Tag: Small Buisness

  • Show me that dawg in you.

    I’m dog-sitting at Aeriel’s as I write this. 

    Been doing this gig for 3 years, and let’s just say, I’m pretty good at it. 

    These normally rowdy beasts do nothing but sleep on my watch.

    It even got to a point where it’s been hours since they stood up, so I had to check on them one by one — just to see if they’re still breathing. 

    For the record, they are.

    And it’s not like they’re just scared of me.

    Because if they’re frightened, they wouldn’t even dare to blink when I’m around. 

    Dogs are guardians by default, you know?

    They’d rather die in panic than sleep when there’s bad juju lurking.

    So, them being scared of me is not the case here.

    Because just as I write this, Loki — the biggest one — puts his head on my lap.

    Cute. But now I can’t move my damn legs…

    … and I have dog hair all over me.

    Now, I don’t claim to be a dog expert.

    But I gotta say, there was a time when I was really into dog training. 

    I was so fascinated with the whole ‘pack leader’ thing.

    Are you familiar?

    If you own a dog, you should be.

    But for the sake of those who aren’t: it’s a dog training philosophy. 

    Essentially, it’s where you act as the leader of your pack.

    And as the leader, you should always be calm and assertive.

    You give the rules, the do’s and don’ts, the corrections…

    … while still letting them feel proper affection. 

    So in a nutshell, the idea is to make the dogs feel protected — that nothing bad will happen — because you’re there.

    As a result, the dogs are calmer. 

    Worthy to be called a good boy.

    Now my theory is that I did that with these dogs.

    I think this is the reason why all they do is sleep around and chill when they’re with me. 

    Almost a 180 from their normal behavior.

    Sometimes I like to take pride in that. 

    Now I know we’re talking dog psychology here, so what I’m about to tell you next might sound weird…

    Because, surprisingly, this philosophy applies to how you should treat your email list.

    No, I don’t mean treat them like dogs.

    I mean… be their pack leader.

    The legendary copywriter Gary Halbert did this a lot.

    When he talked to his audience, he’d sneak in some psychological bits that painted him as the top dawg.

    He wants them to treat him like their daddy.

    Ballsy move.

    Same with copywriters like Daniel Throssell.

    He’ll tell stories where he’s the teacher and his list is there to learn from him.

    He even creates these fictional storylines, like the one where he ‘kidnaps’ other big-name marketers. (As a joke, of course.)

    Everything implies that he’s the ruler in his world.

    And no, I’m not saying that you should do exactly what they’re doing.

    In fact, I compel you NOT to.

    Because not everyone can pull that off.

    All you need to understand instead is that you gotta paint yourself like the leader.

    Remember, you own the email list.

    They willingly joined in.

    So in a way, you’re the captain of the ship — and you’ve gotta act like one.

    Because when people sense leadership, they listen. 

    They stop looking for the exits and start paying attention.

    That means, as their captain, you have to make your people feel safe and entertained and as satisfied as a spoiled Shih Tzu. 

    In return, they’ll hand over their trust on a silver platter…

    … and that’s the best position to be in when you have an offer to bring.

    In my little experiment called Campaign Test Drive, I wrote emails that put this idea into practice.

    If you want to project that same calm authority onto your audience — the kind that makes them “good boys and girls” that trust your word — you’ll want to see this

    Click here:

    https://johnrillemanalo.com/campaign-test-drive/

  • Why Your Email Marketing Strategy Is as Bland as Protein Milk

    Aeriel, my girlfriend, has been cutting her coffee intake lately. 

    Yes.

    I didn’t know that’s something a person can do…

    Kidding.

    I think she mentioned it’s for health reasons? I honestly forgot why.

    But it’s been weeks since she started this, so it would be a little awkward to ask now.

    Anyway, because of these ‘lifestyle’ changes, she’s been drinking milk instead.

    You know, to replace her coffee.

    After all, she’ll always be a beverage girl. Life is incomplete without a drink in her hands.

    🥤

    That’s why when we were at the grocery store last weekend, I showed her this powdered milk that says “PROTEIN+” on the package.

