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nikkielbaz.com
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admin@nikkielbaz.com
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Sun, Jun 16, 2024 07:15 PM
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To gate content or ungate content?
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To gate content or ungate content?  â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â âWait, there was an event last night?â â We heard this comment so many times, despite our efforts to keep all sisterhood members informed.
â We emailed the list. (Not everyone is on the list.) We Whatsapped the group. (Not everyone is in the group.) We asked husbands to tell their wives. (They⦠didn't.) â It was time to get everyone on the list and the group. (Clearly, husband delivery was not a reliable method of communication.) â At our next event, we passed around a paper for people to fill out their info. The results were pitiful. (Not to mention that these were people who clearly heard about the event and were already on the list/group.) â And then someone had a genius idea: Letâs do a raffle. Simple entry form: Email, Phone number, Done. â
This time, when we told husbands to forward the message, they did. â We still donât have everyone â weâll need to do a little manual work now, sigh â but weâre close. And all it cost was 2 (albeit gorgeous and humongous) cheesecakes. â
It was a surreal, real world version of the gated content vs. ungated content debate. â
The ungated side says that asking for an email address creates too much friction. They wonât give it to you. â This is true. Free lead magnets arenât free. Theyâre just paying with an email address instead of money. â
But Iâm still on Team Gate Your Content (in most cases). â
The women in our sisterhood want to hear about the events. They want to stay informed of whatâs going on. And yet when asked for their contact info, no one gave it. â As much as great content can wonderfully establish a brandâs expertise, it doesn't keep the brand top of mind. Email does. â
And if you want leads to pay with that email address â so you can establish that *consistent* perception of expertise â you need to demand that payment, not just give your chance away for free.
â Just some cheesecake for thoughtâ¦
â Nikki ð° â P.S. Hereâs a reminder that thereâs an incentive waiting for you after you fill out the [feedback form for Email Swipes](). (Want a cheesecake raffle instead? Tell me in the form. Maybe youâll sway me.) â
â â[Unsubscribe]( | [Update your profile]( | 113 Cherry St #92768, Seattle, WA 98104-2205 Hit reply. I respond to every* email, usually on Sundays.
â*barring human error â
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