March 25, 2024 • 26 mins
Discover the resilience of email marketing as a cornerstone of your business when social media turns its back on you. Leslie Samuel's cautionary tale of being banned from YouTube spotlights the volatile nature of online platforms and the stark reality that, without warning, your digital empire can crumble. Yet, amidst the ruins, an engaged email list stands as a beacon of hope. This episode isn't just about the pitfalls of digital reliance; it's a treasure trove of strategies for growing a robust email list that not only weathers storms but thrives in them. From the compelling success story of Jason Van Orden to actionable tips using platforms like ConvertKit, learn to turn subscribers into a loyal community that powers your business engine.
The dark web of channel bans and hacked accounts holds a grim lesson for online entrepreneurs, and Leslie Samuel's Interactive Biology channel serves as a prime example. My journey through the treacherous territory of online bans reveals why being one of the "good guys" in the digital space matters. Security is paramount, just as locks are to a storefront, so is two-factor authentication to your online presence. This episode is packed with insights on safeguarding your digital assets and keeping your audience within arm's reach. It's not just a conversation; it's a masterclass in fortifying your business against the unexpected and ensuring your voice is never silenced.
Resolutions off the rails? You’re not alone. But there’s still time to turn things around. The ALIGN Productivity Challenge is a proven system to help you achieve your goals in just 90 days—no fluff, no overwhelm. Head to AlignProductivity.com and start your comeback today.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Mark Mason (00:00):
Episode two six one late night.
Internet marketing this week onthe late night internet
marketing podcast, I'm going totell you an absolutely insane
tale of woe and we're going totalk about what it means for you
and your business.
I'm talking about my greatfriend, Leslie Samuel, and how
(00:23):
he got himself banned fromYouTube.
All this and more on the LateNight Internet Marketing Podcast
.
Announcer (00:35):
The Late Night Internet Marketing Podcast.
You've been working forsomebody else, but you want a
business to run yourself.
You want to know how to startand where to begin.
Can you get out your comfortzone, my friend?
Yes, you can do it right whenit's late at night.
(00:59):
At the end of the day, yourdreams burn in your sights.
At the end of the day, yourdreams burn in your sights.
Mark Mason (01:07):
Keep it up and you will find that you're building
your business one night at atime and now broadcasting late
at night from a little studio inthe big state of Texas, your
host, mark Mason.
Hey, hey, hey, how is everyonedoing?
I am your host, mark Mason,coming to you from the little
(01:29):
studio in Dallas, texas, wherewe're hardcore into baseball
mode.
I'm super excited because Ihave tickets to go see the
Rangers on opening weekend.
Everything is going great hereand I hope your life is
fantastic as well this week.
(01:49):
I want to talk to you about somecrazy stuff that happened to a
friend of mine.
You know we have talked in thepast about the power of email
marketing and actually the waythe landscape has changed over
the years.
Email marketing, which has beenaround for as long as email has
been around, literally fordecades has become more, not
(02:10):
less, important, especiallyrecently, and there are a lot of
reasons for that.
I think you can look at theconversion rates that people
enjoy for email marketing andcompare them to things like
social media, where theconversion rate tends to be sort
of low, and you can also lookat things like the lifetime
value of someone that you haveon your mailing list, and you'll
(02:33):
find that people that are on amailing list have a much, much
higher lifetime value thansomeone who is generally, say,
in your social media followingor on some other platform that
you might be engaged in.
So we know that email marketingis powerful and we know that it
is something that has withstoodthe test of time.
(02:57):
One of the reasons for that isthat your email list is
something that you actually own,and I'll tell you a couple of
tales of woe, as I call them,here in a minute, but really,
what I want you to understand isthat when you build a mailing
(03:17):
list, that represents a realasset that you actually can have
and hold, real asset that youactually can have and hold.
If you have a list of peoplethat are on your Facebook
profile, that is also an asset,but it's not really your asset,
it's really Facebook's asset.
You don't own that list.
(03:38):
Facebook can lock you out atany time, and so it's really
important to understand thisidea of owning an email list,
and maybe you don't even realizethis, but if you build a list
of email addresses that you cancommunicate with, you can
download that list, put it in aspreadsheet, take it with you,
(03:59):
print it out, fold it up, put itin your pocket.
So what this all boils down tois that your email list is the
most important asset in yourbusiness, and that's because of
this idea of the mitigation ofrisk.
Now, I'm certainly not sayingyou shouldn't use social media.
I definitely believe that youshould meet your potential
(04:22):
customers and listeners orviewers where they are, and they
are on social media.
That's a great place to meetthem, to engage with them, to be
where they are.
But eventually you want tobring them back and capture them
on your email list as a way tomitigate the risk of operating
(04:42):
on that other platform.
To mitigate the risk ofoperating on that other platform
.
And this sort of approach givesyou so many more benefits, not
the least of which is theability to directly communicate
with your audience.