    It attracted me like a light, and I’m a moth.

    See, I’m tryna lose some belly recently so I checked the nutritional facts on the back.

    And according to my super quick computation…

    … it has double the amount of protein compared to my go-to milk.

    I instinctively called Aeriel from the next aisle and showed it to her. 

    She’s the one looking for milk.

    Thought she might be interested as well.

    And after a little bit of mental math (to check if my protein comparison was correct), she put it in the cart.

    I was right. It has way more protein.

    Then the next morning, she messaged me.

    “DI MASARAP!”

    I was like,

    “🤔”

    I had no idea what she was talking about…

    “Yung protein milk! Matabang tapos lasang grain”

    Oh right… The milk.

    It’s not a match.

    She gave the pack to me.

    Which brings us this morning, when I prepared a glass for breakfast.

    …

    …

    Yuck.

    It did taste like grains.

    I wasn’t even sure if I could call it milk.

    I mean, it looks like one.

    And on paper, it even looked like the superior kind. 

    But man, I didn’t give a damn after tasting it.

    See, that’s a problem.

    When you think you’re doing it the right way because you’re giving all the juice to the people and you’re ticking all the boxes…

    … The question now is:

    How did you make them feel?

    Did they end up caring about you more after they experienced what you brought to the table?

    Or was it the opposite?

    🙄

    You know, you can ask the same questions in your email marketing.

    You might think that you’re doing it right — you make people buy from all those flash sales.

    So you keep on doing it to squeeze more money from your list.

    But how do they see you now?

    Is there any trust built, or are you just training them to wait for another sale before they even bother to open your email?

    See, that’s important. 

    Because great email marketing isn’t about getting all the sales.

    It’s a long game.

    If every email is just another sale or another “check this out…”

    … they’ll stop listening unless there’s a price slash attached to it.

    You can’t build loyalty that way.

    But when your emails feel good to read? 

    when they entertain, share a story, or give an idea worth remembering?

    Then you’re getting something more than just a sale.

    You can’t just slap in “more protein” in your milk formula and expect people to make you their new go-to.

    I still want that familiar taste.

    Because no amount of nutritional facts can save something people don’t enjoy.

    Just like no amount of “20% off” can save a brand that people end up not caring about.

    I talked about how to remedy that bad email habit on Campaign Test Drive.

    Learn more about it here:

    https://johnrillemanalo.com/campaign-test-drive/

  • Why Offer-Led Positioning Works (and How Game Night Proved It)

    A little fact about me that you may or may not care about: I play board games.

    It’s my chosen hobby. 

    Something I’d quickly jot down when you ask me to fill out the ‘What do you do for fun?’ question in your slambook.

    Heck, I even created a newsletter about it a few years ago.

    That’s how obsessed I was.

    But like any other hobby, it can be hard to maintain.

    And what sucks even more is that you need other people to really experience the high.

    If you’re the “board game ambassador” among your friends?

    You always have to play it cool. You can’t just geek out and get giddy talking about the hobby.

    Just because you’re head over heels for it doesn’t mean they are too.

    So, if you wanna sell a game night? 

    You gotta be a real salesman.

    How you offer the idea matters.

    If you’re talking to fellow gamers — or at least people who get the same thrill — a simple “Hey, let’s play tomorrow!” will do.

    If you’re talking to casuals, remind them of their favorite gateway game and tell them you’ll show them something similar… but better.

    And for non-gamers? Sell them the drinks and the food. Make it sound like a fun bonding night for the group.

    See what I did there? You gotta craft the right offer for the right people.

    They won’t bite unless you bait them with something that makes them drool like a bulldog.

    And this — weirdly enough — taught me one of the most powerful lessons in marketing.

    See, there are plenty of marketing nuggets to dig here.

    One obvious one is crafting your offer.

    This is another way to position your business.

    Tweak your offer, and you control how people perceive you.

    You can dress it up as the fast solution, the budget-friendly option, the battle-tested aid, the risk-free bet, the premium choice…

    …or mix and match to create something entirely your own.

    This should already solidify your brand’s positioning.

    But if you really want the spotlight?

