A B2B Case Study in Influencer Marketing: Adobe's Rani Mani on Marketing Smarts [Podcast]

Rani Mani, head of social influencer enablement at software giant Adobe, shares the mindset, approaches, and tactics that make the Adobe Insiders program successful. Read the full article at MarketingProfs

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55 Metaphor Examples That’ll Pack Your Prose With Persuasion

Aristotle once wrote, “to be a master of metaphor is a sign of genius.”

And the best way to master the metaphor? Devour lots of good metaphor examples!

So, we’ve compiled a giant list of metaphors from content marketing, literature, famous speeches, and pop culture to give you a go-to resource. You’ll also learn:

• How metaphors and figurative language are related;
• The differences between metaphors and similes, analogies, and hyperbole;
• What are the six common types of metaphors;
• Tips for effectively using metaphors in your own writing.

In short, by the time you finish this post, you’ll be a certified metaphor genius.

But before we get to all that, let’s answer the questions people ask most often about metaphors.

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What is a Metaphor?

A metaphor takes an object or action and compares it to something blindingly familiar, but completed unrelated.

The comparison in a metaphor is always non-literal, which makes it weirdly illogical. And yet, its meaning is (usually) abundantly clear.

For example:

“Love is a fruit in season at all times and in reach of every hand.” — Mother Teresa

Love is not a fruit; however, the meaning of the comparison is easily understood.

Here’s another example:

“She was the black sheep of the family.”

Illogical, right? But you get the meaning right away.

Okay, so that’s a metaphor…

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What is Figurative Language?

Figurative language is a technique that supercharges your reader’s imagination by taking a flat (or factual) statement and injecting it with life, color, or humor to make it more interesting.

It allows you to paint vivid pictures, punch home your meaning, and be more persuasive as a writer.

A metaphor is one of several figure-of-speech devices that uses figurative language.

Here’s an example:

“The first rays of sunshine gently stroked my face.”

We all know sunshine can’t literally stroke your face, but we can all relate to the sensation. The figurative language makes it more vibrant than something like, “the first rays of sunshine woke me up.”

This type of figurative language is known as “personification,” which uses human qualities (stroking) to better illustrate a non-human action or thing (the sunshine). It’s a technique often found in metaphors.

There are several other figures of speech that use figurative language, including similes, analogies, and hyperbole — which are often confused with metaphors.

So, let’s clear that up for you…

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What’s the Difference Between Metaphors and Similes, Analogies, or Hyperbole?

Similes

Simile Definition: A simile is the metaphor’s first cousin. Where a metaphor states that something is something else, a simile compares two different things by using “like” or “as.”

Example of Simile: “Elderly American ladies leaning on their canes listed toward me like towers of Pisa.” — from ‘Lolita’ by Vladimir Nabokov

Difference Between Similes and Metaphors: A simile directly compares two things using “like” or “as” (“he was mad as hell”), while a metaphor implicitly states a comparison, without intending it to be taken literally (“he was boiling mad”).

To the latter example: Obviously, he wasn’t boiling, or he’d be dead. But were he a kettle, his lid would be rattling and steam would be coming from his ears. That’s how mad he’d be!

Analogies

Analogy Definition: An analogy is a turbo-powered simile. While a simile compares two different things, an analogy explains the similarities or relationships between two different things.

Example of Analogy: “Longbottom, if brains were gold, you’d be poorer than Weasley, and that’s saying something.” — from ‘Harry Potter and The Sorcerer’s Stone’ by J.K. Rowling

Difference Between Analogies and Metaphors: While a metaphor uses words or phrases to represent an idea, an analogy uses narrative or comparisons to explain the idea. 

Hyperbole

Hyperbole Definition: Hyperbole is an exaggeration that is not intended to be taken literally. It’s most commonly used for emphasis, humor, or drama.

Example of Hyperbole: “I was helpless. I did not know what in the world to do. I was quaking from head to foot, and could have hung my hat on my eyes, they stuck out so far.” — from “Old Times on the Mississippi” by Mark Twain

Difference Between Hyperbole and Metaphors: There is a gray area between the two and it’s often debated. But here are the facts: Hyperbole always uses exaggeration, whereas metaphors sometimes do.

If a metaphor is clearly an exaggeration, it can be described as a hyperbolic metaphor. An example would be, “cry me a river.” Obviously, no one can possibly shed that many tears. On the other hand, “your suitcase weighs a ton” is hyperbole (not a metaphor). 

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What are The Different Types of Metaphors?

1. Common Metaphors (aka Direct Metaphors, Primary Metaphors, or Conventional Metaphors)
2. Implied Metaphors
3. Extended Metaphors (aka Sustained Metaphors)
4. Dead Metaphors
5. Mixed Metaphors
6. Sensory Metaphors

Google “types of metaphors” and you’ll get hundreds of blog posts and scholarly articles with lists of metaphors ranging from 3 to 20+ different types.

Our take?

Focus on the 6 most common types of metaphors:

1. Common Metaphors (aka Direct Metaphors, Primary Metaphors, or Conventional Metaphors)

These are the easiest-to-spot metaphors.

Common metaphors are comparisons where the link can be easily made and directly understood. Example:

“He was a fish out of water at his new school.”

We know immediately what the writer means, even though it’s illogical to compare a school student to a fish.

2. Implied Metaphors

Implied metaphors force you to use your imagination. They don’t make a direct comparison, which is easy to spot. Instead, they imply it.

“She was like a dog with a bone” is a common metaphor. The dog-like comparison is stated.

“She tucked her tail between her legs and rang away,” on the other hand, is an implied metaphor — the comparison to a dog is implied, but not stated outright.

3. Extended Metaphors (aka Sustained Metaphors)

Extended metaphors can be direct or implied, but create a greater emphasis with the comparison they’re making thanks to their extended length. They can continue for several sentences or even paragraphs.

Extended metaphors are often used in poetry and literature where the author wants to convey more passion and commitment to a concept.

Here’s an example from “I Know Why the Cage Bird Sings” by Maya Angelou:

But a BIRD that stalks down his narrow cage

Can seldom see through his bars of rage

His wings are clipped and his feet are tied

The caged bird sings with a fearful trill

And his tune is heard on the distant hill for

The caged bird sings of freedom.

4. Dead Metaphors

Dead metaphors are figures of speech that have been around so long or have been so overused, they have lost their effectiveness.

Phrases like “it’s raining cats and dogs” and “you are the light of my life” have morphed from metaphors into trite banalities and should be avoided.

5. Mixed Metaphors

Mixed metaphors are when two or more inconsistent metaphors get jumbled together — often with humorous consequences.

If it’s used intentionally, a mixed metaphor can be an effective communication technique. But in the wrong hands, a mixed metaphor can become a jumbled mess.

Former British soccer manager, Stuart Pearce, gave us this gem:

“I can see the carrot at the end of the tunnel.”

6. Sensory Metaphors

Sensory metaphors use figurative language to appeal to our senses — sight, sound, smell, taste or touch. As such, they’re immediately familiar and evocative.

Examples:

• “His voice was silky smooth.”
• “Her smile lit up the room.”

Further Reading: 581 Sensory Words to Take Your Writing from Bland to Brilliant is the definitive guide on sensory words, sensory details, and sensory language. If you would like a huge list of sensory metaphors, it should be your go-to resource.

Up to this point, you’ve already seen quite a few metaphor examples as we’ve explained the different types of metaphors and gone over several definitions.

Now, let’s get to the meat of the post. Here are 38 examples of metaphors from content marketing, literature, poems, speeches, movies, television shows, songs, and more:

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Metaphor Examples from Content Marketing

As a content marketer, you fight a constant battle for attention. You need your words to leap off the page and galvanize your readers into action.

Using metaphors is a great way to do that. Especially if you weave the metaphorical theme through your post. It helps give your writing a more intriguing creative tone. It makes your message sticky and memorable.