You can post on social media.
I can't exactly tell you how,when or why someone is going to
read your post on social media,but you can certainly post there
(05:05):
.
But with email marketing, youhave the ability to directly
communicate with your audience.
Whether that's an audience ofbuyers, people who have bought
from you before, an audience oflisteners, like people who are
on my list that listened to thisvery podcast, people like you
or a list of prospects, you canbe in contact with them directly
(05:28):
and you can control not onlythe contents of that
communication but also thetiming of that communication.
And, as I mentioned earlier,email continues to enjoy really
good open rates, particularly ifyou take good care of your
email list.
If people are engaged and themain email platforms,
(05:49):
particularly Gmail, see thatpeople are looking forward to
opening and reading your message, you'll be rewarded with
landing in those people's inbox.
So hopefully you'll accept mypremise that email marketing is
important.
Let me give you some examples ofwhat can happen to you that
would make it important for youto have an email list.
(06:11):
Let's start with a story thatwas relayed to me years ago when
my friend, jason Van Orden wasrunning Internet Business
Mastery, which was a very famouspodcast, not too different from
this one, but more than 15years ago.
Jason tells this amazing storyabout a client of his that had a
(06:32):
business was very successful.
It was so successful, in fact,that he brought in partners to
help him run the business.
It was growing very well andeventually the business grew so
much that the partners and theguy who originally owned the
business, jason's friend startedmoving kind of in different
(06:54):
directions and their vision thenew partners vision for where to
take the business becamedifferent from the original
person's idea of where thebusiness should go and
eventually those new partnerssqueezed the original guy out of
his business and he lost thebusiness.
I mean, these things happen inbusiness, of things go South and
(07:18):
there's just really nothing youcan do but leave.
But in this particularsituation, this original
business owner had an email list.
So what did he do?
His partner squeezed him outand the very next day he
uploaded those names to newemail software and emailed his
list and said hey, if you'vebeen looking for me, I have
(07:38):
moved to this new business andif you'd like to continue
following me or doing businesswith me, or whatever the case is
, here's how you can do it.
And he could stay in contactwith those people despite having
lost his primary platform.
So that's a really interestingtale, but it's a tale from 15
(07:58):
years ago.
Let's talk about a tale from 15hours ago.
Less than 15 days ago, myfriend, leslie Samuel, who's
known to many of you as theforce behind becomeabloggercom.
He's also got an amazingbiology channel called
Interactive Biology.
Leslie is a verywell-established business coach
(08:21):
in the online business space,has had a lot of different kinds
of success over the years, buthis true passion is teaching
biology and in fact, he hasdegrees in biology and has
taught biology at a universityand so forth.
He's a real biologist and hehas a channel on YouTube that's
incredibly popular and again,it's called interactive biology.
(08:44):
The other day he woke up in hisYouTube channel, which has more
than a quarter millionsubscribers, had been hacked,
and this is not really exactlymy story to tell.
If you want to hear all thedetails about what happened to
Leslie, he's got a full podcastepisode just about that and you
can find that over at late night.
(09:04):
I amcom forward.
Slash Leslie L E S L I E, and Ionly do it that way because I'm
not sure what the exact YouTubeURL is, but I'll redirect you
over there Again.
If you go to late night.
I amcom forward.
Slash Leslie L E S L I E.
You can see that whole YouTubeepisode.
It's quite amazing All thethings that he's been through,
(09:28):
and if you think this can'thappen to you, I think you're
wrong.
So Leslie wakes up and all of asudden, people are trying to get
in contact with him becausesomeone is live streaming crypto
scam paraphernalia on hisYouTube channel and people are
like hey, leslie, what's up?
(09:48):
Why is this crypto scammer onyour YouTube channel?
It turns out the guy had hackedinto Leslie's YouTube channel.
You can hear all about that inthe podcast.
And then eventually, as Leslietried to get the channel back,
youtube banned the channelbecause it was a crypto scammer
channel.
(10:08):
Now, and so all of Leslie'swork, all of his followers, all
of his reach through his channel, all his ability to publish
YouTube shorts and get incontact with people to publish a
video about what was going onwith the channel, let alone
biology, the significant adrevenue that was involved in
(10:29):
that channel all of it gone inan instant.
And what's triple crazy aboutthis is that it's not like
Leslie is a random YouTuber.
Leslie's part of the YouTubeblack program.
He's actually been out toGoogle and met with some of the
leaders of the YouTube platformout there, so he's a known
(10:49):
quantity and he was banned.
And then there's a lot more tothis story and I encourage you
to go check out the podcast overat late night.
I amcom forward slash Leslie,but it's still not done.
It's more more than a weeklater and monetization still not
back.
There's a lot of stuff going onthere and it's just a nightmare
(11:13):
.
So I don't tell you this storyand stories like this to scare
you away from building a YouTubechannel or building a following
on Facebook or on TikTok.
