Author's Edge: the Go-to Marketing Podcast in Publishing

How to Grow Your Email List Before Publishing Your Book with Tracy Beavers | Ep. 62

• Allison Lane • Episode 62

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Is your email list ready to help you launch your book… or are you waiting until you're "ready?" 

A visibility and list-building coach, Tracy Beavers joins Allison Lane to break down what most authors get wrong about email marketing. Spoiler: the best time to start is yesterday. You’ll hear why relying on social media is risky, how to build trust with readers before your book is out, and how to make list-building feel less like a chore and more like a creative extension of your work. 

If you're an author looking to grow your platform and make real connections, this episode is your roadmap. Hit play and get ready to grow.

What You’ll Learn:

  • How to create email content your audience actually wants before your book is out.
  • A practical 12-week content strategy that won’t burn you out.
  • Why Facebook is still powerful for author visibility and how to use it right.

Resources Mentioned:

Timestamps:

  • [00:07:00] The #1 reason authors need to start their email list now.
  • [00:13:00] Why your Facebook profile is a hidden marketing powerhouse.
  • [00:22:00] How “behind-the-scenes” content builds connection and loyalty.
  • [00:36:00] The simple Facebook tweaks that can grow your email list fast.

Watch on YouTube: https://www.youtube.com/watch?v=ilCBCePA_3E

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Tracy:

When you land in somebody's inbox, to me, it feels like I'm landing in their living room. Like literally when I get something in my inbox, it's the next best thing as the mailbox. Everybody's got an inbox, including my 82-year-old mother. Everybody knows how to use it. Versus Facebook and Instagram and who the heck knows, you know how to use those half the time. And you are front and center, top of mind with people that have said yes to what you're doing. Because to get on your email list, they have to opt in for something.

Allison:

Welcome back to the Author's Edge. I know why you're here,'cause you want to get some smarts, some practical tips. So, you know what to do to build your visibility and grow. Grow your career, grow your digital footprint, grow your options, your opportunities. For the love of Pete, all of this should be easier and that's why I'm here. I am your Sherpa through this marketing madness because it's just a big old freaking mess unless someone shows you the way. I don't expect anyone to know the marketing jargon that I use, but I had to learn it through 30 years of working in marketing, you shouldn't have to. If you are teaching at the university or taking care of your grandkids or finally writing the book that you meant to write 25 years ago. It's time that you get a little intro and be a little gentle with yourself that no one expects you to know something. Especially something that is so hard to figure out by yourself. You can't possibly figure out all of this stuff for yourself. It's so much easier when someone just says, oh, do this, not that. Oh, thank you. I hate it when I hear someone say, so go and think about this. Screw you. Why don't you go sit in the corner and think about whatever. Just tell me what to effing do. It is hard when someone just doesn't tell you. Straightforward. So I'm glad you're here. You are doing the right thing. We're going to give you what you need today and some resources and actions that you can take today, because if you're focused on building your digital presence or your presence just out of the gate, but you're not building your email list. You are missing that critical asset that actually drives your brand, your momentum, it elevates you, it creates longer term relationships. But you are not doing it because no one told you to. And no, you cannot just email people from your Gmail, which hey, I had to learn that. When I was running PR at Unilever and marketing at Bert Bees, first of all, there weren't those rules about email. And why would you know that if you are running the emergency department at the hospital. You would've no context for how to even know something like that. So, that's why we do this. Today, we're breaking down why having an email list is both, first of all, it's an important step into sharing your knowledge and your wisdom with people who are not related to you. Who don't have access to you all the time, and who you don't actually know. You don't have to have a one-on-one relationship with them. You've been amassed knowledge, but it's only wisdom when you pass it on. You get me? So, this is a non-negotiable. And if you're going to say, but I don't have time, I will wrestle you to the ground. It's not nice. You can start growing your email list with smart organic content. Organic is one of those marketing things. But while I'm saying is with the posts that you put out on social that you do not pay for and you do not boost and you do not pay someone to run ads for you, I have never. No, I did run ads and it did nothing. And I think I spent$60. So I don't run ads because, ugh, I don't need one more thing to do and either do you. This conversation is especially for people who wanna stop relying solely on social media and or they feel like I keep on sharing, but my followers aren't growing. Yeah,'cause so you can't depend on how the platforms are shifting behind the scenes. It's like a puppeteer is pulling all the strings and you don't have access to that, and you don't have time to stay up on the trends, on Insta, or you just need real traction because you're trying to help people. So, today's guest is Tracy Beavers, and I'm so excited. So excited. She's a visibility and list building coach. That's what we need because whether you know it or not, as soon as you are sharing a message or even your story, you are an entrepreneur. Because it's not about you anymore. It's not about the one-to-one. You are running a marketing mechanics that need to reach people and you need to make it easy, and that's what Tracy's gonna do for us. She's a public speaker, so sought after a published author. Host of the top ranked podcast create online business success. Yes, please. And she's been featured in so much media, but just a little smattering, like a little tasting menu. CBS, the Wall Street Journal. Oh yeah, and Kajabi, my favorite website platform. And the reason I like her, and I might make her blush is that she's just so practical. Please don't make me beg for it. Just tell me what to do. Type of approach. So, today she's showing us how we can grow our email list to actually engage with people before our books come out and in between books. And even if you haven't published a book yet. Yes, that's the time to start growing the email list. While staying visible in a way that does not run you into the ground'cause nobody needs to have their excitement, sapped, and their energy squashed. Alright, let's get into it. So, Tracy, thank you so much for being here. I can't wait for you to whip me into shape and help us get over our angst. You work with so many people who wanna grow their visibility. And they probably come to you with a lament of, they don't come to you when they're just super excited. They come to you with a, I tried this and it's not working. And so they're already feeling down

