your website has to be speaking to

your ideal client right can you solve my

problem what information do you have on

your website to let them know they're in

the right place and they can answer that

question

yes the second level on that sales

funnels as they move down is that it's

the enlightenment stage and so they're

asking the question can I trust you and

so that's where an email newsletter your

blogs videos these things you can start

to build that

trust and then if they can answer the

question yes I can trust you then

they're going to say all right take my

money I want to sign up for a counseling

appointment I'm ready to

go so email you see down here is a

really important part of

that in previous uh the previous webinar

I talked about um you know how to kind

of start a newsletter and to get those

email addresses and that's a about

creating a lead magnet so I'll be giving

that webinar again and I think it's

going to be up on my YouTube channel

later um But be sure to watch that how

to create a lead magnet so you can

capture email

addresses all right so today we're

really going to kind of combine all

those things and um talk about your

newsletter a little bit more and before

we jump into that I want you to stay to

the end because I'm going to be giving a

live

demonstration on how to actually build

out out an automation for your

newsletter it's pretty cool because you

want to be able to do this in the

background right you're building trust

at scale intimacy at scale you want

things working in the background for you

and I also have a special discount on

theas as well so stay to the

end all right uh seven years ago some of

you know this story seven years ago my

wife came home from her private practice

that she was getting her hours in and uh

she said Brent when I'm done getting my

hours I would like to start my own

practice and I wanted to be private pay

I wanted to focus just on kids and um

and I need your help to do it because

you need to do The Branding and

marketing well here's the problem with

that uh well I didn't have a degree in

branding and marketing I've never done

it before my wife was six months

pregnant with our son you see him down

there in the picture um I've never

started a business before we didn't have

money to pay someone to start a business

or to build out a sales funnel or even a

website we lived in Chicago land to be

near family and uh we just couldn't live

on my salary alone at that time and we

were starting from scratch like absolute

scratch and we had to make this business

work so I just started reading all the

things on branding and marketing at that

time watching a lot of YouTube videos

and just kind of went down that rabbit

hole of The Branding marketing side and

just how do you start a business how do

you get in front of the people how do

you get in front of that your ideal

client how do you build that trust that

brand trust so um this is seven years

later there's my family beautiful family

and kid matters counseling my wife's

practice she has nine clinicians in fact

we're going up to 11 here in just a few

more months it's 100% private pay still

we do over a million in revenue and have

3500 email subscribers which has been

huge absolutely huge in building her

brand and we started early doing

this and today I've actually gone on to

launch over 12 private practices ACR

across the country and scale them

up I'm considering myself a full stack

marketer and full stack content creator

I've done all the marketing things I've

done all the video things website things

all the things I've done them all and so

I'm sharing some of that information

with you today my mission is really to

help launch grow and scale over 10,000

private practices by

2030 and I'm doing that primarily

through play therapy toolbox which is an

ecourse for play therapists because my

wife's a play therapist theas which you

know as is a intake CRM for your

practice private pay practice is a

program for those who want to launch or

want to grow a private pay practice and

then um brand your practice which is uh

what you're experiencing now kind of a

Content based and a little bit of

services as well um

business all right oops let's jump into

the today's

plan today's plan is I'm going to show

you what type of content uh for your

newsletter to create so what to be

focused on as far as content goes and

then how to create content uh for your

newsletter and then how to automate your

newsletter and I'll give you a live demo

there all right so what type of content

do you need to be creating for your

newsletter so I have this little Vin

diagram here so the on the one side uh

the ideal client problems right you your

topics need to resolve revolve around

your ideal client and the struggles

they're facing on the far right is that

those topics need to align with the your