These things can be incrediblyvaluable.
I tell you these storiesbecause I want you to manage
your risk, and the way I wantyou to manage risk is by
(11:35):
building an email list, byalways trying to drive people
back to your email list so thatyou can capture their email and
build a relationship with themon your terms.
On your email marketing channel,you know there's been a lot of
research done.
As I mentioned before, emailmarketing is said to have the
(11:56):
highest ROI compared to othermarketing channels.
It's been shown that people whosubscribe to your list are more
likely to be engaged.
It's been shown that people whosubscribe to your list are more
likely to be engaged, andusually the reason for that is
oftentimes when you're talkingto someone on social media,
you've interrupted them, whereasin email marketing they've
opted into your list and they'rereading your email when they're
ready to read it.
(12:17):
You also have the opportunityto do more in-depth content and
with email marketing you can dosome really nice targeting when
you segment your list.
There's also all kinds ofopportunity in automated email
marketing, like the drip ofsequences, to nurture leads and
drive sales.
(12:37):
If you were to just go out onGoogle and search for effective
or successful email marketingcase studies, your screen would
be full of examples where emailmarketing has been proven to be
incredibly successful.
So at this point, I can imaginewhat some of you are probably
saying.
You're saying, wow, the Lesliestory is really scary.
(12:59):
In fact, some of you probablyknow Leslie and so that's a
frightening story, and youprobably believe me when I say
that email marketing is anincredibly valuable way to
influence people, to engage youraudience, to deliver products
and content to your audience.
I bet you're believing me.
(13:19):
The question you're having ishey, mark, I don't know what to
do about this, and I think theeasiest thing to do is to adopt
a strategy for building yourlist.
A lot of times, that can be assimple as offering a valuable
lead magnet to incentivizepeople signing up to your list,
or maybe just simply creating anopt-in form on your website or
(13:42):
your blog.
Maybe you invite people fromsocial media to simply join your
list, or, even better, to grabyour incredibly valuable lead
magnet as a way to convert themfrom whatever platform you're on
, to your email list, or you caneven partner with other
businesses or influencers andcross promote.
(14:03):
In fact, convertkit now hasthis really innovative
recommendation platform whereyour email list can be
recommended by other influencersas people are opting into their
lists and a lot of people havehad success for that, and
ConvertKit is what I use and ifyou're interested in that, you
can find that.
Of course, as always atlatenightimcom forward slash
(14:26):
ConvertKit.
But all of these are just a fewof the ways that you can find
to grow your email list, thisasset that will last you through
the life of your business.
So the question is well, mark,what do I send?
And if you're on my email list,which you can find over at late
night I amcom forward slashnews, you'll know that I just
(14:51):
email things that I think willhelp you once a week.
That's really the simple thing.
I spend a few hours each weekwriting helpful information on
the list and if you want to seewhat that looks like, you don't
even have to opt in.
You can go over to late nightimcom forward slash news and
just check out the last coupleof newsletters.
That's another feature ofconvert kit.
(15:12):
It sets up the little websitewhere people can see your email
newsletter content and opt infor future newsletters if they
like.
So that's a really cool featureand you can go check that out
right now.
And you know, of course, onceyou have an email list.
And let's say you have aproduct and let's say that in
general, every 10 people thatland on your email list end up
(15:37):
buying your product.
Or maybe even every hundredpeople that end up on your email
list buy your product let's sayyour product.
Or maybe even every hundredpeople that end up on your email
list by your product.
Let's say your product is $400.
That means that everysubscriber on your email list is
worth at least $4.
That's fantastic informationbecause if you can pay $3 a
subscriber using social mediaads or other kinds of
(16:00):
advertising platforms, thatmeans you're adding and growing
your email asset profitably.
That's really the goal.
If you can create a lead magnetand advertising strategy that
actually grows your listprofitably, that's probably the
best way to ensure the longevityof your business.
There's other things you can dowith your email list, too, that
(16:21):
are really cool, that go in theother direction.
For example, you probably knowthat you can take your email
list and upload it to Facebookand tell Facebook to target your
ads at people that are similarto the people that have already
joined your email list, because,after all, these people on your
email list are the kind ofpeople that have said they your
email list.
Because, after all, thesepeople on your email list are
(16:41):
the kind of people that havesaid they like your content.
So you can ask Facebook to findyou more people like these,
like the people on your list,and send your ads to those
people, which can, in turn, beadded to your list, and so you
can run this thing in a bigcircle.
You know, I see a lot ofbusinesses also incorporating
(17:02):
email sign-offs into theiroffline businesses.
A local Mexican food restaurantI love Tex-Mex, by the way.
I really am a big Mexican foodguy Not surprising, I guess,
being from Texas, but I loveTex-Mex and I was in a Mexican
food restaurant not too long agoand they were offering free
queso in exchange for your emailaddress.
(17:23):
You signed up and they mailedyou a coupon for free queso and
chips.