Tracy:

Yes.

Allison:

And the folks listening now, a lot of them want to wait to build their email list until they feel ready or until they have their whole content plan figured out.

Tracy:

Right.

Allison:

Answer this question, but what should I email about other than sign up to get news about my upcoming book? Wah, nobody wants to sign up for your updates. So what should they be doing instead? And just tell so lay it on the line.

Tracy:

Yeah, for sure. Thank you so much for having me, first of all. I'm really excited to be here. And that intro was really made me blush. Yes, it did. But okay, so let's talk about the importance of the email list for just a second. I'm sure your audience has heard this a million times, but it's worth repeating. Allison, as well as I do that social media is wonky. It is hard to predict. We don't own it. There's an algorithm that's in charge, who the heck knows who's in charge of it? I don't think anybody is. What it's gonna do from day to day. So, in business, I don't wanna leave my business growth and my income up to chance. I do wanna use social media as a tool for visibility and marketing. You betcha'cause it's free and my audience is on there. What we have to realize is because we don't own the platform and because a very small percentage of the people that are friends and followers will actually see what we post. We've gotta get'em offline into our email list. Because when you land in somebody's inbox, to me, it feels like I'm landing in their living room. Like literally when I get something in my inbox, it's the next best thing as the mailbox. Everybody's got an inbox, including my 82-year-old mother. Everybody knows how to use it. Versus Facebook and Instagram and who the heck knows, you know how to use those half the time. And you are front and center, top of mind with people that have said yes to what you're doing. Because to get on your email list, they have to opt in for something. And we can talk about some juicy, fun ideas for authors to get people to opt in. But they've said yes, they have raised their hands. They've said, yes, I wanna connect with this author. I'm so excited to know them better. And they are waiting to hear from you. Okay, so, TikTok great example. I pray that all of the people on TikTok that are trying to build a business and have an income from that platform are building an email list.

Allison:

Nope.

Tracy:

If they didn't learn their lesson, what was it four months ago when the whole thing went away, I hope they've learned it by now. That's a prime example of a situation we don't own, we can't control. Facebook and Instagram went dark about two years ago for about 36 hours, I'm in the Meta Leaders Network. I have been for years. It was so sad when the lights came back on. There were thousands of small business owners that lost lots and lots of money'cause they had no way to reach their people that loved them, their clients, their prospects. No way. Now, you and I both follow Amy Porterfield. Do you know what she did during that 36 hour period?

Allison:

Did she get a massage?

Tracy:

No, she sent a couple of emails out. She made$14,000. Yeah, without social media. So that, I'd rather be the person that made$14,000 than the person that just lost their business.

Allison:

And had a miserable, panicked

Tracy:

Yeah.

Allison:

Experience during that time for

Tracy:

sure.