Take these examples of metaphors from some of the internet’s best content marketing blogs:

1.

Want to bring your ideas to life, to make them take up residence in the mind of the reader, lurking in the background, tugging, pulling, and cajoling their emotions until they think and feel exactly as you want?

Jon Morrow, 600+ Power Words That’ll Pack Your Writing with Emotion

2.

The content landscape isn’t some mythical blue ocean lacking in competition. It’s a teeming jungle — with plenty to eat, and plenty that wants to eat you.
Sonia Simone

3.

Smarter companies think of tone of voice guidelines as bumpers on a bowling lane: They gently guide your communication in the right direction and help content creators avoid a gutter ball.

Ann Handley, How to Find Your Company's Brand Voice

4.

All the best consumer brands get it. But for too many B2B brands, voice is the confectioner’s sugar of the marketing cake — something you sprinkle on at the end (if it’s in the recipe at all).
Doug Kessler

5.

Carefully crafted, purposeful content is ace at just that: generating REAL traffic and leads. It’s no wonder people are climbing aboard the content train. Now that you’re buckled in, the next step is understanding what a professional content writer adds to your marketing strategy.

Julia McCoy, How to Hire for Superstar Content

6.

If my business was a garden, then my blog posts would be a colorful display of flowers. Lavender, bougainvillea, fuchsias. Mostly in my favorite color (purple of course!). You can walk around this garden and enjoy my flowers. It’s free.
Henneke Duistermaat

7.

And this is what exasperates me about the ‘blogging and social media for money’ superhighway. So many times I follow the yellow brick road laid by an enterprising blogger who’s working the system. . .and when I get there and pull back the curtain…nothing. No wizard. No magic. And no message. Just a lot of mechanics and whirling buttons and a robotic, soulless special effects machine.

Kelly Diels, Why Blogging is Like The Wizard of Oz...

8.

In large organizations, content is like a continual series of trains. Each must leave the crowded station on time to make room for the next one or the network quickly grinds to a halt. . . Unsurprisingly, the content may fail to perform. You can see why many pieces of content fail to meet scheduled departure times. Call it death by track changes.
Rusty Weston

All these metaphor examples paint a vivid picture you can see, hear, or even taste. Some of them contain both metaphors and similes, some are extended metaphors, and some are sensory metaphors. But none of them are dead metaphors.

Good metaphors are powerful even when you’re tackling a relatively mundane subject matter, like hiring content writers.

So, imagine how exciting metaphors can be in the hands of great fiction and literary writers whose subject matter can roam anywhere they darn well please.

Let’s look at a few such examples…

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Examples of Metaphors in Literature

Metaphors in literature have been around for centuries.

They have cemented glorious stories and ideas into our minds. They have made the words on the page come alive and frolic through our imagination.

Let’s start with the king of literary metaphors:

9.

All the world’s a stage / And all the men and women merely players / They have their exits and their entrances / And one man in his time plays many parts / His act being seven ages.
from 'As You Like It'

Hands up who doesn’t know these famous lines by William Shakespeare?

You’ll find them in every post and article about metaphors, literary devices, or figurative language, because it’s a classic extended metaphor example that’s hard to beat.

Here’s another one:

10.

But soft! What light through yonder window breaks? / It is the East and Juliet is the sun! / Arise, fair sun, and kill the envious moon / Who is already sick and pale with grief / That thou her maid art far more fair than she.

from 'Romeo and Juliet'

“Romeo and Juliet” is chock full of love metaphors. Nothing less than the fair sun and envious moon could express the depth of Romeo’s emotional state at that moment. Imagine if he had been factual and said, “What light through yonder window breaks? Oh look, it’s Juliet heading for the bathroom”.

Shakespeare’s magnificent metaphors have wormed their way into our modern language and today we can recite them without a second thought.

Like these examples:

11. “A horse, a horse. My kingdom for a horse!” — from Richard III
12. “Shall I compare thee to a summer’s day?” — from Sonnet 18
13. “Parting is such sweet sorrow…” — from Romeo and Juliet
14. “All that glitters is not gold…” — from The Merchant of Venice
15. “Why, then, the world’s mine oyster…” — from The Merry Wives of Windsor

I bet you didn’t know that last one was by Shakespeare.

Metaphors are also used throughout the Bible:

16.

I am the good shepherd … and I lay down My life for the sheep.

John 10:14

In fact, the Bible is a hotbed of metaphors, similes, and other types of figurative language:

17. “I am the way, the truth and the life.” — John 14:6
18. “You are the Father, we are the clay and You our potter; and all of us are the work of Your hand.” — Isaiah 64:8
19. “Jesus said to them, ‘I am the bread of life; he who comes to Me will not hunger, and he who believes in Me will never thirst.” — John 6:35

We can find great metaphor examples in recent works of literature too:

20.

Memories are bullets. Some whiz by and only spook you. Others tear you open and leave you in pieces.
from 'Kill the Dead' by Richard Kadrey

That’s a formidable metaphor. This one’s a little sweeter:

21.

You’re a marshmallow. Soft and sweet and when you get heated up you go all gooey and delicious.

from ‘One for the Money’ by Janet Evanovich

And this one pulls no punches:

22.

The parents looked upon Matilda in particular as nothing more than a scab. A scab is something you have to put up with until the time comes when you pick it off and flick it away.
from ‘Matilda’ by Roald Dahl

Ouch! Poor Matilda.

Or how about metaphors in poetry? Here’s an extract from a poem written when the author thought she might be pregnant:

23.

This loaf’s big with its yeasty rising / Money’s new-minted in this fat purse / I’m a means, a stage, a cow in calf / I’ve eaten a bag of green apples / Boarded the train there’s no getting off.

from 'Metaphors' by Sylvia Plath

Yikes! Can’t you feel Sylvia’s swollen discomfort? Perhaps it was just as well she turned out not to be pregnant after all.

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Metaphor Examples from Famous Speeches

Powerful metaphors have been found in great speeches throughout history.

Notable statesmen and leaders know they need to capture the hearts and minds of their audience and nothing does that better than a slam dunk metaphor. Like these:

24.

Hitler knows that he will have to break us in these islands or lose the war. If we can stand up to him, all Europe may be freed, and the life for the world may move forward into broad, sunlit uplands.
Winston Churchill’s 'Finest Hour' speech in June 1940

25.

America has tossed its cap over the wall of space.

John F. Kennedy at the Dedication of the Aerospace Medical Health Center in San Antonio, Texas, in 1963

26.

In the dark days and darker nights when England stood alone — and most men save Englishmen despaired of England’s life — he mobilized the English language and sent it into battle.
JFK referring to Winston Churchill

27.

I have a dream that one day even the state of Mississippi, a state sweltering with the heat of injustice, sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice.

Martin Luther King’s 'I Have a Dream Speech' in 1963

28.

With this pledge taken, I assume unhesitatingly the leadership of this great army of our people dedicated to a disciplined attack upon our common problems.
Franklin D. Roosevelt’s Inaugural Address in 1933

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Examples of Metaphors from Pop Culture

Metaphors don’t always have to be profound or literary. In the hands of song, TV, and movie writers; metaphors are often light, whimsical, and funny (or sad).

But, they’re always entertaining.

Songwriters turn to metaphors because it allows them to be more creative, expressive, and raw with their lyrics. Metaphors in songs are designed to be felt.

Take these lyrics:

29.

You ain’t nothin’ but a hound dog / Quit snoopin’ ’round my door

Elvis Presley

30.

Her heart’s as soft as feathers / Still she weathers stormy skies / And she’s a sparrow when she’s broken / But she’s an eagle when she flies
Dolly Parton

31.

‘Cause, baby, you‘re a firework / Come on, show ’em what you‘re worth / Make them go oh, oh, oh / As you shoot across the sky

Katy Perry

32.