That's a great lead magnet.
It's actually a little bitunusual as a physical lead
magnet we often don't see that,but it's a genius idea.
So what have we learned today?
What's important here?
The first thing we've learnedis that email marketing is not
dead, far from it, I think, asmore and more uncertainty
(17:47):
happens.
I mean, just think a tick tockright, maybe you've got a
massive following on tick tock.
What's going to happen if the US government bans tick tock?
I'm not saying that's actuallygoing to happen, but if you
listen to the news, it suresounds like it might happen.
Well, what should happen foryou is that you should have been
(18:07):
capturing as many of thosefollowers as you can on your
email list by offeringincentives in your TikTok
channel to get people to joinyour list.
That way, if TikTok goes away,that's not your only way to
reach those people you cancontinue to reach at least an
important segment of youraudience that was interested
(18:29):
enough in your content torespond to your opt-in offer.
That's really important.
So we've learned that We'veheard some tales of woe from
Leslie, and I want you to gocheck that podcast episode out
from Leslie.
I think you'll really enjoyLeslie's show.
He's like a super high energy,fantastic guy late night.
(18:49):
I amcom forward slash Leslie.
And then we've talked a littlebit about if you believe in this
and you really want to do it,what you can do to build your
list.
Now, if you want even moreinformation about email
marketing, I've got two otherpodcast episodes from my catalog
that I recommend that youlisten to.
The first episode is episode247, which is an episode about
(19:15):
the way to think about emailmarketing.
One of the things that I'venoticed about successful email
marketing implementations isthat they have a clear strategy.
People are thinking about theiremail marketing in the right
way, and episode 247 will helpyou do that.
And then a companion episode,episode 248, talks about how to
(19:39):
grow your list, how to unlockbusiness growth through email
marketing.
So if you want to learn moreabout email marketing, I
recommend you go back in theback catalog and listen to
episode 247 and 248.
And, of course, as always, youcan find those episodes at
latenightimcom forward slashpodcast All right.
(20:01):
So I hope that helps you out.
As I mentioned in the lastcouple of episodes and I want to
keep mentioning this as long asI can work it out I've got
still a couple more slotsavailable for complimentary
coaching sessions.
As you know by now, I've beencoaching people on and off for
more than two decades and Icoach entrepreneurs directly
(20:23):
one-on-one regarding theirbusiness, and one of the
challenges with that is that noteveryone can afford high-end
coaching like that.
So periodically I docomplimentary coaching sessions
for people that help them getgoing.
And if that's you and you wouldlike to see if there's a fit
for us to do a complimentarycoaching session, head on over
(20:46):
to latenightimcom forward slashapply.
Now I do have one disclaimerabout this.
If you're expecting this to besome kind of high-pressure sales
pitch for paid coaching, that'snot what it is.
What we would be doing is afull up coaching session with
absolutely no cost, no stringsattached, no sales pitch, no ask
(21:10):
at the end of the session, noneof that.
So this is just me coaching afew of you for free.
I've done several of theserecently In fact, I just did one
the other day and I reallyenjoy them.
I enjoy coaching and I like todo for some people what I wish I
could do for everyone.
Obviously, I can't coacheveryone for free, but I can
(21:32):
throw a few free coachingsessions into my schedule.
So if you're interested in that, latenightimcom forward slash
apply Until next time.
I hope you have an amazing week.
I hope that you take massiveaction.
I hope that you make a decisionabout what you should be doing
(21:54):
with your email marketing and Ihope you make a plan to do that
and execute on the plan.
And if you do that and you'dlove to tell me about it, or if
you've got a question for meregarding your email marketing
strategy, hit me up at feedbackat late night.
I amcom until next week.
Ciao.
Announcer (22:17):
You've been listening to the late night internet
marketing podcast.
Be sure to visit L N I Mpodcastcom today to leave
feedback for mark, downloadspecial bonus content, access
the show notes and more.
See you there.
Until then, go and make somegreat progress on your internet
business one night at a time.
Mark Mason (22:49):
Man, this thing with Leslie freaked me out, you know
, because you don't like to seepeople that you really like go
through bad things, and this issomething that I really didn't
expect.
You know, people getting theirchannels banned.
I've been banned from morestuff than I can count.
I've had my Google ads accountsbanned.
(23:11):
I've had Facebook accountsbanned both ads accounts and my
regular Facebook account and I'mnot exactly a spammer, right.
But the stuff that I talk aboutis related to make money online
, and we all know there are alot of charlatans and frauds in
this space.
In fact, that's one of thereasons that I like this space
(23:33):
is because I'm trying to be oneof the good guys, and so it's
not a surprise to me if I getbanned from someplace.
I got banned from the Walmartmarketplace for a while.
I mean, this is a part of doingbusiness online.
But when a biology channelfirst gets hacked and then
second gets banned and thenthird gets demonetized, I mean
(23:56):
this is a channel about biology.