Allison:

And let me be clear, whether you're deciding to write a book or you're thinking I'm just here'cause I love that sound of Allison's voice, I know you do. Or you're thinking maybe one day, and you have to know that if you are sharing your message, even if somebody's not paying you and you are contributing to media, or you have a column on Psychology Today, which is PS not paid. You still are running a business. You just haven't monetized it yet, which is cool, you don't have to. But you do have to know that there are channels of communication that are available to you that do not require you to buy a plane ticket, book a hotel, go to a conference. And you can use even free schedulers so you don't have to post on social live. You schedule it for 3:00 AM Eastern, if you like. So, you can do this and you can do it at your own pace, which is fabulous. What I hear people say, because a lot of even my clients, they might be a freelance journalist, freelance writer. They do have a website, but it's more like just to legitimize the fact that they're a writer, but they have a book coming out.

Tracy:

Right.

Allison:

And their question then is, when do I need to start really my email list? I'll start getting people on the list, but I'll tell them they're going to get updates of the book. Like, Oh no, nobody wants your update about when the book's coming. They want your genius now. Throw me a bone. They're probably not even half of them will buy your book, but they're gonna show up for your live event. Why wouldn't give them a little bit?

Tracy:

Yeah, for sure.

Allison:

So, you share so much about the how to simplify content creation, and I think the reason why most people think that I'll get them on the list and then I'll tell them, I'll give them monthly updates. No, but it's because they just don't know.

Tracy:

Right.

Allison:

How to make this simple and how to manage it in a way that doesn't feel overwhelming and soul crushing.

Tracy:

Yeah.

Allison:

What is the key for folks who they're showing up online, but they're not growing. They have the same 800 Facebook friends. How can we make it easier for them?

Tracy:

In terms of their social media content.

Allison:

Social media content, and starting that email list.

Tracy:

So, at a base level, we need to have enough content online to be consistent enough to get picked up by the algorithm consistent enough that our audience gets excited about the content. When I say consistent, a lot of people think that I mean, you have to post seven days a week. You have to dance on reels and feel like a you know, silly person. No. None of that is true. When I say consistent, I mean pick, how many days a week you have the bandwidth for to create content and stick with it. That's the consistent piece. So, if I have a student that is working a full-time job and she's like, Tracy, my hours are limited,'cause I built my business alongside my full-time corporate job. I could not post seven days a week. I had to pick one platform, which is something I also recommend if you're just starting out with social media. Pick one platform go all in on it, learn it, learn all the nooks and crannies of it. The different formats that the platform gives you. For example, Facebook is my jam. It's my platform. When I started LinkedIn was a place to go get a job, and Instagram held no hold for me. I wasn't on it, didn't care about it. But I knew how to use Facebook. And so, Facebook gives us different formats, like live video, stories. I think you can do a reel on Facebook. I don't do a lot of reels. My team does those for me. Just know the different formats. And then, decide how many days a week can you create content for that platform. And all I could do is three days a week. But it was enough. I had to be consistent three days a week. Week in, week out whether I liked it or not, that is how I got the favor of the algorithm that in live video, being honest. I've been going live for years because the algorithm favors that over everything else. So, a strategy that I teach my students and clients in my program is to pick out one topic per week. Essentially, I want them to do a visualization of their ideal client. And then, do a brain dump of topics, topic ideas, and try to get to 12 topics. And then, we do one topic per week that gives you 12 weeks of something to talk about. And this exercise usually takes about 30 minutes the way I teach it. Then, what I want my students and clients to do is look at that one topic. So, let's say, the topic is why did I decide to write this book? That's a great topic. That's super interesting. I wanna know the behind the scenes. I wanna know why Allison's writing this next book. How did I decide to write this book? Then you decide, okay, what is my regular piece of weekly content going to be? And I suggest a live video, a podcast, or a blog. They're already a writer. Write a blog, super easy. Then, you take that one piece that you wrote for me. It's my live script. I write out my live script. I can throw that into a free AI tool and say, Hey, could you create two to three social media posts for me based on what I'm gonna tell people live? So then, what I have done is I've got a live training. I'm gonna do one day a week, pick a day, mine's Thursday. Then, I've got two to three social media posts that AI helped me write. I have four pieces of content for the week, and I've only written one on that one topic.

Allison:

And the social posts that the free AI tool is writing for you. It's not Hey, if you are interested in this, go watch my live. It's actually providing value.