And if you want love / We’ll make it / Swim in a deep sea / Of blankets / Take all your big plans / And break ’em / This is bound to be a while / Your body is a wonderland
John Mayer

In TV and movies, metaphors are often used as a device to handle taboo subjects such as sex or bodily parts. If you dress them up in comedic banter, it makes them more acceptable (and even funny).

The TV show Seinfeld was masterful at this:

33.

Jerry, it’s L.A.! Nobody leaves. She’s a seductress, she’s a siren, she’s a virgin, she’s a who-oooore.

Cosmo Kramer

34.

I need the secure packaging of Jockeys. My boys need a house!
Kramer (on his preference for Jockey shorts)

35.

Just when I think you’re the shallowest man I’ve ever met, you somehow manage to drain a little more out of the pool.

Elaine (to Jerry)

And next time you go to the movies, watch out for an entire metaphorical theme lurking behind the scenes:

36.

Truman is a metaphor for conquering fears, perseverance, and not accepting the reality with which we’re presented. Some also claim there are controlling government and antichrist themes played out through the reality show’s creator, Christof. — The Truman Show

37.

On the surface, it’s about a bickering couple who discover they are spies for rival agencies. But it’s actually a metaphor for the sanctity of marriage, meaningful communication, and learning to be vulnerable. — Mr. and Mrs. Smith

38.

Phil Connors (portrayed by Bill Murray) is stuck in a time warp. He relives the same day over and over until he changes into a better person. The metaphor is one of self-discovery and improvement, which many say are rooted in Buddhist philosophies. — Groundhog Day

Now that we’ve looked at numerous metaphor examples, let’s go over some practical tips that’ll help you use metaphors in your own writing.

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How to Use Metaphors to Supercharge Your Writing

1. Use Metaphors in Your Headlines
2. Make an Entire Post or Article Metaphorically Themed
3. Use Metaphors to Make Facts and Figures Come to Life
4. Be Sure to Use Metaphors Relevant to Your Audience
5. Use Metaphors to Make Dull Ideas Sparkle
6. Metaphors Don’t Have to Be Written (Or, Get Creative With Metaphorical Images)
7. Avoid the Cliches and Don’t Overdo Your Metaphor Quota

1. Use Metaphors in Your Headlines

We all know that headlines are the most important part of your post. If your headline doesn’t grab your reader’s attention, the rest of your post will be dead in the water.

So, what better place to slip in a nifty metaphor than in your headline? Like so:

• Toy Story 4 is a Salute to Parents of Grown Children — from Nature Moms
• Win the War on Debt: 80 Ways to be Frugal and Save Money — from Art of Manliness
• How Decision Fatigue Steals Your Productivity (And How to Win it Back) — from Evernote

2. Make an Entire Post or Article Metaphorically Themed

This is a great way to bring a subject to life or make a complex idea more easily understood. Here’s how:

First, take your subject and think of a second concept you could align it to. Let’s say your subject is “how to write a content brief,” which involves a formula and process — a bit like cooking. So, let’s use that as your second concept.

Now start brainstorming words and ideas that can be applied to each concept separately:

Next, look at your two lists and identify words or ideas that might overlap:

• “Set of instructions” and “recipes”
• “Audience” and “diners”
• “Outcomes” and “end result”
• “Style/voice” and “secret herbs and spices”
• “Outline” and “ingredients”

Can you feel a theme coming on?

Further Reading: 5 Ways Marketers are Rocking the Gig Economy by Jay Baer is a terrific example of how to use a fun metaphorical theme (rock musicians) to jazz up the entire post.

3. Use Metaphors to Make Facts and Figures Come to Life

Data. Facts and Figures. We all know they’re important to substantiate your arguments, but on their own they can be meaningless and, to be honest, downright boring.

If I told you the circumference of the earth was 24,901 miles, you’d probably yawn.

But if I said the circumference of the earth was 801,500 Olympic size swimming pools laid back to back, it paints a much more relatable picture.

Think about the way we teach children how to add and subtract. We say, “if I give you three apples and take away one, how many are you left with?”

We are no different as adults. Our brains process facts and figures more effectively when they are anchored to a relatable or concrete idea.

4. Be Sure to Use Metaphors Relevant to Your Audience

Think about who you are writing for and the context of your subject matter. If your post is aimed at teenage girls, you probably wouldn’t use a war analogy.

On the other hand, writers in the self-improvement niche often use metaphors related to battles as we strive to conquer our demons and make changes in our lives.

Use metaphors that are relevant to the times we live in and changes in our society and culture. Think about the age and generational context of your audience. If they are young, don’t use outdated or old-fashioned metaphors that will leave them cold.

5. Use Metaphors to Make Dull Ideas Sparkle

Like it or not, there’s probably going to come a time when you find yourself having to write about something dull.

That’s when metaphors become the writer’s best friend.

Metaphors allow you to hold your audience’s attention by shifting their focus away from the boring bits onto something far more imaginative and creative.

Kristina Halvorson does this in her post How to Embrace (and Gently Encourage) the Content Audit.

Let’s face it, a content audit is not the most riveting subject matter, but Kristina manages to bring it to life by comparing audits to clearing up other people’s “icky detritus” after the winter snow has melted.

6. Metaphors Don’t Have to Be Written (Or, Get Creative With Metaphorical Images)

Metaphors don’t have to be limited to text. You can make your point just as powerfully — and faster — with a metaphorical image.

In blogging, no one does metaphorical illustrations better than Henneke Duistermaat and her hand-drawn “Henrietta” cartoons.

We can’t all be talented artists like Henneke, but we can find entertaining or moving images that represent our message.

But…

When you’re searching for the right image on sites like Unsplash and Gratisography, remember not to think literally. Think metaphorically.

Let’s say you want to write a post on writer’s block. The obvious image would be something like this:

Photo by Steve Johnson

But that’s too obvious. What we need is a metaphor for writer’s block.

What emotions would you compare to writer’s block? Emptiness, fearfulness, loneliness, frustration, feeling trapped?

Look for images that capture one or more of those feelings. Like this:

Photo by Aarón Blanco Tejedor

Which of those two images is going to attract more attention and add more spice and character to your blog post?

7. Avoid the Cliches and Don’t Overdo Your Metaphor Quota

Finally, here are a few what not to-dos:

• Don’t overuse metaphors. Go for a simple metaphorical theme or sprinkle a few well-placed metaphors for the sake of clarity or persuasion. Too many will weigh your post down and start to sound messy.
• Don’t force metaphors into your writing. It’s like overusing adjectives or flowery words. Readers will spot them a mile away.
• Avoid the overly obvious or dead metaphors. They tend to be clichéd and have lost their ability to conjure up a visual image. Examples are “going belly up,” “kicking the bucket,” and “you light up my life.”

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You Just Read the Definitive List of Metaphor Examples. Ready to Unleash Their Power?

Metaphors are all around us.

They sneak into our everyday language (“the traffic was a nightmare”) and help us form impressions of people and situations (“he fought cancer and won”).

But most of all — as I hope these examples of metaphors have shown you — they are one of the most powerfully-persuasive devices in a writer’s toolbox.

Metaphors are a zap of electricity between you and your audience — a jolt that’s often the difference between a lackluster sentence and a sparkling gem of persuasive genius.

So, next time you want to compel your readers to take action, savor your words, or quickly grasp your meaning, use a metaphor.

About the Author: Mel Wicks is a seasoned copywriter who helps bloggers and business owners bring the ‘wow-where-do-I- sign-up’ oomph to their writing. Give your original content a shot in the arm with her free ‘No-Fluff Guide to Writing Epic Blog Posts Every Time’.

The post 55 Metaphor Examples That’ll Pack Your Prose With Persuasion appeared first on Smart Blogger.