actual services so you don't want to be

writing about Plumbing when you're

actually a C mental health practice

right so in that VIN diagram between

your ideal client problems and those

services that you provide there's your

content in the middle there that is the

content that you need to be focusing on

uh because that's what they want to read

about and that's how you're going to be

building trust and positioning yourself

as a trusted authority to help

them so for example if you're a child

therapist you're going to write about

parenting and childhood development or

anxiety or depression or OD you know OCD

childhood OCD or ADHD if you work with

trauma clients maybe you're going to be

wri writing about the mindbody

connection as it relates to mental

health if you work with couples you're

going to be talking about communication

or intimacy or co-parenting

something Evergreen versus timely

newsletters

so um let me see what do I mean by this

okay yeah so Evergreen is really content

for any season Christmas Easter

summertime winter time fall like this

Evergreen is like it can last throughout

the whole year it's not time specific

it's Evergreen so for example three

toxic communication patterns or 15 signs

of childhood anxiety or The Ultimate

Guide to collaborative divorce those are

kind of some of those ideas the other

one is timely content and that's really

kind of content for the now so if there

was like a death in the community so

let's see here a year a year and a half

ago there was a real tragic accident um

that one of the teenagers in our

community died and so there was a lot of

mourning and grief around that so taking

the opportunity to write about grief and

loss um for a blog post to send your new

to to send to your newsletter or to send

to the local newspaper something like

that maybe there's a national tragedy or

there's a recent event right so timel is

just really content for the

now what I'm going to be focusing on and

you with is really thinking about

Evergreen content so I think you could

have start off just with seven weeks of

one newsletter that you will send out

every week for seven weeks to automate

you could actually move this up to an

entire years worth you could do it for

two years if you want you just have 52

weeks worth of emails that are evergreen

uh when it relates to the topics that

you're writing and so each week you

solve one problem or you answer one

question so uh handful of years ago my

when Susan was doing a lot of um talks

to Mom groups and

uh these were this was a gold mine for

Content because they would just have all

these questions like uh how old like

this one it popped up all the time like

how old is too

old uh for you to like take a bath or a

shower with your child like these moms

who are so busy it's like when is it

okay to just like leave the kid by

themselves like so um and a lot of the

topics surrounded uh um how to have like

basically sexual education with your

kids like how do you actually have those

conversation so that content is that

those questions are are really great

pieces of content that you can write

on and the thing is you guys know a lot

about this because you see your clients

all the time so they ask a lot of

similar questions you can create content

around that so the action item is just

kind remember this right your ideal

client what are those problems they're

having how does it relate to your

services and then start to create

content on that so this is uh which

actually I'm going to take a break here

because we're going to get into that is

there any hey Heather Massachusetts

Erica New York

City

uh oh yeah spelling

errors yeah uh yeah I have those so

thank you santu appreciate that so yeah

any questions so far as we're leading up

to this

um and I know Troy might be able to pen

some of that as well but uh yeah please

add any questions you might

have I'll just take a break and I'll

also take a sip of

water nope no questions keep

going all right let's roll again uh ask

questions anticipate

them um or I'll put them in the chat so

when I go along I can I can see them

oh oh Santo you told me to keep going

and now you asked what did I do with my

Seminary degree I got ordained um and a

few it was about uh five years ago I

actually stepped down from full-time

Ministry in the local church here in the

community that I live at to pursue Brer

practice full-time so that's what I did

uh Evergreen is the program for content

and create is the program for content

and create post don't

know um Evergreen is the program for

content and create post I'm not Barber

I'm not sure exactly what the question

is there

um yeah sorry about that maybe you could

clarify a little bit more that'd be

great yeah and santu yeah sorry my

curiosity got the better me that's all

right man it's okay to be

curious

[Music]