Tracy:

Correct. So like if my live script is the hottest four tips to get high engagement in your free Facebook group. So, I give you four tips in that live before AI came along.

Allison:

Yeah.

Tracy:

I would take one of those tips, create a social media post. There's four social media posts that I've got for the week. All I had to do was use what I already wrote.

Allison:

Hmm.

Tracy:

Is your regular piece of weekly content? Then look at that blog and say, okay, what juicy nuggets did I give in this, that I could repurpose into social media content? You could ask AI for an inspirational quote based on what you wrote. And then, you make a quote graphic, tie that into your content. The key to the social media content though, is, and Allison, you know this is that we have to have a call to action that leads to our email list. So, we can create content all day long. But if when I'm going live, if I do not give a call to action that says, here's what I want you to do now. I just told you how you can do X, Y, Z. I want you to go grab my free guide to diving deeper into this topic. It's got a cool checklist with it. Go to tracy beavers.com/whatever to grab it. Or if I don't give an invitation to my free Facebook group, which grows my email list because of the way I have the membership entry questions set up. I don't give a call to action to come listen to my podcast. And by the way, I've got the podcast audio and show notes written, it grows my list. That is a missed opportunity. Then you're just creating content to create content and it's doing nothing for you and you're truly wasting your time. So, these pieces of content that we're doing, the one thing I want people to remember today is all roads lead to list building. And what I mean by that is every action you take in your business every day, how can it grow your email list? When you go collaborate with another author on a podcast, you wanna have a call to action that leads to your list. And it cannot be sign up for my newsletter. Just like you said, nobody wants to sign up for a newsletter.

Allison:

Okay.

Tracy:

They don't.

Allison:

I love the sign up for your newsletter conversation. Hold on, I'm gonna, I have to grab this thing. That is perfect example of the thing that I never ever wanna see ever. Have you ever been to Restoration Hardware?

Tracy:

Only once.

Allison:

Okay. It's like a museum of furniture.

Tracy:

It kind is, and their catalog is enormous.

Allison:

But they don't ask you, do you wanna sign up for my email list? We're going to send you a sales catalog. They offer you this gorgeous furniture porn. And Yes, and I will not be buying a$25,000 table.

Tracy:

I won't either.

Allison:

But do I wanna look at it? Yes.

Tracy:

Oh yeah.

Allison:

Am I wondering where the children are?

Tracy:

I'm wondering who bought the table.

Allison:

I'm wondering who cleans these houses is. And I would not wanna live at a fully beige house'cause I don't look good in beige, I'm a redhead. But no one signs up for, please send me your emails or your snail mail. I would like to sign up for your catalog. Sign up'cause you know the benefit of what you're getting. And yes, I would like your furniture porn. And to roll my eyes while I secretly think that would be nice to have that kind of play. But yeah, I don't wanna sign up for your emails or to stay tuned or get updates'cause it's too vague.

Tracy:

Yeah.

Allison:

Why?

Tracy:

And it's boring. It's like when I hear the word newsletter, I am transported back to Sunday school and church where they handed out the church newsletter. And I'm sorry folks, that if you love the church newsletter, but I was just like, this is boring. Who's gonna read this? You know. So, what we wanna do is create a juicy thing that is sexy, like the Restoration Hardware catalog and makes people go, oh, I want that. A really fun thing if you're writing a fiction book, for example. So, my nephew is a fiction writer and we talked about his email list and some fun ways to get people on it. And One of the things I said to him was, everybody loves to know the backstory on a character or character development. Especially, if they love you as an author. Like if Jensen Shero was one of my favorite authors, her badass books just brightened my day'cause she's hilarious. And she always smacks me right between the eyes with something I need to hear. And if she had a free lead magnet is what we call'em. A freebie out there that said, I could hear the backstory of how she developed the badass series. I could hear more about the goat story in You're a Badass at Making Money. If you haven't heard the goat story, it's hysterical. Or a fiction writer, how I developed princess whoever?

Allison:

Butter cut.

Tracy:

Yeah, whatever. And the 10 things you've never heard about her. That I mean, come on, wouldn't that get your attention?

Allison:

Right. Especially, the character backstory. Even the how I came to write this book or I'm in the middle of writing this book. People don't actually want to wait for you know, they're not sitting there waiting.

Tracy:

Right.