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Using Influencer Marketing on LinkedIn for World Domination (And Brand Awareness): Goldie Chan on Marketing Smarts [Podcast]

Top LinkedIn video creator and keynote speaker Goldie Chan shares the secrets of her success in content creation, personal branding, and influencer marketing. Read the full article at MarketingProfs

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Instagram Stories 101: What Marketers Need to Know [Infographic]

The Instagram Stories format has emerged as a powerful way to reach customers, drive brand awareness, and start conversations. Looking to make the most of your brand Stories? Here's what you need to know. Read the full article at MarketingProfs

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How to Write an Ebook: 21 Dumb Mistakes to Avoid in 2019

Want to learn how to write an ebook like a pro? It’s not just what you do, but what you DON’T do that can make or break your work.

 
Admit it.

You’ve thought about writing an ebook.

In fact, you’ve already imagined the front cover.

You can see the main title and, underneath, your name.

And when you picture it, you feel a ripple of pride.

An ebook would be a big step up for you as a writer.

Because while blog posts are a great way to express your ideas, you can’t help feeling they’re a little, well, fleeting. Lightweight even.

But an ebook? That’s more substantial. It’s taken more seriously. It has more gravitas.

And having an ebook with your name on the front transforms you from a mere blogger into that more impressive beast — an author.

But how do you become an ebook author without falling victim to the same mistakes that sabotage the attempts of so many other bloggers?

Click here to get a printable, one-page cheatsheet featuring all the mistakes you absolutely must avoid when writing an ebook.

Why Most Ebooks Are Embarrassingly Bad

On the surface, writing an ebook seems relatively easy.

Lots of bloggers seem to be doing it, so how hard can it be?

But in reality, most ebooks that see the light of day are horrible. Embarrassingly bad.

That’s because your average ebook author doesn’t have a clue how to write an ebook. They can’t afford to hire a ghostwriter, and they don’t have the support system a traditional author would be given by their publisher when writing a book.

They do their best, but they don’t know what they don’t know.

The good news? We can learn from their mistakes. In this post, we’re going to show you the common mishaps first-time authors make when writing an ebook.

In other words:

Want to write an ebook like a pro? Avoid these 21 common mistakes:

How to Write an Ebook Like a Pro (Hint: Don’t Do These Amatuerish Things)

1. Choosing a Topic You Know Little About
2. Writing the Ebook Your Audience “Needs”
3. Thinking Like a Writer, Not a Publisher
4. Picking Up Your Pen (or Laptop) and Starting to Write
5. Trying to Make Your Ebook Too Valuable
6. Starting at the Beginning
7. Only Writing When You Feel Like It
8. Letting Your Inner Editor Take the Lead
9. Quitting Just Before it Gets Easy
10. Trying to Keep Up The Momentum
11. Throwing Your Best Work in the Fire
12. Reviewing With a Microscope, Not a Telescope
13. Telling Yourself You Don’t Need an Editor
14. Hiring the World’s Worst Proofreader
15. Indulging Your Inner Perfectionist and Procrastinator
16. Assuming You Know the Best Format for Your Ebook Already
17. Using the First (Yawn-Inducing) Title that Comes to Mind
18. Designing Your Own Front Cover
19. Forgetting to Link Back to Your Blog
20. Completely Ignoring the Power of Social Proof
21. Acting Like Your Ebook Isn’t a Big Deal

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1. Choosing a Topic You Know Little About

If you want to create a premium ebook, you can be tempted to pick a “hot topic” thinking that’s where the money is.

Likewise, when creating a sign-up bribe, you might think you need to entice readers with the latest information about an emerging topic.

And if you’re using Amazon’s Kindle Direct Publishing (KDP), it’s easy to think you need to target one of the most popular categories.

But picking a topic like this is a BIG mistake.

If you know little or nothing about your chosen topic, creating an ebook will be a huge amount of work. You’ll have to do a ton of research, interview experts, and perhaps even pay a real guru to get you up to speed.

What to do Instead

Write about something you actually know about — which almost certainly means tying your ebook to your blog’s core topic. You’ll not only save a ton of time on research, but you’ll also have a ready-made audience for your writing.

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2. Writing the Ebook Your Audience “Needs”

I’ve fallen into this trap myself (twice) and I’ve seen a heck of a lot of other bloggers do the same.

It happens when you realize there’s a topic you know your readers need, and you know you can write the perfect book that will genuinely help them.

Sounds great, but people don’t always know what they need. And your sense of what it is might not be spot-on either.

What to do Instead

Don’t give your readers what you think they need. Give them what they know they want.

How? Run a survey, and ask your readers to choose between three or four ebook topics.

(This is also a good opportunity to find out how much they’d pay, whether they’re beginners or more experienced, and what specific questions they need your help to answer.)

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3. Thinking Like a Writer, Not a Publisher

Planning isn’t just about deciding what you’re going to write and what order you’re going to write it in.

Because when you decide to create an ebook, you’re not just a writer; you’re also a publisher (and marketer). You have to write and publish.

If you don’t start thinking now about how you’ll sell your book — whether that means selling it for money or just selling the concept to your readers — you’ll run into problems later on.

What to do Instead

Draft your sales page while you’re planning your ebook. Make it sound as attractive and useful as possible (try Jon’s list of power words, and make the reader the hero of the story) … and use that pitch to drive the writing process. This will make your ebook much stronger and will make your life much easier when you launch it.

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4. Picking Up Your Pen (or Laptop) and Starting to Write

Once your survey results are in, you might be tempted to start writing straight away.

Whoa there.

Jumping into the writing at this point will cause you serious problems. You’ll find yourself repeating things, or wasting time exploring ultimately unhelpful tangents.

What to do Instead

Plan your ebook before you start writing.

This means having a clear outline that has, at the very least, a title for each chapter. Yes, that might seem a bit boring, but it will make the writing stage far easier (and more fun).

This doesn’t have to mean opening a blank document and writing a linear outline. Try freeform brainstorming, mind maps, or index cards as creative alternatives to help get your ebook ideas flowing.

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5. Trying to Make Your Ebook Too Valuable

With your first ebook, it’s easy to think you need to deliver the definitive ebook — the only one your audience will ever need.

If that sounds like a good idea, ask yourself this: “What will I give them next?”

Chances are, you won’t write just one ebook. You might write several in the same series, or you might create a short starter ebook for free, and then write a more advanced one to sell.

Even if your ebook is destined to be your subscriber incentive, if you give your readers everything they’ll ever need, why would they come back to your blog?

What to do Instead

Go back to your survey and determine what aspects your audience cares about the most. Focus on those. If you have lots of extra ideas, great! Keep them in a separate place and use them for your next ebook. Or explore them in a detailed blog post.

If you inadvertently miss something crucial, you’ll find out when you get feedback, and you can add a new section or chapter to address that point.

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6. Starting at the Beginning

Although it might be the first chapter in your book, your introduction almost certainly isn’t the place to start writing.

It’s hard to know what to include until you’ve drafted the majority of your book, and you don’t want to get bogged down at this early stage.

If you start with the introduction, you’ll often end up writing far more than you need to. And let’s be honest. No reader relishes the sight of a long introduction — they want to dive into the real content.

What to do Instead

Don’t begin with the introduction; start with your first “proper” chapter. Once you’ve drafted the rest of your book, you’ll know what needs to go in the introduction.

Also, a lot of “introductory” material can go at the back of the book – I strongly recommend having an About the Author page at the back, because it’s a great opportunity to point readers to your website, mailing list, and so on.

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7. Only Writing When You Feel Like It

Although your ebook is probably a high-priority project for you, it can be genuinely tough to carve out the time for working on it regularly.

But if you don’t write consistently, you’ll never build up any momentum. You may write for a few hours to begin with, but then end up taking weeks off … and never getting back to your ebook.

What to do Instead

You don’t have to write thousands of words at a time. One of my clients wrote a short chapter every week, without fail, and finished her ebook within a few months.