    There’s something that you should add to your offer that will make your audience weak in the knees.

    It’s not something that directly solves their problem, but it turns your offer into a delicious bait that lures in the perfect customers.

    Think of it as a secret sauce you marinate your offer in for a long, long time.

    I talked about it in Campaign Test Drive.

    If you want to get the sauce, go here and join the simulation: 

    https://johnrillemanalo.com/campaign-test-drive/

  • So much potential for fun, wasted…

    When I was working in real estate as a ‘Property Specialist’ (aka: agent),  the thing I hated the most was manning duties.

    Manning duties were simple.

    We had booths and showrooms, and every agent was scheduled to man them.

    We had to spend almost the whole day finding leads and giving out flyers… IN THE MIDDLE OF A PANDEMIC.

    Yup.

    See, I hated that because I have a sick mother at home with a low immune system…

    … and I’m her primary caretaker.

    And there I was, in the malls, day in and day out, trying to talk to people who were probably freaking out every time I extended my arms or removed my face shield to wipe the fog off of it.

    Whatta risky way to live.

    But aside from that, I also don’t like the task itself.

    I had no game giving out flyers.

    I’m an awkward guy. My words are my strength.

    To be honest, I only got that job because I was told all I had to do was sell on Facebook.

    I didn’t sign up for this manning bullshyt!

    …

    Okay, okay, I’m okay.

    That was years ago.

    You’re just reading about it now because earlier, I saw this video of a man giving out flyers.

    And man, I really wish I had done what he did.

    His approach was genius.

    I was more ashamed of my performance because of this.

    So he stands in an area with heavy foot traffic…

    But instead of just giving out the flyers? 

    He stops people in their tracks… slowly getting closer while shuffling the flyers like he’s gonna do some card tricks… 

    Then he says:

    “Alright, ma’am, pick one…” 

    Then the lady picks one.

    “Great, thanks! We’re open on weekends!”

    …

    …

    Then he walked away to find his next victim — errr, I mean lead.

    That’s freakin’ genius. GE-NI-US!.

    I’d have had more people taking my flyers with my name on them if I’d done that before!

    And I could’ve actually enjoyed my time during those stupid manning shifts.

    I really think I could’ve done that better than yelling, “Hello! 2-bedroom units here at Commons, zero down payment!”

    Ugh. 

    So much potential for fun was wasted.

    But see, that’s a good positioning lesson right there.

    That genius trick worked because he turned a boring, ignorable thing — a freakin’ flyer — into a micro experience. 

    He disrupted the people’s autopilot brains.

    No idea about all that when I was an agent.

    But now, it’s one of my favorite things to look at when figuring out a brand’s positioning.

    For example, in the cookie biz that we’re building?

    I’m doing something similar.

    Selling via emai.

    It’s a channel everyone ignores, until we make it feel different.

    See, when we were looking around the market, nobody is selling — or selling well — through emails.

    None of them.

    That means, essentially, we’re exploring new territory here.

    And that’s our “magic” trick.

    So what am I saying here? 

    Simple.

    If you’re stuck on price wars and stiff competition, this is one way to position your brand.

    Try to figure out a different selling method that will make you stand out like a sore thumb.

    But of course, you can’t force uniqueness for the sake of it.

    Positioning is crucial, but you still have to make everything clear and easy for your audience.

    It’s stupid to be so different that you’ve already alienated your brand from the market.

    Find the balance.

    For more email tips and principles like this, go here: 

    https://johnrillemanalo.com/contact-the-guy/

  • Why Positioning Isn’t Just Strategy — It’s a Philosophy.

    Yesterday, I was walking around the mall when I saw this famous cookie brand’s kiosk.

    I stopped, stayed in one corner, then observed the store like a deranged PI with nothing better to do.

    They really nailed the location of their stall. Foot traffic was strong. And they were right beside the waiting area for a big family restaurant.

    Translation? Their customers were either a family of (at least) four… or a squad of titas and mamitas killing time before dinner or maybe buying desserts and pasalubongs.

    They never ran out of buyers in the 15–20 minutes I lurked there.