It really makes you wonder whatthe heck is going on and really
got my attention.
And so the other thing that wedidn't really talk about in the
episode, the first part of thisstory, which I think I'm
remembering that Leslie doestalk about this in that podcast
episode.
You really need to make sureyour stuff is locked down with
(24:19):
two-factor authentication.
If something has two-factoravailable, you should turn it on
, and that is a really importantpart of securing your online
business.
It's like putting really goodlocks on your doors if you have
a brick and mortar business, sothat's really important.
Anyway, this thing with Lesliereally got my attention and I
wanted to get this message outfor you both to help share
(24:40):
Leslie's message and toencourage you to go build that
list.
Announcer (24:49):
Ciao.
Episode two six one late night.
Internet marketing this week onthe late night internet
marketing podcast, I'm going totell you an absolutely insane
tale of woe and we're going totalk about what it means for you
and your business.
I'm talking about my greatfriend, Leslie Samuel, and how
(00:23):
he got himself banned fromYouTube.
All this and more on the LateNight Internet Marketing Podcast
.
Announcer (00:35):
The Late Night Internet Marketing Podcast.
You've been working forsomebody else, but you want a
business to run yourself.
You want to know how to startand where to begin.
Can you get out your comfortzone, my friend?
Yes, you can do it right whenit's late at night.
(00:59):
At the end of the day, yourdreams burn in your sights.
At the end of the day, yourdreams burn in your sights.
Mark Mason (01:07):
Keep it up and you will find that you're building
your business one night at atime and now broadcasting late
at night from a little studio inthe big state of Texas, your
host, mark Mason.
Hey, hey, hey, how is everyonedoing?
I am your host, mark Mason,coming to you from the little
(01:29):
studio in Dallas, texas, wherewe're hardcore into baseball
mode.
I'm super excited because Ihave tickets to go see the
Rangers on opening weekend.
Everything is going great hereand I hope your life is
fantastic as well this week.
(01:49):
I want to talk to you about somecrazy stuff that happened to a
friend of mine.
You know we have talked in thepast about the power of email
marketing and actually the waythe landscape has changed over
the years.
Email marketing, which has beenaround for as long as email has
been around, literally fordecades has become more, not
(02:10):
less, important, especiallyrecently, and there are a lot of
reasons for that.
I think you can look at theconversion rates that people
enjoy for email marketing andcompare them to things like
social media, where theconversion rate tends to be sort
of low, and you can also lookat things like the lifetime
value of someone that you haveon your mailing list, and you'll
(02:33):
find that people that are on amailing list have a much, much
higher lifetime value thansomeone who is generally, say,
in your social media followingor on some other platform that
you might be engaged in.
So we know that email marketingis powerful and we know that it
is something that has withstoodthe test of time.
(02:57):
One of the reasons for that isthat your email list is
something that you actually own,and I'll tell you a couple of
tales of woe, as I call them,here in a minute, but really,
what I want you to understand isthat when you build a mailing
(03:17):
list, that represents a realasset that you actually can have
and hold, real asset that youactually can have and hold.
If you have a list of peoplethat are on your Facebook
profile, that is also an asset,but it's not really your asset,
it's really Facebook's asset.
You don't own that list.
(03:38):
Facebook can lock you out atany time, and so it's really
important to understand thisidea of owning an email list,
and maybe you don't even realizethis, but if you build a list
of email addresses that you cancommunicate with, you can
download that list, put it in aspreadsheet, take it with you,
(03:59):
print it out, fold it up, put itin your pocket.
So what this all boils down tois that your email list is the
most important asset in yourbusiness, and that's because of
this idea of the mitigation ofrisk.
Now, I'm certainly not sayingyou shouldn't use social media.
I definitely believe that youshould meet your potential
(04:22):
customers and listeners orviewers where they are, and they
are on social media.
That's a great place to meetthem, to engage with them, to be
where they are.
But eventually you want tobring them back and capture them
on your email list as a way tomitigate the risk of operating
(04:42):
on that other platform.
To mitigate the risk ofoperating on that other platform
.
And this sort of approach givesyou so many more benefits, not
the least of which is theability to directly communicate
with your audience.
You can post on social media.
I can't exactly tell you how,when or why someone is going to
read your post on social media,but you can certainly post there
(05:05):
.
But with email marketing, youhave the ability to directly
communicate with your audience.
Whether that's an audience ofbuyers, people who have bought
from you before, an audience oflisteners, like people who are
on my list that listened to thisvery podcast, people like you
or a list of prospects, you canbe in contact with them directly
(05:28):
and you can control not onlythe contents of that
communication but also thetiming of that communication.
And, as I mentioned earlier,email continues to enjoy really
good open rates, particularly ifyou take good care of your
email list.
If people are engaged and themain email platforms,
(05:49):
particularly Gmail, see thatpeople are looking forward to
opening and reading your message, you'll be rewarded with
landing in those people's inbox.
