“This year I vow to email my list at least twice a month.”

“This year I vow to start my email list.”

I can tell you from a lot of recent conversations, a big goal most fitness and nutrition professionals have is to figure out email and start using it to sell more.

If 2020 taught us anything as small business owners, it’s that we have to have an online presence. Those who had the key pieces in place, like email, were able to pivot fast when in-person training and client meetings were not options.

Email is your lifeline to your audience. 

And it’s not going anywhere.

If you want to get the most out of email in 2021 and use it to grow your business, there are a few key things to review and make sure you have them optimized.  Read on to learn why it’s worth having a list and the 3 things to do with your list to get the most return (more subscribers, more money). 


Here are just a few reasons why email is key to your growth:

  • You can set it up once with intention and reap the results day after day, month after month, year after year
  • It’s the number 1 channel your audience prefers to buy through, so when you want to sell, email is the place to do it. And if they’re on your list, they requested to be there, so you can feel good about offering your services.
  • It’s cheap. Email consistently has the highest ROI of any channel because it’s crazy cheap to get started. Make one $29 sale and you break even with most paid platforms. Or you can do it FREE with many, like my provider ConvertKit.
  • It lets you reach people on their most intimate device: their phone. You’re literally talking to people while they’re in bed. Or somewhere else.

Reading email in the bathroom

  • It’s 1:1. You get to talk directly to your subscribers. They intentionally open their emails and choose what they want to read. They are engaged with you.


Now buckle up, this is meaty. I’ve broken the info into a three part series so you can tackle each step without feeling overwhelmed. If you take the time to do these things (and do them every year) you’ll crush email and get the best possible return from it, and create the best possible experience for your subscribers.


Part 1


Review your Lead Magnet with fresh eyes

I changed my lead magnet 4 times in 2 years until it felt “right.” I’m still fine tuning it. You should take a look at yours at least once a year and make sure it’s still the best offering for your audience.

Things to consider:

Does it still make sense for your business? 

As your business goals shift, your Lead Magnet might need to as well. What you put on the front end needs to align with what you sell.

For example, if you sell online nutrition coaching, don’t offer a lead magnet about push ups. It sounds so simple, but this happens all the time (and this is a real-life example from one of my clients).

Think of your Lead Magnet as the first conversation that gets your subscriber one step closer to the overall goal. It’s a micro conversion towards the larger goal, so the first step needs to make sense for that goal.

Tip: If you’re selling online services that will be via Zoom or online video, add video to your Lead Magnet. This lets your audience see you, which helps them get to know you faster. We like to buy from people we know and trust, so use video to help establish this.

Is it addressing their main frustration?

The question to ask yourself is: Are there common frustrations that all of your audience shares? Is there a single valuable solution you can give them for it?

I just went through this exercise with a new client. He works in pain management and he identified Pain Education as the most valuable solution he could offer his audience.

While education is the single most thing they need, unfortunately it’s not super sexy and it’s not their single most common frustration.

The frustration is chronic pain. 

That’s what needs to be addressed, and the pain education is the solution for it.

For example, look at these two headlines: 

  1. Get my top 5 tips for Pain Education
  2. Is this mistake causing you more pain?

Option 1 features the solution. Option 2 features the main frustration, which is what you want.

Plan to identify one thing. Your Lead Magnet shouldn’t solve everything. Get very specific about one thing and give your best solution for it.

It’s a micro conversion, and that’s what you want.

Tip: Fear of loss is a greater motivator than the promise of gain. Aren’t humans weird?

Is it actionable?

You want something punchy that someone can use, or get an “aha” moment from. 

My same client was offering an eBook. Super valuable and helpful information, but over 100 pages and very complex information. Unfortunately, while the eBook is extremely valuable, it’s not an ideal format.

You want to give your audience something they can implement right away. If it’s too complicated, or too long, it will go unused. And you absolutely want your audience to take action and get a win.

This positions you as their expert on the topic. 

For example, let’s build off the headline from the last section and tell the audience what they’ll be able to do with the information.

  1. Is this mistake causing you more pain?  Once you learn this, you’ll know what therapies you would benefit from, AND increase your likelihood to respond positively to those therapies.

Tip: The promise of discovery is a huge motivator, so make sure you’re telling people what they’ll learn. 

Are you being specific?

You want to state exactly what someone will learn and how it helps them solve the single issue you’ve identified. Get very specific. Use bullet points.

And, by featuring a solution to a specific topic, you will grow your list with qualified subscribers who are interested in that very solution you offer. 

Let’s take our headline and add the specifics.

  1. Is this mistake causing you more pain?  Once you learn this, you’ll know what therapies you would benefit from, AND increase your likelihood to respond positively to those therapies.

    >>Click here to download my Free 10-minute Training and get 3 steps to do today.
    • Find out the main mistake most people make
    • Learn how to avoid doing this
    • See what therapies will bring pain relief

More made up examples:

10 Quick and Easy Recipes with 30g of Protein That Only Take 10 Minutes

3-steps to stop binge eating for good, even if you’ve done it your whole life

4-step skincare guide with my favorite all-natural products under $15 each

Get my top 5 recipes to feed your gut and eliminate bloating in 7 days

Use bullet points to present the specifics. It’s much easier to read than a super long headline.


Is it everywhere possible?

Once your Lead Magnet is all set, optimize your placement for it so you maximize your list growth. Make sure it’s everywhere possible.

Key pages to make sure you add it to:

  • Your About page – this is the second most visited page following your homepage. Get your Lead Magnet on here stat! (Need help with your About page?)
  • The footer on your blog. Make sure it’s at the end of your main blog page, so people see it as they view your articles
  • Add a Pop Up – if you’re a Pop Up fan. A general rule of thumb is to give 20 seconds before you present your Pop Up, and have it show on page exit. Or you can calculate setting up the popup to show at about 50% – 60% of the average time on page. Check out Sumo for a free pop up tool and resources.
  • The sidebar on your blog. Utilize this space so people see it as they read your blog. Take it up a notch by adding a testimonial like this:
    Email Lead Magnet with Testimonials







Tip: Have some older Lead Magnets that are still relevant? Use these as Content Upgrades and feature them at the end of any relevant blogs. This will help grow your list faster.

That’s it for Part 1.



Ready for Part 2? Get your inner nerd and blue light glasses ready. We’re reviewing metrics


*Note that ConvertKit links are affiliate links. I use it and recommend it.

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