Chavy Helfgott

How to get your list to pay you to create your own lead magnet

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A couple days ago, brand strategist Chavy Helfgott posted a little case study in my Daily Email House community. Maybe it’s something you can profit from.

Chavy wrote:

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I’ve been working with John on monetizing my list, and after several weeks of asking lots of questions to my readers, we realized the following:

1) Creating a lead magnet was something that would solve problems for many of my readers

2) I myself don’t have a proper lead magnet with which to steadily grow my list with high quality subscribers

So – John conceived of the idea of running a live cohort for a minimal price, in which I would build a lead magnet for myself while showing the cohort members my process, and giving them feedback as they create theirs.

Jan 29 – initial tease to my list and LinkedIn to gauge interest

Feb 4 – official “launch” with an email describing the live cohort

Feb 13 – registration closed

Total marketing: 12 emails to my small list & 10 LinkedIn posts

Zero ad spend.

15 days from concept creation to launch closing.

4 cohort members paying me $99 each.

Our first call is on Monday, and I’ve already built a template that is on its way to becoming my first sellable info-product.

And of course, I started creating my own lead magnet, which will probably be a summary of this lead magnet building process.

So – if you, too, are a barefoot shoemaker, perhaps you can also let your audience pay for the privilege of coming along for the ride as you make your own shoes.

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Like Chavy says, we all have important things we want to do, need to do, aren’t doing….

… so why not create an offer out of it?

You can do like Chavy is doing, and run a cohort program. Charge people some nontrivial but very easy price, and guide them through the same process you are following.

It makes sure you do what you need to do, plus it builds an offer for you, plus it gets you buyers you can sell other things to.

Pr you can do like I’m doing with my “Behind The Scenes” auction.

Fact is, for the past few months now, I’ve been creating “systems” docs for several things I do or want to do better, in which I put real-world data, make hypotheses based on that data, and create systems that get me better results over time.

I’ve created such “systems” docs for promos, for followup, and for auctions, among other things.

Except, I’m not as diligent as I should be at updating these docs and putting in the data and making hypotheses and creating ever better systems.

So I figured, why not turn my “auction systems” doc into an offer, take other people for the ride, get paid a bit of money to actually do what I should be doing?

That’s what’s happening tomorrow.

In case you missed my emails about it over the past few days… I’ll be running an auction.

Bidding starts at $1.

The offer on auction is the “Behind The Scenes” of the auctions I have run already and will be running (I currently have 8 auction partners who are at various stages, and all are still moving forward).

The “Behind The Scenes” I will share will include offers on auction (both public and private)… sales numbers… interesting marketing… sales DMs… “day after” conclusions… along with the “auction system” I am devising based on all this data.

I’m thinking to make bonuses available as well for tomorrow’s auctions, Such as, how I have and will be getting auction partners… a live ride-along with me on an auction, plus a share of the money made… and other bonuses that are suggested by auction participants in real time.

Maybe tomorrow’s auction will be a flop, and winning bid ends up at $13.

Maybe I will be able to do like Chavy, and make a bit of cash, a few hundred dollars or more, by taking people along for the ride with me.

In any case, I figure I will get something out of it, in the form of the “auction systems” doc I should be creating anyhow, plus data (from tomorrow’s auction) that I can put into that doc to make my auction systems better.

If you’d like to participate in the auction (I will have a prize for anyone bidding), here’s where the auction will go down, tomorrow, Tuesday, at 7pm CET/1pm EST/10am PST:

https://t.me/+_qLpIllO2IZlM2Q0

The sneaky Christmas legend of THE ONE

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Today being December 25, let me tell you a story that happened on today’s date, supposedly.

The year was some time long ago, or thereabouts.

The place was London, though whether at St. Paul’s or not the French book doesn’t say.

Merlin had told the Archbishop of Canterbury to summon all the barons to London, for a sign would appear, showing who should become king and bring the realm out of lawless jeopardy.

And sure enow, during morning mass, right around the time that I’m writing this, specifically 11:02am, a great stone appeared in the churchyard, and an anvil atop that stone, with a sword, naked to the point, stuck inside the anvil. On the sword was an inscription in gold letters, which read:

“Whoso pulleth out this sword of this stone and anvil, is rightwise king born of all England.”

Maybe you know this story.

Lots of great knights tried to pull out the stone. They all failed.

Then on New Year’s day, a young boy named Arthur pulled out the sword, kind of by accident, and the sign was shown and the prophecy was fulfilled:

HERE WAS KING ARTHUR, NEW RULER OF THE REALM, KING OF ALL ENGLAND.

Good story, right? Right???

I don’t know whether this legend taps into something fundamental in the human psyche, or if it’s just that we’ve all been told it a million times over, in various forms.

One way or another, it’s snuck into our subconscious, where it does its damage. Because it’s not how reality works.

A few weeks ago, a member of my Daily Email House community, DTC copywriter and brand strategist Chavy Helfgott, posted a question in the group:

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I recently put a new page on my website called “Client Love”, which features screenshots of feedback I’ve gotten from clients.

And I noticed that there was a lot of really, really enthusiastic feedback there. Like multiple “wows”, “I’m amazed,” and “blown away.”