um okay so let's jump in so Barbara I'll

answer it as um as we go along here okay

if you want to clarify that and I'm

going to move this over here so I can

actually see the chat questions a little

better all

right so now let's talk about how to

create content for your

newsletter I do this for my newsletters

for my LinkedIn

post okay sorry yeah Barbara yeah so

Evergreen you know it's not a tree or

anything like that Evergreen just means

it lasts all year around like It's

Always In

Bloom that's just I don't know where

marketers got that but that's what they

call it Evergreen versus timely so

Evergreen is it lasts all season all

season

long

yeah yep yeah thank you santu yeah green

topic is a topic of Perpetual

interest all right good thanks Barbara

all right so um here's the framework for

creating content problem plan and then

call to

action I call this the PPA framework I

just made that up so let me tell you why

this is important so in storytelling the

story starts when the problem is

introduced so people start paying

attention when the problem is clearly

stated because that's because their

brains want to know what what will

happen next or how the problem will be

resolved so the other night um I started

watching some of the Marvel movies with

my kids and it was bedtime and we were

about halfway through the movie so when

I turned it off they were all like

groaning and like really mad at me

because they wanted to know what happens

next so they just started you know

asking tons of questions about it like

they wanted to know how the problem was

going to be resolved

and that's and that's um in storytelling

we call that the a story Loop or the

Curiosity Gap you know our brains want

to close that Gap they want to know how

it ends um if you just look at really

great um serial produced shows like lost

and uh Breaking Bad like they have an

amazing way of setting up a story Loop

closing it during the episode in the

last 30 seconds they open up another

story Loop so you could come back next

week and see how they resolve it so you

have your problem stating the problem

clearly uh and then let's get to the

plan and these are really just the steps

to overcome that problem this is really

the education component of your

newsletter this could be a one-step plan

like it's just a one bullet point or it

could be a three-step plan again don't

over complicate it just keep it very

simple and then this third step is to

call to call the reader to action um now

that you've given them a clear plan to

overcome or address the problem you know

what are they to do next like that's

kind of what the brain is like what do I

do next after I have this information so

is that schedule an appointment uh or is

that go on a mindfulness walk or

whatever it might be as it relates to

the content so you're you're you want to

connect the the the call to action to

the pro to the plan to the problem that

you're trying to solve so keep it really

simple plan or problem plan call to

action all right all right so let's see

here imagine all right so let's talk

about three steps to creating your

content this is a bit of a brainstorming

section so you got your plan Pro uh you

got problem plan call to action step two

is really brainstorming so imagine um

your ideal client so think about U your

favorite client what a couple of your

favorite clients you enjoy working with

right your ideal client so what are

those common questions that they are

asking in a session what are those

struggles that your ideal client has has

so I want you to imagine that and then I

want you to sketch out 7even weeks worth

of Evergreen emails so you could have as

many 52 weeks but I just focus on seven

topics or questions that you're going to

be

answering if you're

struggling if you're struggling in that

area you can always ask AI to give you

some ideas so um I think what I put in

here this is claw. a so um

if you want uh Troy you can put claw. a

in the in the chat and they can get that

link if you want and uh it's free but or

you could use chat whatever I've been

playing around with Claude a little bit

but I just wrote list out the most

common problems couples go to to

couple's counseling for all right you

can see that right here I'll zoom in

here and uh and he says here they are

communication issues poor Communications

inability to speak okay intimacy problem

s infidelity breach of trust conflicts

about money like these are just main

topics and you can drill down and down

and down into each one of these

okay if you get stuck think of AI as

sort of a bit of a writing assistant so

step three here uh after you're done

brain sering you're going to start

writing and um or you can ask some AI to

give you some help so I actually created

a prompt of um you know I think it's the

same question but I asked it to outline

it using the problem plan and call to

action

framework and so here's what Claude did

he's like sure here are seven short

newsletter blog posts focused on the

common relationship problems so the

problem uh so post one reignite the

spark you know has the the problem has

the spark and here's the plan of course

you don't have to write problem plan and

call to action in your newsletter but

it's going to outline it for you and

this is just a good starting place you

could create this and make this your own

or no don't use it but here's a pretty

pretty decent example of what that could

look like uh I also did this for uh chat

GTP so you can kind of see what that

looks like as well Communication

Breakdown problem plan call to action

okay I always think AI is a great place

to kind of iterate ideas and then

um um itate ideas and then and then you

can Riff on it for a little bit and

see all right so item sketch and write

out seven newsletter entries using the

problem plan call to action

formula see if I have anything else here

I want to