Find a consistent time each day, or several times a week, to work on your ebook. You might like to try the Pomodoro technique (25 minutes writing, 5-minute break) to use your time effectively during short writing sessions. Anyone can write for just 25 minutes.

If you know you have a problem with time management, address that now; it’ll pay off for years to come.

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8. Letting Your Inner Editor Take the Lead

If you’re writing regularly and staying focused but making slow progress, then you’re probably trying to edit while you write.

Perhaps you find yourself typing a couple of paragraphs, then changing your mind and deleting them. You might even be stopping every sentence or two to make minor tweaks.

This is a serious drain on your productivity as a writer.

What to do Instead

If you change your mind about a whole paragraph or section, leave it in as is, but jot a note to yourself about it. You may find, on re-reading, that it works perfectly well.

You might find it’s helpful to use a full-screen “no distractions” text editor. I like Dark Room for this — as it doesn’t have those distracting red and green wiggles that your typical word processor adds when it doesn’t like a word or phrase.

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9. Quitting Just Before it Gets Easy

After you’ve been working on your ebook for weeks, perhaps months, you may find that you’ve not made the progress you’d hoped for.

Whatever the exact cause (illness, workload, etc.), you’ve hit a wall. You aren’t even halfway through the draft, and there’s a long way to go.

When you go through a patch like this, it’s quite tempting to just give up — to cut your losses and leave that ebook draft abandoned on your computer.

But that would be a huge mistake. Because this is often a sign that things are about to get easier.

What to do Instead

Push yourself to reach the halfway point. Once you’re halfway, natural momentum kicks in, and you’ll speed up as you approach the end.

Be sure to remind yourself of your motivation for starting the ebook in the first place: what’s it going to do for you and your blog? How will it help your readers — the people who you’ve come to know and care about?

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10. Trying to Keep Up The Momentum

While it’s important to not let your ebook stall after the first draft, you don’t need to rush into editing. Some writers dive straight into the editing phase — but then they struggle to get perspective, and may quickly feel burned out.

What to do Instead

Let your ebook “sit” for at least a couple of days (and preferably a full week) before you begin reviewing and editing. That way, you’ll come to it with fresh eyes and a new perspective — you’ll be able to see what’s already good, and what needs a bit more work.

With a little distance, you’ll be able to see your work from the perspective of a reader, not a writer.

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11. Throwing Your Best Work in the Fire

Many ebook authors start their edit using the same file they used for the draft — for example, MyEbook.doc.

While that’s not always a problem, it’s seriously frustrating if you cut something you later want to put back in.

Worse, if you manage to delete, lose, or somehow corrupt that master file, all your hard work could be gone for good.

What to do Instead

For each new draft, create a new version of your file — MyEbookV2.doc, MyEbookV3.doc and so on. And create regular backups. A simple way is to email yourself a copy of the latest version from time to time.

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12. Reviewing With a Microscope, Not a Telescope

If you start your editing by looking for minor typos, you’ll miss much more significant issues.

By focusing on the micro detail, you may fail to address major problems with your book — like “Chapter 15 is way too short” or “Chapter 7 should come after Chapter 10.” These often require a bit of perspective (see Mistake #10).

What to do Instead

Read through your whole ebook, preferably in .pdf form, on paper, or on your tablet, before you begin editing.

In other words, read it in a format where you can’t easily make small changes as you go along to force yourself to concentrate on the bigger picture.

Make a note of any issues you need to fix, like chapters in the wrong order, repetitive information, tangents that need deleting, and new sections you want to add.

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13. Telling Yourself You Don’t Need an Editor

When you’ve been working away on your own for (probably) several months, seeing mistakes can be tough — from the big picture issues to the small details like missing words or misplaced apostrophes.

But many first-time ebook authors are either too inexperienced to know the value of an editor or figure it’s a luxury they can’t afford.

Even if you’re not in a position to pay for a full edit, that doesn’t mean you have to go it alone.

What to do Instead

Consider paying for an editor to review just the first few chapters of your ebook. Many problems the editor identifies will probably occur throughout the ebook and you can fix them yourself once you know what to look for.

Recruit volunteers to help edit: ask your readers, or members of any blogging community you belong to. Be prepared to repay the favor!

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14. Hiring the World’s Worst Proofreader

Once you’ve made any major changes and addressed the suggestions of your editors, your book is almost complete.

But before it’s ready to publish, you’ll need to do at least one complete read-through to catch any remaining typos or errors.

However, you’re probably the worst person to catch those errors.

You’ve likely become so familiar with the content and its layout that you’ll miss typos that will be obvious to someone else.

What to do Instead

If you can afford a professional proofreader, or if you have a talented friend who can help out, brilliant.

If you have to do most or all of your proofreading alone, here’s the secret: don’t proofread your ebook in the same environment you wrote it. Try changing the font style and size and printing it out, or reading it on a tablet. You’ll be surprised at how errors stand out.

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15. Indulging Your Inner Perfectionist and Procrastinator

Quality matters, but if you’re onto your fifth proofread and you’re spending ten minutes debating whether or not a particular sentence needs a comma, you’re wasting time.

Even books from major publishing houses have mistakes from time to time. You may never have noticed this, because (like every reader) you don’t pause and scrutinize every word.

What to do Instead

Give yourself a deadline for finishing the editing phase, and accept that catching 99 percent of your mistakes is good enough.

Don’t agonize over the possibility that a typo may still be present. Readers aren’t likely to notice, and if someone does point out a particularly glaring mistake after publication, it’s simple to update your ebook.

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16. Assuming You Know the Best Format for Your Ebook Already

Even if you started out with a specific end goal in mind, be sure to review your options once you’ve finished your ebook.

An ebook that started life as a subscriber incentive might in fact make a great premium product, or serve as an authority-building book in the Kindle Store.

But if you don’t at least consider other options, you might miss out on a huge opportunity.

What to do Instead

Depending on the final destination of your ebook, a range of different ebook formats are available to consider:

• If you’re giving your ebook away as an incentive for joining your email list, then .pdf-only is simple and straightforward.
• If you’re positioning your ebook as a premium product (e.g., at least $10), you can just create a .pdf … but you might also want to offer .epub and .mobi formats. You could also include multimedia bonus material on a password-protected webpage (e.g. audio interviews, short video tutorials).
• If you’re publishing your ebook on major retailers’ sites, you’ll need a lower price (usually $9.99 or less) and to publish your file in the appropriate format for the store.

And don’t assume that a particular option is right for your ebook just because it’s what you’ve seen other bloggers doing.

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17. Using the First (Yawn-Inducing) Title that Comes to Mind

Just like a blog post title, an ebook title must grab attention. It’s going to be the first (and quite possibly the only) thing your potential ebook reader sees.

When I wrote my first full-length ebook, I planned to title it Writing Blog Content. That’s what it was about, after all! But it’s not exactly sexy.

A wise friend (Charlie Gilkey) jumped onto Skype with me and spent a while hashing out better titles. We eventually went with The Blogger’s Guide to Effective Writing … a much stronger, more compelling title.

What to do Instead

If you’ve had a working title in mind since the planning stage, now’s the time to figure out whether it’s truly good enough. You might want to ask your blog readers to vote on different titles.

The same goes for the headline on your sales page — you’ll probably want to put something a bit more intriguing than just the title of your ebook.

Jon’s Headline Hacks report is packed with lots of inspiration and advice.

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18. Designing Your Own Front Cover

Like it or not, everyone judges books by their covers.

Unless you’re a professional designer, creating your own cover is a hugely damaging mistake.

Your ebook will look amateurish, and readers may well be put off from buying it.

This is especially true if you’ll be selling your ebook on Amazon (or other e-retail sites) where most potential readers won’t have any prior knowledge of you.

For plenty of examples of both good and bad covers, take a look at Joel Friedlander’s Monthly e-Book Cover Design Awards.