Here’s my problem: despite this great feedback, there’s this niggling little worm in my brain constantly whispering, “You’re not really good enough.”

This is problematic because it’s difficult to sell myself as THE answer to my ideal client’s problem… if I myself doubt that it is true.

I guess my question is – anyone have any ideas how to get past this hump? Why is feedback from my own clients not convincing me? How do I convince myself that my work is valuable, so I can more successfully convince others of this, so that they hire me?

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Lotsa House members chimed in with great suggestions and ideas.

The one I want to highlight today came from speechwriter and trainer Alexander Westenberg. Alexander wrote:

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I agree with pretty much everything already said, but here’s an additional two cents: You say it’s difficult to sell yourself as THE answer, but to me I don’t see why you have to?

The way I like to look at it for myself (and pretty much everything else in life) is that you don’t have to be THE answer, just AN answer.

So for me, I’m a speechwriter and trainer. I have my way of doing things, and I honestly believe in it and in the value I bring. But a) there are other speechwriters out there, and b) some people prefer AI.

I provide AN answer to the problem of how to be a powerful and persuasive speaker. I’m even happy saying I’m one of the better answers — but I’m also happy saying that people can answer that problem in other ways.

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Arthur legend notwithstanding, you don’t need to be THE ONE.

You can be ONE OF and still live a heroic life — a life where you take on great challenges that excite you, and get rewarded handsomely for your effort.

There are lots of ways you can be announce to the world you are ONE OF the better answers to whatever problem you are solving.

I think that having an online personal brand is one of the better ways to do that, though there certainly are other options.

I also think that, for having an online personal brand, an email newsletter is particularly attractive, and much easier to succeed with, though other platforms and formats can certainly work.

And if you do write an email newsletter, then I think a daily, personal-sounding email like what you are reading right now is a great way to go about it, though dailyish or weekly or occasional emails can work, and are certainly better than nothing.

And if you do choose to write daily emails, then one of the better ways to stick with it and be effective is to use daily prompts or topic categories for yourself, which keep your emails fresh and your mind focused, though of course using no structure and relying on inspiration each day is also an option.

You see where I’m going with this?

It’s an old story, one that I’ve told hundreds of times in these emails. But maybe you still don’t know how it ends? For that, take a look here, and see if you are willing to start on the journey that you are being invited upon:

https://bejakovic.com/deh

Inspiration in case everybody else is doing better than you

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A couple days ago, I wrote an email about an idea from Dave Sandler’s book You Can’t Teach A Kid To Ride A Bike At A Seminar.

It seems many readers found that email unusually inspiring, and wrote in to say so.

So I will shamelessly go back to the same well, and tell you another anecdote from Sandler’s book to try to inspire you.

Here goes:

Sandler didn’t start out as a salesman. He had inherited his father’s profitable business. But then, through a combination of entitlement and stupidity, Sandler lost that business.

He turned to sales because he hoped to once again afford the kind of lifestyle he was used to.

Sandler started selling self-help materials. He struggled and sucked.

In the first year of his miserable new sales career, he went to an awards show for the star salesmen of his company.

Of course, awards were given out at the awards show. Of course, Sandler, who struggled and sucked, won no awards. Of course, he felt inferior, and even doubly bad about struggling and sucking as a salesman.

But through some combination of gnawing insecurity, personal drive, and a lack of better options, Sandler stuck to it. And he made a vow to improve.

Sandler started visiting the salesmen who had won the top awards at the the awards show. His plan was to interview them, learn from them, soak in their skills and mindset by osmosis. Except, that’s not what ended up happening.

In Sandler’s own words:

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One by one I was disappointed by what I discovered. They were all struggling. I went from Dallas to Denver, from Washington to Virginia, and interviewed every distributor who agreed to spend time with me. Most of them were starving. There was nothing consistent about their lives. A year of success was easily followed by a year of failure, but they faked their way through it, just as they had been taught to do. These were the stars of the distributor network, and most of them were miserable.

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That’s it. That’s the anecdote. The end.

Yeah, of course the book goes on to describe how Sandler developed his own sales system, and how he eventually started consistently making sales, and winning awards, and how he became the star salesman for his company, year after year, etc.

But you’ve probably heard enough rags-to-riches stories in your life.

That’s why the end of the Sandler anecdote, if you ask me, should really fall where he goes to talk to all these industry stars, who seem to be doing great, making tons of sales, getting awards and kudos, and the reality is they’re struggling and experiencing all kinds of volatility and scarcity.

I don’t know what your specific situation is.

But I imagine you have certain insecurities. We all have them.

Maybe you’re insecure about something objective and measurable — you’re not making enough money, you have no kind of audience.

Or maybe you’re insecure about something less measurable but still real — your experience and status.

It’s bad enough to deal with such insecurities and the underlying realities on their own.

But it’s doubly bad when you look around, and spot people who appear to be doing amazing and inevitably compare yourself to them. 7-figure this! 4-hour that! A newsletter with 250 million readers!

I’d like to suggest to you — as in Sandler’s time, so today.

