I Never Send Value Emails

Hello, listeners. This is an artificially created voice emulating David Sachs here to introduce a compelling episode of the list building lifestyle show with your host, Igor Kheifets. Today, Igor is going to flip the script on email marketing. He’s talking about why he steers clear of sending value emails. That’s right, none of that free content everyone else is pushing. He believes that when something is free, people might not value it as much. It’s all about getting your audience to invest, to really appreciate what they’re receiving. So, if you’re up for challenging the usual email marketing tactics and keen to hear some fresh insights, you’re in the right place. Peter’s not just talking theory. He’s living it, and he’s here to share his insights, get comfortable, grab a notepad, and let’s hear what Igor Kheifets has to say about the real value in email marketing, Igor, they’re all yours, man.

00:54

I’m Igor Kheifets. And this is the list building lifestyle. The podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures travel the world and help people improve their lives in the process. This podcast is for you. I also invite you to claim a free copy of my best-selling book, the list building lifestyle Confessions of an email millionaire at www.igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email, swipe files, and traffic blueprints, visit www.igorsbook.com for details. And now it’s time to claim your list building lifestyle.

01:40

What I’ve noticed is most things I get for free, I simply do not value, I get a lot of value in my inbox for free from all kinds of people who actually do admire and respect. But I only actually do get the free value after I purchase something. So, for example, one of my favorite authors is Mark Manson, the guy who wrote the best-selling book called The Subtle Art of not giving a fuck, it’s an actual title. And then he wrote a sequel to that as well. And he also wrote a book titled Will he? I found out about Mark by reading his blogs and his reports. And he’s got some amazing personal development material that you should really check out. But you know what happened, he then took his entire blog and just handpicked some articles and put them into a book. So, and then he released the book, and I bought it. But you know, he could have just sold it from the get go because it’s so good. He’s got several reports, he’s got another book called models, which is a very, very good dating book. For men. It’s not even a dating book, as much as this just a practical guide on becoming a higher value person, which is, you know, most men, I think today kind of miss the whole point. So, I’m a paying customer of his, but he sends a lot of free stuff that’s really good. Same for James Clear, you know, the guy who wrote atomic habits, and I bought the book, but it only, I mean, unless it’s actually behind a paid product, like I don’t actually engage with it. Like, I’ll glance at it and just move on. Because it’s free. Like, we have a built-in mechanism, you have to realize that we are animals, we are frisking monkeys. That’s what we are. And we are very simple. In a way we operate within the realm of marketplaces and value and such. If it’s free, our brain does not send that signal that needs to be like pay attention to this. If it’s free, it simply doesn’t send a signal unless you’re experiencing a major problem in your life right now. At which point you’re consuming every possible piece of information, whether free or paid about the topic. At this point, you become obsessed about solving the problem. Therefore, every piece of thought, you know, every piece of information, every material, no matter the media, no matter if it’s a webinar and eBook or whatever, you will consume it. But that’s out of a necessity to solve a problem, rather than just because it’s free value. Right? So, I do not send value emails, because what I believe will happen is, first off, I’m wasting, probably, you know, a really good mailing. I got, you know, an opportunity here to mail an offer and I don’t think that’s a waste. Second, I generally believe that people do not value free stuff. And therefore, if I give them my best stuff for free, they simply won’t value the stuff. And I have seen it on YouTube too. So, when you do one of the primary metrics for success is are they watching your whole thing? Or to be more accurate? How much of your video Are they actually watching? That’s why you see many creators now break their content up into smaller pieces into shorter pieces. Because this way, they create a perception of higher engagement. Because if they got a one-hour video that people only watch 5% off, but then they, they break it up into five videos of 20 minutes, they can create a perception of higher engagement, because on average, overall, each person will watch a bigger portion of a 20-minute video, because if they watched the same five minutes of a 20-minute video, as opposed to one hour video in relation to the full length of the video, that’s a bigger portion. So, but you, I can be putting out my best stuff on YouTube for free. And somebody will be watching a 12-minute piece. And they’ll only watch two minutes. Now I can, you know, tell that person Hey, did you know that there’s like a bunch of people who paid me $5,000 Each to attend a seminar or to get on a private call with me to learn this, and I’m giving it to you. And it will not change anything at all, because that person did not pay the $5,000. But if they did, they’d be sitting there listening and taking notes and paying careful attention and going out implementing. So, if you give stuff away for free, you’re simply not going to get the response that you wish. And you can give away stuff for free like reports to build your list. And you can obviously do webinars, you see me do lots of webinars as well. But notice that whenever I do free stuff, it is never without the itch. And the free stuff usually gives information that is required for them to know and appreciate for them to appreciate the paid stuff that I do. In other words, it would never be just a random value. I actually used to do this, believe it or not, I used to randomly feel inspired, and email my list with like, hey, I found this really cool article about how smoking weed lowers your IQ, but not as much as multitasking. And I really thought you should know this information because you’re probably multitasking. Here’s the link and joy, why the response rates to those would be lower than actual offers, plus people who saw and subscribed just the same. And I wouldn’t be sitting there. And I’d be thinking, why you’re being such a dick. You’re unsubscribing, after me sending you this really useful article that you shouldn’t be reading, you shouldn’t be thanking me for not unsubscribing. But people have their own mechanisms. And they work a certain way. So, you can fight it, you can try to change people, which I assure you, no one got rich that way yet. Or you can just give people what they want. And just accept that we don’t value free stuff we don’t value things we did not invest into. And again, when I say free stuff, I mean, if we didn’t invest resources, energy of any kind. So, you can invest a lot of time into something not money, but time and you will value it. But you can also buy something for a high price tag, and you’ll value that way. So, people need to make some sacrifices and, and invest to truly value what you give them. Therefore, you can’t afford to just keep giving them free stuff. There’s no, there’s no rule that says that once you’ve given them a bunch of free stuff, that they will turn around and be like, ah, such a nice person. You know, this, this marina woman, right? When I first saw her, I didn’t think she was this nice, but now that she gave me this really cool stuff for free. I really think she’s nice, I’m gonna go buy something from her, I assure you, no one thinks like that. If Marina wants to give away some free stuff, they’ll be like, thank you, and move on. And forget about Marina, that’s what’s gonna happen. If you want people to remember you to want to do business with you to value what you got, you always have to make it. So, they have to, you know, jump through some hoops to get it, you know, paywalls commitments, locking it behind, like a really extensive application. You know, one of the things that really scares people is when you make them submit, like a proper survey, like a big one, that can be a bigger turn off than charging them $50 Because sometimes swiping that card is much easier. So, whenever it comes to, for us to do any kind of higher-level mentoring or anything like that, I’ll put the biggest form right there. I won’t. I don’t even need to charge you anything for it, although sometimes they would. But oftentimes, just putting a big form in front of you will scare you so much that there’s no way a tire kicker will get through it. They just won’t invest the time making people think it is just as difficult for them to do as you know partying with money. So, you’ll see me do that quite a bit. And that’s why I never email value b because it’s not really value, no one no one values it at the end of the day.

9:45  

Thank you for listening to the list building lifestyle, get access to the previous episodes, transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com. Also, remember to claim your free copy of my best-selling book at www.igorsbook.com. It explains how we made millions with list building starting from scratch. Plus, I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email swipe files, and traffic blueprints. Go to www.igorsbook.com now to claim your free package