What to do Instead

If you can afford it, hire a designer. This is a crucial investment, and you’ll likely sell enough extra copies to more than pay for the designer’s work.

But if you really have to create your cover yourself, keep it simple and straightforward, and look at lots of examples of good and bad designs.

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19. Forgetting to Link Back to Your Blog

Your ebook might be a reader’s first contact with you. And even those who downloaded your ebook from your blog might forget where they got it.

So failing to link your ebook back to your blog is a big mistake. You’re missing an opportunity to drive new subscribers to your main email list or to a separate list that tells your current ebook readers about your next book.

What to do Instead

Include a page at the back of your ebook — after “About the Author” — that lets readers know where to find you online.

Be sure to link to your subscriber landing page, to your next book’s sales page, or anywhere else online you want to send them — e.g., your social media profiles.

Also important is giving your readers an easy way to send you feedback for your ebook, such as a dedicated email address or a link to a contact page.

And don’t be afraid to link to relevant blog content within the body of the ebook itself.

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20. Completely Ignoring the Power of Social Proof

Even if a reader already knows you, they won’t necessarily trust that your ebook is any good until it has at least one review or testimonial.

Whether your ebook is available for purchase or simply a reward for new subscribers, people probably won’t trust its value unless they can see that other people have read it and found it useful.

And if you’re in a niche that’s known for having a few sleazy operators, or one where ebooks are rare, then failing to provide social proof is an even bigger mistake.

What to do Instead

Be proactive — send out review copies to bloggers in your niche, and to any of your blog’s readers who’ve commented regularly or emailed you recently. Add positive reviews to your sales page and, if possible, use photos of the reviewers to boost credibility.

And if you can, send out your review copies before you launch your ebook – preferably at least a couple weeks before. This gives people a chance to read your book and get a review ready on or soon after your launch day.

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21. Acting Like Your Ebook Isn’t a Big Deal

Many bloggers are uncomfortable marketing their ebooks so their “launch” simply involves a new link on their blog and a couple of low-key posts on social media.

But even the best ebook will wither and die without some determined promotion.

And the truth is that if you’re not willing to market your ebook when the hard work of writing it is complete, you’ve basically wasted all that time and effort.

What to do Instead

You’re proud of your new ebook, right? So start acting like it. (If you don’t feel a swell of pride about your work then go back to the writing and editing phases until you do!)

Despite any preconceptions, you can effectively market your blog without coming across like a used car salesman.

Here’s how…

Mix up your promotional messages with lots of useful and interesting content.

If you’re giving people useful information at the same time as promoting your ebook, you’ll feel less like a pushy salesperson.

If your ebook is on Amazon, you can create some buzz by giving it away free for short periods.

If this is your first premium product, make sure you tell your existing list about it and consider offering a discount for existing subscribers.

Write guest posts for popular blogs in your niche and direct readers to a dedicated landing page for sign-ups or for the sales page for your ebook.

You might even look into ways to do something more interesting and innovative, maybe creating videos, offering special extras, or getting readers involved.

Click here to get a printable, one-page cheatsheet featuring all the mistakes you absolutely must avoid when writing an ebook.

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Writing an Ebook Doesn’t Have to Be a Dream

Lots of mistakes are lurking out there to trip you up on the path to publishing your first ebook, but the potential rewards are great.

You can get more subscribers for your blog, more authority in your niche, and even earn more money from your writing.

And now that you know the most common mistakes, you can avoid them with ease.

But of all the mistakes you can make, one trumps them all:

Not even trying.

Or telling yourself that you’ll write your ebook someday.

But you’re not going to make that mistake, right?

You now know how to write an ebook. Grab your calendar, take a look at the next week, and choose a day to begin.

Because in just a month or two, you could easily have a finished ebook … one that could supercharge your email list, position you as an expert, or start bringing in a steady income.

When will your ebook journey begin?

About the Author: Ali Luke is the author of Publishing E-Books For Dummies, and writes for Learn SEO Fast. If you’d like more help with the “plan-write-edit” process (not just for ebooks!) then check out her free video training, The Writing Process for Bloggers — no opt-in required.

The post How to Write an Ebook: 21 Dumb Mistakes to Avoid in 2019 appeared first on Smart Blogger.

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The Next Big Influencer Platforms and Trends in Social Media Engagement

Instagram, YouTube, and Facebook are the most popular social media platforms, but brands need to be aware of emerging platforms if they don't want to risk missing lucrative opportunities. Here are key market trends in social media engagement and ways emerging platforms are addressing those trends. Read the full article at MarketingProfs

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https://www.marketingprofs.com/articles/2019/41659/the-next-big-influencer-platforms-and-trends-in-social-media-engagement

Email Marketing 101: The Simple, Definitive Guide for 2019

Let’s cut to the chase:

If you want to nurture leads and turn them into raving fans who will shout your virtues from rooftops (as well as buy whatever you’re selling), you need to learn the ins and outs of email marketing.

In this simple, easy-to-digest guide, you’ll learn:

• The two things you need to get started with email marketing;
• How to choose the best email marketing service for your needs;
• How to grow your email list;
• What kind of emails you should send to your subscribers;
• Why (and how) you need to segment your email list;
• How to improve your email open rates;
• How to automate your emails (with examples);
• And more…

When we’re done, you’ll have all the info you need become an email marketing kung-fu master.

Let’s dive in.

A guide this detailed needs easy-to-follow navigation, so we’ve broken everything down into different sections.

Click a link to jump to that section:

Email Marketing 101: Table of Contents

• • What is Email Marketing?
  • The Benefits of Email Marketing
  • How to Get Started with Email Marketing
    • Capture Email Addresses Using Optin Forms
    • Choose an Email Marketing Service
  • How to Grow Your Email List
  • The 4 Types of Emails to Send to Your Email List
  • Segmenting Your Email List
  • How to Improve Your Email Open Rates
  • Automating Your Emails

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Up first, a quick definition:

What is Email Marketing?

Email marketing is a type of digital marketing strategy where emails are sent to nurture leads and convert them into customers. Email marketing forms a level of familiarity and trust with your subscribers through a series of automated emails, segmenting, tagging, and funnels.

You begin by creating a system that converts readers of your website into email subscribers. Typically, this system involves an incentive of some kind.

These incentives are known by many names…

• lead magnet
• optin bribe
• free offer
• free gift
• content upgrade

…but whatever you call it, its mission is simple:

Convince readers to provide their email in exchange for the incentive.

The reader gives you his or her email, you give them your free bonus. Wash, rinse, and repeat.

With your email service provider and lead magnet, you can create a series of automated emails like a welcome series, newsletter, or a promotional campaign. These emails act as a brand builder to nurture subscribers and help them get to know your brand, message, and products.

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The Benefits of Email Marketing

When you compare email marketing campaigns to social media, there’s really no contest:

• 59% of people spend most of their time checking their emails on mobile devices;
• Up to 77% of us prefer marketing emails over social media scrolling;
• A strong email marketing strategy is up to 40 times more effective in customer acquisition.

Plus, you own your list — you don’t own your social media followers. If Pinterest or Facebook decided to close their doors forever, your social media followers would go too.

Lastly, email marketing is an effective strategy for converting people into customers. It converts 208% higher than sending generic email newsletters to your list.

It’s having this marketing automation strategy with segmenting, funnels, or onboarding series that helps nurture subscribers and ultimately converts them to your offerings.

No other marketing channel lets you do this.

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How to Get Started with Email Marketing

To begin, you will need two things:

1. A way to capture email addresses;
2. An email marketing service (so you can send emails to your leads).

There are both free and paid options but, to make your choices easier, I’ll go over the most recommended tools so you can pick from the one that better suits your needs.

Capture Email Addresses Using Optin Forms

An optin form is a place on your website that allows you to capture emails.

Embedded optin forms offer the least amount of barriers and are usually the most converting.