Allison:

Punks a poni pill. So, will pop out of the hole and like, oh, thank God he's here. And everyone's there going. The groundhog they want a little bit of juice along the way.

Tracy:

Yeah.

Allison:

If you're like holding back your wisdom or just a picture of your messy desk. Hey, you wanna look behind the scenes?

Tracy:

Right.

Allison:

This is the ugly part of you know, script creating your podcast, writing your book, putting your website together, choosing your color palette. Please don't pick someone to do that.

Tracy:

The other thing is it that the audience wants to have a connection with us.

Allison:

Yeah.

Tracy:

And so, anytime we can deepen that connection and let people into our world. That is gonna solidify that loyalty, where they're gonna be excited to hear from us.

Allison:

Period. I'm silent because I love a power quote. And that was a mic drop moment, so I just wanted to give it some space.

Tracy:

Give it some space.

Allison:

Yeah.

Tracy:

Yeah, so there's some fun like even after the book is published. One of the ideas I gave my nephew was put a QR code at the beginning of it that leads to an email list that says, would you like to know the behind the scenes of how this book got written? Let's say, it's a history nonfiction book. Somebody that is writing about the city of New Orleans they could say on that QR code, you wanna hear the backstory about how I almost got thrown in jail in New Orleans trying to write this book. Make the story true, obviously.

Allison:

Or that story is great too. You can run with that.

Tracy:

One of my most popular podcast episodes is how I ended up in Facebook jail and how my email list saved me. And it's a true story, but people wanna hear it'cause they're like, oh my God, she was in jail. And I'm like, yeah, I was a jailbird.

Allison:

Yeah, I got thrown in LinkedIn jail. And you do not get any kind of representation there. Like a black hole.

Tracy:

Wow. What happens when you get thrown in LinkedIn jail?

Allison:

You learn patience.

Tracy:

You can't post.

Allison:

No, you can't post.

Tracy:

Wow.

Allison:

You can't can't post.

Tracy:

I know that could happen.

Allison:

There's no like number you can call. Bless their hearts.

Tracy:

There's no snacks.

Allison:

There's bread and water. That's it. They do have a like a Twitter account where you can say, please call my parents and come put who me. And you get put in a queue. And like six weeks later I got an email saying, we're work. you've now hit our radar. Thank you linkedIn. And there's no explanation. But I know what I did and it was wrong. With LinkedIn, you cannot give someone else your login password like your login.

Tracy:

I did not know that.

Allison:

No, you may not. And because they know where you are, they're like Santa Claus. They know what you've been doing.

Tracy:

That's really funny. That's a thing on Facebook. They will shut you down. I just didn't know LinkedIn was that serious about it.

Allison:

Oh yeah, linkedIn is for sh!z. But yeah, in that story that people sign up to hear or read, it can actually just be a video.

Tracy:

Yeah, for sure.

Allison:

On your website.

Tracy:

Totally.

Allison:

Sometimes people are like, please entertain me. And this does not need to be high production value. A lot of the videos, the shorts that I put out are filmed when I am in carpool, in my car.

Tracy:

Yeah. You know, this iPhone is essentially a video team. Cause the quality is so good. And you are so correct. People do not, I'm sorry, I'm speaking for myself. I was about to make a general sweeping statement. I do not like perfect curated content. I am over it. It doesn't resonate with me. I wanna see the real stuff. And like for example, I gave about New Orleans. Would you be interested in seeing a video of the church that I just wrote about and what I found in the bowels of the church, or something like that. And literally you're walking through the church as you're doing your research. You're there anyway. Take some photos, take a video, and that's what you can email your list. Super easy.

Allison:

Exactly. I think people forget that the process, that they think they need to be perfect or have a plan, just bring us along. You walked out the dog. And the dog is like sniffing at the tree.

Tracy:

Yep.

Allison:

Do a little selfie video of like, you know what, I was having a thought, and you guys didn't realize this, but whenever you go somewhere, make sure you have your favorite pen with you. I have a favorite pen. And the key to being a writer and having a pen that travels well is that it needs to be a clicker.

Tracy:

Interesting.

Allison:

Oh my God. If you have to keep track of a cap too, forget it.

Tracy:

That's true.

Allison:

Gotta be a clicker. And if you are a writer and you think that you might be writing in a notebook and maybe you wanna keep that for 10 years, you need to have Archival Ink. This is not hard. You just need to do a search for it. It's available everywhere. Yes, you are welcome now.