So hopefully you'll accept mypremise that email marketing is
important.
Let me give you some examples ofwhat can happen to you that
would make it important for youto have an email list.
(06:11):
Let's start with a story thatwas relayed to me years ago when
my friend, jason Van Orden wasrunning Internet Business
Mastery, which was a very famouspodcast, not too different from
this one, but more than 15years ago.
Jason tells this amazing storyabout a client of his that had a
(06:32):
business was very successful.
It was so successful, in fact,that he brought in partners to
help him run the business.
It was growing very well andeventually the business grew so
much that the partners and theguy who originally owned the
business, jason's friend startedmoving kind of in different
(06:54):
directions and their vision thenew partners vision for where to
take the business becamedifferent from the original
person's idea of where thebusiness should go and
eventually those new partnerssqueezed the original guy out of
his business and he lost thebusiness.
I mean, these things happen inbusiness, of things go South and
(07:18):
there's just really nothing youcan do but leave.
But in this particularsituation, this original
business owner had an email list.
So what did he do?
His partner squeezed him outand the very next day he
uploaded those names to newemail software and emailed his
list and said hey, if you'vebeen looking for me, I have
(07:38):
moved to this new business andif you'd like to continue
following me or doing businesswith me, or whatever the case is
, here's how you can do it.
And he could stay in contactwith those people despite having
lost his primary platform.
So that's a really interestingtale, but it's a tale from 15
(07:58):
years ago.
Let's talk about a tale from 15hours ago.
Less than 15 days ago, myfriend, leslie Samuel, who's
known to many of you as theforce behind becomeabloggercom.
He's also got an amazingbiology channel called
Interactive Biology.
Leslie is a verywell-established business coach
(08:21):
in the online business space,has had a lot of different kinds
of success over the years, buthis true passion is teaching
biology and in fact, he hasdegrees in biology and has
taught biology at a universityand so forth.
He's a real biologist and hehas a channel on YouTube that's
incredibly popular and again,it's called interactive biology.
(08:44):
The other day he woke up in hisYouTube channel, which has more
than a quarter millionsubscribers, had been hacked,
and this is not really exactlymy story to tell.
If you want to hear all thedetails about what happened to
Leslie, he's got a full podcastepisode just about that and you
can find that over at late night.
(09:04):
I amcom forward.
Slash Leslie L E S L I E, and Ionly do it that way because I'm
not sure what the exact YouTubeURL is, but I'll redirect you
over there Again.
If you go to late night.
I amcom forward.
Slash Leslie L E S L I E.
You can see that whole YouTubeepisode.
It's quite amazing All thethings that he's been through,
(09:28):
and if you think this can'thappen to you, I think you're
wrong.
So Leslie wakes up and all of asudden, people are trying to get
in contact with him becausesomeone is live streaming crypto
scam paraphernalia on hisYouTube channel and people are
like hey, leslie, what's up?
(09:48):
Why is this crypto scammer onyour YouTube channel?
It turns out the guy had hackedinto Leslie's YouTube channel.
You can hear all about that inthe podcast.
And then eventually, as Leslietried to get the channel back,
youtube banned the channelbecause it was a crypto scammer
channel.
(10:08):
Now, and so all of Leslie'swork, all of his followers, all
of his reach through his channel, all his ability to publish
YouTube shorts and get incontact with people to publish a
video about what was going onwith the channel, let alone
biology, the significant adrevenue that was involved in
(10:29):
that channel all of it gone inan instant.
And what's triple crazy aboutthis is that it's not like
Leslie is a random YouTuber.
Leslie's part of the YouTubeblack program.
He's actually been out toGoogle and met with some of the
leaders of the YouTube platformout there, so he's a known
(10:49):
quantity and he was banned.
And then there's a lot more tothis story and I encourage you
to go check out the podcast overat late night.
I amcom forward slash Leslie,but it's still not done.
It's more more than a weeklater and monetization still not
back.
There's a lot of stuff going onthere and it's just a nightmare
(11:13):
.
So I don't tell you this storyand stories like this to scare
you away from building a YouTubechannel or building a following
on Facebook or on TikTok.
These things can be incrediblyvaluable.
I tell you these storiesbecause I want you to manage
your risk, and the way I wantyou to manage risk is by
(11:35):
building an email list, byalways trying to drive people
back to your email list so thatyou can capture their email and
build a relationship with themon your terms.
On your email marketing channel,you know there's been a lot of
research done.
As I mentioned before, emailmarketing is said to have the
(11:56):
highest ROI compared to othermarketing channels.
It's been shown that people whosubscribe to your list are more
likely to be engaged.
It's been shown that people whosubscribe to your list are more
likely to be engaged, andusually the reason for that is
oftentimes when you're talkingto someone on social media,
you've interrupted them, whereasin email marketing they've
opted into your list and they'rereading your email when they're
ready to read it.
