Have you been in a situation where you met someone attractive at a party and you become good friends? Well, you have a crush on the person and you don’t want to scare them away. So what do you do? You take it slow and do not make any moves. You hang out all the time, go to different places and you guys become even better friends. But that’s just the problem. You don’t want to be just friends. You don’t want to overthink it anymore. And you finally decide to do something about it and let them know how you feel. So what do you do? You make a move and what happens? They are shocked. If you were sincerely interested in them from the beginning, why did you wait until now? To let them know how it feels awkward. They thought you only wanted to be friends. Can we just stay as friends now? It’s even more awkward and they leave. You actually did scare them away. Has that ever happened to you? You can tell it happened to me. It happened to my personal life. But apparently, I didn’t have my lesson because I made the exact same mistake in my business life as well. Have you been in a situation where you have a blog or email list full of happy subscribers? It’s a great feeling, right. And you don’t want to scare them away. So what do you do? You decide to take it slow and not sell them anything. You continue to provide value after value for free. Your blog is about health and beauty. So you provide free tips day in and day out. You post about how to make a perfume last all day, how to switch moisturizers depending on the weather. Health tips from celebrities like Drew Barrymore and even makeup tips from drag queens, you and your subscribers become even better friends. But that’s just the problem. You don’t want to be just friends. You don’t want to give away things for free anymore. You don’t want to overthink it anymore. So you finally make a move. You finally send them an email with an offer to buy your product, a compilation of all the self-care tips that you recommend in one ebook. And what happens to your subscribers is shocked. If your product was truly valuable, why were you giving it away for free? Why are you charging for it now? Now it feels awkward. They thought you only give out things for free. Can we just stay as friends and don’t charge me for your products? Now is even more awkward and they leave. You actually did scare them away. A lot of new entrepreneurs make this mistake. They understand not to bombard their customers with offers all the time. So what do they do? They do the exact opposite. They keep giving things away for free. They think what they are doing is building a relationship with loyal fans. But what they are actually doing is training the subscribers to think all their products and services are free. And the moment they charge for it, their audience feels shocked, even betrayed. Wait, I thought you just wanted to be friends. I’m sorry, buddy, but you just got friends giving value, and giving offers to your list should not be exclusive because real relationships are a give and take. It’s supposed to be mutual. It’s the same in your personal and your professional life. Nothing of value is free. When I got tired of giving way myself, care tips for free to my subscribers and started to charge them for it, lots of them unsubscribed from my list. They actually felt betrayed, as if I somehow tricked them into thinking that my services were free, but actually not. And it was my fault. My past behavior led them to believe that some of my students were having the same problem on their Instagram accounts. They post tips after tips, after tips on their expertise. Their account is one large educational library and that’s great. But what happens when they start to sell their expertise? Rarely there any of their thousands of followers bought their products. Why? Well, why should I pay for your tips? You already give them away for free on your Instagram every day. I’ll just wait until tomorrow and try another one of your free tips. So when should you let your crush know that you want to be the boyfriend or girlfriend? I mean, when should you let your subscribers know that you have products for sale after years of doing split tests? And when was the best time to send out offers to your lists and years studying email marketing from different experts, signing up to their lists, and seeing what they were doing? I finally came up with my own proprietary email marketing formula. Please don’t be overwhelmed with the details. We will spend plenty of time going over each section of the flowchart and explaining when you should do what and send what. I just wanted to introduce you to the idea that as soon as someone signs up to your email list, they will receive the lead magnet email along with an offer sequence to buy one of your products. That is the best time to let them know your products are not free. Are you going out with the opposite sex? Serves a purpose to show that you are romantically interested in them. You’re building an email list that serves a purpose to introduce them to your products that will benefit their lives. Nothing of value is free and we let people we meet know our intentions from the beginning. You may be generous from time to time and give out free samples in the form of promotions, but it’s due to generosity. Make no mistake, your products are not free. You are not going to be friends friendzone.