Tracy:

I just had a thought. What if a fun thing they posted on social media was, do you have a favorite pen? Because some of the things that I ask in my free Facebook group that get the most engagement are the silliest things you'd ever hear. I could post tips on business growth all day long. I do a post about, what's your favorite color of sticky note? Holy heck. We get 200 comments. Everybody's got a strong opinion, and I'm like, that is hilarious. Or you say, do you prefer pen or pencil? Oh my gosh. Once again, strong statement. Do you prefer Mac or laptop? Holy cow. People were getting in arguments about what's the best thing. So sometimes that simple stuff is great content that gets engagement. And I just had another thought when you were talking, I visualized, you said dog walk. I visualized, what if there's an author out there who has a favorite place to write. And it's in a park or it's on a walk with their dog, take me to your park, you know. Like the artist that sets up the easel with the watercolors? And show me the beautiful apple trees that when you breathe in the scent of the blossoms, you're just like, ah, this is how I write.

Allison:

I'm so glad we're talking about this because the thing that people forget is once the book comes out and they think, oh, now I have time to breathe. Yeah, but you don't have access to that content'cause you didn't take the picture or the video when it was happening.

Tracy:

Right, right, right. Right.

Allison:

So, you need to think about in the future, you're gonna want a picture of you frustrated, surrounded by sticky notes. You might not even use it now. You will later.

Tracy:

And the messy hair and the mismatched pajamas and the socks that don't match. Like I took a picture one day, I have on little exercise socks, and then I have my cloud shoe something or other that I got off Amazon that are really cushiony, they're bright yellow.

Allison:

Nice.

Tracy:

I look ridiculous because I don't have to leave the house. But I took a picture of my feet. I posted it on Facebook and I was like, this is the real world for an entrepreneur, what are you wearing? And people thought it was hilarious. But yeah, I mean, that kind of stuff is what solidifies you as a human being relating to other human beings. Who are the people that are going to buy your book? And if Jen Sincero said, this is the kind of paper I like to write on, this is my favorite pen. Bet your bpi, I'm gonna go look it up and I'm probably gonna buy it. So, if you're talking about pens and pencils and paper, and you can get an affiliate link for those things and share it with your audience. There's a little passive income you can make.

Allison:

Yeah, and every little nickel counts

Tracy:

Oh, they did.

Allison:

And you're doing someone a solid, they don't pay more. You just get a quarter.

Tracy:

You just get a little bit of it.

Allison:

Yeah. Now, let's go back to Facebook because that is your jam and your jelly. When you're talking about maxing out your potential on Facebook'cause we're already on there. A lot of people are, I think, just missing. They're like, this isn't growing or people aren't sharing my news are my tips. And I think it's because they are looking at their friends as people who are passionate about their message. But chances are they're just friends with actual friends. Friends and family or peers, and they haven't actually reach the person who is the recipient, the intended audience of their knowledge. So, what are we missing and how could we help people unlock what's possible in Facebook?

Tracy:

Oh, there's so many nooks and crannies of Facebook that people don't even realize. So, a foundational piece for everybody that I would love for them to do is to get every nook and cranny of their Facebook personal profile filled in. Every little space that Facebook gives you. I call it the whole menu of you. So, first of all, I wanna see a photo of you on the profile photo there's an intro part right below your profile photo where you can say who you are, who you serve, how you serve them. Great place to say, I'm a fiction writer that writes about X, Y, Z, and I transport my audience to this you know wherever, I don't know, something juicy that gets their attention. And then, the whole, what I call menu of you, meaning your contact information, your work information. You wanna list that you're an author and have a Facebook business page about your authorship and the books you write and your business'cause it is a business. And all of your links, your Instagram, your LinkedIn, your Facebook group, if you have one for your readers, which I highly recommend, it's so fun. Your YouTube channel, if you have one of those, your podcast, if you have one of those. Whatever links you've got and your cover photo is where the list growth magic happens because a lot of people don't know that cover photo is clickable. You can put a hyperlink on that cover photo graphic, but it is just a static graphic. It's not a hot hyperlink. But what we do instead is we put a click here, directive on the cover photo. So, we wanna showcase something really juicy, a free lead magnet of a behind the scenes of how Princess Buttercup character was developed. I'm just spit balling an idea here. Yeah.

