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The Smart Passive Income Podcast

AP 0583: How Do I Offer Exclusive Content to My Email Subscribers?

AP 0583: How Do I Offer Exclusive Content to My Email Subscribers?

By Pat Flynn on

AskPat 583 Episode Transcript

Pat Flynn: Hey, what’s up everybody? Pat Flynn here and welcome to Episode 583 of AskPat. Thank you so much for joining me today. We have a great question from Claudius, but before we get to his question, I do want to thank a company that I’ve been working with for a very long time and that I actually am an advisor for now.

That is This is the company by Nathan Barry, who is one of my good friends, who has created this email service provider that is unlike any other out there in the market. There are other ones like AWeber, MailChimp, and even things like Infusionsoft, but that’s what makes ConvertKit great is it’s like all of those, but much more economical, very easy to use, and has all those automation features like the more advanced ones have. Like tagging, and separate sequences based on different areas of locations that they’ve entered your email list, and things like that, that don’t come with the cost and headache that Infusionsoft and other ones like that do.

So, if you want to check out ConvertKit, please use my affiliate link that is Again, that’s If you are starting your email list, or if you have one already, and you want to switch over to something great to help you even further. I use it, I recommend it to everybody.

Okay, here’s today’s question from Claudius.

Claudius: Hey, Pat. My name’s Claudius and I recently started a new website where I basically post reviews of finance books I’ve read. It’s somewhere between a niche site and a blog. Now, I want to build an email list for this particular site to get people to subscribe to my list. I want to provide them with extra content like infographics, or a lesson learned, blog articles. My question is, how to do this technically, so are there any plugins or tools which allows subscribers of my list to enter specific parts of my website. What would you recommend? And also, referring to your own book club, would you recommend making significant parts of your content available only for your subscribers? I mean, isn’t that a waste of SEO potential? Thanks for your answer.

Pat Flynn: Hey Claudius. Thank you so much for the question today. Or the questions actually. So, I’m actually going to start with your later question, in regards to your book club and making certain parts of your website or content that you put in these emails exclusive to your book club or subscribers-only and how that is a waste of SEO potential or search engine optimization potential because you could be putting that on a public place where there would be search engine rankings and you’d get more traffic exposure that way. That is potentially true. You can do that, however, there’s two parts of the successful online business equation. There’s the traffic building part, which is of course where SEO actually matters, and then there’s the part that matters after people come to your website, which is the conversion, and the relationship building, and the customers. That side matters too. Unfortunately, too many people put so much effort into the traffic-building side of your business that when people come over to their website, the experience isn’t as great as it could be.

This is why I feel like it’s okay to sacrifice some of that SEO potential by taking some of that content, and making it exclusive to your subscribers only. This is another reason why I, on my transcripts, don’t make them just text on a website, and I’m talking about transcripts from my podcasts at That’s why I don’t make them just text on the website that can be found by google. I make them, or I turn them, into a pdf file that people can download. Why? Because it’s a little more value to them. It’s something that they have to click on to, not purchase, but they get access to and it makes it feel like there’s something else in addition to the podcast and the blog that they’re getting and it’s just another touch point because it gets downloaded onto their computer and it’s another transaction they take with you. Even though it’s a free transaction, it’s a way for them to say yes, I want this. This is great. I need it. It trains them essentially to continue to want to get additional things beyond what they can all get on the website.

So, in terms of a book club. You want a book club to feel exclusive. People are not going to subscribe to it if they feel like they can get that content without subscribing. So, making sure to have great stuff on the other end after people subscribe, even though you’re potentially losing out on some exposure, it could actually help you out and get more exposure down the road because you’re going to have people who are enjoying that stuff. They’re going to enjoy getting those email, they’re going to feel like they got something special, and they’re going to be more likely to be a fan, to be an ambassador, to be somebody who shares their stuff with others. So, that’s that answer.

To answer your first question, in terms of technology to create an email list. I had mentioned earlier in the beginning of the show, my favorite email service provider, or ESP for short, and that is Again, my affiliate link for that is It’s by far the easiest to use and it’s a way you can setup forms on your website to then collect people’s email addresses. You’ll also want to be aware of where on your website your forms exist. For example, not just in the sidebar, not just on the home page, for example, but at the end of every blog post, I would also put it on your about page. That’s somethings that’s actually very under utilized here in the blogging world, is putting an opting form on your about page because it’s one of the most visited pages on your site. However, most people don’t utilize the sort of relationship building that starts on that page by collecting email addresses. So, do that too. And any other top visited pages or posts on your site, you can have a little bit more of a call to action to actually subscribe to your email list too.

You can also have landing pages that deliver incentives in exchange for an email address. Such as,, or, those are both examples of landing pages that you could create to give away something in exchange for an email address and I wouldn’t ever just say, “Hey guys, subscribe to my list for exclusive content.” You want to give something else away in return because people want that up front thing that they get and ConvertKit can help you deliver that giveaway. You can also hook up ConvertKit or any email service provider to something like lead pages which could help you with that lead magnet delivery too. And plus, Leadpages, which is another company that I am an advisor for too. They’ll give you a lot more options for forms, and these things called Leadboxes, where if people click a button on your website, it opens up kind of a light box which means there’s a pop up and the background kind of fades and darkens a little bit, where then people can actually subscribe. That two step opt in process actually converts better than the ones that opt in process which is a form directly on your website.

So, anyway, check out Episode 78 of the Smart Passive Income Podcast if you want more information about that. But, yeah, Claudius, that’s the technology I would use and they have a great knowledge base to help set all that up to make it so that you can collect emails from your website and build your email list. So, thank you Claudius. I appreciate your question. I’m going to send you an AskPat t-shirt for having your question featured here on the show and you’ll hear from my assistant Jessica in the next couple weeks so we can collect your information and send that over to you. And you have a .de website so it looks like it will be going overseas, and I look forward to seeing the shirt on you.

Thank you to everybody else who’s asking questions also because the show wouldn’t exist without you. So, please keep them coming. Head on over to You can ask right there on that page. I also want to give a big shout out, one more time, to ConvertKit and Nathan Barry for all he’s done. My email list has significantly grown and the open rates have significantly increased since using ConvertKit. My affiliate link one more time is

Thank you so much. I appreciate you for listening in today and here’s a quote to finish off the day from Plutarch and that is, “What we achieve inwardly will change outer reality.” Cheers and ill see you in the next episode of AskPat. Bye.

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