to all right any questions yes so suu

has a question so presumably the email 8

will be something about uh your

selling yeah I actually think

each so the thing that you're going to

be selling then is going to be your

services at some way either it's a group

or private counseling you know um

Regular counseling

so what I think is you can have a the

eth email could be like a really hard

kind of quote unquote sell right so you

could say you know you've read all this

if you're struggling with your finances

or if you're Str finances right so if

you're arguing over finances a lot maybe

you need a um like a a check-in with a

counselor to help you navigate these

things or if you're going through

divorce whatever it might be um you

could make number eight sort of like a

big call to action um email where you

don't talk about the plan so much but

you're just saying if you're struggling

with these things here's a big call to

action button schedule an appointment

today click on the button let's get

going yeah you totally do that I think

you could always sell just a little bit

at the V at the end of each email like

in one sentence if you're struggling

with

communication schedule appointment we

can help

you any other questions so far

I'll take a

quick sip of water

here all right let's keep

going oh the live demo time okay

um before I get to

that oh I see what I did all right so

what I need to give me a second here I

got to switch uh screens to

share one

second uh let's see

here okay all

right see here before I jump to this I

think we have another

question so at the end of each email you

could do a soft quick sell such as if

you're struggling with this schedule

appointment I can help yeah absolutely

love

that easy no

pressure because like you don't get what

you don't ask for so it's okay to like

ask for that sell it's all

right okay so let's jump in all right so

what I'm going to be doing here is is

really kind of showing you a back end of

the first one is going to be my email

list here uh or an automation my welcome

series and then um and then I'm going to

jump into Theos ass and show you how you

could use Theos ass or something similar

because a lot of these email providers

will do the same thing all right so let

me show you here so uh this is mailer

light that I

use I use mailer light instead of Theos

sass right now because I had all these

things set up in mailer light before

Theos Sassi came along so I have so many

automations so you can actually see here

um the trigger for the welcome series is

when someone joins so it's like the

consent box and when they join they are

going to get one two three four five

emails

okay Sandu hates mailer light so much

yeah well you know it works for

me all right so in the first email here

I'm going to hit the preview button

is just I say thank you uh for signing

up for the practice or for the

newsletter and I really do kind of do a

couple things here and I'm asking them

to hit reply to this email because it's

a technical thing but you really want

your email to how do I say You're really

building trust with Google and Yahoo and

your email provider so you're so they're

not you know you're not spamming people

so if you get people emailing you back

uh from your newslet letter it kind of

warms up that newsletter so you want

interaction as much as you can and then

you ask them to not Market as spam but

to add you as a contact inside of your

news uh inside their email provider so

it's like a safe person so they they so

Google like Gmail and Yahoo will let

your emails through they're really

cracking down hard on it so um so this

is just a hey thanks so much for

joining and then um

jump back in here I'll wait two days I

have a wait step you can see a thousand

people's completed this newsletter weit

step and then I kind of say here's my

here's a three Big Marketing mistakes to

avoid um and

then another one is like I just start

sharing my free guides you know over and

over and over again here you go and then

here are my most popular

articles most likely they're getting

into this welcome series from another

lead generator so I keep it pretty

simple um but there you go and you can

see there's five people in this

queue and there's four people in this

queue lined up so people are

experiencing and I'm building trust with

them through automation all right okay

so let's jump over to theas here real

quick and uh I built out this little

demo and this is in the automation

section so the trigger for this

is uh let's see here the trigger for

this is if they collect they they click

the yes button on the intake form uh

that a lot of theas users use and it

gets them in there so that starts the

newsletter and then you'll see here is a

quick little just a text

based you know hey first name it's going

to pull from the CRM because Theos ask

is a con uh client relationship

management system says hey it's Brent

here and um welcome thank you for

subscribing oops

sorry did I lose

it refresh the

page because I lost it for

myself there we

go oh I see what happened there we go

you can pinch and zoom a lot all right I

want to make sure the newsletter lands

in your inbox do that I'm asking you to

hit the reply hit reply to this email

okay so very similar it's going to you

can say all right I'm going to have a

wait seven

days and then let's go ahead and add our

first

email we're going to send an email here

we're going to select a

template and we're going to

say email simple okay so we're going to

add we're going to add this right here

I'm going to click

edit so we're going to be editing this

email so one thing is I I like let me

just copy and paste because I have all

the stuff ready to go so give me a

second to bring it

over I'll show you how fast you can do

this so you can type this out in Google

Docs or

whatever and I like

having let's get the title in here

here's the

title why

[Music]