Allison:

Yeah.

Tracy:

Or yeah, so you showcase the free lead magnet with a really sexy hook and a click here directive. When they click on it, a description box opens up to the right. Now, they can go, your audience can go to find me right now. Tracy Lane Beavers on Facebook. That's my personal profile. See what I'm about? Go to look at my cover photo. Click on it. A description box is gonna open up to the right. That's where you can put the hot hyperlink to the free thing you're offering. So, we set that up because then what I want people to do on Facebook, we also do the same thing on your Facebook business page.

Allison:

Yep.

Tracy:

But then what I want people to take advantage of on Facebook, Facebook has what the other platforms do not have. And that is groups. Groups of your ideal clients, your ideal readers, your ideal collaboration partners. Where you might wanna start getting on podcasts, you might wanna start speaking at a summit. You might wanna contribute to a bundle. All of those things lead to list growth. But we've gotta be able to reach people instead of just sitting there waiting for people to find us. Because they may or may not find us if you're going live or doing a reel. Those are the only two ways to reach past the people that are your friends or followers. To find new people. And those new people may or may not see it because of the way the algorithm works. So, what we have to do is take control, we go to the people. The people are in Facebook groups. So, for example, if you write children's books to help children read. Moms. Hello. There's Little rock power moms. There's Central Arkansas moms. I guarantee you moms Facebook groups where you can show up, be of service, even groups that don't allow promotion. You do not need to promote anything. You are there to be of service and answer questions where you can. If a mom posts and says, she's not sure her child is on track for reading, and you know the answer to that as an author. And you answer her and say, this is what I write about in my books. Here's a little tip for you. Hope this is helpful. You haven't promoted a darn thing. You've just helped that mom. Now, what's gonna happen is why your personal profile has to be dialed in.'cause that is what shows up in Facebook groups. So, this mom is gonna go, Allison just blew me away that answer. Who is that lady? Click on your personal profile. Go there. See who you are. Who you serve. I help children read with my fabulous books or however we're gonna phrase it.

Allison:

Let me,

Tracy:

Yep.

Allison:

There's something about what you're saying that's so important, and I wanna make sure people realize. When you are filling out your headquarters on Facebook. Don't get there and then start brainstorming. What do I really wanna write here?

Tracy:

Yeah.

Allison:

Like the intro, Tracy, yours says, entrepreneurs who work with me grow their email lists on autopilot without paid ads or more freebies. Thank you. Amen. That is not what it says, but I'm just saying thank you.

Tracy:

No, so enough characters there to say thank you.

Allison:

Exactly. But you do need to plan in advance and the best thing you could do is go get my freebie, your author package all in one document. This is a template in Google. You can even see mine. There's a video that goes with it. It is free at lane lit.com/package. And this is where I keep my bio, my cut and pastable links. Not like at Allison Lane Lit'cause nobody actually wants that. They want the dub dub dub dot. They want something that's clickable. And then a one liner of what I do. That way when I'm filling anything out, it's all right there. I don't have to go digging through digital files and digital debris to find where is the language that I really liked. Never start from scratch.

Tracy:

Yeah.

Allison:

Start.

Tracy:

Be really clear with marketing, not clever. You do not want somebody walking away when they say, what do you do Allison? And you tell'em, and they walk away going, I have no idea what she does. That doesn't make any sense to me. Because you've been, you've trying to be all flowery and attached sparklers and fireworks to your answer. No. be very clear. And so, the magic happens with the list growth'cause I know we're wrapping up the episode here.

Allison:

Yeah.

Tracy:

The magic happens when you're in these free groups and you're visible. As a visibility strategist, this is what I teach. People are gonna get curious about you. They're gonna click on your personal profile. They're gonna go there. They're gonna see who you are, who you serve, how you serve'em. They're gonna click on that cover photo. And they're gonna slide right down to your email list. This happens for me every single month. I have hundreds of people join my free Facebook group, and because of the way the entry questions are set up, they wanna be on my email list. Because of the way I have the cover photo and all the hook and everything there, they wanna join the group'cause it's a benefit to them. Any 5 percent Of these people I have not had to invite. They have seen what's on my personal profile and they want it. And they right down to my list.

Allison:

Yeah.

Tracy:

Yeah,

Allison:

Awesome.

Tracy:

Magic.