Using a tool like Thrive Leads has customizable forms — 2-step, slide in, ribbon, etc. — making it easy to find what your audience likes.

Sumo and OptinMonster are two other lead capture tools that also offer many email signup forms to choose from.

Once you’ve chosen your preferred tool to capture leads, you need to qualify your leads. You can do this by placing your optin forms in several optimized places.

Here are a few of our favorites:

1. Header

Having a call to action above the fold is an easy way to present an attention-grabbing signup form and alert new readers to what you’re offering.

Ramit Sethi’s header is simple enough — a welcoming headshot of Ramit in front of a white background.

It’s attention-grabbing because there are no other distractions.

2. Within the Post

An excellent way to list build is by providing a free offer that is relatable to the blog post someone is reading. This is called a content upgrade and it can convert up to 28% more effectively than other places on your website.

Content upgrades can be additions to a certain blog post, a summarized version like a checklist or a more comprehensive walkthrough of the blog post topic.

Smart Blogger uses a content upgrade in their popular post about how to make money blogging. It’s a free workshop that gives more actionable advice to help new bloggers be successful.

3. Dedicated Landing Page

Creating a landing page for your offers can help your conversion rates by as much as 43%.

This is a must for list building. By having a dedicated landing page for your optins, you can promote that page all over social media and even to your list.

Sarah Titus uses landing pages for many of her incentives. One of her most converting offers is a household binder.

4. Pop-ups

Pop-ups are signup forms that unexpectedly appear, or “pop up,” while a user is on your website. You may think pop-ups are annoying but they do a darn good job at converting more so than traditional forms.

The trick to making them work is to have tasteful popups rather than pushy ones. You can do that by using the best pop-up placement practices.

5. Sidebar

Bloggers would think placing an optin form on a blog’s sidebar would scream amateur, but here’s the thing…

Your readers are expecting to see a signup form on your sidebar.

And if your readers aren’t bloggers and just regular people — like your aunt searching on Google for a chicken vegetable ramen noodle recipe — most likely they will see your blog with a sidebar optin form and sign up to your offer.

Free recipes — Not one, but THREE eBooks?! Yep!! Signed up, got them and will be using them!

6. About Page

With your About page being one of the most read pages on your site, it’s no wonder that having an optin form is a given.

Jenn and Sam of This Tiny Blue House use a general optin incentive but make the signup form pop by using their brand colors.

Choose an Email Marketing Service

To take advantage of email marketing strategies like segmentation, automated emails, tracking click-through rates, and open rates; you need a comprehensive email service provider.

There are lots of well-known email marketing services (Mailchimp, Constant Contact, GetResponse, Sendinblue, HubSpot, ActiveCampaign, Infusionsoft by Keap), but we’re going to focus on only a few.

Here are four excellent email marketing services you can get started using today.

1. MailerLite

MailerLite has always been an affordable email service provider and they are one of the few quality providers with a free tier.

And “free” gets you a lot with MailerLite, which features a wide variety of graphical templates and a drag-and-drop email designer. They feature automations, tags, segmentation, landing pages, beautiful popups, and more.

2. ConvertKit

ConvertKit is one of the newest email service providers on this list, but they have a large following among bloggers and creators — and they’re growing their market share rapidly.

Bloggers and creators enjoy using Convertkit because it makes email marketing automation easy to use without over-complicating things.

You’ll find all the usual features like tagging, segmentation, a visual automation builder, impressive deliverability, and strong integration with most of the popular internet marketing tools.

3. AWeber

AWeber has been around for over two decades, making them one of the first easy-to-use email marketing services out there (along with Constant Contact and GetResponse) for small businesses and entrepreneurs.

Their original, simple autoresponder functionality has given way to automations, powerful analytics, drag-and-drop email creation and more features that make it easy for beginners to set up campaigns.

4. Drip

Drip’s original target market was SaaS product owners, but they began to build a following with bloggers, creators, and e-commerce store owners.

They have the most complete feature sets including tags, segments, and a visual builder.

Drip also has unique offerings like Facebook Custom Audience Integration and extensive Liquid templating integration for creating advanced automations and emails unique to each subscriber.

Tip: Check Email Deliverability

One factor to consider when choosing the best email marketing service for you is email deliverability.

Not all email providers are created equal.

To ensure your subscribers are receiving your wonderful, effective emails, they need to hit the inbox — not the spam folder or Gmail’s dreaded Promotions tab.

EmailToolTester tested the inbox placement rates of several newsletter services and found that 80% of providers have their emails land in the inbox.

Check to see if you pass the spam test and land in inboxes with Mail Tester.

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How to Grow Your Email List

You’ve found your email service provider and lead capture tools.

Now, it’s time to focus on your audience and deliver a top-notch lead magnet to grow your list.

A lead magnet is a free offer — an optin bribe — and it’s usually:

• A quick win — you can achieve success in a short amount of time.
• Solves one problem — a pressing problem or challenge your audience struggles with the most.
• Offers immense value — the information must be actionable, easy to do and provide sooo much value that your audience can’t believe it’s free.

Your free offer should help your reader save time, money, and/or energy.

Just look at how Brennan Dunn of Double Your Freelancing’s lead magnet hits each point.

Here are six popular email incentive ideas you can whip up easily using various free tools:

1. A Cheat Sheet (or Checklist)

While a cheat sheet or checklist seems too simple for people to get excited over, the fact that it IS easy is what makes it one of the best types of optin offers.

And successful bloggers know this.

Pat Flynn of Smart Passive Income has a Podcast Cheat Sheet lead magnet that he’s been using for years.

To get the most out of your cheat sheet, you can monetize it by placing links to your affiliate products or your products inside the cheat sheet.

2. Templates

Templates are a step up from cheat sheets and checklists.

They are more applicable because they can pinpoint a problem and solve it quickly.

Kristin of Applecart Lane has got design-challenged bloggers covered with her free Pinterest templates.

3. Worksheet

If a checklist and template had a baby, they would make a worksheet.

Worksheets allow you to mark off progress from a framework. It’s also highly visual.

The best use of a worksheet is when you can help your audience go from point A to point B.

Mariah Coz created the Course Criteria Worksheet to help her audience figure out the right course idea for them.

4. A Sneak Peak

An easy way to create a little buzz around your products is to offer a sneak peek. From a free lesson to a free course, using a sneak peek as your lead magnet can boost conversions and sales.

James Clear knows this. His lead magnet is a free chapter of his bestselling book, Atomic Habits.

5. Challenge

Empower your audience by challenging them.

Lauren and Alex of Avocadu are killing it with their free motivational 21-day fat loss challenge. It ties in beautifully with their fat loss products.

Creating a challenge can take different forms — from video to email to even using a Facebook group.

But the easiest way to deliver a challenge is via a drip campaign. You can set trigger links to help segment your email list and nurture those into email funnels for your products.

6. Webinar

Webinars provide crazy results. BuzzSumo reported a 20% conversion rate and tax expert Karla Dennis generated $72k profit from using webinars.

Webinars are perceived as more valuable than other forms of freebies because they feel exclusive.

Allison from Wonderlass uses an optimized landing page to promote her free webinar.

Think you can’t possibly host a webinar? Mary Jaksch says otherwise.

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The 4 Types of Emails to Send to Your Email List

What types of emails do you send now that you have a list of subscribers?

The email campaigns you set up will form an email nurture sequence that will help develop a relationship with your subscribers, forming a bond of trust and engagement with you.

Let’s look at four types of emails to send to your email list that builds trust and boosts conversions.

1. Welcome Email

One of the best onboarding email campaigns you can have is a welcome email.

Welcome emails usually have the highest open rates — up to 84% — and are the first conversation your subscribers will have with you.

So, you better make it count!

A welcome email is simple enough — you welcome your subscribers to your business, why you’re the best person in your industry, and how you can help them.