    Good for them.

    Now, once I got busted — I mean bored — I continued my walk.

    That’s when I saw a less popular cookie brand just a few hundred steps further.

    Again, I stood on the corner, spying. 

    Their location also has good traffic. Perhaps, a busier one. 

    But the crowd? Smaller. Understandably so, since they’re fairly new and smaller brand.

    And unlike the first one, their customers here are mostly lone ladies, probably mid-20s to mid-30s. Backpacks, earbuds in, holding a couple of Watson’s shopping bags.

    You know the type.

    See, even with that shallow spying I did, you can already see the importance of positioning. 

    They sell the same products…

    … But to very different demographics.

    This is why, when figuring out our positioning at Cookies et al, we also asked: Whose problem are you gonna solve?

    Or, more accurately: Whose cookie cravings are we gonna satisfy?

    See, running a biz is already a minefield. There are a hundred things you’ll never control.

    There’s the macro environment, like the economy and the bureaucracy— and then there’s the market perception, the competition, fads, and a bazillion other headaches. 

    So the few things you can control?

    You should obsess the heck out of them like a psychopath. 

    And one of those is the people you’ll serve.

    When you control that, everything else falls into place. 

    Building relationships gets easier… Gaining trust gets easier…. Leading them into your world gets easier…

    Selling just feels less like arm-twisting and more like an invitation.

    In “saturated” markets, this matters even more.

    For example, those two cookie brands I observed…

    One serves an older demographic — the mommies, the lolas, and the titas. So they added a couple of seats and placed their kiosk beside a family restaurant.

    The other one? They’re for the young-er people. They use cool, lively colors, and their cookies are freakin’ sweet. Plus, they’re located in a faster-paced spot where people are normally on the go. 

    Now, let me pull this back to our cookie biz, Cookies et al.

    Obviously, we can’t use those physical store strategies to control who goes in. 

    So we made a deliberate choice: we’re gonna be an email-heavy brand.

    That’s our weapon, our filter.

    And the layers go deeper: how we talk in our emails. How often we show up. The stories we tell. The way we describe a damn cookie.

    Every detail is designed to pull in the right crowd.

    Because those are the things we can control.

    Think of it like that one friend who’s a ridiculously good gift-giver. 

    You became friends because you liked their personality. You just loved talking to them or hearing from them. But you never told them what gift you wanted.

    And somehow, when you open their Christmas gift… surprise, surprise. It’s something you never knew you needed. They just have that gut-feel, you know? 

    Now, every year, it’s their gift that you’re itching to open. 

    And that’s exactly how we see controlling our audience.

    We don’t wanna waste energy fighting battles where the rules are always changing

    So we want to double down on the things we can control — like who we choose to serve

    Because when you control that, everything else follows. 

    The message sharpens, amplifies. The marketing resonates. 

    You stop being a brand that begs for people’s scrap, fleeting attention… 

    And become one that attracts the right people, almost naturally.

    In our book, that’s good marketing.

    For more email tips and philosophies like this, go here:

    https://johnrillemanalo.com/campaign-test-drive/

  • Our out-worldly plan to make people eat cookies

    I was talking to a friend the other day about the cookie biz we’re building. 

    The first thing he asked me?

    “Saan yan? Sabihan mo ako para makadaan kami ng gf ko?”

    And that’s fair. 

    That’s how most people still think.

    Building a food biz (or any business in general) means there’s a physical shop.

    I mean, our generation was raised to think that’s the dream!

    And I get it…

    Yes, of course, a physical store is actually part of our plan. 

    (THAT’S THE DREAM!)

    But unless we win the lottery tomorrow, that plan is wayyyy down the road.

    For us? At this stage? Managing a brick-and-mortar cookie business is like buying a one-way ticket to bankruptcy. 

    It’s just ridiculous how hard it is to do a more “familiar” business here in the Philippines. The rent, the taxes, the overhead? 

    Blegh. Shoot me in the head.

    We had to find a way around it. 

    This is why social media like Tiktaktok and Instagermz are a god-sent gift for most small businesses here. Luckily, most of them are now aware of its power, and they’re slowly (and painfully) figuring out how to wield it. 