(12:17):
You also have the opportunityto do more in-depth content and
with email marketing you can dosome really nice targeting when
you segment your list.
There's also all kinds ofopportunity in automated email
marketing, like the drip ofsequences, to nurture leads and
drive sales.
(12:37):
If you were to just go out onGoogle and search for effective
or successful email marketingcase studies, your screen would
be full of examples where emailmarketing has been proven to be
incredibly successful.
So at this point, I can imaginewhat some of you are probably
saying.
You're saying, wow, the Lesliestory is really scary.
(12:59):
In fact, some of you probablyknow Leslie and so that's a
frightening story, and youprobably believe me when I say
that email marketing is anincredibly valuable way to
influence people, to engage youraudience, to deliver products
and content to your audience.
I bet you're believing me.
(13:19):
The question you're having ishey, mark, I don't know what to
do about this, and I think theeasiest thing to do is to adopt
a strategy for building yourlist.
A lot of times, that can be assimple as offering a valuable
lead magnet to incentivizepeople signing up to your list,
or maybe just simply creating anopt-in form on your website or
(13:42):
your blog.
Maybe you invite people fromsocial media to simply join your
list, or, even better, to grabyour incredibly valuable lead
magnet as a way to convert themfrom whatever platform you're on
, to your email list, or you caneven partner with other
businesses or influencers andcross promote.
(14:03):
In fact, convertkit now hasthis really innovative
recommendation platform whereyour email list can be
recommended by other influencersas people are opting into their
lists and a lot of people havehad success for that, and
ConvertKit is what I use and ifyou're interested in that, you
can find that.
Of course, as always atlatenightimcom forward slash
(14:26):
ConvertKit.
But all of these are just a fewof the ways that you can find
to grow your email list, thisasset that will last you through
the life of your business.
So the question is well, mark,what do I send?
And if you're on my email list,which you can find over at late
night I amcom forward slashnews, you'll know that I just
(14:51):
email things that I think willhelp you once a week.
That's really the simple thing.
I spend a few hours each weekwriting helpful information on
the list and if you want to seewhat that looks like, you don't
even have to opt in.
You can go over to late nightimcom forward slash news and
just check out the last coupleof newsletters.
That's another feature ofconvert kit.
(15:12):
It sets up the little websitewhere people can see your email
newsletter content and opt infor future newsletters if they
like.
So that's a really cool featureand you can go check that out
right now.
And you know, of course, onceyou have an email list.
And let's say you have aproduct and let's say that in
general, every 10 people thatland on your email list end up
(15:37):
buying your product.
Or maybe even every hundredpeople that end up on your email
list buy your product let's sayyour product.
Or maybe even every hundredpeople that end up on your email
list by your product.
Let's say your product is $400.
That means that everysubscriber on your email list is
worth at least $4.
That's fantastic informationbecause if you can pay $3 a
subscriber using social mediaads or other kinds of
(16:00):
advertising platforms, thatmeans you're adding and growing
your email asset profitably.
That's really the goal.
If you can create a lead magnetand advertising strategy that
actually grows your listprofitably, that's probably the
best way to ensure the longevityof your business.
There's other things you can dowith your email list, too, that
(16:21):
are really cool, that go in theother direction.
For example, you probably knowthat you can take your email
list and upload it to Facebookand tell Facebook to target your
ads at people that are similarto the people that have already
joined your email list, because,after all, these people on your
email list are the kind ofpeople that have said they your
email list.
Because, after all, thesepeople on your email list are
(16:41):
the kind of people that havesaid they like your content.
So you can ask Facebook to findyou more people like these,
like the people on your list,and send your ads to those
people, which can, in turn, beadded to your list, and so you
can run this thing in a bigcircle.
You know, I see a lot ofbusinesses also incorporating
(17:02):
email sign-offs into theiroffline businesses.
A local Mexican food restaurantI love Tex-Mex, by the way.
I really am a big Mexican foodguy Not surprising, I guess,
being from Texas, but I loveTex-Mex and I was in a Mexican
food restaurant not too long agoand they were offering free
queso in exchange for your emailaddress.
(17:23):
You signed up and they mailedyou a coupon for free queso and
chips.
That's a great lead magnet.
It's actually a little bitunusual as a physical lead
magnet we often don't see that,but it's a genius idea.
So what have we learned today?
What's important here?
The first thing we've learnedis that email marketing is not
dead, far from it, I think, asmore and more uncertainty
(17:47):
happens.
I mean, just think a tick tockright, maybe you've got a
massive following on tick tock.
What's going to happen if the US government bans tick tock?
I'm not saying that's actuallygoing to happen, but if you
listen to the news, it suresounds like it might happen.
Well, what should happen foryou is that you should have been
(18:07):
capturing as many of thosefollowers as you can on your
email list by offeringincentives in your TikTok
channel to get people to joinyour list.
