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This is the first of a two-part blog exploring how to grow your mailing list as a freelance trainer.

One of the most powerful tools you can have in terms of growing your training business is a mailing list, i.e. contact details for people who have signed up to receive emails from you about your services.

A surprising number of freelancers and businesses rely on social media for new clients but the reality is that any followers you have on social media could be lost in a moment. All you would need to do is accidentally contravene a social media platform’s rules and your profile could get shut down. It might be unlikely, but it’s possible.

With a mailing list, you own the data.

As we’ve seen in past blogs, your existing clients and people who are interested enough in your business to sign up to your mailing list are easier to sell to than people who have never heard of your business before.

However, inbox overwhelm is a by-product of modern life. With many of us receiving hundreds of emails a day, people are generally becoming more selective about which mailing lists they sign up to.

If you want to keep growing your list, you will need to show people that you offer value and that handing over their email address will benefit them in some way.

One of the most common ways to do this is to provide an incentive or ‘lead magnet’ (AKA an ‘opt-in bribe’) to encourage sign-ups. This is where individuals add their details to a lead capture form and then receive access to a free, low cost or exclusive gift in exchange. This tends to be a more compelling way to attract sign-ups than simply asking people to subscribe to your newsletter for the latest updates.

Defining your lead magnet

What you offer will depend on your clients. Your aim should be to provide something that makes people think, “Wow, if this is what I get when I’m not even a client, how much more will I get when I am?”

Try to think of an incentive that answers a common question, solves a problem or addresses a need that your target clients have. You might want to give quite ‘top-level’ information so that people come to you to find out more. Many experts recommend incentives that explain the ‘why’ of an issue but not the ‘how’, i.e. how to resolve it; after all, that’s what you’re there for.

Also, consider what it would be easiest for you to create and what format would work best for you and your clients.

Only you can decide what’s right for your business.

Do you offer a lead magnet to grow your mailing list? If so, I’d love to hear about it in the Comments section below.

If you need help with any aspect of marketing your training business, do get in touch to find out more about the Trainer Talk community and support.


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