There’s no reason to feel doubly bad comparing your situation to the 7-figure, 4-hour superstars. Because there’s an excellent chance they are struggling behind the scenes. If you could really talk to them, it would be obvious enough.

As for the realities you might be facing — whether income, or influence, or your experience and status — my stock answer is to start writing daily emails. And it will fix itself.

You’ve probably gotten used to hearing me say that, and maybe you’ve gotten deaf to it.

So let me share a message I got a couple days ago from Chavy Helfgott, who is a copywriter and brand strategist for consumer brands.

Chavy signed up to my Daily Email Habit service on day one, back in November. She was looking to bring her career back into focus after a couple years off due to personal reasons.

She started writing first daily, then weekday emails. 66 emails so far since November.

Chavy wrote me a couple days ago to report the result:

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Hi, just wanted to share a daily email win. After 66 emails, I just closed my first sale which I directly attribute to daily emails, and that client is already expressing interest in another package.

Additionally, writing the daily emails has helped me become more confident about pitching myself in other places. I responded to a question on a WhatsApp community of business owners, and it led to two calls with potential clients.

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I’m not making any promises that daily emails will sort out your life in 66 days.

But if you have the right combination of gnawing insecurity, personal drive, and a lack of better options, might as well get started daily emailing today? One thing I’m sure of, the results will surprise you.

And if you want my help along the way, here’s more info on Daily Email Habit:

​https://bejakovic.com/deh​

How much things cost now

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A couple days ago, I announced I’ll be increasing the price of my Daily Email Habit service from $20/month to $30/month. I got a reply to that announcement from copywriter and brand strategist Chavy Helfgott, who has subscribed to Daily Email Habit since day 1. She wrote:

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Just chiming in to say that even at $30, you will be vastly undercharging.

I honestly feel that the 40+ days of daily email prompts + knowledge gained in the community, have so far have been at least as valuable for me than the $10,000 personal business coaching I paid for a few years ago.

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I’ll get back to those numbers in a second.

But first, let me tell you that, also a couple days ago, marketer Ross O’Lochlainn, who I guess was in Dan Ferrari’s little coaching group right before me, shared how much some things cost now.

Ross was at an in-person mastermind. A couple who was also in attendance shared the details of their business.

Their business is dream interpretation.

Their current low-ticket offer is $3k. Their premium dream interpretation offer, for a small “bleeding neck” segment of their audience, sells for $35,000 a pop. (People have bought.) The couple think they could get the price up to $75k, or maybe $100k.

Says Ross, this has now replaced his previous best story of premium offerings, which was a dude who charges $10,000 to help people do handstands.

I’m not sharing this to shake my head at the greedy Martin Shkrelis of the dream interpretation and handstand industries.

I’m sharing this to open your mind and maybe mine.

The same “stuff” can be packaged up in a different way and presented inside of a different experience to sell not for 2x, 10x, or even 40x… but even 500x, like Chavy says above.

Or 333x if you sign up tomorrow.

Because today is the last day, ever, in the history of mankind, I will be offering the Charter Member price for Daily Email Habit.

Tonight at 12pm midnight, the price goes up to $30/month.

(Apparently, there is still a lot of room for the price to increase beyond that, too.)

Also, Daily Email House, the community that Chavy refers to above, goes away as a free bonus, at the chime of midnight, just like an ordinary pumpkin that magically turns into its own beautiful paid offer.

If you would like to join Daily Email Habit before these vastly underpriced privileges disappear:

https://bejakovic.com/deh

Build your list by… writing

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Last Wednesday, I got a message from Chavy Helfgott, who is a copywriter and brand strategies, and who also happens to subscribe to my Daily Email Habit service. Chavy wrote:

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At least for the beginning, I’m posting my emails on LinkedIn as well (as I have a large following there) and – I got 8 new subscribers from today’s post! This is after neglecting my LinkedIn account and rarely posting for quite a while.

Thank you for this. It feels amazing to have had a concrete result so fast.

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Yesterday, I wrote that I’ll one day have an official launch for Daily Email Habit, but that day is not today, or any time soon.

I also invited people to reply if they are interested in Daily Email Habit, so I can send them the full details. A good number of people did reply.

I sent the folks the details… and then I asked myself, what exactly am I doing? What is my purpose in creating this extra obstacle for others and work for myself?

And so I’ve decided to open up Daily Email Habit to my entire list, both to stop myself from fielding these one-on-one messages, and to make Daily Email Habit available to people who might benefit from it.

If you’re interested in Daily Email Habit, and how it might possibly help you, the full info is at the link below.

I can tell you that the core promise of Daily Email Habit is a daily nudge to write your own daily email.

The effect of consistent nudging is consistent daily emails. And the effect of consistent daily emails is that they grow your expertise and authority… create or deepen your relationship with your audience… build up a stockpile of interesting content can reuse as you see fit… and make you better at writing, in all formats.

Plus, you can do like Chavy is doing, and simply post your daily email to LinkedIn or wherever and get people to opt in for your list. And yes, it does work — she sent me a screenshot of 8 shiny new subscribers from last Wednesday to prove it.

For full info on Daily Email Habit:

https://bejakovic.com/deh