    Except for us.

    I mean, I know how to do it — been studying it for some clients and my own brand. 

    But I just don’t like to do it.

    Maybe that’s my contrarian brain speaking, but I just can’t bear the thought of grinding it out just for the clicks. Because yes, however those marketers are framing it, in social media, it’s all about the clicks. 

    Anyway, I explained half of that to my friend and he immediately agreed.

    “Oo nga sabagay. Rent dyan eh kalamo nag babahay ka!”

    “Diba!!! At dahil ako ang in-charge sa marketing, email na lang ang atake namin.”

    I added. 

    “Ay aba. Kakaiba.”

    Yup. That’s what people are usually saying when we mention emails.

    And that’s exactly what I wanted to hear. 

    I think it’s time for small businesses to use email marketing. 

    For us, instead of battling for clicks and attention? 

    We’ll send emails to transport people into a different dimension. 

    …

    …

    Yup. 

    That’s a whimsical way to put it. 

    But that will be our approach to this — a cookie brand with its own weird world.

    If you’re familiar, yes, we are heavily inspired by Ben Settle’s world-building idea. 

    Unlike other cookie biz, we won’t rely on pictures and videos — which sounds too risky (and borderline stupid) for a cookie brand — but that’s just the way we wanna do it. 

    What’s the point of building something that we wanna call ‘ours’ if we’ll just do what everybody else is doing right?

    And honestly, I’d be lying if I said I was confident this would work.

    Because really, just the thought of building this — which I really haven’t seen being done anywhere — makes my stomach flip out of my mouth like Yulo. 

    But this is something that really excites us. Especially me.

    And I think that’s a good thing to have in this biz model.

    How can anybody enjoy your world if you aren’t even excited to build it?

    Yes, yes, I know I keep using that ‘world-building’ phrase like we’re building a theme park. 

    But it’s literally the perfect word to describe what we’re thinking.

    We’ll separate our biz from the typical cutesy patootsy, rustic cookie vibe. Not even those high-end, bougie image that some brands are projecting.

    We’ll make it as ‘other worldly’ as we can. 

    We’ll make it as if the customers will feel like they don’t want to buy other cookies and just stay with us, listen to our stories, and eat their damn cookie. 

    No, we won’t tie up our customers. 

    We can’t go the physical route, remember?

    We’ll do it with emails — good ol’ fashioned relationship-building.

    And I think it’s time you do it too.

    For more email marketing tips and strategies that build a biz, go here:

    https://johnrillemanalo.com/campaign-test-drive/

  • An author, the Church, and a Japanese walked into a bar…

    Okay, there’s no punchline here.

    Peace. 😅

    But let me tell you this…

    A book that everyone and their mother seems to have read is Atomic Habits by James Clear.

    And rightly so.

    The book dives deep into practical tips on how to build systems that form good habits while bashing the heads of bad ones.

    But its core, the big idea is this:

    Get 1% better each day. 

    Those microscopic improvements accumulate into complete — and often multiple — breakthroughs in our lives.

    It just makes sense. 

    In fact, years before this book ever existed, the Catholic Church had already been practicing this idea through Pondo ng Pinoy.

    (Love this initiative when I was in 3rd grade, and I still love it now.)

    It’s simple: grab an empty plastic bottle, drop in at least 25 centavos a day, and when it’s full, donate it to the church.

    A single 25-centavo coin — something you barely notice — when repeatedly collected and combined with others, transforms lives and communities.

    See? 

    The practicality of the system works!

    You’ll also find the same principle in Kaizen methodology.

    Instead of chasing huge breakthroughs, Kaizen focuses on small, consistent, daily improvements.

    Japanese industries lived by this — look up the Toyota Production System.

    That Kaizen mindset is what gave Japan its reputation for world-class quality products that we all know and admire today. 

    And this is exactly why I keep preaching about talking to your audience regularly.

    … Even better? DAILY.

    Stop thinking that you have to go easy on emailing them.

    Just tell stories — personal ones hit harder.