miscommunication is more common than the

common cold and then I'm going to hit

and just duplicate this because let me

show you something about email I think

emails like designing like email design

is really

important so that um people will

actually read it so let me add this here

let's break this down so that's a nice

heading H2 these are all a little

smaller I like to use 16 size

font so you can see this here so we

established the the the uh we

established the

problem

communication should be as easy as Pi

right right yeah well sometimes it feels

like the pi is in the

face all right so let's break it down

and you can just take out the plan here

all right active listening the

superpower you didn't know you had so

there's that and I'm just going to

duplicate this one more and let's get

our final uh call to action in here okay

and you'll see that soft call to action

right

here so here we go that's the plan let

me delete this I'll bring this in let's

make this a little bigger that H2

all right so that's a little call the

bat the bat signal for better

communication and there you go and you

can add a little PS here if you want so

tonight this is the call to action so

tonight when you are unwinding launch

into a chat about your day using your

new superpowers of course this is a

little tongue and cheek and at the very

end here you'll see if you're struggling

to communicate clearly and you're

frustrated by constant arguing I can

help schedule your couples counseling

appointment today and there's a little

button okay that's all it is easy breezy

there's your first newsletter I'm going

to hit

save all right let's go ahead and go

back and we have our

newsletter now uh so that's

your let's hit save here so there we go

and we can just call this the

uh why communic communication is a

common cold right

here let's just do

that and then you can add a weight step

so what I'll do here is I'm just going

to hit copy this action them and I'm

going to put it here and then I'm going

to add my next and I'll just show you

one more email which I think I have it

saved select my template email number

two yeah so it's right there you'll see

I already put it and you can design it

like I designed this a little bit

differently I had a little gray

background here you can easily drag and

drop all these you can add images

whatever I just keep it very simple with

with text but you can add images videos

all these things within theas it's

pretty easy I'll hit

save and then I'll hit save this

way and then you can give it a name

we'll just call this email

to all right so there you go really is

you have a really simple automation once

they hit the uh the consent box then

they can uh they'll get their welcome

email and the first two emails and

you'll see this every seven days you

just repeat and the thing is you can

just keep adding this adding this adding

this adding this so you got seven 100 uh

emails as long as long as you want and

the really cool thing is and this isn't

live but you can see the stats on here

so this workflow hasn't been enabled but

you can see how many been delivered open

clicked replied bounced and then you can

kind of see like what topics you're

writing about like what people are

really interested in by seeing how many

you know they open up um how many emails

they open up but the key is also just

making sure your subject line is really

good so um for example like uh what is

this the number two uh second email is

rekindling the spark how do oh no no

yeah I like this how to avoid like your

subject line like how to avoid turning

into roommates I love that that's all AI

by the way I just through that with AI

and created that so I'll I'll add this

here too all right so let me just double

check and see where I'm at uh on the

demo side of things okay so I'm done

with the demo any questions around the

demo uh let's see here sand

who yep uh nurture sequence let's see

here go back to this here do you own

Theos ass yep I run Theos that's my CRM

that I

do and OMG that's good to know that TS

is a CRM yeah let me uh I'll move into

that real quick you guys have stayed

around let

me stop sharing my screen and then go

back to the other one we'll start

wrapping this up and ask and answering

any questions you

have all right so final points think

through your Evergreen topics write out

seven simple newsletters space them out

once a week then automate your

newsletters with mail or light or there

sass okay it's not that hard the hardest

part is just getting

going that's the hardest part um making

some space for you to do it but if you

actually do believe in my argument that

building a brand or building um a

trusted brand building that intimacy

with your readers and your ideal client

is the best doing that through an email

newsletter you got to do it everyone you

you talk to who's been doing a

newsletter for a long time they're

always going to say I wish I started

earlier and that's the same for me as

well so Theos ask really um I want to

get back into this real quick because I