That way, if TikTok goes away,that's not your only way to
reach those people you cancontinue to reach at least an
important segment of youraudience that was interested
(18:29):
enough in your content torespond to your opt-in offer.
That's really important.
So we've learned that We'veheard some tales of woe from
Leslie, and I want you to gocheck that podcast episode out
from Leslie.
I think you'll really enjoyLeslie's show.
He's like a super high energy,fantastic guy late night.
(18:49):
I amcom forward slash Leslie.
And then we've talked a littlebit about if you believe in this
and you really want to do it,what you can do to build your
list.
Now, if you want even moreinformation about email
marketing, I've got two otherpodcast episodes from my catalog
that I recommend that youlisten to.
The first episode is episode247, which is an episode about
(19:15):
the way to think about emailmarketing.
One of the things that I'venoticed about successful email
marketing implementations isthat they have a clear strategy.
People are thinking about theiremail marketing in the right
way, and episode 247 will helpyou do that.
And then a companion episode,episode 248, talks about how to
(19:39):
grow your list, how to unlockbusiness growth through email
marketing.
So if you want to learn moreabout email marketing, I
recommend you go back in theback catalog and listen to
episode 247 and 248.
And, of course, as always, youcan find those episodes at
latenightimcom forward slashpodcast All right.
(20:01):
So I hope that helps you out.
As I mentioned in the lastcouple of episodes and I want to
keep mentioning this as long asI can work it out I've got
still a couple more slotsavailable for complimentary
coaching sessions.
As you know by now, I've beencoaching people on and off for
more than two decades and Icoach entrepreneurs directly
(20:23):
one-on-one regarding theirbusiness, and one of the
challenges with that is that noteveryone can afford high-end
coaching like that.
So periodically I docomplimentary coaching sessions
for people that help them getgoing.
And if that's you and you wouldlike to see if there's a fit
for us to do a complimentarycoaching session, head on over
(20:46):
to latenightimcom forward slashapply.
Now I do have one disclaimerabout this.
If you're expecting this to besome kind of high-pressure sales
pitch for paid coaching, that'snot what it is.
What we would be doing is afull up coaching session with
absolutely no cost, no stringsattached, no sales pitch, no ask
(21:10):
at the end of the session, noneof that.
So this is just me coaching afew of you for free.
I've done several of theserecently In fact, I just did one
the other day and I reallyenjoy them.
I enjoy coaching and I like todo for some people what I wish I
could do for everyone.
Obviously, I can't coacheveryone for free, but I can
(21:32):
throw a few free coachingsessions into my schedule.
So if you're interested in that, latenightimcom forward slash
apply Until next time.
I hope you have an amazing week.
I hope that you take massiveaction.
I hope that you make a decisionabout what you should be doing
(21:54):
with your email marketing and Ihope you make a plan to do that
and execute on the plan.
And if you do that and you'dlove to tell me about it, or if
you've got a question for meregarding your email marketing
strategy, hit me up at feedbackat late night.
I amcom until next week.
Ciao.
Announcer (22:17):
You've been listening to the late night internet
marketing podcast.
Be sure to visit L N I Mpodcastcom today to leave
feedback for mark, downloadspecial bonus content, access
the show notes and more.
See you there.
Until then, go and make somegreat progress on your internet
business one night at a time.
Mark Mason (22:49):
Man, this thing with Leslie freaked me out, you know
, because you don't like to seepeople that you really like go
through bad things, and this issomething that I really didn't
expect.
You know, people getting theirchannels banned.
I've been banned from morestuff than I can count.
I've had my Google ads accountsbanned.
(23:11):
I've had Facebook accountsbanned both ads accounts and my
regular Facebook account and I'mnot exactly a spammer, right.
But the stuff that I talk aboutis related to make money online
, and we all know there are alot of charlatans and frauds in
this space.
In fact, that's one of thereasons that I like this space
(23:33):
is because I'm trying to be oneof the good guys, and so it's
not a surprise to me if I getbanned from someplace.
I got banned from the Walmartmarketplace for a while.
I mean, this is a part of doingbusiness online.
But when a biology channelfirst gets hacked and then
second gets banned and thenthird gets demonetized, I mean
(23:56):
this is a channel about biology.
It really makes you wonder whatthe heck is going on and really
got my attention.
And so the other thing that wedidn't really talk about in the
episode, the first part of thisstory, which I think I'm
remembering that Leslie doestalk about this in that podcast
episode.
You really need to make sureyour stuff is locked down with
(24:19):
two-factor authentication.
If something has two-factoravailable, you should turn it on
, and that is a really importantpart of securing your online
business.
It's like putting really goodlocks on your doors if you have
a brick and mortar business, sothat's really important.
Anyway, this thing with Lesliereally got my attention and I
wanted to get this message outfor you both to help share
(24:40):
Leslie's message and toencourage you to go build that
list.
Announcer (24:49):
Ciao.
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