    It could be the time you blanked out during a presentation…

    The time you argued with a sales lady, realized you were wrong, but it was too late to back out…

    Or maybe even the time you wet the bed at 16.

    See, that makes you a person. 

    That makes you a friend.

    Or at least a relatable acquaintance.

    But of course, you’ve gotta close those story emails with your offers (or whatever action you want them to take).

    You’re still running a biz.

    Look at it this way.

    Imagine your coworker gets a side gig as an insurance agent. 

    Let’s call her M.

    Since then, every day you see M, she somehow slips in the fact that she sells insurance.

    She’s not really selling, but you know… just kinda reminding you.

    And honestly, you don’t really need her offer right now. So you don’t always listen to her stories. You nod, you respond with “Ah talaga? Grabe.” And on a bad day, you say nothing at all.

    Kinda cold but…

    One thing’s for sure… You won’t forget about her insurance plans anytime soon.

    Then one day you go home.

    You check your phone.

    And in the family group chat, your cousin asks:

    “Guys, sulit ba talaga kumuha ng life insurance?”

    …

    …

    Who do you think will cross your mind?

    Yep.

    M.

    Freakin’ M.

    That’s the reason behind telling your thoughts and stories every single day.

    Each time you share them, your chances of being remembered — and chosen — get 1% higher.

    Not everyone will love your stories. And you definitely can’t expect them to enjoy every single one.

    But each email builds a connection. 

    Each one brings you closer to a breakthrough in your relationship with your audience.

    So, if you want emails to work for you…

    Sprinkle in some personal stories as often as you can. 

    See how that works here: https://johnrillemanalo.com/campaign-test-drive/

  • Want More Bookings? Write Emails People Actually Enjoy Reading

    I’m sitting here at the clinic, waiting for Aeriel.

    And let me tell you… This is a boring clinic.

    There are no things to read. No magazines, no pamphlets, and not even those educational charts on the wall that tell you about diabetes, and glaucoma, and STDs.

    There is, however, a flat-screen TV on the other side of the room… but all the good seats are already taken.

    So here I am, doing what I do best. 

    People-watching. 

    Alright, let’s see what we’ve got here.

    First up: a grown-ass man letting his mama do all the talking with the nurses.

    You know what? I’d get it if he is sick. 

    But the thing is, his mama’s handling the paperwork, the questions, everything! 

    … While our buddy boy here cuddles up with his grown-ass girlfriend on the couch. 

    Blegh.

    And yes, he’s the patient. 

    The nurse called out James Michael… pretty sure mama’s name isn’t James Michael.

    Anyway.

    Next character: A big dude. HUGE.

    He looks like he could kyll a rabbit with his bare hands. 

    He’s wearing a black camo shirt, jeans, and a straight face. 

    He’s got that real scary-bouncer-at-the-club vibe.

    But wait. Nuh-uh.

    My man’s suddenly grinning ear-to-ear… watching a Kathniel chick flick on the screen.

    Don’t judge a book by its cover, right?

    At least someone’s enjoying themselves.

    Because the nurses sure weren’t. 

    A while ago, they looked as bored as I am… 

    Until this one nurse walked in.

    Loud voice. Moves like a noontime variety show host. Meme Vice has got to watch her back.

    And his opening line at the nurse’s station?

    “HELLO TEH! Dami tao ngayon?”

    Boom. Instant vibe shift.

    Everyone went from 😑 to 😀

    Whatta guy.

    And here’s the thing—you know people like that. Not necessarily the loudest in the room. Not always the life of the party. But just… someone fun.

    Someone with that spark.

    They tell a lotta stories, they know how to throw a punchline, they bring the hottest news, or they are just so freakin easy to talk to.

    That type of vibe sticks out— big time. 

    So if you want to be magnetic, be fun!

    And this actually is the first thing you could do when I say make your emails impact your business.

    See, most people are bored to death with their endless scrolling and boring tasks. 

    They’re dying for a taste of escape. Even just through someone.

    So be that someone to your list. 

    If you want to sell more? Make your emails fun!

    Say something juicy, something bizarre, something naughty, or something that you would only say or think of when you’re alone.