think it's just a really helpful tool is

it's an intake CRM so you put a form on

your website and they can you can

quickly qualify and communicate and

close clients that way they put a put a

form on your website they with the

relevant questions to see if they're a

good fit for your practice um that's the

core of the assass but inside of the

assass what I just showed you was the

automation you can design really

beautiful emails you can um you can

connect lead magnets with it um and all

we'll send uh it'll be your email

service provider as well and it's also

hip a compliant so would love for you to

check that out um just go to Theos

ass.com you can schedule a demo with me

and check it out and uh thank you tro

for that link in the chat and uh because

you attended this webinar we'll give you

40% off which for the annual plan ends

up being like six months free so it's a

pretty good

deal so I want you to know about that

all my clients all my service clients

are use their ass and we use it for

their email newsletter as

well um for those who are maybe going to

the um oh yeah sorry is your comment

covering your slide I don't

know there I can remove that there uh

thank you santu all right so the other

thing is if you're going to be at the

meet you in Kentucky conference I'm

going to be giv a breakout session on

how to build a powerful sales funnel for

your practice so that's going to be 900

am on the third first one of the day uh

breakout room three I believe that's

Friday um but I'm G to be coming with a

lot of great um information knowledge

and a ton of free resources so with love

to see you there I'm also going to have

a Theos sass booth there as well so

please come visit me and say hi

introduce yourself uh the next webinar

I'm going to be doing is how to uh how

to build a high engaging homepage how to

convert clicks into clients

um so um so yeah so be sure to uh check

out that I do not have a registration

link or do I Troy can you find that if I

have the link somewhere and you can add

to it yeah there it is um

you could put that in their TRS at the

bottom or I could too we'll see you can

do it

first so here is the uh link to the next

webinar how to build a high engage so

I'm going to be breaking down like a

homepage and how to really how to design

a homepage I think that works really

well for high engagement and um maybe we

could do if you join maybe I'll do a

live breakdown you can send me a link to

your uh website and I'll do a live

breakdown right on the webinar so um

okay a couple questions I think we're at

question

time all right here we go suu thank you

for being so oh hey Heather you'll be

yeah yeah Heather swing by that'd be

awesome I'd love to love to see you meet

you in person uh okay so can let's see

here Santo does it take payments um yes

it does you can actually take payments

through uh their

SAS uh am I being paid for my breakout

session no I have the privilege of

talking uh to the um to the breakout

session let's see another question does

your ask take payment or payment process

so people can buy from the email yeah

yeah yeah I I you can totally do it I

actually built the uh private pay

practice program all on theas so there's

a really cool membership module inside

of theas that you could sell traditional

courses a lot of practice owners like to

make internal training programs like

onboarding and intake coordinator

training all that stuff inside of thess

but you can set it up to sell stuff yeah

I do we do all the

time

um yeah okay any other questions please

put them in the chat and yeah thanks for

joining me for

the how to I can't remember the title of

how to build a how to build a newsletter

and automate it step-by-step guide we'll

call that call it that um yeah all right

well no more questions what is the

customer service oh uh for the thanks

for all the the's asked questions yeah

so there's really two parts um to the

ask customer service F the first part is

the onboarding so we do about a couple

hours with the onboarding and setting up

the back end for you working with you

kind of hand inand to do that and then

we have a live chat and you can also

depending on the plan you can schedule

uh Zoom call uh support for that too but

the live chat's pretty good it's really

good yeah the really we do set up

um we really do we work really hard to

get you set up right at the very

beginning because it's really important

to get the thing set up right with your

email and automations and things like

that uh the live chat I believe is

247 Around the

Clock um let's see yeah thank you for

the theis ask questions and um hope to

see you at the next webinar that's right

yep for the live chat so yep hope to see

you at the the next webinar and uh let's

see that's going to be in a month but

enjoy this time it's the last month of

last few weeks of school for the kids

and summer is going to be kicking in

here in Chicago really nice and so yeah

thanks for joining me and we'll see you

on the next webinar all right thank you

so

much for