Think of your welcome email as getting to know someone for the first time. What do you want them to know about you and what you do?

Your welcome email should also have links to any products you have, social media links you want to promote and, above all, a curiosity loop to nudge your new subscribers to open up your next email.

Something like, “Tomorrow I’ll be sending an email on how I got my strong-willed toddler to listen the very first time. You won’t believe this ridiculously simple parenting hack!”

2. Giveaways

Giveaways or contests can elevate your brand and gain a whole new audience in a short amount of time.

Expert bloggers have seen huge list gains from using giveaways — Sam of Money Nest tripled his email list in 7 days — but you can also let your subscribers know about your giveaway.

This is what Elephant Journal did when they collaborated with Aspiration.

3. Newsletters

Newsletters work great if you let your subscribers in on exclusive content you don’t publish anywhere else.

You can make each newsletter optimized for your products by using a call to action (CTA). Paul Jarvis lets his subscribers know about his new podcast season at the beginning of his email.

4. Curated Emails

Isn’t it nice when someone hand selects a book or movie for you? This is what curated content can do for your email list subscribers.

You can create a playlist of sorts and share interesting stories and resources you’ve found.

Take a page from Tailwind’s newsletter and share with your subscribers what you’re reading by curating content from around the web.

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Segmenting Your Email List

What Is Email List Segmentation?

Email list segmentation occurs when you split your email list into sub-lists based on criteria you set.

For example, you can create a condition that whenever a subscriber clicks on a certain link in one of your emails, they are segmented into a new list for those interested in your eBook.

Why Would You Segment Your Email List?

When you segment your email list, it allows you to provide relevant information to groups of subscribers rather than sending the same emails to an untargeted email list.

According to the Lyris Annual Email Optimizer Report, segmenting results in increased email open rates and lower unsubscribe rates.

Melyssa Griffin cuts to the point and asks her soon-to-be subscribers to segment themselves based on interests.

Now Melyssa can provide her new subscribers with the information they want.

Easy Ways to Segment Your Email List

There are several smart ways to segment your list. For example, a popular segment is by location.

If your business relies on events, you can use your subscriber’s location to send a targeted email of an upcoming event you are hosting in their city.

You can also segment your email list by interest. Josh and Jill of Screw the 9 to 5 use a quiz as their lead magnet.

A person who takes the quiz will receive targeted emails based on their quiz results.

If you have multiple optin offers, you can set up segments based on your subscriber’s actions.

You can set up a trigger link when you scrub your email list to have only engaged subscribers on your list.

This is what Meera Kothand does by sending a breakup email to her list with one link in her email.

And one other way you can segment your list is by preference.

You can ask your subscribers if they want more information, less information, or new information.

Teachable created a new podcast and asked their subscribers if they want weekly emails about upcoming shows.

Giving your subscribers the option to be notified of new Facebook Lives, YouTube videos, or podcast episodes is a sure way to lower your unsubscribe rate and retain engaged subscribers.

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How to Improve Your Email Open Rates

While segmenting and keeping your list engaged can help improve your email open rates, there are other effective strategies you can use to see massive results.

1. Test Your Subject Line Copy

When you email your subscribers, your message is competing with every other email in their inbox. If your subject lines are boring, your emails will get ignored.

So, infuse power words and sensory words to stand out in readers’ inboxes.

The teeny-tiny thing I did to explode my Instagram followers!

Sounds more like an open-and-click email than one with this headline:

How I grew my Instagram followers

To increase your email open rate by as much as 30%, personalize your email subject line by using your subscriber’s name.

Make sure to also test your subject lines with Coschedule’s subject line tester to ensure your emails avoids spam.

2. Use Emojis in Your Subject Lines

Sometimes all you need is a little flamingo and thumbs up emoji to brighten up your day.

You can give that feeling to your subscribers by using emojis in your subject lines.

Emojis add color and visuals to a subscriber’s inbox, which makes those emails stand out. And research proves that using emojis is about 60% effective.

However, use them sparingly, and only if they fit your brand and audience.

3. Create a Resend Email

If you have a new product or offer, you probably want your subscribers to know about it, right?

But not every subscriber will open your email. The average open rates for emails across different industries is 21%.

To boost your overall open rates, resend your email to those who didn’t open it the first time.

4. Send Your Emails at the Right Times

Unfortunately, there isn’t a magical day or time to send your emails to get the best open rates.

But, according to CoSchedule, there are clusters of days and times that are optimal for an increase in email open rates and click-through rates:

• Tuesday, Wednesday, or Thursday (with Tuesday being the best day)
• 6 am, 10 am, 2 pm, and 8-10 pm

You have some leeway on when you want to send your emails. I suggest you find your best time and your best day.

Personally, when I send emails on Thursdays at 2 pm, I get my highest open rates (and a boost in traffic).

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Automating Your Emails

Don’t leave email automation to large companies and businesses. Bloggers and solopreneurs can also take advantage of this powerful email marketing feature.

Automation allows for specific targeted emails that are sent automatically once a condition is met.

For example, once someone signs up to someone’s lead magnet on organizing secrets, they are sent a series of automated emails about organization and time-saving hacks.

Using automation provides a better experience for your subscribers, which translates into a lower unsubscribe rate. Plus, automation frees up time — instead of sending real-time emails over and over, you set up an automated sequence once and let it do the rest.

Automating your emails is an excellent way to nurture your list.

You can help your subscribers move to the next course of action — grab your eBook offer, “like” your Facebook page, or listen to your podcast — through a series of email messages.

Each email has a purpose with the intent of educating your subscribers:

• The problem email
• The case study email
• The tools email
• The benefit email
• The transition email
• The resource email
• The offer email

These targeted emails build the awareness ladder with your audience. They help your audience go from “unaware to who you are” to “very aware” — each email must speak to readers at every point the buyer’s journey.

To give you an automated email sequence example, let’s look at a “welcome” series.

Each welcome series is different, but this will give you a blueprint to follow and tweak:

1. The Lead Magnet Boost

A common welcome email series starts with giving the free download to your new subscribers.

Since welcome emails have the highest open rates, you need to make the most of this email.

Michael Hyatt sends the free download, but also let’s new subscribers know about his podcast and gives them a sweet 20% discount off his planner as a thank you gift.

If you don’t have any products to sell, that’s okay. Use this email to mention where your subscribers can find you on social media. Or, give them a second freebie as a token of appreciation.

2. The Case Study

The next email in your welcome series can be educational — help unaware subscribers learn what they’re struggling with and how you can help them.

While you can offer a jam-packed, effective email filled with proven strategies, using a case study can help boost the relevancy and make it clear to your subscribers what they need to focus on to change their situation.

In the second email in her welcome series, Amy Porterfield offers a free masterclass on how to grow your email list as a beginner.

Her masterclass is filled with actionable advice as well as case studies — like the one below from Julie Naismith — for email list building:

If you don’t have an evergreen webinar to offer, you can repurpose a popular blog post of yours where you share a case study as your second email.

3. Provide Helpful Information

Your third email in your welcome series can be nurturing — help new subscribers get to know who you are and how your content can help them.

Focus on one tactic that is a huge pain point for your subscribers.

This is what I do for my third email in my welcome series. I share one easy way to get more people to your blog:

It’s up to you how many emails you want to automate for a welcome series.

Patrick McKenzie recommends you set up a series of six automated emails over 30 days as the best way to nurture your list.

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Email Marketing Made Easy

Simply building a list of email leads isn’t enough…

You need to nurture those leads. You need to convert them into customers. And you need to turn them into true, dedicated fans.

In short, you need to embrace email marketing.

Thanks to this guide, you have the know-how.

Now it’s time to get to work.

Are you ready?

About the Author: Elna Cain absolutely loves blogging and freelance writing. With eight blogs under her belt, it’s her passion to help people learn how to turn their writing into income. If you’re interested in doing that yourself, then check out her free course.

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