    But here’s the trick…

    It only works if it’s real— If it’s something that actually makes you laugh or makes you lean in.

    Because then, you’re not forcing it. You’re just sharing from the bag of cool shyt you naturally carry around.

    People adore that. (Even those who say they hate the type.)

    Think about it, while your competition is throwing launches and promos left and right, making skits and trendy “content”…

    … and you’re there writing person to person, bringing the fun.

    That makes you the one they can’t wait to hear from.

    If you need emails like that, let’s talk here: https://johnrillemanalo.com/contact-the-guy/

  • Email Marketing Works Strikingly Well for Local Fitness Studios and Hobby Shops in the Philippines (If You Don’t Suck at It)

    The biggest case against email marketing in the local scene? 

    “NoBodY ReAds EmAiL anYmORe.”

    Pfft… Bulldust.

    Maybe YOU don’t read yours. But newsflash: You are not your market. 

    Today, in just a couple of clicks, you can pull up data that proves people are still opening emails… A LOT.

    Now…

    Is Email Marketing Dead in the Philippines?

    Well, think about this:

    • Job applications
    • Product subscriptions
    • E-commerce transactions
    • Government e-services 

    These are some of the things that are delivered straight to everyone’s inbox.

    And what do they all have in common?

    People are literally standing by their inbox for these emails.

    Because the inbox is where the stuff that actually matters shows up.

    What Local Shops Get Wrong About Email Marketing

    Here’s the key: Your emails should matter to your audience.

    It can’t just be newsletters full of “what’s new” and random shout-outs.

    It can’t just be cookie-cutter flash deals.

    Because it’s not that people don’t read emails…

    It’s that people don’t read emails that SUCK.

    So don’t make yours suck!

    How to Make Emails That Actually Matter

    Make it interesting for your audience.

    Make it fun, talk about pop culture, talk about the recent chismis, whether that’s about celebrities or politics. 

    Talk about what’s interesting for you!

    That’s your unfair advantage when you’ve got a passion-driven brand. 

    Odds are, you share the same interests as your audience. 

    If you own a toy shop? You can always geek out with your customers. 

    Run a pilates studio? Your students can probably understand when you talk about your favorite series. 

    Got an arcade space? Hype up the upcoming sequel to your favorite game. 

    Even if they can’t always chime in, you’re pulling them into your world.

    You’re befriending them!

    From Trust to Loyalty (and Loyalty to Sales)

    Do that consistently, and they’ll start to trust you more.

    Remember, trust makes people loyal.

    And loyalty makes selling stupid simple.

    Eventually, they’ll wait for your emails just because they enjoy you.

    Heck, they might even wait for you to sell to them.

    Campaign Test Drive: Experience How Effective Emails Should Feel

    The reason most people think emails don’t work? Because all they ever get are flat, lifeless emails.

    That’s why I created Campaign Test Drive.

    It’s a series of emails that show you how your audience should feel when they hear from you.

    No, you won’t get a template that you can just plug and play. 

    What you’ll get are principles that could impact your business from here on out. 

    And it’s free.

    Check it out here: https://johnrillemanalo.com/campaign-test-drive/

  • Email Marketing Tips for Filipino Passion-Driven Biz Owners

    People love to say freelancers and business owners have “full control of their time.”

    Nope.

    Lies!

    Well, at least for me.

    Since I started freelancing, building a biz, and taking care of my mama, just going out feels like a mission.

    And being in the Philippines during the rainy season? Forget it. Every damn storm keeps me stuck inside… for days. Sometimes weeks.

    So yesterday, as soon as I saw sunshine… My laptop is packed (so was my umbrella), and I was good to go.

    Sure, I still planned to work– but at least it’ll be on a desk that wasn’t mine!

    Now, if you’re running a biz, you’re familiar with this: leisure is a luxury.

    Yes, business is good, but most days, your engines are running 24/7.

    Even email notifications begin to sound like trauma.

    Can’t. Stop. Working.

    But here’s where I’m different…

    I actually like the work.

    I think, I write, I set things up, I talk to people. 

