I sell information. How can I still use email marketing?

Have you ever read a book and then watched the movie version?

Have you ever heard something said a billion times, and then BOOM! out of the blue you hear the same thing said in a different way, only this time it really hit home?

Besides, who says you have to give away the solution in your emails? Talk about the problem. You said yourself that people will gladly pay for your information, right? If that's the case, then talk about the problems your information will solve.

Rarely is it about the "thing" anyway. People don't want your information, they want what your information can get them.

For instance: The dead body stinking up my basement needs to be buried in my back yard before the neighbors catch on a call the police. You can sell me a shovel as the solution to my problem. And that's what almost everyone does. However, the shovel is an obstacle to my solution, because after I buy the bloody shovel; the "thing", I'm still left with the task of digging the hole.

Question: Is the shovel the solution to my problem, or is it another obstacle standing in the way of the solution?

By the way: Your information is rarely as precious as you think it is.

Look, you're assuming that you have to give away information already inside your product, yes? That's a bit like giving someone a biscuit and then trying to sell them a bag of crisps. What they want after the biscuit, is a glass of water.

Anyway, with email it's prob'ly best if you tell stories. Make people laugh. Make them think.

What Declan said. ^^^^

I'd just add:

No, that's not what a coach or a teacher provides. Information is everywhere. Coaching is a specialist skill.

From what you describe, it seems you have a one-off product to sell. Is that it? What happens after that?

How about creating a low-cost product? You could write up a quick ebook which only contain some basic info and sell it for around 10 dollars. Once someone buys from you for the first time, it'll be much easier to sell them a far more expensive product.

Who has already taken your class? What do past students have to say? When you say, not cheap, what do you mean? How much do you charge? And how big is the market for such "precious" information?

I've been selling information for 50 years. 33 ONline. 22 on www. I've created over 75 information products, from 5 dollars to 5,000.

I still offer little workshops, about the same time length as yours, 2 to 3 hours, in a classroom setting.

ANY marketing, email or otherwise has to be of interest to the reader/receiver. It begins and ends with WHO. Then you have to have the where, where do they come from, where do they intersect with your message, and HOW?

HOW will they know this class exists? Will you be sending cold emails to a targeted list? Why?

WHY is your information more precious than a competitor's? Do you have something proprietary? Is it protected with copyright, Trademarks, or secrets of some sort? What prevents one of your students from "spilling the beans" once they attend?

If you want to give us just a little bit more info, WITHOUT revealing your precious info, then maybe, but highly doubtful, we can offer some more real help.

Why do you want to be a coach? That is basically trading your hours for dollars, and with said "precious" info, you could do much better without fiddle-farting around with classes and all that. But good luck to you, I'm dubious of your ability to pull it off, just an opinion based on your post. Hope you prove me wrong.

Email marketing works only as well as any other TARGETED, specific to the recipient's situation with an offer for a fix, cure, forbidden knowledge, etc.

Do you really need help "Coach"?

GordonJ

Becoming a coach, trainer, teacher with just email marketing is not enough. I think you must build your personal brand over social media channels. With great awareness on social media, then you can build trust with email marketing. Don't stumble to email marketing right away, that will be a waste.

Just teach folks with free content shared through email, related to your niche. Blog posts, newsletters, videos. Folks dig your free content, find you helpful, and hire you.

Ryan

Scuderia,
This is just my take, but this sounds like an ideal opportunity to build a traditional funnel as follows:

Squeeze page for a free report, followed by a low-ticket offer as Expels suggested.

From there, you have them on your list and can build relationship. You can also pitch and send reminders of an upcoming webinar through GoTo Webinar or another decent webinar platform.

Hold the webinar, which will give you the opportunity to educate them and offer general coaching. At the end, pitch your $500 coaching program/session. You could add further value to that program any number of ways (throwing in an ebook you wrote for free, adding a forum or Facebook group for members, etc).

A webinar will allow your target audience to see and connect with you as well, which is essential for credibility with what you're offering.

Btw good luck! All through my 20s and 30s, I was consistently told I looked 10 yrs younger. Once I was over 40...not so much :-D