Allison:

Everyone go to the show notes. We'll have the show notes so you can go directly to Tracy's Facebook profile and get into that group. Get on her list for the love of all this holy. Now, Tracy, let me ask you, I'm gonna pivot. What is a book you love?

Tracy:

I love Jen Sincero's, badass books. There's one called, You are a badass,' bright yellow cover. You are a badass at making money. Green Cover. I have her desktop calendar and it is the first thing I order for Christmas every year. I don't even wait on anybody to get it for me. I buy it myself and I give it to my husband. And I tell him to wrap it and put it under the tree. Sad.

Allison:

Yeah.

Tracy:

But she has a way kind of hitting me right between the eyes with something I need to hear, but doing it in a way that is so funny. That it doesn't hurt. And so, I love her book so much. I have them in paperback. They're all dogeared and highlighted. And then I have'em on audio because she's hilarious. And I love the way she reads.

Allison:

I wanna say too for those of you who think I don't know if that book's for me'cause I wouldn't call myself a badass. Stop pretending you're not a badass. You are.

Tracy:

We all are.

Allison:

Pretending you're not an expert. You are. If someone else thinks you are. Who are you to tell them they're wrong? Don't be rude. Just accept that.

Tracy:

Mm-hmm.

Allison:

There's no one expert for any one person. Yes, you are an expert, you are a badass. You can go and get this book. The link will be in the show notes. Now, Tracy coming in, like it's hot. What is one thing, one action that people should do today?

Tracy:

Definitely fill in every nook and cranny of your Facebook personal profile. And now, if Facebook is not your jam, this still applies to Instagram, LinkedIn. If you're in a, a membership or a community that's on Mighty Networks or circle or Heartbeat, wherever you are given a social media profile, you need to fill in every little nook and cranny that that platform gives you and have it lead to your email list.

Allison:

Awesome.

Tracy:

Amen.

Allison:

Amen. Exactly. God bless Tracy. I wanna thank you because people think, oh, I have to be everywhere. I don't have time to, yes, you do.

Tracy:

Yeah.

Allison:

If you don't have time to, start with one.

Tracy:

Exactly.

Allison:

One place, that is your digital home base, other than your website which you own, everywhere else can go fly a kite. You don't have to be on threads. You know, you hear about Blue Sky, it's I don't know. Instagram's really shoving it down your throat. But yeah, you don't have to. I deleted my Twitter account because I was like I don't like the feed. It just feels like a ticker tape parade. I'm like, I can't even read this file. I don't understand.

Tracy:

No.

Allison:

Don't wanna have conversations in like this. So, it wasn't my thing. I deleted it. And even though I hadn't used it in a year and a half deleting it felt like cutting a weight off that I was dragging around.

Tracy:

Exactly. I would've deleted Instagram six months ago if I didn't have an assistant, because it doesn't do anything for me, And I don't wanna be on that platform.

Allison:

Yeah. Likewise, I don't go there. But my assistant was like it only takes one click. Like, hmm, Whatever. Okay.

Tracy:

No, I'm not.

Allison:

Great. Well, Listen, you have laid out so many great eye-opening, and I'm sure you're thinking this can be easy and it is easy. Well, It's only easy when somebody tells you, and that's what we're here to do. Just offer you access to information that is actionable. And trustworthy. And you shouldn't have to pay to learn something that is publicly available. And now you know.

Tracy:

Mm-hmm.

Allison:

You can jump in and take some action. Make sure you go and check out Tracy Lane Beavers on Facebook and get into her group and get on her email list and get my essential Author bio package@lanelit.com slash package. You get access to my bio and also questions that you should be giving people that you should be asked. Nobody wants to have a homework assignment when they interview you. Like, What questions should I ask you? Yeah, it's your job to tell them.

Tracy:

Right,

Allison:

Engage in questions, which Tracy also did for me, which I so appreciate. Although, I already had some questions for you. Alright. My last thought is, that you have more to share and you know that you're listening'cause you're like, I just need somebody to help me get out there. This is what we're doing. That's what Tracy does. That's what I do. You're in the right place. You can tag us or and ask a question. And you know what we'll answer you. You gotta ask or you don't get.

Tracy:

DM me. I always just say, DM me, slide into my dms, introduce yourself. Tell me you heard me on Allison's podcast and ask me your question.

Allison:

Likewise. Alright, I will see you next week.

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Allison Lane

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