    (Well, I don’t like that last bit a lot, but you know, it’s tolerable… could be interesting sometimes.)

    But if you’re in a passion-driven biz– Like a hobby shop, a fitness studio, or even an entertainment space?

    You better enjoy what you’re doing.

    Because when you set things up right, some days your “work” could literally just be writing one email to your list.

    Yep. Emails.

    Emails are criminally underrated here in the Philippines. 

    See, people here are family-oriented to the bone. That’s why when you knock on every door on a random street in Manila, you’ll see that most households are extended households.

    It’s in our DNA…

    We love our people…

    The ones we’re born with…

    And the ones we choose.

    So if you’re running a passion-driven biz? That’s your secret weapon!

    Filipinos love to be a part of something. (We can adapt pretty well)

    We want to hear stories. (Whether we relate to it or not.)

    We eat up connection, drama, moments that make us feel like family.

    And you can satisfy all that through email marketing.

    Let me paint you a picture.

    Let’s say you own a Dance Studio…

    You built it from the ground up. You’ve got students, classes, and a decent set of offers. You’ve been doing this for more than a year now.

    Clearly, you can attract new customers.

    And that’s where email marketing comes in.

    Excluding the technical mumbo-jumbo preps, you can make a huge impact on your passion-driven biz when you implement this 4-step plan:

    Step 1. Stop relying on ‘hope marketing’

    If you’ve been around for years, why are you still dancing for free on TikTok?

    Praying someone sees your “content”? 

    Come on. You’ve done that part. 

    You don’t need strangers scrolling at 2am.

    You need a list of people who’ve already touched your dance floor — past students, trial-takers, workshop joiners. 

    Collect their emails.

    Step 2. Send emails

    Do it regularly! If you can make it daily? BETTER.

    It doesn’t have to be a polished newsletter. Just a quick story, a funny behind-the-scenes, a lesson from class, or whatever industry or personal rant you’ve been keeping in your back pocket.

    Example email: “The most embarrassing thing a student did last week… and why it actually made them better.”

    That’s it! Tell what happened, then end with: “By the way, two slots left this Saturday. Want in?”

    Step 3. Sell story arcs, not time slots.

    See, nobody wakes up excited for “7 pm Hip Hop.”

    Your enthusiasts want transformation, or maybe just bragging rights. So stop selling hours. Sell your packages as journeys:

    • Beginner’s Confidence Arc: 5 classes to look smooth on the floor.
    • Date Night Salsa: bring a partner, drink after.
    • Unlimited Pass: your diehards live here.

    These are offers you can push every day without sounding like a broken record.

    Step 4. Stretch your emails.

    Now this is why I said stop “relying” on hope marketing… not stop it altogether.

    It’s still a good idea to have a social media presence, especially here.

    So what I suggest you do is not let today’s email just vanish. 

    Recycle them. 

    Those fail-stories? Post it on IG. A transformation story? Make it a reel. That rant about “perfect form”? Use it for your launch campaign.

    If you email regularly, after a year of sending, you’ll have your own library of persuasion. Do it for more, and your audience will treat you like a buddy.

    Because they’ll know you…

    Not as a brand, but as a part of their daily life.

    Like a family.

    Bottom line: This model buys back your time. 

    Instead of burning hours begging strangers on socials, most days you only need to send an email. 

    That’s it.

    Which means more time to actually run some errands, refine your craft, or heck, just go sleep for god’s sake. 

    And on the business side, your enthusiasts will love you more!

    You just made them feel like they belong. Like they can talk to you anytime. And that builds trust…

    That’s the most important thing you can get when running a business.

    Now, in this model, your busiest days would be your launch days.

    That’s when you launch a new offer, or partner up with another brand, or whatever else you can conjure up.

    And yes, that takes planning.

    But here’s the fun part: I actually built a way for you to test-drive how this whole email launch thing feels in your customer’s POV.

    It’s not some PDF of lessons. It’s a real campaign simulation.

    My reason?

    So you can see firsthand how mixing personality + stories into your offers makes people adore you.

    Details here: https://johnrillemanalo.com/campaign-test-drive/